Demystifying ‘Strategic Thinking’ for SaaS Marketers

August 16, 2017

(Coming Soon)

Georgiana Laudi & Claire Suellentrop

Forget The Funnel

What we cover in this workshop...

The birth of a product-first company:

  1. Product-first companies typically form from a founder's "big idea" — a problem they notice and want to solve
  2. Product strategy ("how will we solve this problem?") typically comes first, then business strategy ("how will we make money solving this problem?")  evolves
  3. Marketing strategy requires visibility into: decisions already made on the product and biz sides, understanding of the problem, undertsanding of the people wiling to pay to solve the problem

The levels of marketing strategy:

High-level marketing strategy

  • Vision / mission / purpose << if not already established
  • Competitive analysis
  • Customer research
  • Positioning Canvas
  • Unique Selling Proposition
  • Jobs to be Done / personas / proto-personas
  • Customer journey mapping
  • Brand guidelines, assets

Campaign Strategy

  • “Campaign” here is defined as: an initiative designed to improve a specific piece of the customer experience
  • Choosing which campaigns to launch depends on knowing which metrics are most important to stakeholders right now
  • When you know your CEO’s favorite metric, you can plan relevant campaigns accordingly and make a strong case for them
  • Sample purpose of a campaign / initiative: ie. We need to…convert X% more of our website traffic into leads

Channel Tactic Strategy

  • There are 19 core channels you can use to develop a campaign
  • Identify which channels are most likely to help you hit the targets set for your campaign with the most efficient use of time and money


  • Identify aaaaaaaall the little steps required
  • This is where you need to start delegating, outsourcing, automating as much as possible

Apologies for the technical difficulties toward the end — a sudden power outage took Gia by surprise (womp, womp).

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Georgiana Laudi & Claire Suellentrop

When it comes to growing multi-million dollar SaaS businesses, we’ve seen what works. Both separately and together, we've built best-in-class brands from the ground up and played key roles in revenue growth. While our background stories may differ — Gia’s a Canadian who’s been marketing since 2000; Claire’s an American whose marketing career began in 2012 — we’re united in wanting to support those growing SaaS companies, and to provide resources they need to step up as strategic leaders. You can learn more about us here.

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