Hi friend! 👋
Your friendly neighborhood marketers here, to deliver your monthly dose of good vibes and even greater reads. 😍
In this month’s edition of Advance Insider, we’ll take a look at:
✅ The benefits of an integrated martech stack on the customer journey 🚀
✅ Up-to-date trends and recommendations in data and martech that you can implement right now 🙌
✅ Advance B2B summer party recap + our open positions!
Tools that B2B SaaS companies need to improve the customer journey, stage-by-stage (⏱ 2 mins read)
If you’re a B2B SaaS company, chances are you have a good few (maybe a few too many 👀) tools in your tech stack, including some indispensable ones, like your:
Whether you use HubSpot, Salesforce, or something else entirely, these tools are basically the three musketeers of growth marketing — they do amazing things when they work together.
It might seem that an integrated martech stack is mainly beneficial for you, the company. All of your data is talking to each other, tracking becomes easier, and reporting a breeze. Right?
But often, the benefits for customers are overlooked. Customers are more likely to keep returning when they have a good experience with you and when they feel taken care of — it’s what makes you stand out from your competition!
And this is where your martech stack comes in. With an integrated martech stack, you can:
🚀 Personalize your website based on the data that you have collected in your CRM.
🚀 Build automated marketing campaigns for your customers based on their lifecycle.
🚀 Enrich your customer data in CRM.
🚀 Build new audiences from existing customer profiles.
🚀 Improve the customer relationship by making your communications personalized, trustworthy, and most importantly, just for them.
As well as making sure your triple threat of marketing technology is working toward the same goal, it’s worth thinking about exactly which tools you can use across different stages of the funnel. This is the customer journey through the lens of the Pirate funnel:
Awareness: Getting the audience to your website.
Acquisition: They know your solution and are in the consideration stage. They are also willing to share contact information with you in exchange for more value.
Activation: People are using your product and are experiencing the value you promised. They are still in the consideration stage but are closer to making a decision.
Retention: Users are now returning and using it several times. It’s decision time!
Revenue: Users subscribed to your tool. They are now your paying customers.
Referral: They love it enough to start sharing it with their peers.
But! Luckily you don’t have to do the thinking today – our Growth Technology Lead, Juho, has done it for you (really, there’s a handy list at the end!) in his latest guide:
Essentials of marketing technology in your B2B SaaS business: Tools to boost different stages of the B2B SaaS customer journey.
Related reading for this (very important) topic 📚
👉 [Webinar] Hear from our own Mikko Laaksonen and EveryonePrint’s Audrey Agahan’ about aligning marketing and sales with the right tech stack
👉 [Article] Why your tech stack is the main success factor in B2B SaaS growth’ by Advance B2B (12 min read)
👉 [Article] ‘The B2B customer journey is set on a digital track’ by Martech.org (5 min read)
👉 [Article] ‘Towards a stickier customer: Aligning marketing & customer success for sustainable growth’ by Advance B2B (15 min read)
What the heck is going on in the data world right now?
You might remember her from a previous growth letter, but in case you don’t: our resident analytics expert Mia Mäkipää is seriously into data (funny that) and even better at sharing her insights with us regular folk. 🤓
Her latest article, The current data & martech trends every SaaS company needs to know, is full of actionable tips that you can implement right away. There are also some great memes, but that’s just a bonus.
The article covers:
Find it by clicking on this link 👈👻
Advance B2B summer party 🦩🌴🍹🏝☀️
Last week, we celebrated our annual team summer event! We went extreme this year, with indoor surfing, wind tunnel flying, an e-bike forest adventure, and an upside-down goggle challenge.
Will you join us next year? 🤔
June was another exciting month for new starters, with 3 new full-time Advancers joining (or in our Head of Sales Akseli’s case, re-joining) the team. Even better news: we’re still growing!
There’s plenty of time to join our weird, wonderful group of humans (and office dogs) before next summer’s fun rolls around. Check out our open positions here.
Could we be the right fit for each other? These should give you a rough idea:
And as always, we really appreciate all your replies — greetings, ideas, thoughts, feedback. Keep them coming! 💌