You’re hired as VP of Marketing of a fast-growing YC-backed tech company. What do you do in your first 100 days? That was the situation Amrita Mathur was in when she took the VP of Marketing job at Superside. From hiring, re-branding, pricing changes and planning experiments, there are so many things to focus on and do. In this episode, Amrita breaks down exactly what she did to set up Superside for a growth trajectory.
In episode 62, you’ll learn:
- How and why Superside completely re-hauled their pricing model from pay-as-you-go to a subscription-based pricing
- How to avoid screwing up a re-branding of a company
- What roles you should hire for on your marketing team first
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Our sponsor for this episode
Thank you for the sponsor of this episode 42 Agency.
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Tweet Some Quotes from This EpisodeMake sure that you're going after the right kind of people or you'll burn a lot of money. – @amritamathur from @GrowthToday podcast. Get the full podcast episode 👇 Click To Tweet The onboarding process is where your customers teach you about their goals and, as marketers, we're learning the things that are important to them. – @amritamathur from @GrowthToday podcast. Get the full episode 👇 Click To Tweet The main job of marketing (in the early days) is to figure out who your best-fit customers are – @amritamathur from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet
My Takeaways from This Episode
- The main job of marketing [in the early days] is to find out who your best-fit customers are. I love that! One of the first things that Amrita did was talk to existing customers and future prospects, sifted through data to look at their discovery and buying paths and to try to figure out who their best customers are based on level of product usage. Not everyone in your TAM is going to be your customer. The sooner you realize that, the sooner you can double-down on going after the subset that look like your best customers.
- Don’t take your customers literally. When the Superside team asked various segments in their market what their new name should be, the majority of them liked the name ‘PopLab’ with ‘Superside’ firmly in second place. There were a number of reasons why Superside was a better fit for the type of brand they are trying to build, so they stayed the course and opted for something that didn’t win the popularity contest: which was eventually received with much fanfare and excitement when superside.com launched. Ultimately, this is a lesson in that your customers don’t run your business and can’t see what you see. Value their feedback and opinions but use it as one of many vectors in the decision-making process.
- When you’re building a team from scratch, your first few hires are a critical piece of the puzzle. When Amrita asked on Twitter which marketing role folks regretted the most in hiring too late in B2B SaaS, it was overwhelmingly someone who can own marketing operations usually meaning tools, technology and data infrastructure. It’s tempting to hire someone good at PPC or SEO, but having someone who can own the building blocks of the entire customer funnel will help you both support and unlock growth.
About Amrita Mathur
Amrita Mathur is the VP of Marketing at Superside.com, which helps enterprise teams design at scale. Prior to that, she was the VP of Demand Generation at Top Hat, where she led the full-funnel effort from brand awareness, lead acquisition and conversion to pipeline creation, funnel optimization and community building. Amrita passionate about a few things: disruptive ideas, taking new products to market and working with great teams.
- 3:45 – Amrita’s experience so far as VP of Marketing at Superside.com
- 6:10 – Amrita’s career journey from becoming a marketing specialist to becoming VP of Marketing at Superside.com
- 9:14 – How Amrita became the VP of Demand Generation at Top Hat
- 12:00 – How do you handle the tension between sales and marketing
- 16:24 – What is Superside?
- 19:00 – What did Amrita do at Day 1 as VP of Marketing at Superside?
- 24:40 – Some of the surprising things Amrita learned after talking to their customers
- 27:30 – Who are the best customers of Superside?
- 29:25 – The story behind why Konsus.com became Superside.com
- 35:40 – How did they make sure that the re-branding to Superside did not fail
- 40:56 – Why did Superside completely rehauled their pricing model from pay-as-you-go to subscription-based
- 44:00 – Why it’s important to know who your best-fit customers are
- 46:04 – How the Superside team priced their tiers from $1k to $15k per month
- 47:47 – Amrita’s thought process when it comes to metrics and measuring success
- 54:03 – What are leading and lagging indicators for Superside?
- 57:20 – One surprising thing they’ve learned about their customers
- 59:22 – Why for B2B SaaS, one thing most marketers and founders regret hiring too late is hiring great analytics or marketing ops person
- 1:01:18 – One surprising thing they’ve learned about their customers
- 1:04:30 – Why is lead gen NOT demand generation
- 1:05:38 – What is Amrita’s one piece of advice to any marketers who aspire to become a VP of Marketing someday
- 1:07:31 – Where can you find Amrita and Superside online?
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