S2E17 - How to leverage Marketing Automation for your SaaS? With Shay Howe

What is marketing automation and why is it important for your B2B SaaS? Well, the automation of processes will be required if hypergrowth is to be achieved, encompassing marketing and client messaging. In this episode of the Grow Your B2B SaaS podcast hosted by Joran Hofman we dive deep into one of the most important SaaS topics of marketing automation and how it can be leveraged for your B2B SaaS. The goal, naturally, is to enable hypergrowth to be maintained without compromising the customer experience. Shay Howe, CMO at Active Campaign, is the guest for today's episode. Active Campaign boasts a clientele exceeding 185,000 and annual revenue well surpassing 165 million, experiencing a year-on-year growth of 65% in 2021. Currently, they have accumulated more than 10,000 reviews on G2, a fact that is deemed highly impressive. Alongside his role at Active Campaign, Shay is also the co-founder of Lead Honestly, Chicago Camps and an advisory board member at G2. Without further ado, a warm welcome to the show, Shay Key Timecodes Shay Howe (0:29) Show and guest intro (1:31) Why you should listen to Shay Howe (2:00) What is marketing automation?  (4:10)  Why and when should SaaS companies care about leveraging marketing automation? (7:08)  When should you not think about doing marketing automation? (8:38) Common mistakes or misconceptions companies have while trying to implement Marketing Automation.. (12:20) Shay’s ideal marketing automation process (14:36) Where and how to start automation (17:59) The common challenges companies face while implementing marketing automation (21:26 ) Strategies on how to get the most out of your marketing automation tools (26:01) Future plans for marketing automation?  (29:26) How to grow towards 10K MRR (30:46) How to grow towards 10 million ARR (32:14) Shay’s crucial advice to SaaS founders (33:46) What Shay wishes he knew 10yrs ago