How Aweber Remains a Market Leader After 20 years Using Strategic Branding, Customer and Product Marketing

SaaS Breakthrough

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Meet Rob Patterson, Chief Marketing & Growth Officer at AWeber, which is a SaaS that helps entrepreneurs and small businesses connect with their audience and accelerate the growth of their business through powerfully-simple email marketing tools and expertise.

In this episode, you'll hear how Aweber has remained a market leader in a red ocean market for 20 years and what the first 90 days have been like for Rob as the new Aweber CMO. You'll learn about strategic branding for both internal and external marketing purposes when you need to spend time on net new marketing versus internal customer marketing and how marketing must be used for retention and hiring purposes in a growing company.

This a very, very interesting episode. Enjoy!

Show Notes:

04:15 Helping Startups, Small Businesses and Entrepreneurs Connect
With Their Audiences
05:50 Keeping Leadership in a Market With Over 7000 Vendors
08:30 The First 90 Days: Unifying the Messaging
11:10 A Basic Messaging Exercise
11:50 Customer Marketing VS Net New Lead Marketing
15:45 Internal Rollout of the Updated Messaging
17:20 External Communications of the Updated Messaging
18:25 Messaging Is Never Done, It Continuously Evolves
19:20 Look at Churn Rate to Decide on Customer Marketing vs Net New
Acquisition
21:00 The Deliverability Rate of Emails
22:55 Leveraging Affiliate Network and Partners to Get New Leads
24:10 Improving Product Usability
26:45 Building Culture and Momentum by Marketing Internally for
Customer Support
28:00 The Aweber Academy and Onboarding New Team Members
30:00 Culture and Hiring as a Company Becomes Bigger
33:00 An Abundance of Data and a Data Analyst
36:00 New Features Coming In the Second Half of 2019
37:00 Lightning Questions

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