Kajabi picking a positioning fight with every B2B SaaS company – Guest Louise Flynn

Fractal Marketing - with Gerard Doyle

This episode features Louise Flynn, Founder and Marketing Advisor at Rulu Marketing. She talks about Kajabi, an online business platform that replaces multiple tools and offers a full-stack solution to solopreneurs, and how it positions itself to this very specific target market.

Louise and Gerard discuss their free trial offer and the curious credit card requirement that comes with it. They also break down the company’s acquisition strategies, marketing funnels, as well as their incidental success with the world’s increased reliance on digital communication today.

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HIGHLIGHTS

02:51 Kajabi: Offering a full-stack solution

08:06 Leveraging the community of brands that use Kajabi

14:53 Kajabi’s 14-day free trial and credit card requirement

19:45 Discussing acquisition strategies and marketing funnels

33:38 Product marketing successes

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QUOTES

07:13 “For some who find the technology a little bit overwhelming, the aspirational brand messaging really brings them forward, brings them through and they begin to see the life with Kajabi in it.”

09:20 “They have a heroes program that they talk about where they’re constantly sending out merch just to reward people for hitting certain revenue targets on the platform. So they’re trying to actively engage the community.”

21:20 “I don’t see a lot of marketing outside of the website and I wonder why that is whether they just were used to being bootstrapped and they haven’t built a big enough acquisition funnel with enough different aspects to it.”

27:09 “If you pick a very specific persona, that promise has to really land. You can’t really build the huge dream. It’s got to be so relevant and they seem to be targeting a persona which is business-driven coaches and consultants.”

34:59 “Instead of trying to kind of be everything to everyone and not being able to secure any of the market, they’ve just decided on the type of person that’s interesting to them.”

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RESOURCES

Kajabi demo (credit card required): https://kajabi.com/demo

Kajabi Access for $99: https://kajabi.com/access

Kajabi on Facebook Business: https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=ALL&view_all_page_id=113897981972497

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