Welcome to episode seventy-six of the SaaS Backwards podcast, where we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that's working, and lessons learned from things that didn't work as planned. 

You can listen to the full episode directly below via Spotify, or visit SaaS Backwards on Buzzsprout or wherever you listen to podcasts.

We talk a lot with our customers about the 97%. The people who have problems you solve, but don’t know there’s a solution and certainly don’t know about you.

That’s what we talked about with Olgo Noha, CMO of SplitMetrics at the recent Ascent Conference in San Francisco.

Split Metrics is in a relatively new market with little competition—but there is little solution-awareness.

Therefore, their strategy has focused on education. And when you have a complex product that requires education—customer creation is the name of the game.

Also in this episode: 

• Looking for the pivot in terms of go to market or your product or even operational side of things.
• How SplitMetrics restructured their sales teams to focus on a single portfolio of products.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting