Sharing experience, insights and best practices for building SaaS businesses. Clients rely on us to realize the future visions of their organizations. Posts here are based on real-world outcomes and lessons learned from putting marketing to work – marketing that grows software companies like yours.  Let’s build something bigger, together.

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SaaS Backwards Episode 82: Repositioning to differentiate - with Shannon Curran, VP Marketing at MadKudu

Welcome to episode eighty-two 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.


When joining MadKudu as a Marketing VP, Shannon Curran knew they were so much more than a predictive lead scoring platform.

She wanted to shift the conversation from product-led growth (PLG) to a focus on hybrid funnels and revenue generation. And because it would be a huge challenge to cut through the noise in the MarTech/RevTech space, they engaged an external consultant to conduct research and help with the positioning process.

They explored the competitive landscape, market trends, and the company’s unique value proposition.

Through testing and feedback, they arrived at the positioning as a revenue automation intelligence engine, emphasizing the company's ability to predict and prioritize revenue-generating actions, automate revenue intelligence, and provide data-driven insights for go-to-market teams.

The repositioning efforts showed a 2X increase in demo conversions.

In this episode, Curran talks about: 

  1. The importance of positioning before messaging and branding, as it provides a solid foundation for effective communication and differentiation in a crowded market.
  2. Vetting new job opportunities: funding, understanding their key metrics (CAC, LTV, churn), board involvement, and the experience of the founders.
  3. Using a test and learn approach to their messaging change by conducting bi-weekly tests on their website, paid advertising, and other channels to gather data and feedback. 

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

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