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SaaS Backwards Episode 84: The decline of inbound and the rise of owned media – with Anthony Kennada, founder of Audience Plus

Welcome to episode eighty-four 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.

It’s never been harder for marketers generate an audience where you can have impact than it is today.

The media landscape has exploded and the number of choices we have as marketers has never been more varied.

In many ways, we’re now paying for the sins automating a process of building trust and relationships.

In this episode, Anthony Kennada, Co-Founder and CEO of Audience Plus talks with Ken about how the marketing pendulum is swinging back from marketing automation, inbound, and maximizing SEO to its original intent—creating value for an audience in a more authentic way. 

Key takeaways:
  • How to create the authentic content that B2B buyers care about today.
  • Why first party data will be crucial to personalize content and prove impact in the face of changing data privacy regulations and the decline of third-party cookies.
  • How the shift towards owned media will help marketers regain control over their lead-to-revenue process and reduce reliance on third-party platforms and algorithms.

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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