How FreshBooks Is Leveraging Internal Data For Thought Leadership

SaaS Breakthrough

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4+ y ago 37:25

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Meet Paul Cowan, CMO of FreshBooks - the # 1 accounting software in the cloud for self-employed professionals and their teams. Over a 20+ year career, Paul has held leadership positions at large corporations, then left them to launch startups from scratch. He has marketed phones, food, booze, toys, and SaaS products.

In this episode, you'll hear about Paul's journey joining FreshBooks as the new CMO pre-COVID. You'll learn how to differentiate yourself in a busy marketplace with your ICP, how to do a rebrand, and how to use your internal data for thought leadership. And finally, you'll hear about the challenges and solutions to scale paid campaigns. Another fantastic episode, enjoy!

Notes:

- 03:10 An Accounting Platform Focused On Helping Small Business Owners Manage Their Books

- 06:05 The Power Of Being Hyper-Focused On The Customer

- 08:50 The Right Reasons To Do A Rebrand

- 13:05 Testing The Rebranding With A City-Based Campaign

- 15:10 Looking At Exploiting Existent Internal Data For Marketing Purposes

- 17:55 Leveraging Internal Data As A Content Magnet

- 19:00 Using Gated Content To Balance The Coming Deprecation Of Third-Party Cookies

- 20:40 Helping People At The Grassroots Level And Becoming Meaningful In Customers' Lives

- 21:35 Using Internal Data To Create Unique Marketing Content In Less Sexy Industries

- 23:10 The Challenges Of Scaling Spending On Advertising

- 25:40 Balancing Short Term Tactics And Long Term Fundamental Shifts

- 30:00 Missed Opportunity: Spending More On Advertising Last Summer

- 31:20 Lightning Questions

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