About Neil Morgan
I'm a tech marketing executive with 33 years experience marketing B2B SaaS companies in most global markets, ranging from self-serve payments and social media platforms to Enterprise CRM and Digital Marketing. I'm fascinated by the theory and practice what it takes to create and lead a category in technology and have been lucky enough to work for category defining businesses in Apps, CRM, Marketing, Payments and Accounting businesses. My passions are family, most sports but especially golf & road biking.
Recent Comments
Thanks for sharing, a great summary of a really engaging panel debate. So many proof points for why it’s the most overlooked strategy for B2B SaaS businesses.
Great pod, really insightful into the Why, What and How Community for B2B marketers!
Hi Neil, much of this piece resonated with my experience, particularly the similarity of funnels, content and optimisation across B2B SaaS - Mary Portas described this well recently (albeit B2C) as 'squeezing people down the funnel to a transaction'. If it's feeling formulaic to us as marketers, then no doubt the prospect is too! I'm a strong advocate of community and I see an increase in the number of organisations deploying it, whether that's informerly or formerly. In terms of using it for growth and flipping the funnel, does this change the metrics you gather/report and how do you get buy in from CRO/CFO?
Thanks Claire, great feedback. As for metrics, yes it does, introducing more focus on a set of community metrics (size, growth, engagement ) and business impact metrics (influenced product adoption, retention, up sell/crossell, and referrals). More broadly, it can also be correlated, if not directly linked to NPS and CSAT scores. HTH, Neil.
Congrats Ian and welcome to the party!
Good summary of the impact of trust in social media on business.