2Inspire Collection – Interview with Natalie Marcotullio, Head of Progress and Operations at Navattic

We’re thrilled to current our latest episode of the 2Inspire Interview Collection, the place we invite entrepreneurs, managers, consultants, and creatives from the business to share their insights, finest practices, and tales that can assist you hyper-grow your on-line enterprise. So, get impressed by this newest interview.

On this episode, we had the pleasure to talk with Natalie Marcotullio, Head of Progress and Operations at Navattic, the place she focuses on serving to SaaS corporations give their prospects a greater shopping for expertise. Natalie has a background in search engine optimisation and digital advertising and marketing for B2B gross sales and advertising and marketing SaaS, and over time, her focus has shifted to full-funnel advertising and marketing and enhancing the digital purchaser expertise. Beforehand to becoming a member of Navattic, Natalie was the Advertising and marketing Director and Chief of Workers at Map My Clients, a geospatial gross sales platform designed to assist advertising and marketing brokers map and share prospects’ areas. Together with her wealthy expertise in SaaS buyer expertise and onboarding, you possibly can make certain that she has loads of glorious finest practices to share by way of SaaS progress.

As you possibly can anticipate, this episode is jam-packed with actionable tips about SaaS progress, together with decreasing your churn charge by enhancing your retention methods, insights on why content material and its distribution are key elements in your buyer’s journey, key tips about the way to observe your organization’s success and upscale your buyer expertise gameplan, and when is the appropriate time for a SaaS enterprise to work on a rebranding technique.

Let’s dive in, and ensure to look at the interview to be taught all about these finest practices and way more. We will assure you’ll go away with at the least one takeaway, so be sure to have a pocket book and pen shut by!


Take a look at the total interview under:



Interview Excerpts:

Q1: May you share extra about your journey in Advertising and marketing? (00:18)

“I’m at the moment the Head of Progress at an organization referred to as Navattic, and we make interactive product demos – basically try-before-you-buy experiences for software program. So far as my background, I’ve all the time been in B2B SaaS, tech, and I began with search engine optimisation and SEM. I’ll all the time say these are my two loves, self-taught myself that. After which I moved to extra of a holistic advertising and marketing, lately extra targeted on progress and complete buyer expertise. I used to be really a buyer of Navattic, earlier than shifting to Navattic, which made it one of many best transitions I’ve ever had in my advertising and marketing profession. And it was positively so much simpler. At our outdated firm the place I used to be at, we have been promoting to an ICP that wasn’t as buyer-friendly, it wasn’t as tech pleasant, whereas now, I’m principally promoting to myself. In order that’s been an superior journey and profession.”


Q2: What are some suggestions that shorten the B2B funnel and have higher conversion charges? (00:54)

“That is one thing our prospects come to us for lots. And I feel primary is to place extra details about your product in your web site. It doesn’t need to be an interactive demo, whether or not that’s a video, screenshots, simply extra info typically. We additionally see prospects are reducing down the gross sales cycle and the funnel through the use of this sort of pre and put up demos. So, quite than having to present demos to each single particular person within the firm, you possibly can ship them an interactive demo that they might share internally. And that drastically cuts downtime, as a result of not each single particular person must hop on a name.”


Q3: How do product demos assist in constructing and supporting a product-led progress technique? (01:30)

“When you’re at the moment sales-led, and also you need to go PLG, we sort of body this as a PLG gentle. It is a solution to begin testing it, letting folks get fingers on along with your product with out having to drag in your engineering assets, with out taking months to a 12 months. From buyer interviews, simply from speaking round, we’ve heard that usually, it takes about six months to 2 years to go PLG in case you are a conventional sales-led movement. And our common implementation time for our prospects is about two weeks. So, since we aren’t any code, since we’re already taking simply front-end captures of your current product, it makes it so much simpler to get one in every of these interactive demos up and operating, you possibly can put it in your web site, you possibly can ship it out, as we talked about, and see how prospects reply to somewhat bit extra of a PLG movement.”


This autumn: What’s the most suitable choice for SaaS corporations and why – a free trial or a product demo? (02:16)

“I don’t know if it’s actually an bothor scenario, however I can discuss why you would possibly consider utilizing each or perhaps you’d need to place to free trial. Really, at my previous firm, what we did is: we had a free trial, and also you needed to import info as a way to see any worth. We have been a CRM and, , with out seeing your leads, you’re actually not going to get worth out of CRM. However the import course of was somewhat time consuming. We in the end ended up switching to an interactive demo as a substitute, as a result of it required no setup on the tip consumer, so they might immediately see worth. They wouldn’t need to set something up or not fear about getting permissions, and it was additionally only a lot sooner. Fairly than them having to attend 14 days to arrange a free trial, they might stroll via your entire platform and two minutes.”


Q5: What have you ever discovered to be the important thing acquisition channels in SaaS? (03:06)

“I’m somewhat biased, as a result of that is the place my background is. However I feel search engine optimisation will stay ceaselessly. Particularly as a result of it’s only a stage of belief constructing. Adverts and all which might be efficient, however you sort of know you’re being marketed too. Effectively, in an article, you’ve gotten room to develop your model, to present info, to do thought management. And what’s good about search engine optimisation, I assume the nice and the dangerous about search engine optimisation, is it takes some time, it takes six months or 12 months to actually see the outcomes. So, for those who’re one of many first leaders, you’ve gotten an enormous benefit. It’s not like advertisements, the place a competitor might simply are available subsequent day, and bid on all of your key phrases, after which all of the sudden, they personal every thing. I all the time suppose search engine optimisation goes to be there so far as a key channel for SaaS corporations.”


Q6: What methods do you employ to encourage renewals and enhance retention? (03:54)

“I feel among the best issues you are able to do for retention is getting your prospects onboard and applied, 100% arrange accurately, and actually strolling them via, information them via. And never simply that, corresponding to software program, and every thing’s applied and dealing effectively, but in addition that they’ve a solution to observe if the software program is working effectively. I feel in terms of testimonials or making an attempt to show worth, as entrepreneurs, we are able to get actually pissed off, as a result of we wish these knowledge pushed testimonials. However we by no means take into consideration how we can assist allow our prospects to get there. We will’t simply anticipate them to have the ability to pull knowledge from our product if we don’t have analytics, or if we don’t have integrations to take action. And one factor that we do is we’ll stroll prospects via customized integration. And we have now a pre-built dashboard with HubSpot and Salesforce. So, we’ll stroll them via the way to set it up, after which present them this dashboard, and assist them make this dashboard. That means we all know they’ve a solution to observe the success of Navattic, the leads they’re getting, how a lot leads that result in MQLs, income and all that. Then later, in terms of renewal time, we are able to level to that worth, we are able to level on to these metrics and even for a case examine.”


Q7: When ought to a B2B firm start thinking about a model redesign? (05:01)

“I feel there are a whole lot of totally different causes. We’ve a whole lot of prospects that come to us and ask about this, and a few of the commonest cited are huge charges, huge product launch, something like that. We’re making an attempt to create a brand new model refresh, huge stir out there. I feel one other actually necessary one is, for those who’re going after a brand new viewers, or in case you are making an attempt to actually focus in on one viewers and do ICP analysis. The explanation we did ours was as a result of we have been actually honing down on a particular viewers on the time, I spotted that we wished our messaging to be somewhat too broad and wished to actually deal with them. One other huge one, and we’re occupied with one other web site redesign now, and what we’re occupied with on this course is the place you’re out there, proper? Like after we first launched, we have been all very new. There area wasn’t as aggressive, we have been simply educating folks round product demos and what that meant. Now there are positively extra gamers out there. It’s sort of going from innovators to somewhat extra early adopters. So, we obtained to consider how will we differentiate much more? How will we make it straightforward, if anybody’s evaluating us, to indicate what we focus on? I feel that sort of the place you’re out there after which who you’re going after are two methods to make you suppose if this a great time for an internet site redesign.”


Q8: What are some classes you discovered from Navattic’s rebranding course of? (06:17)

“I feel one huge one is, earlier than you even begin engaged on the design and any of that, make certain all of management is aligned on targets. And that what the primary message of this new web site is. And we have been fairly good about that, the management workforce was superior for offering their suggestions for us, ensuring that all of us have this aligned mission. However I feel I’ve seen so typically with web site redesigns the place you get actually far and out to it. After which somebody is available in sort of final minute and says, oh, this wasn’t the messaging I used to be imagining, or this wasn’t our pondering. Simply ensuring up high, you’re getting all aligned. And that all through, you’re giving updates, checking in with everybody ensuring they’re reviewing it – in order that it’s by no means a shock to anybody the week earlier than you launch and then you definitely begin throughout.”


Q9: What are some frequent errors you see B2B SaaS manufacturers make by way of their patrons’ CX, and the way can they deal with them? (07:06)

“I feel the largest one, and the explanation why a whole lot of prospects come to us, will not be giving product entry early sufficient. We’re listening to about merchandise the place it’s the third, fourth name that you simply lastly get to see it. I feel we’ve all been in that purchasing course of, and it’s extremely irritating to simply need to see if this may be just right for you, you simply need to get a fast understanding about it and have to attend weeks and three to 4 calls to get there. Our advice is all the time to indicate the product as quick as doable. Clearly, as we confirmed it on the web site, even when they’re movies, screenshots, or something like that, that may give folks an thought of what they’re signing up for.”


Q10: Is content material nonetheless king and what are your ideas on gated versus ungated content material? (07:46)

“I feel content material is king. It’s clearly getting extra crowded, however I feel that is also making us step up and create higher content material. What’s good concerning the crowded area is that Google is sort of taking us down on actually low-quality content material. So far as gated versus on gated, I feel it actually will depend on your purpose. I do know there are some entrepreneurs who’re closely con-gated or pro-gating. As lots of people say, for those who’re going to gate make certain it’s invaluable sufficient for an e-mail. So don’t simply do a generic weblog put up. However we get this query so much from our prospects, and what we normally say is: in case your purpose is lead gen and you’ve got some nice info, you’re going comply with up with them, or when you have a goal to make use of that e-mail, then gate it. Particularly if it’s a protracted piece of content material that you’ve got behind that gate, I feel folks will perceive, I simply gave up my e-mail, however I’m getting so much in return. And particularly for those who can comply with up with one thing related to them, then it doesn’t really feel as intrusive that they’ve given your e-mail. On the flip facet, in case your purpose is like educating your leads, if you’d like greater high quality leads, for those who’re getting a whole lot of window shopper pokers and also you simply need folks to have an thought of your product for the join a demo, then we advocate un gating.”


Q11: What are your tips about the way to distribute content material? (08:59)

“One factor that we’ve been making an attempt lately, and seeing a whole lot of success with, is we’ll create a bit of content material after which get like six to 10 actually in-depth examples or quotes, or tales. When you’re aware of HARO (Assist a Reporter Out), it’s not like a fast CRO/crow the place we don’t actually know the particular person. It’s folks we have now relationships, typically its prospects, typically companions and getting their tackle it. After which that means for one, the weblog posts it’s not simply our opinion, there are a number of opinions, which I feel elevate the weblog put up. And two, after we go to repost it, after we go to put up on social, we make certain to tag everybody and inform our companions or prospects that we included them on this weblog put up. That’s a means for them to additionally share it with their networks, to get to indicate how they’ve been spotlighted and a few of the nice outcomes they’ve seen. And typically, being cross collaborative, elevates the peace after which additionally elevates the attain you’re going to get.”


Q12: What are your high 3 advertising and marketing metrics to trace success in B2B SaaS? (09:57

“Primary is pipeline alternatives, ensuring that what we’re doing is bringing in income for the corporate. I feel one other good one, for so far as model consciousness is periods and site visitors simply typically, seeing if there are extra folks visiting our web site. I feel pipeline alternative is an important, it’s clearly a really backside of the funnel metric. And for those who’re doing one thing that’s extra in direction of model consciousness, for conditions such as I need to get my title out, however I won’t essentially get folks to purchase instantly, measuring off of simply MQL or pipeline would possibly make you suppose that was a failed occasion, however actually, it may need introduced a whole lot of model consciousness. After which third, we do observe MQLs, extra for simply main metrics, it’s like that is much less an important one. However I feel it lets you know is one thing did instantly catch curiosity or not. Clearly, pipeline alternatives are an important, however it could possibly take a short time so that you can perceive, is the marketing campaign was profitable or for those who’re simply doing pipeline alternatives.”


Q13: What’s an internet device you depend on and might advocate? (10:59)

“This most likely shouldn’t be stunning, primarily based off my search engine optimisation background, however ahrefs all the best way, I completely like it. And even for those who’re not an search engine optimisation, it’s nice for aggressive analysis, nice for similar to market analysis typically, determining what subjects folks that associated to your providing or associated to any frequent themes are trying up. So, it’s my primary favourite device.”


Q14: Who’re some inspirational folks you look as much as and why? (11:27)

“Yeah, so I feel primary for me is any feminine and B2B SaaS that may be a founder. Sadly, every time I am going to conferences, or take a look at the audio system, any B2B founders in SaaS are usually male. And simply to call just a few, Melanie Fellay of Spekit and Alexa Grabell of Pocus. Seeing what they’ve been in a position to accomplish, and particularly in a extra tech male dominated world, simply been superior.”


Q15: What’s the finest ebook you’ve learn currently? (11:59

“I did simply reread this, however I like Uncanny Valley by Anna Wiener. I like to recommend it for anybody in tech. I’m additionally from New York, so studying a New Yorker’s perspective on shifting to San Francisco and being within the tech world is simply actually entertaining.”


Q16: What’s the finest recommendation you’ve ever obtained? (12:16)

“I feel the perfect recommendation I’ve ever obtained is to all the time take into consideration who’s supplying you with the recommendation. I feel it’s so typically that we need to hearken to the entire recommendation and everybody has their very own views and backgrounds. However simply protecting that in thoughts, particularly in advertising and marketing, the place everybody needs to let you know about the perfect new marketing campaign they’ve run or one thing that’s all a lot profitable. However all the time protecting in thoughts, what was their viewers? Why did that work for them? Would that work for me and my viewers?”


Keep within the Know!

We hope you’ve gotten loved this episode as a lot as we did and located it insightful. Are you able to put these SaaS actionable suggestions into observe?

Till our upcoming episode, make certain to take a look at these earlier 2Inspire installments, which can show you how to take your SaaS enterprise to the following stage:


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