How to Thrive for Change & Growth in a Chaotic Environment

Let’s talk about eliminating chaos in your marketing efforts. In today’s episode, I chat with Hana Abaza about the nitty-gritty of running the marketing for Shopify Plus. She joined the Shopify Plus team while the company was in the midst of crazy growth.

You’ll learn foundational principles for SaaS marketing, the biggest misconceptions about positioning, and how you can drive growth and optimization in a chaotic environment.

We discussed:

The nuance of marketing for B2B SaaS vs. small business or consumer
How Shopify Plus started as an experiment to reduce churn
Why positioning is highly misunderstood by most marketing teams
What happens when you base marketing on your own assumptions
Why you must have a minimum data measurement in place first
How to identify low-hanging fruit based on your sales funnel
The surprising reason growth isn’t focused on driving more volume
Why foundational marketing strategy falls into four separate buckets

Resources:

Shopify Plus
Hana Abaza on Slideshare
Hubspot CRM
Ogilvy on Advertising
The Unpublished David Ogilvy
The Boron Letters
ConversionXL
Andrew Chen
Brianne Kimmel
Tomasz Tunguz
Hana Abaza
5 Proven Methods for Positioning Your New Product

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