Meet Garrett Mehrgutt, the co-founder and CEO of Directive, a next-gen software performance marketing agency. In 2019, Directive ranked in the top 500 in the Inc. 5000 fastest-growing companies in the U.S.

In this episode, you'll hear how Directive was born and found its footing in SaaS. You'll learn how you probably need to reset your traffic expectations, the approach for SEO that creates positive ROI, why vanity metrics can destroy your pipeline, and different approaches for scaling SEO. And finally, you'll learn about SEM ideas for 2020 and beyond.

There are lots of hidden nuggets in this episode, including a little tactical tidbit to drastically lower your CPA and skyrocket your results. Enjoy!

Notes:

• 03:25 The Journey To A High-Touch Model Working With SaaS
• 09:50 How SaaS Should Approach SEO To Have Positive ROI
• 12:30 Using Really Strong Product Positioning And Messaging
• 13:55 Looking At Opportunity Cost Not Lead Cost
• 15:30 The Right And Wrong Approach To Scaling SEO
• 19:10 Reset Traffic Expectations Based On Total Addressable Market
• 22:30 A Product-Led Content Strategy For SaaS
• 26:05 A Little Tactical Tidbit To Drastically Lower CPA and Skyrocket Results
• 28:00 You Need Trust To Take Risk
• 29:11 The Process To Change Your Pipeline And Increase MQL's And SQLs
• 32:12 Actionable Takeaways From Millions Of Dollars Spent In Campaigns During COVIT Crisis
• 35:15 You Need To Be Building Right Now And Focusing On The Key Things To Still Win In Q3 And Q4
• 39:00 Lightning Questions