Meet Juuso Lyytikkä, Head of Growth at Funnel, where they help thousands of businesses to be more data-driven and thus delivering higher returns. He leads the marketing and operations teams and built a highly scalable lead generation engine by melding best in class B2B and B2C methodologies and focusing on empathy.

In this episode, you'll hear about the creation of Funnel.io from an advertising agency, how they moved upmarket from e-commerce and SMB based on new product requirements and signals from their market. You'll learn the major pitfalls to avoid in advertising for SaaS today and how you actually make advertising work. And then look at LinkedIn advertising, targeting, and requirements for successful campaigns.

And finally, you'll hear about where Juuso thinks the SaaS landscape will end up, especially for advertisers in 2020 and beyond. Enjoy!

Notes:

• 02:20 Helping Marketing Be More Data-Driven And Actually Understand How They're Doing
• 04:00 Becoming The First Marketing Hire Full Time
• 06:00 Getting Signals From Different Segments To Expand The ICP
• 08:45 Focusing On Building A Scalable Advertising Lead Generation Engine
• 12:30 Using A Mixed Bag Of Big Advertising Platforms And Smaller Ones
• 15:00 How Do You Actually Make Advertising Work
• 20:34 Attribution In Advertising
• 22:10 Getting Insights On Your Customers And Audience With LinkedIn Ads
• 26:05 Testing In Advertising
• 28:40 The Most Important Thing When Choosing a KPI
• 32:10 A Tool To Make The Life Of The Customer Or Prospect Easier
• 33:50 Hard Lesson: You Should Get Operations Early On
• 37:20 This Crisis Is Accelerating The Transformation To Digital
• 41:00 Lightning Questions