Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast · AdQuick

Jason Myers - state of b2b saas marketing | E54

January 30, 2025·36 min·2 clips

Jason Myers says one client wasted money on LinkedIn look-alike audiences and spam clicks until his team stopped it.

1. Madvertising by AdQuick hosts Jason Myers for a discussion of B2B SaaS marketing, agency work, and AI-assisted content. 2. Jason Myers is the Chief Revenue Officer at Austin Lawrence Group and the host of SaaS Backwards, which gives him direct experience in B2B content marketing and consultative sales. 3. The episode asks how B2B SaaS teams can sell when buyers, buying committees, and search behavior have all changed. 4. Jason argues that specialists still matter because in-house teams often lack advertising experience across hundreds of clients. 5. He says B2B SaaS messaging should start with a "problem worth solving" rather than with platitudes like "we're the number one platform." 6. He points to the Challenger Sale and the Challenger Customer as frameworks for getting prospects to agree that a problem exists. 7. Jason says the method for finding that message is to interview customers, subject matter experts, and salespeople. 8. He warns that sales calls only reveal the rational justification, not the emotional reasons people buy. 9. He frames the core B2B challenge as moving a buyer off the status quo and convincing the whole buying committee that now is the time. 10. He contrasts political buying problems in large companies with the more direct economic problems startups often face. 11. Jason says startups are disadvantaged by weak name recognition, which makes the Challenger model useful for opening doors and building trust. 12. He argues that professional services can hurt SaaS growth because modern SaaS shifts more risk to the seller through monthly billing and long payback periods. 13. He cites a customer with a three-year payback and says early churn can erase the acquisition economics. 14. Jason renames lead generation as "demand capture" and cites the idea that only 3% to 5% of TAM is in a buying window. 15. He says the predictable revenue model from Aaron Ross and Salesforce worked better when buyers still responded to email and SDR outreach. 16. He argues that today's buyers ignore generic email and often resent cold outreach from junior BDRs. 17. Jason says SEO is becoming harder for B2B SaaS because AI snippets and large publishers are crowding out smaller companies. 18. He describes AI as a useful research and content-assistance tool, but only when an experienced human gives it direction. 19. The tone is practical and interview-driven, with Jason giving framework-heavy answers and specific examples from agency and SaaS work. 20. Marketers, agency operators, and B2B SaaS founders will get the most value; early-career sales skeptics may skip it.

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