Messaging & community-building go hand-in-hand – Hanna Larsson, Founder @ Huntrs
TL;DR: Focus on building an ecosystem and your messaging will always be on-point
Read time: 3 minutes
The following is a conversation with Hanna Larsson, a SaaS GTM leader & founder of Huntrs. She’s built & scaled GTM strategies, sales orgs & revenue at SaaS, deep tech & HR tech companies (including unicorn company Remote from 0-$30M ARR.)
How is GTM strategy changing?
The old way:
→ Bombard people with irrelevant outbound
→ Spend like there's no tomorrow
→ Growth at all costs
→ Hire, hire, hire
→ Paid ads
The new way:
→ Ecosystem focus
→ Smart partnerships
→ Content-led growth
→ Reinventing outbound
→ Small & personal events
→ Build REAL relationships
→ Leverage AI & automation
→ Efficient profitable growth
→ Human and non scalable actions
→ Build community around your brand
→ Experiment with content on social media
→ Build a lean team: a mix of FTE + freelancers
→ Founders & C-levels building personal brands
What hard won career learnings do you bring to your current business?
Learn how to sell, learn how to solve problems, learn how to build distribution - boom you have a company.
How do you recommend marketers adjust messaging in reaction to market shifts?
Corporate one-way communication is dead. Some just haven’t realized it yet. Paid ads are too.
Build on social media. People spend on average 2.5 hours per day on social media. Learn how to grab attention and build community. Build an ecosystem around your company.
Learn how to educate, inspire and entertain.
Have fun.
B2B content can be fun if we make it fun.
It's people 2 people.
Imperfection and human content - that’s what’s interesting.
People follow people.
How do you make sure sales doesn’t find marketing materials too fluffy?
By working together and having a tight collaboration.
Revenue growth is a team sport.
Do you involve other teams (sales, customer success, product) in content creation?
Yes, I truly believe that successful companies will be the ones who understand that they should teach and enable their people to build an audience and actively help to build community.
Do you involve customers in content creation?
100% - do smart partnerships and tap into each other's audiences and followers.
Who will be the 'winners' in B2B SaaS in the next 5-10 years?
The ones who:
- can adapt
- can grab attention
- speak with their customers
- build lean teams
- can leverage AI and still stay human and approachable
- build proper relationships
- build efficient profitable growth
- do things that don’t scale
- actively encourage their people to have side hustles (the world of work is changing)
What’s your biggest win to date?
Betting on myself and starting my company. I’m a firm believer that many more people will need and want to become entrepreneurs in the coming years.
The barrier to entry is lower than ever before.
What are your goals for the next quarter? Next year?
Continue building my company and build a life filled with purpose and fun.
What do you read / listen to in order to learn about your market?
I consume a lot of content on social media, books, podcasts (favorite: The Diary of a CEO), a lot comes from my work with clients.
Closing thoughts you’d like to leave readers with?
Don’t let anyone tell you what you can and can not do. Surround yourself with people who inspire you to aim higher. It matters so much.