Mastering B2B SaaS Performance Marketing | Meenank Minnu from Hey Digital

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Meenank: I’m doing great. Thanks for having me on the show. I’m excited.

Ernesto: It’s great to have you on and well, I’m sure our listeners are tuning in wondering what Hey Digital is all about. So let’s kick it off with that. Meenank, in your own words, tell us a little bit more.

Meenank: Oh, yes. Hey Digital is a performance marketing agency for Series A+ B2B SaaS companies. We only do one service, which is performance marketing, and we help SaaS companies generate pipelines, get more sign-ups, get more qualified demos booked, etcetera. So, yeah, that’s what we do, definitely.

Ernesto: And so that way our listeners could get a good understanding of Hey Digital, Meenank, what would you say is that key problem that you guys like to solve for clients?

Meenank: Definitely with their sales pipeline, definitely with their quality of leads and sign-ups that they get. I feel a lot more SaaS companies are about getting just to spend on paid ads, but let’s look at the tracking later. And that’s a huge problem in our industry. So what we do is we work hand in hand with companies, set up that deep-level tracking, set up reporting systems, hygiene checks, etcetera, and then get in the sales pipeline and generate it via running performance campaigns, get more performance experiments done. So it’s like a whole lot of things out there related to performance marketing.

Ernesto: Perfect. Awesome. And so then for you guys as an agency, what would you say? Is there a vertical that you guys like to go for? Is there an ideal ICP for you that Hey Digital likes to go for?

Meenank: Oh, yes. The vertical is B2B SaaS Series A+ companies because we think that they’ve achieved the product-market fit and are ready to grow. Regarding the ICP, we work hand in hand with the CMOs of SaaS companies, the VPs of marketing of SaaS companies. Usually, these are our two ICPs, really simple VPs and CMOs that we work hand in hand with.

Ernesto: Perfect. Awesome. Thank you so much for that. And so how would somebody then usually find out about Hey Digital? Is there a top client acquisition channel for you guys?

Meenank: Oh, yes, 100%. Our top client acquisition channel is inbound, and we use LinkedIn for it. LinkedIn inbound people see our LinkedIn profiles that we are doing a lot of employee advocacy efforts that we recently began with. And all of our clients that have come to us is all via LinkedIn inbound. So yeah, that would be like 90%, and 10% would be around LinkedIn ads. We are currently experimenting with LinkedIn thought leadership ads as well as Google Ads on certain keywords too.

Ernesto: Definitely. It’s important that LinkedIn is always good to have for business to business. So that’s great to see. So that way our listeners who are tuned in to go ahead and visit you guys, they could always check you out at heydigital.co. What role does a website then play for client acquisition?

Meenank: 100% the website is our main place that we send our clients and potential clients to. So with LinkedIn, what happens is we link our schedule a call or demo booking page where we qualify our prospects. We don’t work with anyone. We get a lot of leads filling out our form out there, but we don’t work with anyone. We just disqualify them on the spot if they are not fit for our agency. We find that fit really, really important. So 100% the website is for number one, qualifying the users. The website is for scheduling and booking the call with one of our experts. And the website is also for case studies. These potential clients also go and look at the previous case studies and clients that we have worked with. So 100% the website plays an important role in these three main aspects.

Ernesto: So on that note then, are there any tools or tips or methods that you would recommend to our listeners as far as some website lead generation?

Meenank: Well, yes, 100%. We are huge believers in attribution and we love looking at tools around the likes of Dream Data, Factors, Revenue Hero. We use these tools personally, ourselves, and 100% these are the tools around attribution. Otherwise, for LinkedIn, it comes to Post Drips. We use the tool to write our organic LinkedIn posts and schedule our posts and keep our employee advocacy efforts alive. And that’s with LinkedIn. Post Drips with website attribution. It’s around Dream Data and Factors. Other than that, we definitely use a host of other tools for internal documentation like Slab. We also use multiple tools for our clients like Looker Studio, ChatMogul, etcetera. So yeah, multiple tools that we use, but specific to our own website, lead generation, you can say, attribution tools and then LinkedIn efforts with Post Drips.

Ernesto: Okay, perfect. Awesome. Some great methods and tips there for our listeners. And, well, let’s switch gears a little bit, Meenank. Let’s talk about you as a leader, you being the marketing manager there for Hey Digital, what are some key tasks you’d like to focus on your day-to-day work?

Meenank: Oh, yes, my day-to-day work involves starting with LinkedIn. Yes, I wake up, I jump onto the computer, and start with LinkedIn. I look at the hygiene checks first. Are there any comments that are left unattended to? Are there any potential leads hanging out in the comments or in the DMs? How are our posts performing on LinkedIn? That’s my very first task of the day. Secondly, I move on to writing LinkedIn posts and crafting those value LinkedIn posts out there. After that, I move on to video editing and crafting those videos for LinkedIn. Because we like to keep it a mix of content that we put out on LinkedIn. Not just text posts, but image carousel, video, etcetera. Lastly, we look at our profile visits too, and see them as potential leads that may be trying to get on a call with us. So we decide to drop them a hi, see how they’re doing, etcetera. Then comes the copywriting aspect, reviewing the posts that have been written for the day, and then employee advocacy for sure. After that, it’s more about efforts like planning new partnerships with other companies. Yes, we partner a lot with other companies, SaaS companies, agencies, VCs, etcetera. We have these partnership calls where we develop co-marketing activities like podcasts, and LinkedIn posts. Again, because LinkedIn is our primary focus at the moment. This is typically how my day looks. It ends by 12:00 p.m. because I wake up pretty early, around 04:00 a.m. I am a staunch believer in the concept of deep work by Cal Newport. Wake up at four, divide the day into three blocks, and then you’re done by the afternoon. Beyond that is just meetings, managing admin work, and that’s it.

Ernesto: Definitely. In that between time when you do have some time available, Meenank, how do you stay up to date with all the marketing news trends out there? Is there a preferred channel that you like to go with?

Meenank: 100% newsletters and LinkedIn. With LinkedIn, we’ve actually bookmarked the industry leaders and influencers who are sharing relevant knowledge. It’s like a daily hygiene checklist. At the end of the day, we always make sure to interact with these influencers on a daily basis. So 100%. I check their posts every day. I’ve set alarms on my phone for when Chris posts, Finn posts, etcetera. That’s how I get updated with news every single day. Newsletters are also crucial. My main source of news and the trends that are currently going on in this industry, because newsletters are made for that. They reveal all the crucial information out there.

Ernesto: Okay, perfect. Awesome. Great to hear you see those channels there from you, Meenank. Well, let’s jump into our next section here, which is a rapid fire question round. Are you ready for them?

Meenank: Yes. Bring it on.

Ernesto: Awesome. First off, then, what is the last book that you read?

Meenank: The last book that I read is “Don’t Believe Everything You Think” by James Noguera. It’s right there in front of me on my desk.

Ernesto: Great read there. Next up then, is if there would be no boundaries in technology, what would be that one thing that you want to have fixed for your role as a marketer today?

Meenank: 100% on video editing. I feel that takes a lot of time. A lot of my time goes into video editing. That saw me sitting in CapCut and then coming out in the evening. It’s like that. So automating. If I could automate that, I think I would do a whole lot of other tasks. But yeah, each video takes around four, five, 6 hours sometimes. I just want to automate that, definitely.

Ernesto: Okay, perfect. So next then is, if there’s one repetitive task that you could automate, what would that be?

Meenank: Oh, repetitive itself is, I would say video. Otherwise, I would also look at automating outreach. There has to be systems. Right now we are in the process of automating it, but we are confident we can automate it within the next 30 days. But LinkedIn outreach and then outreach on email, etcetera, I feel there has to be a process around it, for sure.

Ernesto: Okay, perfect. Thank you so much for that. Lastly, Meenank, what would be one piece of advice that you would give yourself if you were to restart your journey as a marketer today?

Meenank: Ooh, that’s an interesting one. I feel that working with the right companies is absolutely important. The number one thing that you need to do as a marketer is to look at companies that are boring and start there. Boring companies are getting the work done. They’re not busy showcasing how shiny they are, how good they are, etcetera. See what the efforts are, what the company is doing in terms of their marketing efforts. Because if they’re not doing a lot, chances are that the founder or someone doesn’t believe in marketing. That’s a huge red flag for you because you will then be convincing more on marketing, keeping up the founders’ expectations, instead of trying to focus on the marketing activities. So 100%, you need a founder that believes in marketing, that is willing to spend on marketing, that is willing to look at measuring marketing the right way rather than asking, “Okay, we are doing social media. Where are the clicks coming in?” There’s no hard way to measure social media. It comes under dark social, but that’s why attribution tools exist. 100%, you need a founder or a marketing leader in the company. At least otherwise, I would recommend not to join such companies. That would be my main advice. Everything else falls secondary.

Ernesto: Okay, awesome. Great advice there. Well, Meenank, it’s been a pleasure to have you on with us today, but before we do end our show today, I do want to give you the last word. So if someone forgets everything about the interview today, what is that one thing they should remember about Hey Digital?

Meenank: One thing that they should remember about Hey Digital is if you see a Series A company, SaaS company doing performance marketing wrong or are struggling with performance marketing efforts, you should tag us on LinkedIn because we’ll be there to help you out and get on a call, see where it’s going wrong. We are all active out there, so that’s what they should remember. Nothing else.

Ernesto: Definitely. Perfect. Awesome. Thank you so much, Meenank, for being with us today and to our listeners, thank you so much for tuning in. I’m looking forward to our next episode at Pathmonk Presents. Thanks a lot, Meenank.

Meenank Minnu: Thank you.