112 Eric Holtzclaw - Why Your SaaS Brand is Invisible & How to Fix It!

In this episode of the SaaS Fuel™ podcast, Jeff Mains is joined by Eric Holtzclaw, founding partner and chief strategist at Liger, a renowned marketing firm and the host of “The Claw” podcast. Together, they discuss the importance of standing out in the crowded SaaS market and how to fix broken and boring marketing. Eric shares insights on brand therapy, the power of being unique and memorable, and the need for consistency in branding. They also delve into the challenges of marketing in the B2B space and the role of organic and paid advertising in driving growth.From unleashing your inner quirk to ditching the status quo, Jeff and Eric share actionable tips and strategies to help SaaS founders make their mark and conquer the marketplace one dynamite move at a time.Key Takeaways[00:02:23] - Underdog brands that stand out[00:09:41] - Brand therapy helps companies stand out[00:12:05] - Focus on customer pain points[00:14:28] - Critical SaaS product decisions[00:20:17] - Marketing is about clarity[00:21:05] - Consistency is key for branding[00:26:48] - Attention is key for marketing[00:29:05] - Review sites and third-party validation[00:31:04] - Focus on website, content, SEO[00:36:37] - Marketing is constantly evolving[00:41:31] - Metrics drive effective marketing strategy[00:45:46] - Marketing should be a strategic investment[00:50:42] - Leave a rating and reviewTweetable Quotes"Our mission statement is saving the world from boring, broken marketing." - 00:09:02 Eric Holtzclaw"We need something that's really teaching somebody something about what you do and giving away all of your secrets." - 00:31:58 Eric Holtzclaw"And so if you're looking to reach decision-makers and businesses, that's really important to make sure that you're not wasting those impressions." - 00:34:48 Jeff Mains"The one thing I see is in the point of conversion that they maybe think they've won the game at that point, like somebody's ready to convert, but that's really where some of the marketing just starts." - 00:39:27  Eric Holtzclaw"So like if I'm going in to fix a certain problem, like put me on the aisle, like put me right in front of the product on the aisle." - 00:42:16  Eric Holtzclaw"So that's what those insurance companies are doing in those promotions is they're making you pay attention." - 00:26:43 Eric HoltzclawSaaS Leadership LessonsEmbrace your quirkiness. Just like Napoleon Dynamite's favorite animal, the liger, SaaS founders should embrace their unique qualities and brand voice. Don't be afraid to be different and offer something that can't be found anywhere else. Your quirkiness can make you stand out and capture the attention of your target audience.Ditch the status quo. Don't settle for the ordinary. Instead of giving people what they expect, surprise them with something they didn't even know they wanted. Break through the noise and offer a service or product that is buzzworthy and unforgettable. Be the brand that people can't stop talking about.Become iconic. Aim to be more than just a product or service provider. Strive to become synonymous with a feeling, a moment, or even a movement. Build a brand that sells a lifestyle, a mindset, and an experience. Be memorable. Recognize that attention spans are short, and competition is fierce. Find creative ways to capture and maintain the attention of your audience. Whether it's through humor, emotion, or surprise, make sure your marketing efforts leave a lasting impression.Consistency is key. Ensure that all aspects of your brand, from your website to your social media presence, align with your unique voice and message. Consistency builds recognition and trust. Strive to create a cohesive brand experience across all touchpoints.Guest ResourcesEric Holtzclaw (LinkedIn): https://www.linkedin.com/in/eholtzclaw/Liger (Website): http://www.ligerpartners.com/ Eric Holtzclaw (Website): http://www.ericholtzclaw.com/ Eric Holtzclaw (Twitter/X): https://twitter.com/eholtzclawEric Holtzclaw (Instagram): https://www.instagram.com/eholtzclaw/?hl=enEric Holtzclaw (Threads): https://www.threads.net/@eholtzclawResources MentionedLiger (Website): http://www.ligerpartners.com/ Gillette: https://gillette.com/Old Navy: https://oldnavy.gap.com/Target: https://www.target.com/Apple: https://www.apple.com/Home Depot: https://corporate.homedepot.com/Entrepreneurial Operating Systems/EOS: https://www.eosworldwide.com/Digitally Inclined: https://www.linkedin.com/newsletters/digitally-inclined-7049449092413865984The Claw Podcast: https://podcasts.apple.com/gb/podcast/the-claw/id1201943078Episode SponsorStanding out in a crowd is as easy as catching a delicious bass with the book Small Fish, Big Pond. Small Fish, Big Pond delivers powerful marketing and leadership lessons guaranteed to enhance your marketing message, wrap value around clients, and guide their buying journey to conclude that your company is the only solution for them. It includes step-by-step frameworks and time-tested growth principles to attract ideal clients, convert them, and transform them into your brand ambassadors. It also includes a chapter on my dance moves - even Superman has his kryptonite.  Pick up the print, ebook, or audio today at smallfishbigpond.com, Amazon, or your favorite book source.  All book profits go to charitySmall Fish, Big Pond – https://smallfishbigpond.com/ Use the promo code ‘SaaSFuel’Champion Leadership Group – https://championleadership.com/SaaS Fuel ResourcesWebsite - https://championleadership.com/Jeff Mains on LinkedIn - https://www.linkedin.com/in/jeffkmains/Twitter - https://twitter.com/jeffkmainsFacebook - https://www.facebook.com/thesaasguy/Instagram - https://instagram.com/jeffkmains