Exploring the Power of Offline Advertising in B2B SaaS with Brandon Lutz

Full show notes at https://carlanderson.xyz/saas-growth/episode-21/In this episode of the SaaS Growth Podcast, host Carl interviews Brandon Lutz, the head of offline and new media at Miro, about the importance and strategies of offline advertising for B2B SaaS companies. Lutz explains Miro's role as an innovation workspace aimed at product development teams and discusses how his background in top of funnel and offline advertising led to his current role. He delves into the rationale behind incorporating offline channels such as podcast advertising, YouTube, and terrestrial radio, emphasizing the need for a different approach to measurement and the potential for brand awareness campaigns. Lutz provides insights into methods like geo-experimentation to measure the impact of offline advertising and discusses the importance of understanding market nuances and target audience to choose the right channels. The conversation also touches on the synergy between online and offline advertising, the role of brand awareness in the sales process, and strategic experimentation to determine the effectiveness of different channels.