Vena’s Hunter Madeley on Driving Engagement in a B2B Subscription Business

Vena CEO Hunter Madeley joins Robbie to share best practices learned working at multiple B2B SaaS success stories. They discuss when it does and doesn’t make sense to pull out another company’s playbook, how to onboard for engagement and loyalty in a complex B2B environment, and his concept of “methodology before technology”.   Highlights from this episode:   2:12 - Vena’s Forever Promise and business model 5:00 - The role community plays at Vena 8:29 - PlanToGrow.com - Vena’s hub for community engagement 10:09 - Using a “methodology before technology” mindset to improve the customer’s journey 16:27 - Making sure the software follows through on its Forever Promise to the customer, the buyer, and the user 19:23 - How Vena’s onboarding process begins before the customer makes the purchase 21:50 - Vena’s “time to value” metric 24:00 - Balancing the needs of the salesperson and the customer 25:13 - When focusing on revenue can be counterproductive to creating a Forever Transaction 28:19 - How to analyze data in a productive and unbiased way 31:14 - Robbie’s Speed Round   Hunter's Bio: Since 2019, Hunter Madeley, a serial SaaS entrepreneur, has served as the CEO of Vena. There, he continues his track record of leading transformational growth at some of the cloud’s most important companies. Prior to Vena, he was at HubSpot, where as chief sales officer he led annual revenue growth from $80 million to $600 million in just five years. His 20-year career also includes sales and growth leadership roles at ADP and Salesforce.com.   Links: Hunter’s LinkedIn: https://www.linkedin.com/in/huntermadeley/ Vena: https://www.venasolutions.com/ Robbie’s Book THE FOREVER TRANSACTION: https://robbiekellmanbaxter.com/the-forever-transaction/ Robbie's website: https://robbiekellmanbaxter.com/podcast