Know more about SaaS growth strategies from the horse’s mouth.
One of the most common myths about thought leadership is that it’s just about getting and sharing expert opinions. In fact, we hear the term ‘thought leadership’ so often that it seems to have lost its true meaning. People tend to overuse this term, making it seem fuzzy and absurd.
It’s a shame because this form of content when done right, can be the single most differentiating factor for a business.
Elen Udovichenko, the Head of Content at Flowla, tells us that thought leadership has deep roots in their unique perspective, experience, and expertise. At Flowla, they leveraged this form of content to tell their audience how to think, not just what to do.
During our interaction with Elen, we got a glimpse of how Flowla strives to create credible, valuable, and interesting content, enabling them to be seen as a leading authority in their industry.
In this episode, we are excited to share what we learned.
Elen is the Head of Content at Flowla, a sales enablement tool that unites everything in your sales collateral – including documents, links, calendars, and other dynamic resources. She has had over 10 years of experience and started her journey in sales.
Soon, she moved to content and started freelancing her content services.
From being a part-time writer at Reply.io she grew to become the Head of Content in just 3 years while learning a lot about content marketing and managing initiatives effectively. She led a team of in-house and freelance writers and a proofreader and collaborated with subject matter experts and design/development/SEO teams to implement projects of different complexity.
When Flowla came her way she got the opportunity to lead the content and revenue team in the buyer enablement space.
Her background and experience primarily circles SaaS and sales tech content – everything from long-form content to e-books.
Flowla’s mission is to offer revenue teams with solutions that ease their long, drawn-out, and complex processes. The buyer enablement platform aims to streamline the B2B sales cycle and transform their processes into seamless digital journeys.
Their vision is to create a de facto medium for B2B sales where sales cycles are 100% digital, collaborative, frictionless, and engaging. They strive to serve as a single source of truth for all the stakeholders, unlike the traditional email threads.
They eliminate friction and expedite the sale cycle (by up to 50%) merely by unifying the sales resources, actions, and conversations. Thus, they save B2B deals the effort involved in endless email threads, allowing each interaction to be meaningful and assisting in informed decision-making.
Today, the sales enablement industry is dominated by legacy platforms like Seismic and Highspot. In such a scenario, Flowla sets itself apart from competitors by prioritizing the buyer’s experience and disrupting the conventional norms. They leveraged the bottom-up strategy and an accessible price point to stand out.
Flowla has created a separate niche for them – Buyer Enablement that not only creates ‘mini-websites’ but also offers a comprehensive workflow with built-in automation rules and AI guidance. Delivering dynamic and guided workflows is a huge differentiator for them.
LinkedIn is Flowla’s primary channel for demand generation. They are investing heavily in building a personal brand for their C-suite and other team members on LinkedIn. Moreover, they plan to focus on owned channels to enhance their reach and engagement.
Sharing useful and engaging content on LinkedIn has helped them build their visibility on the channel. Their ebook 2023 Sales Almanac carries posts from the top 100 thought leaders on LinkedIn on the upcoming industry trends, predictions, and suggestions for business success.
The thought leadership content piece was widely promoted by 20 featured influencers (~300 followers) without the need for paid promotion. Within a week it was downloaded more than 500 times, thereby fetching them a decent amount of relevant traffic.
This thought leadership initiative was aimed at brand awareness and inviting future collaborations with influencers in the industry. This ebook’s immense success has encouraged the Flowla team to top it up with more exclusive gated content for 2024.
Elen believes that content strategy shouldn’t stay the same. At Flowla, they constantly polish their strategy based on the intense ICP research and competitor analysis their team does.
Elen has effectively used this information coupled with testing her assumptions to optimize older blog posts. She’s used tools like Dashword and Frase. This simple hack helped her see immediate results with some posts. For instance, she got 1.5 times more traffic for her posts in just a month compared to what took 6 months in the past.
Regarding their content strategy, what worked was creating clear ICPs, a thorough competitor analysis, and existing content updation and optimization. She advises all brands to constantly experiment, quickly learn, and adapt to resonate with the audience.
Being an early-stage startup in the sales tech space, that’s been their secret to success – brainstorming ideas, experimenting, and using the learnings to polish their strategy.
Their demand generation strategy involving thought leaders and influencers translated into a successful Product Hunt launch. They achieved the #1 product of the day, week, and month with more than 1700 upvotes.
In the coming quarters, the Flowla team plans to share smart and well-researched, ICP-focused MOFU and BOFU content involving more experts.
Flowla has smartly worked with their co-marketing partners to secure 70+ high-authority backlinks. Though their DA stands at 32, they are positive about moving needles with a consistent focus on link building.
They are planning to leverage content collaborations through targeted outreach. This will get their content featured in influential catalogs and listicles. They are already working on a podcast to see how things go.
Elen feels that the SaaS industry offers a unique opportunity to marketers – the opportunity to build and nurture long-term relationships with customers. This is an ideal scenario for fostering advocacy and delivering value consistently.
She persuades SaaS marketers to work on customer centricity. It is important to understand the audience deeply and tailor the content to address their pain points. That’s when you can offer solutions to help them overcome their challenges.
SaaS is a dynamic industry, hence marketers must stay agile and adapt their strategies to resonate with the audience. This is critical to stay relevant in the industry.
Her advice to marketers is –
Besides, she emphasizes the importance of building strong collaborations between the marketing, sales, and product teams. She believes that these teams should have a common purpose and the message they deliver to customers should be consistent whether it’s a new feature, a sales demo, or a blog post.
Having had a wealth of experience in content and strategy, Elen now plans to upskill in SEO. She believes that this skill will help the team as they experiment with owned media channels and influencer marketing, both of which are new areas for her.
Flowla achieved immense success by going beyond the conventional ‘how-to’ content and leveraging thought leadership to educate and engage its audience. By presenting unique ideas and perspectives on industry topics that cater to the customer’s problems, Flowla was able to win high-authority backlinks and strengthen its stand in its niche.
At our content marketing agency, we’ve worked on developing several thought leadership content pieces for our clients. We’ve experienced how it proves to be an efficient strategy to boost brand awareness and strengthen authority.
We are grateful to Elen for walking us through her content journey and sharing content marketing interesting insights.
If you want to know more about Elen and learn about her thoughts on content marketing, connect with her on LinkedIn or visit Flowla’s website to understand how they leverage content to gain a competitive advantage.
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