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Podcast cover for Scrappy ABM with Mason Cosby, episode 40, titled Solo Marketer Playbook for Vertical SaaS, featuring Sam Kuehnle of Loxo, with a microphone illustration on a dark green background.

In this episode, host Mason Cosby interviews Sam Kuehnle, VP of Marketing at Loxo, a recruitment software company. They discuss the strategies and tactics Sam used as a solo marketer to build Loxo's marketing program from the ground up, including focusing on operations and data, leveraging macro and micro content, and aligning marketing with sales.

 

Key Discussion Points:

  • Building the foundation by focusing on operations, data, and optimization first before scaling demand gen efforts (00:07:13)
  • Using minimal tech stack - website, native ad platforms like LinkedIn and Facebook, HubSpot for reporting (00:06:06)
  • Creating macro content via podcast and repurposing into micro content for multi-channel distribution (00:15:40)
  • Changing BDRs from nuisance to advisor by leveraging product signups (00:19:07)
  • Ruthlessly prioritizing as a solo marketer and figuring out whether to DIY, outsource or hire (00:24:02)
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