How to Thrive for Change & Growth in a Chaotic Environment

<p>Let&rsquo;s talk about eliminating chaos in your marketing efforts.&nbsp;In today&rsquo;s episode, I chat with Hana Abaza about the nitty-gritty of running the marketing for Shopify Plus. She joined the Shopify Plus team while the company was in the midst of crazy growth.</p> <p>You&rsquo;ll learn foundational principles for SaaS marketing, the biggest misconceptions about positioning, and how you can drive growth and optimization in a chaotic environment.</p> <p><br /> <strong>We discussed:</strong></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">The nuance of marketing for B2B SaaS vs. small business or consumer</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How Shopify Plus started as an experiment to reduce churn</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Why positioning is highly misunderstood by most marketing teams </span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">What happens when you base marketing on your own assumptions</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Why you must have a minimum data measurement in place first</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How to identify low-hanging fruit based on your sales funnel</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The surprising reason growth isn&rsquo;t focused on driving more volume</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Why foundational marketing strategy falls into four separate buckets</span></li> </ul> <p><strong>Resources: </strong></p> <ul> <li style="font-weight: 400;"><a href="https://www.shopify.com/plus"><span style="font-weight: 400;">Shopify Plus</span></a></li> <li style="font-weight: 400;"><a href="https://www.slideshare.net/hanaabaza"><span style="font-weight: 400;">Hana Abaza on Slideshare</span></a></li> <li style="font-weight: 400;"><a href="https://www.hubspot.com/products/crm"><sp