014 Caroline Petersen - Less Is More: Leveraging Impactful Creative to Grow B2B Tech Companies

Founder and Creative Director of Gallery Design Studio, Caroline Petersen joins the show to share her expertise in curating messaging, branding and Creative that resonates with SaaS companies, highlighting them as the solution in a saturated market. Caroline is an expert communicator and makes sure that nothing gets lost in translation.

Today, Caroline shares why Creative is critical in advertising, the importance of going narrow and deep, and what it means to craft clear, crisp, and visually engaging content for different stages of the customer journey.

Episode Sponsor

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Key Takeaways

01:11 – Jeff introduces today’s guest, Caroline Petersen, who joins the show to discuss the work she does building content and brand messaging for B2B tech companies

07:21 – The importance of having a Brand/Mission Story

08:52 – Why Creative is critical in advertising

11:02 – Being obsessed with your customer and how content has changed throughout the years

13:40 – Common marketing mistakes that B2B companies make

17:58 – Traits of an effective piece of content

21:34 – How important Creative is for Targeting

23:14 – Key elements for creating a ‘signature piece’

26:29 – How to utilize Marketing for existing customers

27:43 – Using Content for retention

30:44 – The biggest challenge of building a SaaS business today and advice Caroline would give to aspiring female founders

35:33 – Building the right culture and how Creative is different on different platforms

38:41 – Caroline speculates on the future of Creative and Advertising

40:26 – Jeff thanks Caroline for joining the show and lets listeners know where to learn more about Gallery Design Studio

Tweetable Quotes

“I think if you don’t have that amazing story, at least focus on an amazing mission and really articulate your mission.” (08:05) (Caroline)

“I’m sure there’s no one right answer. But I’ll tell you what I think works best for our clients. And I think less is more. It’s about quality and not spreading yourself too thin, but going really deep into your customer’s problem. How are they going about it? What’s the current solution they are using? How would you go about presenting a solution? It’s about really analyzing what it is they need and how they want to be talked to.” (12:48) (Caroline)

“I think if you’re providing good content that’s helping your audience and you’re getting more and more knowledge of your audience and going deeper - you don’t want to be shallow in your content, you want to go real deep - I think, personally, that’s what is going to give you the best results.” (21:04) (Caroline)

“I think the biggest challenge [of building a SaaS business] is that you really do need to be solving a problem for a very specific audience. I think specificity is key.” (30:49) (Caroline)