Brief Summary
This video argues that building a network is more valuable than building an audience for B2B SaaS companies. The speaker, Rob Walling, explains that while building an audience can be tempting, it's often a distraction from the real work of marketing, sales, and product development. Instead, he recommends focusing on building a network of people in your target industry. This network can provide valuable feedback, help you find influencers, and ultimately lead to more successful product launches.
- Building an audience is time-consuming and often a distraction from core business activities.
- Building a network of industry professionals is more effective for B2B SaaS companies.
- A network provides valuable feedback, access to influencers, and helps with product promotion.
Building a Network vs. Building an Audience
Rob Walling, a successful entrepreneur, argues that building an audience is not the best strategy for B2B SaaS companies. He explains that while some individuals have successfully built businesses off their large social media followings, these are exceptions, not the rule. He uses the example of his own experience with Drip, an email service provider, where he had a large audience due to his podcast and blog. However, many of his early signups were not actual customers but rather people who wanted to follow his journey. This led to a disconnect between his audience and his product, highlighting the "curse of the audience."
Why Building a Network is More Effective
Rob emphasizes that building a network of people in your target industry is more beneficial than building a large audience. He explains that having a network of 500 connections on LinkedIn who work in the legal field is more valuable than 5,000 followers on Twitter if you're building a project management system for lawyers. He argues that a network provides valuable feedback from potential customers, helps you identify influencers, and facilitates product promotion.
How to Build an Incredible Network
Rob provides practical advice on how to build a network. He emphasizes that it requires effort and going outside your comfort zone. He suggests attending industry events, engaging with people on social media, and becoming a connector by hosting events or starting a podcast. He also highlights the importance of providing value to your network by offering advice, sharing insights, and connecting people.
Types of Businesses That Benefit from Building an Audience
Rob concludes by discussing the types of businesses that might benefit from building an audience. He suggests that businesses selling information products, courses, or building communities might find it advantageous. He uses his own experience with MicroConf, Tiny Seed, and his books as examples of how building an audience can be beneficial for these types of businesses. However, he reiterates that for bootstrapping a SaaS company, building a network remains the more effective strategy.
