The B2B SaaS Growth Stack: ABM, Attribution, and Automation That Scales

B2B SaaS Growth with ABM, Attribution, and Automation

Learn how scalable growth stacks built on ABM, attribution, and automation drive B2B SaaS success in 2025. Grab the free ABM Cheatsheet and framework.

B2B SaaS growth is more competitive than ever, and in 2025, the winners won’t be those piecing together random tools and tactics. They’ll be the ones running streamlined, data-driven growth stacks capable of targeting the right accounts, proving ROI, and automating repetitive tasks for maximum efficiency.

If you’re serious about driving revenue, this guide will walk you through how Account-Based Marketing (ABM), attribution, and automation build a robust foundation for scalable success. Plus, at the end, grab a free Startup ABM Cheatsheet to implement these strategies right away.

Why Systems Trump Funnels

Through helping venture-backed startups like Visual IQ (acquired by Nielsen) and Zscaler (a $50B+ NASDAQ titan), I’ve seen one thing consistently drive success: a system.

Random funnels and one-off campaigns rarely generate long-term results. What works? Building a growth stack that integrates your marketing, sales, and data operations. Here’s how to replicate this winning formula.

1 | Account-Based Marketing ABM is the Foundation of Precision Growth

Modern buyers have zero patience for irrelevant pitches or generic content. This is why ABM has become central to efficient B2B marketing and sales growth. It enables you to prioritize accounts that genuinely meet your Ideal Customer Profile (ICP) in your TAM (Total Addressable Market) and engage them with highly personalized messaging at scale.

Why ABM Works

• Targeted Budget Allocation:

Focus only on ICP accounts that can convert and generate real ROI.

• Personalized Journeys:

Deliver multi-channel campaigns that make prospects feel like they’re your #1 priority.

• Sales and Marketing Alignment:

Shift from measuring vanity metrics (MQLs) to revenue-generating KPIs.

Key Data Point:

Companies using ABM see 208% more marketing-generated revenue, and 97% of marketers report that it delivers a higher ROI than any other strategy (Source: WebFX).

Must-Have ABM Play:

1. Identify (with your Sales team) your top 50 “can’t-lose” accounts.
2. Use intent data platforms like 6sense or Demandbase to layer third-party insights on top of your first-party engagement data.
3. Route 'Hot accounts' directly to sales to act while the buying signal is strong.

Free Resource: Download the Startup ABM Cheatsheet and see this strategy in action. Get the Cheatsheet.

2 | Attribution: Stop Guessing and Start Proving ROI

Running Google Ads, LinkedIn campaigns, webinars, and outbound emails simultaneously? Without proper attribution, you’re operating blind. Modern B2B teams need to know where every dollar is working (and where it’s not).

Why Attribution Is Crucial

• Make Budget Decisions with Confidence:

Marketers cite attribution as the single most important factor for improving ROI. It’s a non-negotiable tool for justifying spend to stakeholders (Source: Ascend2).

• Gain Competitive Knowledge:

Just 31% of companies feel fully confident in their attribution models today (Source: RevSure), leaving the door wide open for early adopters to out-learn the competition.

Fast Attribution Win:

Set up a no-cost or low-cost tool like Zoominfo (Websights), Lead Forensics, Dreamdata or Ruler Analytics. Use it to tag key lifecycle stages and build a “revenue by touchpoint” report in time for your next team meeting or board presentation.

Knowing what’s working now means scaling those methods tomorrow.

3 | Automation: Stop Wasting Time on Manual Processes

There’s a misconception that automation replaces human creativity. It doesn’t. Instead, automation eliminates inefficiencies, freeing your team to focus on delivering real business value. Use software like HubSpot, Marketo, Zoho, or Pardot (Salesforce) to create high-performing, personalised email nurture campaigns that hit the mark: building informed, engaged audiences that build your brand and drive high-quality, sales-converting leads.

Hands-On Example:

Startups that integrate automation into their workflows report a 451% increase in qualified leads and a positive ROI within their first year (Source: Firework).

High-Impact Automation Example:

1. Nurture on Autopilot:

Trigger persona-specific email workflows immediately when a lead downloads gated content.

2. Accelerate Sales Action:

Auto-create opportunities in Salesforce when intent scoring passes a set threshold. Alert AEs via Slack and/or email or other in-house messaging tool for immediate follow-up.

3. Automated Reminders:

If no action happens in seven days, send a pre-written “value recap” email through tools like Lemlist or Hubspot.

Nearly 75% of high-growth companies now utilise automation solutions like Marketo, HubSpot, or Pardot to eliminate repetitive process bottlenecks (Source: eCommerceBonsai). Ensure that your Marketing Automation tool is connected effectively to your CRM, and that effective Lead scoring is in place (That reflects your ICP and drives high conversions to sales).

4 | Building the B2B SaaS Stack

Feeling overwhelmed by tech options? Build your stack strategically around these pillars:

Growth Stack Tip:

Don’t try to perfect your stack overnight. First, get your integrations right. A clunky, ineffective, poorly designed, brittle stack (I've seen quite a few of these) is worse than sticking to manual processes. Once integrations are seamless, optimize workflows to scale efficiency.

5 | The Startup Growth Blueprint Seven Steps to Execute ABM, Attribution, and Automation Like a Pro

This framework has helped multiple startups transition to scalable pipelines. Here’s a step-by-step breakdown for your team:

1. Secure C-Suite Buy-In:

Begin by aligning goals with the leadership teams. Misaligned objectives can kill critical initiatives. Sales and Marketing alignment is also critical to success.

2. Audit Reality vs. VR Dashboards:

Double-check data accuracy against frontline feedback calls to ensure insights are based on complete facts. I have seen this disconnect between marketing data and what sales claim is happening many times, particularly during large implementations, such as installing a new CRM, Marketing automation, or an Account-Based Marketing Platform.

3. Identify the Core Bottleneck:

Fewer opportunities? Low conversion rates? Misidentification here wastes resources.

4. Run Targeted Tactics:

Match solutions to key bottlenecks (e.g., low lead volumes = more gated campaigns).

5. Gain Full-Team Commitment:

ABM dies without collaboration between sales, marketing, and executives.

6. Instrument and Iterate Monthly:

Demand relentless A/B testing and commit to pivoting when data becomes stagnant.

7. Foster a Safe Culture for Feedback:

Treat losses as learning opportunities to double-loop the success of future campaigns.

Build Systems, Lose the Funnels

B2B SaaS growth in 2025 doesn’t require a team of 20. It requires mastery of three scalable strategies:

1. ABM to target the right accounts and maximize efficiency.
2. Attribution to demonstrate ROI and own your results.
3. Automation to set quality activity in motion nonstop.

The merits of a targeted approach versus a scatter-gun approach.

🖇 Next Step:

Bolt these tools into your own growth stack by downloading the Startup ABM Cheatsheet. It’s free, actionable, and ready in 30 seconds.

Download the Cheatsheet Now

Want Expert Help?

How to create growth stacks, processes and relationships, that radically increase ARR pipelines for startups. Learn more about our frameworks here.

Reasons Your SaaS Company Isn't Growing and How to Fix It Fast

 

Struggling to grow your SaaS business? Discover innovative, actionable strategies to resolve common bottlenecks in technology, alignment, and content. Optimize your organization for growth today.

Is your SaaS company struggling to hit growth targets? You’re not alone. Many B2B SaaS startups face obstacles that slow or even halt their progress. From inefficient marketing strategies to poor alignment between teams, these issues can hold you back from scaling successfully.

This guide tackles the key reasons behind stunted SaaS growth and actionable solutions you can implement right away. By the end, you'll understand the steps to build better strategies, foster alignment, and turn challenges into opportunities for growth.

Understanding the Problem with Your Tech Stack

A Tech Stack Without Purpose

Have you invested in expensive tools that don't deliver the results you expected? This happens when companies adopt shiny, new technologies without assessing their compatibility with existing systems or their marketing maturity level.

Here’s a common scenario:

• A CMO purchases an advanced ABM (Account-Based Marketing) platform taking up a quarter of the marketing budget.
• The team lacks the resources and expertise to integrate and utilize the tool effectively. The project goes over budget, morale drops, and the marketing operations manager eventually quits.

Solution

Before investing in tools, ask:

• What is the maturity level of your marketing technology stack?
• Do we have the skills and resources to implement, use, and maintain this technology?

Consider conducting a technology audit and hiring experienced Marketing Operations professionals who can run these tools effectively. This way, the tech supports your goals instead of becoming a sunk cost.

Misunderstanding Marketing Data and Analytics

Are you running A/B tests that don’t provide clear answers or narrowing ad audiences so much that they underperform? A failure to grasp data speaks directly to a lack of training in analytics within marketing teams.

Marketers don’t need MBAs, but they do need to know how to interpret and leverage data-driven insights accurately.

Solution

• Invest in training for your marketing team on data analytics, tools like Google Analytics, and testing methodologies.
• Use visualization platforms (e.g., Tableau or Power BI) to democratize data insights across teams.

Aligning Sales and Marketing for Growth

Sales and Marketing Misalignment Hinders Success

No matter how impressive your lead scoring or ABM efforts may look on paper, they’ll fail without clear communication between Sales and Marketing teams. Misalignment can lead to duplicate efforts, wasted budgets, and blaming each other when targets aren’t met.

Solution

Start with regular meetings between sales and marketing. Weekly one-on-ones between marketers, salespeople, and senior leadership can break silos and drive collaboration.

• Share success stories of what’s working.
• Be transparent about what’s not working.
• Build trust by creating psychological safety so teams feel free to share vulnerabilities.

Hold Teams Accountable with an SLA

Implementing a Service-Level Agreement (SLA) sets clear expectations and accountability for both teams:

• Marketing promises: A set number of qualified leads delivered within a quarter.
• Sales promises: Contacting those leads within a defined timeframe.

A sample SLA:

“Marketing will deliver 200 qualified leads per month. Sales will follow up with each lead within 48 hours of receiving them.”

The result? Mutual accountability and shared ownership of revenue goals.

The Power of Strong Content Strategies

Unfocused Content and Targeting

With AI advancing content creation, the problem is no longer about generating enough content but ensuring it’s relevant and targeted. Poorly strategized content wastes resources and fails to engage prospects.

Solution

Create buyer personas to deeply understand your audience:

• What are their biggest challenges?
• What are their goals?
• What content formats do they prefer?

Work with skilled content strategists who not only understand SaaS but also have experience tailoring messaging to different segments. Every piece of content must have a purpose and align with the buyer’s stage in their decision journey.

Poorly Designed Landing Pages

Landing pages are where leads convert. If yours aren’t optimized for engagement, you’re likely losing out. SaaS landing pages should:

• Have a clear value proposition.
• Include social proof (like testimonials or data).
• Guide visitors to a single, compelling call-to-action.

Solution

Hire designers with SaaS experience who can ask thoughtful questions and challenge briefs to improve results. Continuous A/B testing is also key to refining your pages.

Leverage Account-Based Marketing for Precision

Account-Based Marketing (ABM) has gone from niche to mainstream, becoming essential for high-value B2B deals. Unfortunately, many startups fail to implement it effectively, rushing into the process without proper strategy or support.

Solution

To succeed with ABM, ensure your team understands how to combine:

• ABM platforms like Demandbase or Terminus.
• CRM tools such as HubSpot or Salesforce.
• Organic platforms like LinkedIn or Quora for hyper-targeted campaigns.

Combine tools with clear account strategies based on detailed prospect research. ABM isn’t just about having the technology; it’s about using it to prioritize personalized marketing and sales outreach.

Adopt a Culture of Curiosity and Adaptation

The fast changes in marketing and martech are daunting, but staying curious and adopting new trends can yield success. Whether it’s building brand communities or experimenting with AI-driven tools, marketers must consistently evolve alongside the industry.

The Challenge of Passive Marketing Approaches

One recurring issue SaaS startups face is relying too heavily on sales teams and ignoring the importance of skilled marketing. For example, a startup founder who recently hired cold-calling sales reps ended up wasting both money and time. Without marketing strategies that build awareness and trust, sales efforts fall flat.

Solution

Bring in professionals who:

• Understand martech.
• Are adept at innovation and content strategy.
• Know how to guide teams with strategic, high-impact marketing campaigns that ultimately drive revenue.

Become a Growth-Focused Organization

Growth in SaaS isn’t just a result of having a great idea or product. It requires strong processes, alignment, the right tools, and consistent learning. Ensuring sales and marketing work hand-in-hand, analyzing the right data, and targeting your content effectively can help you stay competitive and scale successfully.

Still not sure where to start? Explore B2B SaaS marketing teams that actually drive revenue and bring growth-focused strategies to your SaaS today.

Inside the luxury playbook: how this CMO used micro-influencers to capture the ultra-high-net-worth traveler

 

Call me biased but I am certain that my friends are the most talented in their industry. 

One person that I have no doubt has incredible ability, and a driving passion for her career - as a brand marketer in luxury products, and specifically travel - is Henny Frazer.

She also has a ton of experience and an innate sense of style. She is perhaps the most elegant person I’ve ever met—certainly my most chic friend. 

And it is that kind of subtlety, and taste, that the most luxurious clients crave. Personally, Henny also has incredible style - I hope I am not descending into cliche when I call her a classic English rose. You can read more about Henny’s work in the hotel business here. 

I sat down with Henny a few days ago in a restaurant in Soho to discuss what has become the hottest topic in marketing (okay, well, there’s always AI, but that’s everywhere now!): micro influencers. 

I don’t want to talk too much about the advantages of building a strong brand, or micro influencer community, as much has already been written about it, and in fact I’ve covered this topic comprehensively already here. 

But here’s a few bullet points to highlight how Micro-influencers can help a business grow:

> Targeting a specific audience

> Building trust

> Make Genuine Connections

> Increasing brand visibility

> Boosting credibility

> Creating dynamic, and exciting new content

Henny developed a micro influencer programme when she was CMO at ÀNI Private Resorts, a collection of four properties in Asia and the Caribbean that offer luxury all-exclusive stays for small groups only.  

She was keen to drive awareness to the Chinese market for ÀNI Thailand, based on the tiny island of Koh Yao No, close to Phuket. I can’t help thinking that this has a glorious relevance since the third series of White Lotus, which is trending off the charts right now, was also set in Thailand (Koh Samui - where I scuba dived for a couple of weeks). 

Henny wanted to give recognition to her agency Petrie PR, who she worked closely with to find the best influencers for the target market. Also, Petrie has plenty of existing expertise in this realm, as they are based in Asia, and have many clients in the high end luxury travel market. 

Petrie PR has excellent contacts and helped Henny garner some great press coverage, including a nine-page feature in Tatler China. This provided terrific brand awareness for ÀNIi Private Resorts. The coverage centred around a well-respected ‘Dear Fang letter’ (which is addressed to a mentor/father figure) - in this case, telling them all about the journalist’s experience at ÀNI Thailand. 

The article included a collection of unique illustrations from the stay at ÀNI, but as Henny put it: ‘We felt we needed to go one step further, as online coverage is extremely important for the Chinese market, especially working with influencers, who deliver their unique vision of their experience.

Henny explained that in China, though Instagram is followed by many, by far the most popular channel is WeChat. Working with these influencers ensures that posts are actually followed all over the world. However, the most important point is to ensure that the experience you deliver is culturally relevant.  

          

Also, in this case, it’s critical to explain that with such a finely tuned luxury brand as ÀNI, a stay is set at a high price point—$100,000, plus local taxes and VAT for five nights. So, it certainly was within the realm of the ‘White Lotus’ clientele. 

During our recent conversation, Henny shared valuable insights into how she sees luxury, which is often attuned to the fashion and watch sectors — excelling at crafting a sense of exclusivity and aspiration around a personal brand. Given how closely this aligns with the objectives of our current campaign, I asked her a fundamental question: “How do you define luxury?”

Her response was both insightful and multidimensional:

1.Physical Environment & Design

Luxury begins with the design and ambiance of the physical space—be it a boutique, resort, or showroom. Every detail is intentional, from architectural elegance to sensory cues that elevate the experience.

2.Craftsmanship & Expertise

True luxury is inseparable from expert craftsmanship. Henny referenced artisans like Annoushka whose fine jewellery is all about craftsmanship, as well as hospitality professionals—such as executive chefs and guest service teams—who create highly personalized moments. One example she shared was of a guest being wrapped in a towel post-swim and served a bespoke English tea (with all the chosen additions) on a private terrace without having to ask—every need anticipated in advance (actually that ‘guest’ was her!).

3.Immersive Storytelling & Emotional Value

The most successful luxury brands deliver not just products or services, but fully immersive stories. Guests are made to feel like the only ones there, as with ÀNI "it’s all yours" becomes the unspoken promise. Experiences are unique and deeply local: island picnics accessed by speedboat, seven-course Chinese dinners under lantern light, sidecar rides through rice paddies to hidden noodle shops—each moment curated with both memory-making and shareability in mind. This level of detail supports both emotional engagement and high-quality user-generated content.

4.Exclusivity & Price Positioning

Finally, price and limited access remain critical components. Luxury must feel rare, and the perceived value is amplified through scarcity and personalisation.

From a campaign execution standpoint, the agency, Petrie PR, demonstrated a nuanced understanding of influencer selection. They prioritised creators whose audiences aligned with high-net-worth consumer segments and whose storytelling capabilities—both visual and written—amplified the sense of experience-led luxury. 

One such influencer, based in Canada, leveraged live feeds to share global travel experiences in real time, offering a compelling mix of narrative and visual content. Henny recently informed me that, since our meeting, this influencer has reposted his content over a year later.

These insights are particularly relevant as we continue refining our strategy. The alignment between influencer storytelling and brand narrative is where real value is created in the luxury space

Some last thoughts, Henny shared with me and it’s important to remember:

1. Set expectations of what the influencers will deliver. It is helpful to have a signed agreement, so everyone is aligned.

2. Ensure that the influencers will share their images and videos. This helps in building more brand content which will appeal to the target market.  

3. Ensure that the influencer is the best fit for your brand. They might have lots of followers, but you need to be certain that they have the right messaging for your company.

4. Truly focus on small micro influencers - The number of  followers is far less important than how  impactful this influencer is in their small exclusive group; Particularly within the highly niche ultra luxury market.

5. Perhaps most importantly, get some professional help in sourcing and inviting your micro influencers. They are the ‘raw material’ of your campaign so you want to get that right.

 

I have been fortunate to grow up around some truly brilliant, creative, and innovative people. I have also been working in business, specifically marketing, for over twenty years now. That has also helped me hone my talent radar, spotting ability, and passion for the job.

Read the guide to getting started with your Microinfluencer programme.

You can also read more about Henrietta Frazer, here: Marketing Strategy with the Hyatt Hotels branding lead

Should You Take an Unpaid Internship? A Professional Perspective

Should You Take an Unpaid Internship? A Professional Perspective

Unpaid internships are controversial, particularly for students and individuals new to the workforce. They emerge as a potential gateway to invaluable experience and skill-building, yet they inherently raise concerns about inequality and fairness. For any professional wondering whether to offer them or for any student debating whether to accept, it’s crucial to carefully consider the broader implications. Let's explore the key factors involved.

The Reality of Unpaid Internships

Unpaid internships have become standard across various industries. Many companies rely on unpaid interns as a cost-saving measure, filling crucial roles without offering compensation. These opportunities are often described as valuable learning experiences but come at a cost not everyone can afford.

For students or early-career professionals, taking on unpaid work is deeply personal. Ask yourself:

• Are you financially able to work without compensation?
• Will this role provide you with tangible skills and experience that align with your long-term goals?
• Is there an opportunity for mentorship or building meaningful industry connections?

Ethical Concerns for Employers

For business owners and HR professionals, the ethics of unpaid internships cannot be ignored. While there may be short-term gains, unpaid internships can perpetuate inequality:

• Limited Accessibility: These roles often exclude individuals who cannot afford to work for free, resulting in a lack of socioeconomic diversity among candidates.
• Cognitive Dissonance: Businesses promoting values like Diversity, Equity, and Inclusion (DEI) or employee well-being may suffer reputational damage if their actions do not align with these values. Is requiring unpaid work consistent with the mission and culture you want to build?
• Brand and Culture: If your employees are your brand, as many experts say, what does relying on unpaid labor say about the authenticity of your values?

Employers should consider whether unpaid internships align with their company's goals. Instead, consider offering paid internships, which ensure financial fairness while enabling mentorship and skill development.

Perspectives from the Ground

Reflecting on personal experience, there is a clear divide in how unpaid internships impact individuals based on financial circumstances. For some, these roles provide invaluable entry points into competitive industries. For others, they are simply inaccessible due to the economic burden of working without pay.

Take, for example, a law student pursuing an unpaid internship at a prestigious firm. While the experience may boost their legal knowledge and CV, they might have to live off savings or depend on family support during this period. On the other hand, another individual from a less privileged background may not have the luxury of accepting a similar opportunity, even if it is equally beneficial.

Similarly, startups frequently hire unpaid interns for marketing, operational, or creative functions. But are these roles designed as learning opportunities, or are interns being exploited to meet organizational goals?

Also, check out the revolutionary Co-op/internship program my college, Northeastern University, set up in Boston, Massachusetts, USA. It offers hundreds of high-quality paid student internships with great companies such as Microsoft, State Street, Amazon, Google, Wayfair, Novartis, Merck, HubSpot, Salesforce, and Fidelity.

Northeastern has been running this innovative Co-op/Paid Internship program since 1909. When I studied for my MBA, I worked part-time (paid) in the office of corporate programs that managed these relationships.

Startups must remember that while unpaid internships may seem viable in the scarcest moments, fostering genuinely fair employment practices will ultimately result in higher loyalty, better workplace culture, and a more diverse workforce.

Key Questions to Consider as an Intern or Job Seeker

• Does this internship align with my career goals? Will it provide relevant skills, professional growth, and opportunities to build connections?
• Is this financially viable? Can you afford to dedicate the time and effort without receiving compensation?
• What is the company’s track record? Research what past interns or employees have said about the company's culture and practices. Transparency here matters.
• Trust your instincts: If something feels off or exploitative about the setup, it’s okay to decline.

Moving Forward as Professionals

Ultimately, internships, whether paid or unpaid, reflect an organization's values, culture, and long-term outlook. Companies should be transparent about their goals and ensure that unpaid roles genuinely benefit candidates while promoting fairness.

For individuals, remember that unpaid roles are not the only pathway to a rewarding career. Weigh your options carefully, seek mentorship, and prioritize positions that foster growth and respect your contributions.

My Personal Perspective

I took a ‘mini-pupillage’ at law school at LSE – a summer unpaid internship at a barrister’s chambers in Gray’s Inn, London. I was joined by another affluent French student studying Economics at the Sciences Po Institute in Paris. 

We got along great, and I learned a lot, not least from spending a month working on personal injuries for David Kemp QC (author of the famous Kemp & Kemp personal injuries guide).

However, if Pierre and I had been poor, would we have been able to work unpaid in central London for an entire summer? I also worked at an internship at an Investment bank.

Yet again, I learnt valuable skills, like financial modelling in Excel, and made good connections with students like me.

Most of those I worked with there had attended well-known US universities like Tufts, Dartmouth, Rochester, or Columbia, as well as schools like Phillips Exeter, Choate, and Horace Mann. So not super-diverse.

Are you a student or new professional contemplating an internship?

-Have concerns or want advice?

By most accounts, the job search field is challenging right now—some may even call it 'the wild west'. I have plenty of experience in this area, and my wife, Catherine, is an HR and Recruiting expert, with over 20 years of experience (including running the US graduate recruiting program at McKinsey for four years).

Feel free to reach out—I’m happy to help you navigate these challenges. Sometimes, a little guidance makes all the difference when deciding whether to take the leap.

The Secret to Building an Unstoppable Brand Community

Authenticity will be a key driver of loyalty in 2025. Enterprises that foster true community engagement build deeper relationships, attract brand ambassadors, and grow sustainably. To better understand how this works, let's examine two examples of successful brand-community building and show how you can apply those principles to your organization.

The Harley-Davidson H.O.G.™ Program—A Case Study in Loyalty

I first became interested in Harley-Davidson's marketing program when studying marketing with the school's dean, Susan Fournier, at business school. In 2005, while pursuing my full-time MBA at Boston University School of Management, I wrote a paper about organisations with a devoted fan base drawn to their authenticity.

This idea was inspired by classes taught by Susan Fournier, then marketing professor and now dean of the business school.

When I wrote my paper about brand communities in Marketing, I was explicitly influenced by her groundbreaking Harvard Business School case study** Susan Fournier wrote this innovative case study about the Harley-Davidson Owners Group, or ‘Hogs'. It was HBS's first-ever 'multi-media' case study.

The Harley Owners Group (H.O.G.™) is an excellent case study in building loyalty through community. Harley-Davidson doesn’t compete on performance metrics like speed or durability—its motorcycles are often outperformed by competitors like Yamaha or BMW. Instead, the brand’s success is rooted in the emotional and social bonds it creates with its customers.

Key highlights of the H.O.G.™ program include:

• Membership Tiers: Full Membership for bike owners and Associate Membership for passengers, ensuring inclusivity within their user base.
• Local Chapters: Regular rides, events, and gatherings unite members, reinforcing a sense of community.
• Unique Experiences: Access to Harley-Davidson rallies, exclusive events, and a loyalty partnership program with benefits for partners like Hard Rock Café and Insta360.
• Shared Identity: Members are encouraged to celebrate Harley culture's raw, authentic side—like cleaning grease from their bikes after rugged journeys.

This grassroots approach turns loyal customers into brand advocates, strengthening both retention and word-of-mouth marketing. How does this concept translate to marketing generally?

Lessons for Marketing Professionals—Building Your Advocacy Program

Like Harley-Davidson, companies can create loyal communities that drive advocacy and organic growth. Here’s how:

1. Develop a Micro-Influencer Program

Micro-influencers - with niche, engaged audiences - are ideal for representing your service or product. These individuals often inspire higher trust than prominent influencers.

• Start Small: Identify users already advocating for your product on LinkedIn, Twitter, or forums.
• Provide Value: Offer them exclusive benefits, such as early access to product updates, premium features, or recognition within their community.
• Encourage Genuine Advocacy: Just as Harley riders sharing trip stories, provide channels for micro-influencers to share authentic use cases and successes with your platform.
• Read our guide: How to get started with your Microinfluencer programme.

Below: A dynamic B2B SaaS Brand Community - dbt analytics engineering

2. Enhance the Customer Experience with Community

Building a loyal community is about investing in relationships as much as technology. Look to create programs that mirror the social and emotional connections found in Harley’s H.O.G.™ program.

• Interactive Communities: Create a dynamic Slack workspace or LinkedIn group for your users to exchange ideas, support each other, and build relationships.
• Exclusive Content: Offer webinars, expert-led sessions, or how-to guides only accessible to community members.
• Host Regular Events: Virtual or in-person events can connect customers more to your brand. Highlight success stories from your users.

3. Deepen Usage Through Expertise

For SaaS tools, loyalty comes from becoming indispensable. Prove your software’s value by helping customers make the most of it. As marketing guru Pierre Heurbel says, 'Make sure your company is providing a pain killer, not a vitamin.'

• Onboarding Success Teams: Offer one-on-one onboarding, workshops, or team training sessions.
• Tangible ROI Metrics: Regularly showcase quantifiable benefits users gain from improved productivity, growth, or cost-savings using your platform.
• Actionable Feedback Loops: Celebrate community input by swiftly implementing requested improvements and crediting users for their contributions.

4. Turn Clients into Ambassadors

Happy clients are your best marketers, so turn them into visible advocates for your brand.

• Reward Referrals with free subscriptions, upgraded plans, or other perks.
• Create Public Showcases via case studies, video testimonials, or AMA panels featuring your customers.
• Offer Co-Creation Opportunities like beta programs or customer advisory boards to make clients feel directly connected to your business’ growth.

5. Don’t Shy Away from Authenticity

Taking risks and showing boldness can build stronger loyalty—look at Nike’s controversial campaign featuring Colin Kaepernick. Like Nike, if your SaaS tool or product truly aligns with a strong stance or ethos, don’t hesitate to amplify it. Whether it’s a commitment to sustainability or championing inclusivity in the workplace, showing authenticity resonates powerfully with customers.

The Community Advantage

Building a deeply engaged community isn’t just an idea for consumer brands like Harley Davidson, Apple, Nike, or Lululemon, or on the B2B side with companies like Hubspot, Salesforce, Adobe and Monday.com. It’s a necessity for modern companies looking to stand out in a competitive market.

Organizations can build long-lasting loyalty while driving advocacy and sustained growth by forging real emotional and professional connections, offering tailored experiences, and giving their customers opportunities to champion their brand.

** Harvard Business School - Building brand community on the Harley-Davidson Posse Ride

Next Steps

Interested in developing your own micro-influencer or ambassador program? Start by exploring my Micro-influencer guide