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Keynote · Business · Educational
Rob Walling
In this MicroConf keynote, serial SaaS entrepreneur Rob Walling lays out a framework for prioritizing B2B content marketing using Eugene Schwarz's five stages of customer awareness (unaware, problem aware, solution aware, product aware, most aware). Drawing on a costly failed content experiment from his early Drip (velvet mail) days, he argues founders should build content from the bottom of the funnel up, map keyword intent to each stage, and use tools and sales calls to identify where prospects sit. He illustrates each stage with real B2B SaaS companies from the bootstrapper community, showing how versus pages, alternative-to pages, case studies, templates, and compliance content each serve a specific awareness level.
content marketing · b2b saasRead →
Founder · Investor · Operator
Rob Walling
Rob Walling is the godfather of bootstrapped SaaS - a serial entrepreneur who has started six companies (five bootstrapped), sold Drip in an 8-figure acquisition to Leadpages, co-founded MicroConf (the original community for bootstrapped B2B SaaS founders), and launched TinySeed, a category-leading accelerator that has invested in 230+ companies with a 43% millionaire rate among exited founders. He hosts 'Startups for the Rest of Us' (800+ episodes, 15M+ downloads), has published five best-selling books, and champions the idea that a sustainable, founder-owned company beats the VC treadmill every time.
bootstrapping · saasRead →