An interview with Aamer Hasu, Head of Marketing at Vainu
We sit down with Aamer Hasu, Head of Marketing at Vainu. Vainu is a global company data provider that enables more than 1,100 companies to achieve their business goals with the help of company data.
How did you end up at Vainu and what problem does Vainu solve for its clients?
I've always loved B2B sales and looked up to Vainu as a leading SaaS for sales in Finland. So the decision to join was easy. Vainu collects company data from around the world, creates meaningful information about it, and delivers it to your CRM or other business system. RevOps, sales, and marketing teams use Vainu to get all the data about their ICP and automate their prospecting in their CRM.
As the Head of Marketing, what are your main responsibilities at Vainu?
Make sure all our marketing efforts produce the maximum amount of net new revenue. We are all hands-on in the marketing team, we do everything together from planning to copywriting.
To get a bit more technical, which methods work best for making people aware of and interested inVainu , and why do you think they work so well?
We need to understand that people are in different stages. Most people aren't aware that they have a problem (there's no demand), so you need to create the demand there. A smaller portion of people know what they want to buy and compare vendors. Most of our distribution happens through organic search and LinkedIn ads. Our ICP is there, and our content is compelling. We use a very simple metric for performance measurement, qualitative feedback from people who book meetings from our website.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the high-level marketing-related strategy of your organization, and what key elements contribute to its success?
1. Create demand in as many places as possible (with podcasts, guest appearances, LinkedIn ads). 2. Capture demand in Google, review sites and marketplaces. Key elements: keeping everything simple and experimenting all the time.
What marketing tactic have you employed at Vainu or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
Not doing the traditional download e-book -> get a lead score -> get contacted by sales. We only measure high-intent demo requests. We don't measure MQLs from webinar attendees or anything like that.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
I hate automated cold email. I can always spot one. Just send a real email to a prospect, like a real person.