#09: Casey Armstrong, on growing SaaS for eCommerce (lessons from BigCommerce & ShipBob)
By Dave Rogenmoser
Casey Armstrong is the CMO at Shipbob, an end-to-end fulfillment solution that brings the same 2-day shipping you know and love from Amazon to a wider array of businesses. Previously, Casey was the VP of Marketing at BigCommerce, an eCommerce platform with over 50,000 SMB clients. He has consistently acquired millions in net ARR, managed millions in spend, and driven billions of organic pageviews. In short, he knows how to grow a business. Our interview takes a deep dive into the BigCommerce funnel, covers why marketing is symbiotic with other parts of the business, and talks about why partnerships have been critical to his success. As a leader in the B2B marketing world, Casey also provides great insights on how to think about building out a marketing team. During our interview, he was in the early stages of building out his team after his arrival at ShipBob and he walks us through his mindset. 00:00 Introduction 4:27 Inside the funnel at BigCommerce 5:33 Testing customers vs stock images in paid ads 6:40 Most marketers just drive people to the homepage. Why? 8:00 Native integrations can be a growth mechanism 10:00 How to add necessary friction to your funnel for quality 11:40 High quality data helps marketing & sales teams be successful 15:00 The product is a marketing & sales tool; marketers need to think about the product experience. 16:47 Growing and structuring your marketing team 21:00 Why marketers need to be able to do multiple channels 22:03 The salty six This is an actionable episode — we hope you enjoy! Get ready to #ScaleOrDie... We're excited to have you along for Season 1 of #ScaleOrDie. Before you leave, be sure to leave a ⭐⭐⭐⭐⭐ review, post a comment, or share with your friends! Tune into more episodes at useproof.com/scaleordie and read more stories at blog.useproof.com. Follow Dave & Proof on Twitter — @DaveRogemoser and @UseProof. We publish episodes every week so be sure to check back often for more interviews with the internet’s best minds in growth!