The value of partnerships for b2b SaaS growth with Scott Rogerson @UpContent

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #34, Anna Nadeina talks with Scott, CEO of UpContent, a leading intelligent content discovery engine.

From IT Internal Audit to SaaS Leadership

Scott Rogerson’s career path to becoming the CEO of UpContent is an intriguing one. Starting out in IT internal audit, Scott gained valuable insights into how organizations operate. His early experiences taught him about the importance of questioning existing strategies and processes.

After realizing the limitations of his role in audit, he transitioned into management consulting, where he had the opportunity to work with both nonprofit and for-profit organizations. This experience set the stage for his venture into the SaaS world, leading him to explore private equity and the search fund model.

Scott’s desire to implement his recommendations rather than just suggest them drove him to take on a leadership role in a marketing agency. There, he identified a significant gap in content discovery and creation, which ultimately led to the birth of UpContent.

The Evolution of UpContent

Initially conceived as a tool to assist content marketers, UpContent has evolved significantly since its inception. Scott explains that the early users of the platform were primarily individuals seeking time-saving solutions for content curation. However, as the platform matured, so did its target audience.

The shift from serving individual marketers to focusing on marketing teams within larger organizations marked a pivotal moment for UpContent. Scott highlighted that the platform’s value proposition expanded to include compliance and content management for industries with strict regulations, such as financial services and healthcare.

Partnership Strategy: Agencies and Technology Integrations

Partnerships have been a cornerstone of UpContent’s growth strategy. Scott emphasizes that early on, the company relied heavily on partnerships with agencies and technology integrations. By collaborating with agencies, UpContent was able to provide its content curation services to a broader audience without having to manage direct sales.

Scott shares that one of UpContent’s key strategic decisions was to integrate with existing marketing technology platforms, allowing users to seamlessly access curated content. This integration not only expanded UpContent’s reach but also positioned it as a valuable addition to the marketing stack of its partners.

Building Value for Partners

To cultivate successful partnerships, Scott believes in the importance of demonstrating value to partners. This entails understanding their needs and how UpContent can enhance their offerings. By focusing on customer success, UpContent has been able to build champions among its partners.

Scott notes that the most effective partnerships are those where both parties benefit. UpContent’s approach to actively managing these relationships has led to increased trust and collaboration, ultimately resulting in mutual growth. 

Navigating the Partnership Landscape

The partnership landscape can be complex, and Scott acknowledges that not every partnership will yield the desired results. He advises startups to focus on building relationships with individuals rather than just targeting companies. By establishing connections with customer success teams or individuals who understand the value of collaboration, companies can create a more fruitful partnership environment.

The Role of Customer Success in Partnership Development

Customer success is a vital aspect of UpContent’s partnership strategy. Scott emphasizes that the customer success team plays a crucial role in identifying opportunities for partnership growth. By engaging with customers and understanding their challenges, UpContent can tailor its offerings to meet their needs.

This approach not only helps retain existing customers but also opens doors for new partnerships. Scott’s experience shows that when customer success teams advocate for UpContent, it leads to increased sales and stronger relationships with partners.

Unlocking a Model for Partnership Success

Scott reflects on the importance of developing a model for partnership success. He believes that a clear understanding of the ideal customer profile (ICP) is essential for identifying the right partners. By focusing on partners whose offerings align with UpContent’s value proposition, the company can create synergies that drive growth.

Furthermore, Scott highlights the significance of ongoing communication and support. By actively engaging with partners and providing them with the necessary resources, UpContent can foster a collaborative environment that encourages success for both parties.

Active Management in Partnerships

One of the key takeaways from Scott’s journey is the necessity of active management in partnerships. He emphasizes that partnerships should not be viewed as a set-and-forget strategy. Instead, they require continuous engagement and support to thrive.

Scott advises startups to be hands-on in their partnership efforts. This includes participating in joint calls, providing training, and being available to address any concerns that arise. By actively managing partnerships, companies can ensure that both sides are aligned and working towards common goals.

Conclusion: The Path to Sustainable Growth

In the ever-evolving landscape of B2B SaaS, partnerships offer a pathway to sustainable growth. Scott Rogerson’s insights highlight the importance of building meaningful relationships, understanding customer needs, and actively managing partnerships. By focusing on collaboration and value creation, SaaS companies can navigate the complexities of the market and achieve long-term success.

As the SaaS industry continues to grow, the ability to leverage partnerships will remain a critical factor for founders seeking to scale their businesses. Embracing a partnership-first mindset can unlock new opportunities and drive innovation in the competitive SaaS landscape.