Exploring the Power of Offline Advertising in B2B SaaS with Brandon Lutz

Carl Anderson

In the latest episode of the SaaS Growth Podcast, Carl sits down with Brandon Lutz, head of offline and new media at Miro, to unpack the often-overlooked role of offline advertising in the B2B SaaS world.

While offline media is often dismissed due to challenges in measurability, Brandon makes a compelling case for its importance in a well-rounded marketing strategy. He shares Miro’s approach to blending traditional and digital methodologies, offering valuable insights into geo-experimentation and performance marketing. Brandon also discusses how brand awareness campaigns can impact long-term enterprise sales and highlights the importance of category entry points in offline advertising.

This conversation is a must-listen for SaaS marketers looking to diversify their advertising strategies and expand beyond purely digital approaches.

Key Insights from the Episode

Why Offline Advertising Matters for B2B SaaS

  • Offline media remains essential for building awareness and credibility, even in a digital-first world.
  • Brandon explains how offline strategies complement digital channels for greater overall impact.

Measuring Offline Advertising Effectiveness

  • Explore practical methods for assessing offline advertising ROI, including geo-experimentation and advanced analytics.
  • Learn how to align offline campaigns with broader performance marketing goals.

When and How to Invest in Offline Advertising

  • Get advice on identifying the right time to integrate offline media into your SaaS marketing strategy.
  • Discover how to experiment with channels like direct mail, print ads, and outdoor advertising without overextending your budget.

The Role of Brand Awareness in Enterprise Sales

  • Understand why building brand awareness through offline channels can lead to long-term growth in the enterprise space.
  • Learn about category entry points and their influence on consumer perception and decision-making.

Episode Highlights

  • 00:21 – Introduction to Miro and Brandon Lutz
  • 02:36 – The Importance of Offline Advertising
  • 06:36 – Measuring Offline Advertising Effectiveness
  • 09:08 – Planning and Experimenting with Offline Channels
  • 14:10 – When to Invest in Offline Advertising
  • 17:26 – The Role of Brand Awareness in Sales

Why You Should Listen

This episode offers practical, actionable advice for SaaS marketers ready to expand their strategies. By embracing offline advertising, companies can reach untapped audiences, build stronger brand recognition, and ultimately drive long-term revenue.

Miro– Website
Brandon Lutz – LinkedIn
Carl Anderson – Website | Twitter