B2B Marketing

Teardowns and Case Studies

Learn the Best Practices of Leading SaaS and Cloud Providers

There is no better way to learn about how to achieve greatness in marketing than by studying real world examples. Below you will “marketing teardowns” of the some of the fastest-growing, highest-valued SaaS and cloud companies. We take an outside-in view on the strategies used to achieve leadership in marketing disciplines ranging from brand awareness and demand generation to content marketing and category creation.

New Category Creation


Subscription Management Category

Zuora invented the subscription management and billing software category, which has grown to over 50 vendors and $1 billion in annual spend.  Following rapid growth the company enjoyed a successful IPO in April 2018 with a $1B+ valuation.  Despite the cutthroat competition, Zuora maintains a leadership position in the market ranking prominently in both the Gartner Magic Quadrant and Forrester Wave.

Learn the strategies Zuora used to help the world re-imagine business processes, redesign the org chart, and redefine success in this marketing teardown.

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More Teardowns

New Category Creation

In a recent research study we analyzed dozens of SaaS and cloud that invented new software categories. We identified four key strategies that new category creators use to get the market to embrace new products. There were four companies that stood out as leaders amongst the new category creators as exhibiting best practices in these techniques.


Hubspot launched the inbound marketing category. The company went public in 2014 and today generates over $1 billion in revenue across its application suite.


Gainsight invented the category of customer success software. The company challenged the world to rethink the way it managed customer relationships for retention and growth.


Glassdoor launched a new category of employer brand analytics. The company enabled employees to provide public feedback on their experience, forcing a new era of transparency.