208. Lisen Zethraeus, CMO at Stratsys - How to Make Your Experts the Face of Your Brand
The SaaSiest Podcast19 Mars

208. Lisen Zethraeus, CMO at Stratsys - How to Make Your Experts the Face of Your Brand

In this episode, we’re joined by Lisen Zethraeus, CMO at Stratsys, to talk about how B2B SaaS companies can turn internal expertise into thought leadership that builds trust and creates demand. Stratsys has grown to 30M+ Euro in ARR, serves 600+ customers across and has built a strong position in areas like compliance, risk management, ESG, and governance.

We discuss how Stratsys puts real subject-matter experts at the center of its go-to-market strategy instead of relying on generic brand messaging. Lisen shares how they use expert-led webinars and studio events, how marketing works closely with sales and product, and why thought leadership only works when the whole company is committed to it.

Here are some of the key questions we address:

  • What does thought leadership actually mean, beyond just publishing content?

  • How do you identify the right internal experts to become trusted external voices?

  • Why do people follow people more than brands, and how do you use that without “building personal brands” at the expense of the company?

  • How does Stratsys use studio-style webinars and events to create authority and reach the right audience?

  • How should marketing, sales, and product collaborate to create thought leadership that actually resonates?

  • What metrics matter most when you want to know whether thought leadership is working?

  • How do you keep subject-matter experts visible and relevant between the big event moments?

  • How can AI help accelerate thought leadership production without losing authenticity?

🎧 Tune in to hear how Lisen and the Stratsys team have built a repeatable thought leadership engine, one that combines expertise, consistency, and strong collaboration to become a trusted voice in a complex B2B market.

Avsnitt(211)

203. Kate Sygrove, Director of CS & Support, Mouseflow - Speak CFO: How CS Leaders Earn an Equal Seat at the Table

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202. Youssef Hounat, Head of Product, ComplianceWise - From Search Tool to Teammate: How Product Teams Should Really Use AI

202. Youssef Hounat, Head of Product, ComplianceWise - From Search Tool to Teammate: How Product Teams Should Really Use AI

In this episode, we’re joined by Youssef Hounat, product leader, ex-auditor, and (unexpectedly) freestyle-rap-ready builder of tools for accountants. He went from training at Ernst & Young to helping ...

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201. Jeppe Schytte-Hansen, CEO, Omnidocs - Why 1+1 = 1.8 in M&A (Until It Suddenly Becomes 3)

201. Jeppe Schytte-Hansen, CEO, Omnidocs - Why 1+1 = 1.8 in M&A (Until It Suddenly Becomes 3)

In this episode, we’re joined by Jeppe Schytte-Hansen, CEO and Co-founder of Omnidocs, a SaaS company that’s moving fast: €22M+ in revenue, 1,500 customers, 155 employees, and four acquisitions in the...

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200. Fabian Q. Veit, CEO, Make - 15× Revenue, 7× Team, 100K+ Paying Users: Inside Make.com’s Hypergrowth!

200. Fabian Q. Veit, CEO, Make - 15× Revenue, 7× Team, 100K+ Paying Users: Inside Make.com’s Hypergrowth!

In this episode, we sit down with Fabian Veit, CEO of Make.com, to talk about what it really takes to scale not just one but two hyperscale SaaS companies - first in a classic enterprise sales-led mot...

11 Nov 202558min

199. Pieter Boon, Co-founder, ImpactPilot - From “Check-Ins” to Impact: How Google’s Playbook Is Transforming CS in B2B SaaS!

199. Pieter Boon, Co-founder, ImpactPilot - From “Check-Ins” to Impact: How Google’s Playbook Is Transforming CS in B2B SaaS!

In this episode, we’re joined by Pieter Boon, Co-founder at ImpactPilot, the customer success intelligence platform built for HubSpot. Pieter shares how he’s helping SaaS companies turn their CS orgs ...

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198. Jakob Lilholm, Co-founder & CEO, Formalize - The S-Curve Bet: How to time product #2 before product #1 peaks?

198. Jakob Lilholm, Co-founder & CEO, Formalize - The S-Curve Bet: How to time product #2 before product #1 peaks?

In this episode, we’re joined by Jakob Lilholm, Co-founder & CEO at Formalize, the Danish-based compliance SaaS that went from a single-point whistleblowing tool to a multi-product GRC platform used b...

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197. Rav Dhaliwal, Investor and Limited Partner, Crane - CS Meets Revenue: AI, Agents, and the New Customer Success

197. Rav Dhaliwal, Investor and Limited Partner, Crane - CS Meets Revenue: AI, Agents, and the New Customer Success

In this episode, we’re joined by Rav Dhaliwal, recovering software exec turned early-stage VC at Crane. A longtime CS leader and board-level advisor, Rav breaks down how AI is reshaping Customer Succe...

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196. Ines Lourenço, VP of Product Growth, Usercentrics. Growth = Product Distribution: How Usercentrics Hit €100M ARR with Activation-First Pods

196. Ines Lourenço, VP of Product Growth, Usercentrics. Growth = Product Distribution: How Usercentrics Hit €100M ARR with Activation-First Pods

In this episode, we’re joined by Inês Lourenco, VP of Growth at Usercentrics, the privacy-led MarTech company that is powering consent on 2M+ websites & apps across 200 countries for 600k customers.  ...

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