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Marketing Your SaaS Product

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Learn how to market software as a service. This deck fundamentals of growth, how to define growth, leverage growth, and setting marketing goals. Slides from a class taught by Christopher O'Donnell of Hubspot. To learn more from the experts, visit http://intelligent.ly/learn

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Marketing Your SaaS Product

  1. 1. presents Marketing Your SaaS Product CHRISTOPHER O’DONNELL @markitecht
  2. 2. Christopher O’Donnell @markitecht I make stuff. I love marketing. • HubSpot • Performable • Price Intelligently • Firetower • Lots of other products
  3. 3. “This company exists to make a TON of money.”
  4. 4. The miracle of recurring revenue Hot Not
  5. 5. Miracles of SaaS • Recurring revenue • Scaling value delivered with value collected • Growth vs. profitability lever
  6. 6. Growth Break through to the next level
  7. 7. What does growth mean to your marketing team?
  8. 8. Short term • PPC • Social advertising Medium term • PR • Guest blogging Long term • On-page SEO • Link building (off-page SEO) Levers for Growth
  9. 9. “A startup is a company designed to grow fast. Being newly founded does not in itself make a company a startup. Nor is it necessary for a startup to work on technology, or take venture funding, or have some sort of "exit." The only essential thing is growth. Everything else we associate with startups follows from growth.” PAUL GRAHAM – STARTUP = GROWTH
  10. 10. The Impact of Compound Growth
  11. 11. “Be impatient for profit, be patient for growth” CLAY CHRISTENSEN
  12. 12. 37signals
  13. 13. Gemvara
  14. 14. How would you measure growth?
  15. 15. Goals Setting the bar
  16. 16. How does your marketing team set goals?
  17. 17. Set monthly goals.
  18. 18. Make goals transparent.
  19. 19. Track progress as a team
  20. 20. Celebrate hitting goals.
  21. 21. Ideas for goals • Funnel goals – Number of marketing site visits – Number of new email addresses – Number of new customers – [Number of new opportunities] • Community goals – Number of blog subscribers – Number of social fans & followers – Number of mentions – Number of new leads from forwarded email (#prostyle) • Content goals – Number of blog posts – Number of social messages – Number of new premium offers – Number of new emails • Performance goals – Site conversion rate – Open/click rates for email – Conversion rates by channel
  22. 22. Multiple “KR” • Don’t be afraid to stretch • Have various levels of goals • Communicate those levels • Mix “easy putts” with “holes in one”
  23. 23. Ideas for goals • Funnel goals – Number of marketing site visits – Number of new email addresses – Number of new customers – [Number of new opportunities] • Community goals – Number of blog subscribers – Number of social fans & followers – Number of mentions – Number of new leads from forwarded email (#prostyle) • Content goals – Number of blog posts – Number of social messages – Number of new premium offers – Number of new emails • Performance goals – Site conversion rate – Open/click rates for email – Conversion rates by channel
  24. 24. Guarantees Predictable, high-quality customer acquisition
  25. 25. #prostyle
  26. 26. Measuring the Handoff Subscriber Lead MQL SQL Opportunity Customer Evangelist
  27. 27. What does your company expect from your marketing team?
  28. 28. Service Level Agreements
  29. 29. How might your SLA evolve over time?
  30. 30. Predictable lifetime value
  31. 31. Final Thought
  32. 32. Course Title Course Title INSTRUCTOR NAME

Editor's Notes

  • Importance of growth?How is it measured?What are the constraints for growth goals?
  • AlaGroupon, pets.com.First, when a business is impatient for profit, managers are forced to validate their assumptions and demonstrate that customers are fundamentally willing to pay an acceptable price for the company's offering.Secondly, expecting a business to be profitable quickly forces it to keep its fixed costs low. Because a business's cost structure determines which customers it finds profitable, keeping these fixed costs low preserves strategic options for the company when it is choosing which customers to target.Finally, reaching profitability quickly ensures that when outside financing dries up, the venture can succeed on its own.
  • For one company, pick how you’d measure growth, and the first thing you’d do to try to drive it.
  • What do you measure? How often?What do you stack it up against?How do you compare yourself to your peers and competitors?What happens when you hit your goal?… when you miss it?
  • Break into teams and design what their group’s monthly report is going to look like.
  • From raw counts to weighted counts, from volume to quality
  • Persona-based marketing
  • Pick a company, create a smarketingsla
  • Putting it all together
  • ×