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Marketing Your SaaS Product
CHRISTOPHER O’DONNELL
@markitecht
Christopher O’Donnell @markitecht
I make stuff. I love marketing.
• HubSpot
• Performable
• Price Intelligently
• Firetower
• Lots of other products
“This company exists to make a TON of money.”
The miracle of recurring revenue
Hot Not
Miracles of SaaS
• Recurring revenue
• Scaling value delivered with value collected
• Growth vs. profitability lever
Growth
Break through to the next
level
What does growth mean to your
marketing team?
Short term
• PPC
• Social advertising
Medium term
• PR
• Guest blogging
Long term
• On-page SEO
• Link building (off-page SEO)
Levers
for Growth
“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
The Impact of Compound Growth
“Be impatient for profit, be patient for growth”
CLAY CHRISTENSEN
37signals
Gemvara
How would you measure growth?
Goals
Setting the bar
How does your marketing team
set goals?
Set monthly goals.
Make goals transparent.
Track progress as a team
Celebrate hitting goals.
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
Marketing Your SaaS Product
Multiple “KR”
• Don’t be afraid to stretch
• Have various levels of goals
• Communicate those levels
• Mix “easy putts” with “holes in one”
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
Guarantees
Predictable, high-quality
customer acquisition
#prostyle
Measuring the Handoff
Subscriber Lead MQL SQL Opportunity Customer Evangelist
What does your company expect from
your marketing team?
Service Level Agreements
How might your SLA evolve over time?
Predictable
lifetime value
Final Thought
Course Title
Course Title
INSTRUCTOR NAME

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Marketing Your SaaS Product

Hinweis der Redaktion

  1. Importance of growth?How is it measured?What are the constraints for growth goals?
  2. 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.
  3. For one company, pick how you’d measure growth, and the first thing you’d do to try to drive it.
  4. 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?
  5. Break into teams and design what their group’s monthly report is going to look like.
  6. From raw counts to weighted counts, from volume to quality
  7. Persona-based marketing
  8. Pick a company, create a smarketingsla
  9. Putting it all together