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. presents Marketing Your SaaS Product CHRISTOPHER O’DONNELL @markitecht
- 2. Christopher O’Donnell @markitecht I make stuff. I love marketing. • HubSpot • Performable • Price Intelligently • Firetower • Lots of other products
- 3. “This company exists to make a TON of money.”
- 4. The miracle of recurring revenue Hot Not
- 5. Miracles of SaaS • Recurring revenue • Scaling value delivered with value collected • Growth vs. profitability lever
- 6. Growth Break through to the next level
- 7. What does growth mean to your marketing team?
- 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. “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. The Impact of Compound Growth
- 11. “Be impatient for profit, be patient for growth” CLAY CHRISTENSEN
- 12. 37signals
- 13. Gemvara
- 14. How would you measure growth?
- 16. How does your marketing team set goals?
- 19. Track progress as a team
- 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
- 23. Multiple “KR” • Don’t be afraid to stretch • Have various levels of goals • Communicate those levels • Mix “easy putts” with “holes in one”
- 24. 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
- 26. #prostyle
- 27. Measuring the Handoff Subscriber Lead MQL SQL Opportunity Customer Evangelist
- 28. What does your company expect from your marketing team?
- 30. How might your SLA evolve over time?
- 32. Final Thought
- 33. Course Title Course Title INSTRUCTOR NAME
Notas do Editor
- 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