7 secrets for a successful marketing strategy for SaaS companies.

1. 7
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S c ti ng
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S Mar
A S ke
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t ra te
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2. HAVING
TROUBLEGENERATING LEADS
THESE 7 SECRETS WILL
UNLOCK YOUR SAAS POTENTIAL

3. ?
HOWHOW

4. THROUGH OPTIMISING
INBOUND MARKETING

5. THROUGH OPTIMISING
INBOUND MARKETING
UNDERSTANDING THE MARKET

6. THROUGH OPTIMISING
INBOUND MARKETING
UNDERSTANDING THE MARKET
& MAKING FRIENDS

7. SO LETS
BEGIN…

8. UNDERSTAND YOUR BUYERS
1
CREATE BUYER PERSONAS
•By understanding exactly who you’re targeting, it will in turn
drive the content which you publish. Go in detail about these
personas, after all, the more you know about them, the easier
they are to target based on their interests and lifestyle.
THE RIGHT CONTENT WILL BE SHARED
•The more interesting and useful the content to your buyer, the
more likely they are to republish it across social media platforms.
GATHER INFORMATION
• Pose questionnaires, online surveys, interviews, anything to
help you gather more information about where your personas
hang out online, what they search for, what social media do they
use. All these help to define your persona further and thus
publish better content.

9. EMPHASISE THE SERVICE
2
DIFFERENTIATE WITH YOUR SERVICE
•£9 Billion a year spend on SaaS calls for you to differentiate your
brand in order to drive traffic and custom towards your site. This
differentiation should come from the ‘service’ you offer. As lets face
it, most SaaS companies offer very similar products.
REMEMBER THEY’RE PEOPLE TOO
•Remember that you may be selling your SaaS to business',
however the people responsible for choosing it are individuals
who will be influenced by the prospect of a good personal
experience. Sell to an individual, not to a business.
WHAT CAN YOU OFFER?
•Free trials, 24/7 help, free online demos, acquisition after care…
Hey, it’s your business, not mine, you make the offers.

10. MAKE FRIENDS
3
GET UNDER THE INFLUENCE
• Now your content covers the buyer persona’s problems and
frustrations, it’s important to remember that not all viewers maybe
as committed to converting to cloud computing. By leveraging
influencers within your community it not only helps spread the
‘word of mouse’ but strengthens your brands credibility.
WHO ARE THEY? WHERE ARE THEY?
• Influencers come in all different shape and sizes. Most commonly,
in the form of bloggers, industry experts, even the press. Whoever
it may be, you want them backing your brand, and backing your
SaaS message. Where are they? That’s for you to find, but try social
media groups, search for related blogs, however my tip is to use
Google Alerts as it does all this for you.

11. CONTENT IS KING
INTERESTING & FREQUENT
4
• 2 Words which I believe are vitally important to producing the right
kind of content. From your personas you know what to write about,
but it needs to be ‘frequently’ and kept ‘interesting’ otherwise they’ll
just hit the back button (which is the 3rd most used online function).
DON’T BE AFRAID TO BE DIFFERENT
• Embrace the opportunity to be different, in everything you do, from your
branding, your message, your service even your website. Remember
unlike mainstream media such as TV and Radio, prospects choose what
content they view, rather than it being forced upon them. So keep offering
INTERESTING & FREQUENT CONTENT to keep the audience with you.
WHERE TO PUBLISH YOUR CONTENT?
•This one’s easy…EVERYWHERE! Social Media, Blogs, Web Pages, Landing Pages.
Whenever your at your keyboard, BE INTERSTING & COME BACK FREQUENTLY.

12. GET THEM INBOUND LINKS
THERE’S NOTHING MORE EFFECTIVE
5
• It’s pretty simple really, get them. Whether they be paid for links,
from search/banner ads, or organic links from search engine
rankings, from bloggers or the press, who of course, you are now
friends with. Add links within all of your FREQUENT & INTERESTING
content, because the more your content is shared, the more people
will click on your link.
SEARCH ENGINES LOVE LINKS
• The likes of Google, Bing and Yahoo, will see other pages linking to
your site, and will interpret this as your page holding relevant
information about the keywords searched, and thus give your page a
high ranking.
WHO’S CLICKIN’ YOUR LINKIN’
•This has to do with your page analytics, which as luck would have it, is secret No 6!

13. ANALYISE YOUR PROSPECTS
WHO’S CLICKIN’ YOUR LINKIN’
6
• The major benefit of which is that you can see who is clicking on your links, and
perhaps more importantly, where they are coming from. If you can derive where
the majority of your traffic is coming from, whether it be social media, organic
searches, paid ads, or from recommendations from influencers, it allows you to
target these areas more specifically through your inbound marketing.
CONTENT WITH YOUR CONTENT?
•Sites such as Google Analytics allow you to carry out a Content Report. The use of
which shows you what pages are most popular and performing well, and in
contrast which pages aren’t performing or even being visited, so you will know
what to change and when, to create a better experience for your prospective
customers.
FURTHER ANALYSIS
• Furthermore, Google analytics allows you to see your mobile,
conversion and advertising statistics. Which can show you which
marketing campaigns are causing the highest number of traffic.

14. KNOW WHO YOU’RE SELLING TOO
TOO EARLY FOR RISKS DON’TCHA THINK?
7
• Sometimes it is necessary NOT to sell to prospective clients. Why? If the
company, for example, has a very small employee base of 1-10, the
likelihood of it failing is very high. In addition during its short lived
existence, the support costs of maintaining this business will be vast
and increase your customer churn rate.
PARTNER UP
• Look to offer your service with companies who may sell app’s which tie
hand in hand with your software. You scratch their back….
However make sure your making revenue on your own first, no one will
partner a company if you’re not making any money.
RETAIN AS WELL AS GAIN
•You mustn't concentrate too much on gaining new clientele and in turn
stop focusing on your retention of your current customers. It’s a good
idea to monitor current consumers usage of your product and see what
you can up sell to them, after all, the more they depend on your SaaS, the
less likely they’ll leave.

15. ANY QUESTIONS?
FEEL FREE TO GET IN TOUCH
VISIT : www.inboundmarketing.co.uk
TEL : +44 1926 334003
EMAIL : craigellard121@gmail.com