This presentation was delivered at the first ever Local Search Association SMB Cloud Summit in San Francisco 12.7.17. For more visit: http://bit.ly/2nGhO8s

1. 1
LESSONS LEARNED
BUILDING SAAS FOR SMBs

2. 1999

4. Immediacy of data
– real-time decisions
Managed by “experts”
kept updated
Pay as you go –
low up front costs
The SaaS value
proposition

5. TODAY

7. What did you see?
21

9. PPC
Display Chat Web Site
SEOMarketing
AutomationListings Social

11. Awareness
Search on a
search engine
Site visit
Reviews
Call or in-person
visit leading to
purchase
Retargeting

12. CONSUMERS ARE EVERYWHERE
“The Funnel”
is the wrong analogy

13. CUSTOMERS ARE ENTERING & EXITING
THEIR JOURNEYS CONSTANTLY

14. WHICH TACTICS ARE A PRIORITY FOR YOU?
My business website
Email marketing
Social advertising
Social media management
Search engine marketing
Search engine optimization
Content marketing
Mobile advertising
Display advertising
Management of online directories
TAKE AWAY:
Average local
business is trying
8+ tactics
Source: ReachLocal market survey

15. ARE YOUR MARKETING EFFORTS EFFECTIVE?
Source: 2016 Small Business Marketing Trends Report
TAKE AWAY:
Nearly half of local
businesses
don’t know if their
marketing efforts are
effective.
Yes
I Don’t Know
No
Source: Small Business Marketing Trends Report

16. HOW DO YOU MEASURE AD EFFECTIVENESS?
TAKE AWAY:
Even though they ask
customers, those insights
rarely make it into
optimization and planning
Majority = aren’t doing
it or manually tracking
We ask customers how
they found us
We use call tracking with
unique phone numbers
We rely on reports from
our vendors
We use software that
tracks the source of leads
Other
Source: ReachLocal market survey

17. Planning Execution Analysis
Completion
OPEN LOOP
CLOSED LOOP
Track customers from lead source, all the way down to the transaction level and
effectively close the ROI loop on their marketing programs.

18. Today’s SaaS solutions need to help local
businesses
TAILOR
THE EXPERIENCE
TO THEIR AUDIENCE.

19. 19
WINNING IN LOCAL

20. FOCUS
WINNING IN LOCAL
COACHING
INTEGRATION
ENGAGEMENT

21. This
product is
awesome
A
This sales
rep is
awesome
B

22. I
am
awesome
C • I understand the value
• I am excited to try this
• I feel empowered
• I will recommend you
• I can succeed

23. FOCUS
make your customers look good

24. COACH CONCIERGE
Accountability
Instruction
Insights
Overly
optimistic
Whatever you
want
Here’s the data

25. COACHING
keep accountability in the relationship

26. 26

27. 27

29. 29
Social ads + PPC = better together
Source: ReachLocal market survey

30. 64% of local businesses are more likely to use a marketing
system when integrated with core business systems
Clearer view of
actual ROI
(actual billings per client)
Richer customer
profiles
(confirmed client contact details
including emails for drip
marketing, addresses, etc.)
Lower churn
(Further embedding ReachLocal
solutions into client business process)
Source: ReachLocal market survey

31. 31
INTEGRATION
become part of the ecosystem

32. CHURN
Benchmark Monthly Churn Rate Annual Churn Rate Product Type
Best 0.5% 6%
SaaSMiddle 2% 22%
Worst 3% 31%
Best 4% 39%
Media
Solutions
Middle 5% 46%
Worst 15% 86%
• Log-ins
• Pages/session
• Time spent on site
USER ENGAGEMENT TYPICAL KPIs
• Activity time
• Visit frequency
• Key actions for value prop
Annual Churn =
(1 - churn rate) ^ 12
• Exclude growth
• Types: Budget,
User, Cohort

33. 33
ENGAGMENT
aligned with your value proposition

34. FOCUS ON CLIENT
SUCCESS
PROVIDE CLOSED LOOP ROI TO HELP
DELIVER BETTER EXPERIENCES
COACHING SHARED
ACCOUNTABILITY
INTEGRATION INTO
THEIR ECOSYSTEM
ENGAGEMENT
ALIGNED TO
VALUE PROP
RECIPE FOR SUCCESS WITH LOCAL

35. THANKS