1. Christopher Harmon
Principal
theBATstudio
chris@thebatstudio.com
linkedIn: h=p://www.linkedin.com/in/cjharmon
twi=er: cjharmon
Digital Strategy 101 for SaaS
Lessons from the Front Line:
• Building a Brand Platform
• 3 Mistakes to Avoid
• 3 Routes to Success
AFRI-TECH SUMMIT 2011 | 1
2. Brand, Art & Technology
Strategy, design and interactive consulting that realizes
tangible business value.
• US-Based
®
• 80/20 US vs International
Clientele
• Recognized as a top-agency
by B2B Magazine
• 10+ of top 20 SaaS Companies
• Virtual Organization
AFRI-TECH SUMMIT 2011 | 2
6. In Marketo’s first four years, they have
been averaging 400% year-on-year growth.
AFRI-TECH SUMMIT 2011 | 6
7. Digital Strategy 101 > Agenda
• Building a Brand Platform
®
> A Peek at Brand Synthesis
• 3 Mistakes to Avoid
> Learn from the mistakes of others
• 3 Routes to Success
> Micro Case-Studies
AFRI-TECH SUMMIT 2011 | 7
8. Building a Brand Platform
®
A Peek at Brand Synthesis
AFRI-TECH SUMMIT 2011 | 8
11. 3 Mistakes to Avoid
Learn from the mistakes of others
AFRI-TECH SUMMIT 2011 | 11
12. Mistake #1: The Belly Button
• 95% of B2B companies focus on what they offer - not what the customer needs
• This results in
➡ Complex Messaging
➡ Rigid Business Models
➡ Nearer-term Plateaus
➡ Decreased Barriers to Entry
• B2B Buyers want you to:
➡ Speak to their unique pain
➡ Provide a clear and differentiated benefit
➡ Help sell-in to organization
AFRI-TECH SUMMIT 2011 | 12
13. Mistake #1: The Belly Button
• 95% of B2B companies focus on what they offer - not what the customer needs
• This results in
➡ Complex Messaging
➡ Rigid Business Models
➡ Nearer-term Plateaus
➡ Decreased Barriers to Entry
AFRI-TECH SUMMIT 2011 | 13
14. Mistake #1: The Belly Button
• 95% of B2B companies focus on what they offer - not what the customer needs
• This results in
➡ Complex Messaging
➡ Rigid Business Models
➡ Nearer-term Plateaus
➡ Decreased Barriers to Entry
• B2B Buyers want you to:
➡ Speak to their unique pain
➡ Provide a clear and differentiated benefit
➡ Help sell-in to organization
AFRI-TECH SUMMIT 2011 | 14
15. Mistake #2: Image is Everything
• Yes it does... When you’re:
➡ Selling status
• B2B Buyers are driven by
➡ Reputation
➡ Results
➡ Price
Simple, straight-forward, clear messaging most often wins the day.
AFRI-TECH SUMMIT 2011 | 15
16. Mistake #2: Image is Everything
• Yes it does... When you’re:
➡ Selling status
• B2B Buyers are driven by
➡ Reputation
➡ Results
➡ Price
Simple, straight-forward, clear messaging most often wins the day:
AFRI-TECH SUMMIT 2011 | 16
17. Mistake #2: Image is Everything
• Yes it does... When you’re:
➡ Selling status
• B2B Buyers are driven by
➡ Reputation
➡ Results
➡ Price
Simple, straight-forward, clear messaging most often wins the day.
AFRI-TECH SUMMIT 2011 | 17
18. Mistake #2: Image is Everything
• Yes it does... When you’re:
➡ Selling status
• B2B Buyers are driven by
➡ Reputation
➡ Results
➡ Price
Simple, straight-forward, clear messaging most often wins the day.
AFRI-TECH SUMMIT 2011 | 18
19. Mistake #3: They Will Come
• In 2000
➡ First-to-Market meant something
➡ Cool still translated into statistically significant eyeballs
➡ Mid-Size brands could saturate with SEM / Banners
• In 2011
➡ SEO is a long-shot for most
➡ Time to market for a me-too can be less than 90 days
➡ “Joe” can be a Brand Ambassador, or your Brand’s worst nightmare
➡ You cannot rely on a single channel
AFRI-TECH SUMMIT 2011 | 19
20. Mistake #3: They Will Come
• In 2000
➡ First-to-Market meant something
➡ Cool still translated into statistically significant eyeballs
➡ Mid-Size brands could saturate with SEM / Banners
• In 2011
➡ SEO is a long-shot for most
➡ Time to market for a me-too can be less than 90 days
➡ “Joe” can be a Brand Ambassador, or your Brand’s worst nightmare
AFRI-TECH SUMMIT 2011 | 20
21. 3 Routes to Success
Micro Case Studies
AFRI-TECH SUMMIT 2011 | 21
22. Case Study One: SuccessFactors
• Step One > Getting the technology right
AFRI-TECH SUMMIT 2011 | 22
23. Case Study One: SuccessFactors
• Step One > Getting the technology right
• Step Two > Becoming a Marketing-Driven
Organization
AFRI-TECH SUMMIT 2011 | 23
28. Case Study One: SuccessFactors
• Step One > Getting the technology right
• Step Two > Becoming a Marketing-Driven
Organization
• Step Three > Grabbing Credibility
AFRI-TECH SUMMIT 2011 | 28
31. Case Study One: SuccessFactors
• Step One > Getting the technology right
• Step Two > Becoming a Marketing-Driven
Organization
• Step Three > Grabbing Credibility
• Step Four > Beat Event Horizon TImeline by
18 months
AFRI-TECH SUMMIT 2011 | 31
32. Case Study Two: 37Signals
• Step One > Point Solution Opportunity
• Step Two > Peer-to-Peer marketing
• Step Three > Just-in-Time
• Step Four > Avoid Distractions
AFRI-TECH SUMMIT 2011 | 32
33. Case Study Three: 37Signals
• Step One > Point Solution Opportunity
• Step One > Point Solution Opportunity
• Step Two > Peer-to-Peer marketing
• Step Three > Just-in-Time
• Step Two > Peer-to-Peer marketing
• Step Four > Avoid Distractions
• Step Three > Just-in-Time
• Step Four > Avoid Distractions
AFRI-TECH SUMMIT 2011 | 33
34. Case Study Three: Marketo
• Step One > Recognize the me-too
opportunity
• Step Two > Fly low, focus small
• Step Three > The “cult”ure of the challenger
• Step Four > Dismantle the leader
AFRI-TECH SUMMIT 2011 | 34
43. Case Study Three: Marketo
• Step One > Recognize the me-too
opportunity
• Step Two > Fly low, focus small
• Step Three > The “cult”ure of the challenger
• Step Four > Dismantle the leader
AFRI-TECH SUMMIT 2011 | 43
45. • Build product development, marketing and
sales around user insights
• Set clear objectives and measure
performance
• Under promise and over deliver
AFRI-TECH SUMMIT 2011 | 45
46. • Stay Micro-Focused on Your Brand Vision /
Core Purpose
• Invest in lead-gen and product over sales
• Create a “cult”ure
AFRI-TECH SUMMIT 2011 | 46
47. Christopher Harmon
Principal
theBATstudio
chris@thebatstudio.com
linkedIn: h=p://www.linkedin.com/in/cjharmon
twi=er: cjharmon
Digital Strategy 101 for SaaS
Lessons from the Front Line:
• Building a Brand Platform
• 3 Mistakes to Avoid
• 3 Routes to Success
AFRI-TECH SUMMIT 2011 | 47
Notas do Editor
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Speak to each stage of Market Assessment\n
Speak to each stage of Brand Assessment\nVision - speak to Core Values, Core Purpose, BHAG, Vivid Description. \nPromise - speak to Cheskin Research Groups Positions of Meaning. \nPersonality - speak to Y&R\n
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Examples? EMC, Autonomy\n
Examples? EMC, Autonomy\n
Examples? EMC, Autonomy\n
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Step One > Point Solution Opportunity\n Step Two > Peer-to-Peer marketing\n Step Three > Just-in-Time\n Step Four > Avoid Distractions\n