Matthews on Marketing

Matthews on Marketing

Four SaaS Marketing Myths

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This is an excerpt from my forthcoming SaaS Marketing Handbook -TM Like any business model that has made billions for executives and shareholders, SaaS has its own mythology. Stories heard in the boardrooms of SaaS titans have been passed down to aspiring SaaS CEOs. Ambitious CMOs who want a piece of the SaaS game often burnish their conversation stats. Which is to say, be wary of SaaS war stories. Make sure to separate history from lore. Here are four common SaaS marketing myths dispelled. … [Read more...]

SaaS Marketing Maturity Survey

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I am writing a new book called The SaaS Marketing Handbook. In the book, I am including a what I call a "SaaS marketing maturity model." The idea is to describe phases for new SaaS marketers, and give them clear guidance on what the phases are, how to know what to do in each phase, and what indicator(s) let them know they can move on to the next phase. If you are an experienced SaaS marketer, head of sales, founder or exec, I'd like to hear from you. How long did it take to get to … [Read more...]

Marketingspeak: What is ‘Agile Marketing’?

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Have you noticed the growing 'Agile Marketing' trend? Adapted from a popular software development methodology, agile marketers set goals and objectives monthly and work on them in monthly “sprints.” The idea behind agile marketing is to adapt quickly and achieve results fast. It is suitable for companies that are in rapidly changing, perhaps highly competitive, markets. Even if a company chooses to work in this way, an annual plan that sets the “arc” for the year is still a good idea. Also, … [Read more...]

The Six Components of a Message Platform

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Given the glut of information buyers face every day, a successful marketing campaign needs to say something interesting, relevant, and meaningful. And, it needs to say it over and over again. Marketers refer to the collection of carefully chosen words and phrases that they use to describe their offering as a message platform. The message platform is the master document on which a lot of other writing will be based. All communication should conform to the message platform. There are many ways … [Read more...]

13 Questions to Jump-start Your Buyer Persona Research

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Interviews are critical to developing a good buyer persona. Actually speaking with the buyers can uncover insights that would never come to light otherwise. Simply creating a persona via research, using demographics, is a waste of time. You need to understand how they think, not just who they are. Many marketers never take this step. Contacting real buyers is a difficult and challenging task. And what do you ask them? Here are 13 questions to get you started, followed by a format for compiling … [Read more...]