Matthews on Marketing

Matthews on Marketing

Three Ways to Goose Conversion and Fight Churn in SaaS

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Another excerpt from my forthcoming SaaS Marketing Handbook - TM Nurturing Nurturing is the process of moving a lead closer to a sale through continued marketing. Nurturing is not unique to SaaS marketing, but it is especially important. Prospects in your database who are not yet ready to buy need to be “nurtured” until they are ready to buy. Email marketing is the most common form of nurturing. The trick is to understand what type of content is of interest, and how many times – touches – a … [Read more...]

The Roadmap to SaaS Marketing Maturity

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SaaS nirvana is a tempting, alluring place. Stories abound on TechCrunch, Forbes and other tech business press about the fortunes of those who make it. Multiples for SaaS IPOs tend to be among the highest in the tech industry. So there is a palpable pressure in a SaaS marketer to get there as fast as possible. But pushing against this headlong rush to El dorado is another force, a discipline required to get it right before growth – the ramp – kicks in. You can burn a lot of money if you don’t … [Read more...]

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...]