Sometimes you hear something and think, "I heard that five years ago. Ten years ago. How is that still a problem?" Now, I’m not talking about global warming or peace in the Middle East. No, I’m in marketing world here, and specifically, talking about the old saw “sell solutions, not products.” Marketers have been told to focus on solutions countless times. So why are marketers are still focusing on product? We marketers are human, after all, and the problem with adages like this is that … [Read more...]
Startup Marketing Essentials: #9 Establishing a Testing Culture
You can’t work in a startup these days without doing A/B testing. Multivariate if you are really good. There’s a reason why Optimizely is spreading like digital kudzu. But you can’t just buy software. You need to make testing part of your culture. Here’s how. – TM A/B testing is en vogue. Everyone’s doing it, or at least taking about it. Putting it into practice requires more than talk and tools, though. You need to create a testing culture to really make it work. For those who are unfamiliar … [Read more...]
Three Ways to Goose Conversion and Fight Churn in SaaS
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...]
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