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...]
How SaaS Affects the Marketing Mix
Not All of Your Tactics Will Be Change, But the Emphasis Will Shift While the SaaS business model is quite different from sales of perpetual software licenses, the marketing tactics are not entirely unique. SaaS companies still go to trade shows, have customer newsletters, and engage in direct marketing. The real difference is not in the tactics, but the emphasis on those tactics in the marketing mix. Here are a few guiding principles of how the buying cycle is different, and the resulting … [Read more...]
The Roadmap to SaaS Marketing Maturity
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...]
Five SaaS Marketing Pitfalls to Avoid
This is an excerpt from my forthcoming SaaS Marketing Handbook -TM I have fallen into almost every one of these pits. Some of them more than once. I’ve learned the hard way that you need to clearly set expectations, and under promise and over deliver, to be successful as a SaaS marketer. Pitfall #1 “[Person’s name] a [Board Member | Friend of Mine | Fellow CEO | Next Door Neighbor] told me they are getting a [fill in ridiculously high number] conversion rate for [fill in a dollar amount that’s … [Read more...]
Four SaaS Marketing Myths
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...]
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