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...]
SaaS Tactics: Do You Mean “Freemium” or “Free Trial”?
I work in the software industry - SaaS specifically - and online customer acquisition is a hot topic these days. Getting prospective customers to use your software before talking to a sales person benefits both sides. Customers get to try out a product on their own terms and schedule. Salespeople can work more efficiently by talking only to those customers who are ready to buy. There are two models for acquiring customers this way: freemium and free trial. Freemium is a model where customers … [Read more...]
SaaS and the Buyer Persona Imperative
I came across something recently that really struck me. In reading Peter Levine's "SaaS Manifesto," I was surprised to learn that half of all SaaS purchasing decisions are now made or influenced by operating departments, like Sales, HR and Marketing. Now, I know Sales VPs have always had a say in which CRM to buy, and I read IBM's study from a few years back on CMOs on track to spend more than CIOs on technology. I am also well aware of (and complicit in) the "consumerization of IT" trend. But … [Read more...]
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