Emma Tomlin
Business Development Manager
Cloud Partnerships
Market Strategy and VerticalisedCampaigns
Australia SMB SaaS Opportunity Breakout
Other SaaS
SaaS
Accounting
SaaS BI
SaaS CRMSaaS Email
SaaS ERP
SaaS HR
SaaS Payroll
SaaS
Productivity
SaaS Project Mgt.$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
10% 15% 20% 25% 30% 35% 40%
SaaS
Mark
et
Valu
e i
n 2
01
0 (
$M
)
5-Year CAGR
SaaS Value & Growth in Australia (2010, 2015)
Note: Bubble size
represents market
value in 2015
$3.2B
spend on
cloud by
2015
Source: AMI - Australia Small Business Market Opportunity Assessment 2012 and AMI Cloud Playbook
Marketing takes a day to learn. Unfortunately it takes a lifetime to master - Phil Kolter
Lets get back to basics……
• Who is your audience?
• Do you have something they want or need?
• Can you tell them about it in a way they understand?
• Understand your audience• You don’t sell to everyone!
• Understand your products• Technology features aren’t business benefits
• Speak to them in a way that resonates• 57% of IT decisions are made by non IT decisions makers
• Professional services is the largest adopter of cloud based services
• Choose your marketing channels wisely• Mass marketing is costly and ineffective unless you’re a mass market leader
Marketing Rules 101
Lets Get Vertical…….
The Journey to the Cloud
The options to make a decision….
$$$$$$$$
Help them to find you…….
Finance Vertical Industry Example
Legal Example Industry Example
Legal Example Industry Example
• Tailored services carry higher margins• Law Firms:
• Non-Profits:
• Healthcare:
• Travel:
• Verticalization typically allows more accurate up-sell targeting
• Word of mouth referencing
Verticalization
• Many companies have value-added requirements
• You know the datacenter ones below; what about industry specific requirements?
Specialization
Q&A