marketing your saas product
DESCRIPTION
Learn how to market software as a service. This deck fundamentals of growth, how to define growth, leverage growth, and setting marketing goals. Slides from a class taught by Christopher O'Donnell of Hubspot. To learn more from the experts, visit http://intelligent.ly/learnTRANSCRIPT
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presents
Marketing Your SaaS Product
CHRISTOPHER O’DONNELL@markitecht
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Christopher O’Donnell @markitechtI make stuff. I love marketing.• HubSpot• Performable
• Price Intelligently• Firetower
• Lots of other products
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“This company exists to make a TON of money.”
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The miracle of recurring revenueHot Not
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Miracles of SaaS• Recurring revenue• Scaling value delivered with value collected• Growth vs. profitability lever
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GrowthBreak through to the next level
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What does growth mean to your marketing team?
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Short term• PPC• Social advertising
Medium term• PR• Guest blogging
Long term• On-page SEO• Link building (off-page SEO)
Leversfor Growth
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“A startup is a company designed to grow fast. Being newly founded does not in itself make a company a startup. Nor is it necessary for a startup to work on technology, or take venture funding, or have some sort of "exit." The only essential thing is growth. Everything else we associate with startups follows from growth.”PAUL GRAHAM – STARTUP = GROWTH
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The Impact of Compound Growth
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“Be impatient for profit, be patient for growth”CLAY CHRISTENSEN
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37signals
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Gemvara
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How would you measure growth?
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GoalsSetting the bar
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How does your marketing teamset goals?
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Set monthly goals.
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Make goals transparent.
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Track progress as a team
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Celebrate hitting goals.
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Ideas for goals• Funnel goals
– Number of marketing site visits– Number of new email addresses– Number of new customers– [Number of new opportunities]
• Community goals– Number of blog subscribers– Number of social fans & followers– Number of mentions– Number of new leads from
forwarded email (#prostyle)
• Content goals– Number of blog posts– Number of social messages– Number of new premium offers– Number of new emails
• Performance goals– Site conversion rate– Open/click rates for email– Conversion rates by channel
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Multiple “KR”• Don’t be afraid to stretch• Have various levels of goals• Communicate those levels• Mix “easy putts” with “holes in one”
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Ideas for goals• Funnel goals
– Number of marketing site visits– Number of new email addresses– Number of new customers– [Number of new opportunities]
• Community goals– Number of blog subscribers– Number of social fans & followers– Number of mentions– Number of new leads from
forwarded email (#prostyle)
• Content goals– Number of blog posts– Number of social messages– Number of new premium offers– Number of new emails
• Performance goals– Site conversion rate– Open/click rates for email– Conversion rates by channel
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GuaranteesPredictable, high-quality customer acquisition
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#prostyle
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Measuring the Handoff
Subscriber Lead MQL SQL Opportunity Customer Evangelist
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What does your company expect from your marketing team?
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Service Level Agreements
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How might your SLA evolve over time?
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Predictablelifetime value
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Final Thought