Twitter: #KunoSaaS
Hosts & Agenda• What is SaaS?
• Why is SaaS so hot?
• Marketing Challenges
• Inbound SaaS Strategy
• Marketing Examples– Early Stages
– Rapid Growth
– Mature Company
• Questions
Your Hosts
What is SaaS?
Thanks toWikibon!
Thanks to Wikibon!
What Can You Do With SaaS?
Thanks CloudTweaks!
What’s the Big Deal?
Thanks CloudIT!
Thanks David Skok – SaaS Economics - http://www.forentrepreneurs.com/saas-economics-1/
SaaS Marketing Challenge #1 – Planning
(Slightly later breakeven point, because Gross Profit is less than MRR)
Thanks David Skok – SaaS Economics - http://www.forentrepreneurs.com/saas-economics-1/
SaaS Marketing Challenge #2 – Survival & Prosperity Startup Rapid Growth
(Slightly later breakeven point, because Gross Profit is less than MRR)
11 months to breakeven
• Brand Awareness• Time to Market• Lead Generation• Pay in Advance• Creative Funding
SaaS KPI’s & Inbound Marketing
Goal: LTV > 3X CAC
Thanks David Skok – SaaS Metrics http://www.forentrepreneurs.com/saas-metrics/
Inbound SaaS Strategy
What You’re Overlooking
And What to Do About It
Biggest Inbound Mistakes
• Thinking that you are your client;
• Expecting to fully automate sales;
• Going beyond the LCD user;
• Targeting too high in the organization;
• Never adjusting the strategy after inception.
In other words…Not thinking it through
“They’re nice enough people, they just haven’t thought it through.”
Price Point
Know Your Target
3 C’s of Post-Click Strategy
Context
Content
Conversion
Context
Content: Purpose-Driven Design of Experience
Objective Format
Immediate Offer Landing Page
Guide or Further Segment
Conversion Path
Learn or Explore Microsite
Warm them further Romance Pages
What do they want?
What is their logical next step?
What is your goal for them?
Content: Purpose-Driven Design of Experience
Content: Purpose-Driven Design of Experience
Content: Purpose-Driven Design of Experience
Content: Purpose-Driven Design of Experience
Content: Purpose-Driven Design of Experience
Conversion
Conversion
Conversion - Metrics
Examples
Early - Growth - Mature - SaaS Stages
Early Stage
Early Stage
Early Stage
Early Stage
Early Stage
Early Stage
Rapid Growth Stage
Rapid Growth Stage
Rapid Growth Stage
Rapid Growth Stage
Rapid Growth Stage
Rapid Growth Stage
Mature Stage
Mature Stage
Mature Stage
Mature Stage
Summary
• As Paula says, “Think it through…”
• Get through startup phase quickly– Generate leads and conserve cash w. inbound
– Know your target, price and process
– Optimize context, content and conversion
• Accelerate growth and capture your market– Invest in smart people, ideas and communities
• Reap the rewards as a mature SaaS company– Emphasize lifetime value and customer happiness
SaaS Executive Boot CampWhere Successful SaaS Train for Marketing Supremacy
In 3-Minute Weekly “Missions” You’ll Learn:•Precision Targeting;•How Segmentation Multiplies Leads;•Creating Persuasive Content; •Win-Win Payoffs;•Irresistible Calls-to-Action; and MORE!
Scan this…
Enlist Today! http://inboundmarketing.pollockmarketinggroup.com/saas-bootcamp/
Learn More…
Learn More About SaaS Marketing
How to use inbound marketing to:• Increase brand awareness• Reduce customer acquisition costs• Reduce churn• Increase lifetime value
Scan this…Or click here…
Get Started Now!
• SaaS Marketing Strategy
• Persuasive Content Strategy
• Conversion Rate Optimization
• Vibrant Customer Communities
• Inbound Marketing
• Website Design
• Marketing Campaigns
• Marketing Analytics
Questions?
Slides are available here:
or here…