SaaS marketingScale your business to the next level!

For high growing B2B SaaS businesses

Content■ Definition of inbound and advantages

■ Target market, buyer personas

■ Choose the right marketing model

■ Hooks, landing and thank you pages

■ Lead nurturing

■ Basic software stack

1.Inbound marketing

Definition“A holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.” (Hubspot)

Goal: Make marketing people love.

Inbound metodology

The Difference

Advantages■ More valuable leads

■ Easier to measure results

■ Cheaper lead generation

■ More loyal customers with higher value

2. Target Market, Buyer Personas

CEO Head of Marketing

Business Developer

Target MarketIt is your target business segment that is able to buy your SaaS product.

Goal: Knowing the size and the liquidity of the market.

Buyer PersonaA buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

Goal: Attracting the prospects thatcan be converted easily and cheap.

Example of Buyer Personas

Possible inputs

■ Interview with possible and existing clients

■ Questionnaire

■ Observing clients

Advantages■ Messages are easy to be focused

■ Cheaper lead and client generation

■ Higher conversion rates

■ More loyal customers

3. Marketing&Sales types

Self-ServiceIt is easy to understand and know the benefots of a Self-Service SaaS product. It is also relatively cheap.

Acquisition model: Generating clients only by doing marketing, no sales is required.

TransactionalHigher price, relatively low complexity - these are transactional companies.

Acquisition model: Marketing is preparing the leads for the sales people.

EnterpriseEnterprise SaaS companies sell high valued, complex system (e.g. ERP systems).

Acquisition model: The sales team generates clients alone, marketing creates branded content.

Differences between the 3 types

Self-Service■ Low complexity

■ Low price

■ Low commitment

■ Easy to implement

■ Easy to understand

■ High volume

■ Marketing

Transactional■ Low complexity

■ High price

■ Higher commitment

■ Easy to implement

■ Easy to understand

■ Mid volume

■ Marketing&Sales

Enterprise■ High complexity

■ High price

■ High commitment

■ Difficult implementation

■ Difficult to understand

■ Low volume

■ Sales

4. Hooks, landing and thank you

pages

HookHook is a case study, checklist, whitepaper, etc. which is interesting for the buyer persona.

Goal: Attracting buyer personas’ attention and giving high percieved value.

Landing PagePut your hooks on landing pages that have only one goal: converting them.

Goal: Visitor gives you his contact information and gets the hook in return.

Thank you Page

After the visitor gives you his contact info, he gets to the “thank you page” where you thank him for downloading your hook and you give him another offer.

Goal: Offering a cheap product or giving away more educational content.

5. Lead nurturing

Lead nurturing

There will be leads who won’t accept your offer immediately therefore you send them e-mails, educate them in order to make them buy later, when they are prepared for it.

Goal: Convert as many leads to customers as it is possible even if they don’t buy immediately.

Why is lead nurturing important?

Marketing Sherpa survey

25% of leads buy immediately

50% of leads would buy, just later

25% of leads never buy.

AutomationMarketing automation tools help you automate your nurturing processes therefore a small team can handle high volume of leads.

Goal: Saving resources and increasing efficiency.

6. Starter software pack

Must have tools■ Unbounce (Landing and thank you pages)

■ Buffer app (social media automation)

■ Wordpress (content distribution on blog page)

■ canva.com (easy to use image editor with templates)

■ Automizy (e-mail marketing automation software)

Thank you!www.automizy.com