Marketing Your SaaS Product

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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......

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/learn

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  • This presentation is awesome! We have several SAAS based brands that we can apply this to. I love the part about setting goals.
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  • Importance of growth?How is it measured?What are the constraints for growth goals?
  • AlaGroupon, pets.com.First, when a business is impatient for profit, managers are forced to validate their assumptions and demonstrate that customers are fundamentally willing to pay an acceptable price for the company's offering.Secondly, expecting a business to be profitable quickly forces it to keep its fixed costs low. Because a business's cost structure determines which customers it finds profitable, keeping these fixed costs low preserves strategic options for the company when it is choosing which customers to target.Finally, reaching profitability quickly ensures that when outside financing dries up, the venture can succeed on its own.
  • For one company, pick how you’d measure growth, and the first thing you’d do to try to drive it.
  • What do you measure? How often?What do you stack it up against?How do you compare yourself to your peers and competitors?What happens when you hit your goal?… when you miss it?
  • Break into teams and design what their group’s monthly report is going to look like.
  • From raw counts to weighted counts, from volume to quality
  • Persona-based marketing
  • Pick a company, create a smarketingsla
  • Putting it all together

Transcript

  • 1. presentsMarketing Your SaaS ProductCHRISTOPHER O’DONNELL@markitecht
  • 2. Christopher O’Donnell @markitechtI make stuff. I love marketing.• HubSpot• Performable• Price Intelligently• Firetower• Lots of other products
  • 3. “This company exists to make a TON of money.”
  • 4. The miracle of recurring revenueHot Not
  • 5. Miracles of SaaS• Recurring revenue• Scaling value delivered with value collected• Growth vs. profitability lever
  • 6. GrowthBreak through to the nextlevel
  • 7. What does growth mean to yourmarketing team?
  • 8. Short term• PPC• Social advertisingMedium term• PR• Guest bloggingLong term• On-page SEO• Link building (off-page SEO)Leversfor Growth
  • 9. “A startup is a company designed to grow fast. Beingnewly founded does not in itself make a company astartup. Nor is it necessary for a startup to work ontechnology, or take venture funding, or have somesort of "exit." The only essential thing is growth.Everything else we associate with startups followsfrom growth.”PAUL GRAHAM – STARTUP = GROWTH
  • 10. The Impact of Compound Growth
  • 11. “Be impatient for profit, be patient for growth”CLAY CHRISTENSEN
  • 12. 37signals
  • 13. Gemvara
  • 14. How would you measure growth?
  • 15. GoalsSetting the bar
  • 16. How does your marketing teamset goals?
  • 17. Set monthly goals.
  • 18. Make goals transparent.
  • 19. Track progress as a team
  • 20. Celebrate hitting goals.
  • 21. 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 fromforwarded 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
  • 22. Multiple “KR”• Don’t be afraid to stretch• Have various levels of goals• Communicate those levels• Mix “easy putts” with “holes in one”
  • 23. 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 fromforwarded 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
  • 24. GuaranteesPredictable, high-qualitycustomer acquisition
  • 25. #prostyle
  • 26. Measuring the HandoffSubscriber Lead MQL SQL Opportunity Customer Evangelist
  • 27. What does your company expect fromyour marketing team?
  • 28. Service Level Agreements
  • 29. How might your SLA evolve over time?
  • 30. Predictablelifetime value
  • 31. Final Thought
  • 32. Course TitleCourse TitleINSTRUCTOR NAME