Beyond AdWords & eMail Guerrilla Marketing for SaaS Lead Generation
Argument <ul><li>–  Ray Lane </li></ul><ul><li>Kleiner Perkins </li></ul><ul><li>“ The Coming Service Revolution” </li></u...
Accomplishment <ul><li>–  Johann Wolfgang von Goethe </li></ul><ul><li>Man of Letters </li></ul>“ It is not enough to have...
Accountability <ul><li>–  Dr. Raymond Stantz </li></ul><ul><li>Future Ghostbuster </li></ul>“ Personally, I liked the univ...
Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul><ul><li>Flexing Other Peopl...
Guerrilla Topics <ul><li>Minimizing CACs </li></ul>
CAC <ul><li>What Is Your Customer Acquisition Cost? </li></ul><ul><li>Marketing = Advert, Brand, Lead Gen </li></ul><ul><l...
Tech Services Rev Gen
Tech Services Rev Gen
Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul>
Givens <ul><li>Let’s Agree: </li></ul><ul><li>You’ve IDed These Already… </li></ul>Target Market(s) End User Pain(s) Price...
Givens <ul><li>Let’s Agree: </li></ul><ul><li>You’ve IDed These Already… </li></ul>Target Market(s) End User Pain(s) Price...
<ul><li>“ We are all experts in our own little niches.” </li></ul><ul><li>  –  Alex Trebek </li></ul><ul><li>Challenges of...
<ul><li>Guerrilla Tactics Demonstrate Expertise </li></ul><ul><ul><li>Print:  articles, whitepapers, editorials, blogs, pr...
Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul><ul><li>Flexing Other Peopl...
Think Different
Think Different
Think Different
Think Different
Think Different
Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul><ul><li>Flexing Other Peopl...
Add Value
Network
Drive Traffic
Keep Track
Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul><ul><li>Flexing Other Peopl...
Beyond Automation
Manage Content
Distribute & Capture
Beyond Webforms
Inform
Record
Percolate
Thank You <ul><li>contact: </li></ul><ul><li>Keychain  Logic </li></ul><ul><li>Ken Boasso </li></ul><ul><li>925.552.9964 <...
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Beyond AdWords & eMail: Guerrilla Marketing for SaaS Lead Generation

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The secrets to SaaS success are accelerating recurring revenue growth and managing unit customer acquisition costs. The best way to do both of those things at once is to shift lead generation responsibilities into the marketing cycle and manage costs while demonstrating expertise & pain relief. This seminar presentation discusses the importance of that cost shift and how to design an effective guerrilla lead generation strategy to compliment traditional marketing activities.

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Beyond AdWords & eMail: Guerrilla Marketing for SaaS Lead Generation

  1. 1. Beyond AdWords & eMail Guerrilla Marketing for SaaS Lead Generation
  2. 2. Argument <ul><li>– Ray Lane </li></ul><ul><li>Kleiner Perkins </li></ul><ul><li>“ The Coming Service Revolution” </li></ul><ul><li>on SandHill.com , 2005 </li></ul>This idea is giving some ISVs heartburn. The rest are transitioning to SaaS. “ Customers are in control, [and] they are demanding … more accountability for results.”
  3. 3. Accomplishment <ul><li>– Johann Wolfgang von Goethe </li></ul><ul><li>Man of Letters </li></ul>“ It is not enough to have knowledge; one must also apply it. It is not enough to have wishes; one must also accomplish.”
  4. 4. Accountability <ul><li>– Dr. Raymond Stantz </li></ul><ul><li>Future Ghostbuster </li></ul>“ Personally, I liked the university. They gave us money and facilities. We didn’t have to produce anything. You’ve never been out of college. You don’t know what it’s like out there. I’ve worked in the private sector. They expect results.”
  5. 5. Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul><ul><li>Flexing Other People’s Muscle </li></ul><ul><li>Spending Other People’s Money </li></ul><ul><li>Tracking, Catching & Warming </li></ul>
  6. 6. Guerrilla Topics <ul><li>Minimizing CACs </li></ul>
  7. 7. CAC <ul><li>What Is Your Customer Acquisition Cost? </li></ul><ul><li>Marketing = Advert, Brand, Lead Gen </li></ul><ul><li>Sales = COGS (base + incentive) </li></ul>
  8. 8. Tech Services Rev Gen
  9. 9. Tech Services Rev Gen
  10. 10. Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul>
  11. 11. Givens <ul><li>Let’s Agree: </li></ul><ul><li>You’ve IDed These Already… </li></ul>Target Market(s) End User Pain(s) Price Points
  12. 12. Givens <ul><li>Let’s Agree: </li></ul><ul><li>You’ve IDed These Already… </li></ul>Target Market(s) End User Pain(s) Price Points Competitive Alternatives Points of Difference Economic Buyers
  13. 13. <ul><li>“ We are all experts in our own little niches.” </li></ul><ul><li> – Alex Trebek </li></ul><ul><li>Challenges of the New Brand: </li></ul><ul><li>Software or Solution? </li></ul><ul><li>Vitamin or Aspirin? </li></ul>Expertise  Credibility
  14. 14. <ul><li>Guerrilla Tactics Demonstrate Expertise </li></ul><ul><ul><li>Print: articles, whitepapers, editorials, blogs, press releases, newsletters, interviews, etc. </li></ul></ul><ul><ul><li>In-Person: panel discussions, presentations, seminars, webinars, etc. </li></ul></ul><ul><ul><li>Interactive: surveys, workshops, user groups, tweets, blogs, videos, etc. </li></ul></ul><ul><li>Audience Is Key: Who Has What Pain? </li></ul>Expertise = Credibility
  15. 15. Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul><ul><li>Flexing Other People’s Muscle </li></ul>
  16. 16. Think Different
  17. 17. Think Different
  18. 18. Think Different
  19. 19. Think Different
  20. 20. Think Different
  21. 21. Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul><ul><li>Flexing Other People’s Muscle </li></ul><ul><li>Spending Other People’s Money </li></ul>
  22. 22. Add Value
  23. 23. Network
  24. 24. Drive Traffic
  25. 25. Keep Track
  26. 26. Guerrilla Topics <ul><li>Minimizing CACs </li></ul><ul><li>Leveraging Your Expertise </li></ul><ul><li>Flexing Other People’s Muscle </li></ul><ul><li>Spending Other People’s Money </li></ul><ul><li>Tracking, Catching & Warming </li></ul>
  27. 27. Beyond Automation
  28. 28. Manage Content
  29. 29. Distribute & Capture
  30. 30. Beyond Webforms
  31. 31. Inform
  32. 32. Record
  33. 33. Percolate
  34. 34. Thank You <ul><li>contact: </li></ul><ul><li>Keychain Logic </li></ul><ul><li>Ken Boasso </li></ul><ul><li>925.552.9964 </li></ul><ul><li>[email_address] </li></ul>
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