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Beyond AdWords & eMail: Guerrilla Marketing for SaaS Lead Generation
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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 …

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.

Published in: Business, Technology

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  • 1. Beyond AdWords & eMail Guerrilla Marketing for SaaS Lead Generation
  • 2. Argument
    • – Ray Lane
    • Kleiner Perkins
    • “ The Coming Service Revolution”
    • on SandHill.com , 2005
    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. Accomplishment
    • – Johann Wolfgang von Goethe
    • Man of Letters
    “ It is not enough to have knowledge; one must also apply it. It is not enough to have wishes; one must also accomplish.”
  • 4. Accountability
    • – Dr. Raymond Stantz
    • Future Ghostbuster
    “ 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. Guerrilla Topics
    • Minimizing CACs
    • Leveraging Your Expertise
    • Flexing Other People’s Muscle
    • Spending Other People’s Money
    • Tracking, Catching & Warming
  • 6. Guerrilla Topics
    • Minimizing CACs
  • 7. CAC
    • What Is Your Customer Acquisition Cost?
    • Marketing = Advert, Brand, Lead Gen
    • Sales = COGS (base + incentive)
  • 8. Tech Services Rev Gen
  • 9. Tech Services Rev Gen
  • 10. Guerrilla Topics
    • Minimizing CACs
    • Leveraging Your Expertise
  • 11. Givens
    • Let’s Agree:
    • You’ve IDed These Already…
    Target Market(s) End User Pain(s) Price Points
  • 12. Givens
    • Let’s Agree:
    • You’ve IDed These Already…
    Target Market(s) End User Pain(s) Price Points Competitive Alternatives Points of Difference Economic Buyers
  • 13.
    • “ We are all experts in our own little niches.”
    • – Alex Trebek
    • Challenges of the New Brand:
    • Software or Solution?
    • Vitamin or Aspirin?
    Expertise  Credibility
  • 14.
    • Guerrilla Tactics Demonstrate Expertise
      • Print: articles, whitepapers, editorials, blogs, press releases, newsletters, interviews, etc.
      • In-Person: panel discussions, presentations, seminars, webinars, etc.
      • Interactive: surveys, workshops, user groups, tweets, blogs, videos, etc.
    • Audience Is Key: Who Has What Pain?
    Expertise = Credibility
  • 15. Guerrilla Topics
    • Minimizing CACs
    • Leveraging Your Expertise
    • Flexing Other People’s Muscle
  • 16. Think Different
  • 17. Think Different
  • 18. Think Different
  • 19. Think Different
  • 20. Think Different
  • 21. Guerrilla Topics
    • Minimizing CACs
    • Leveraging Your Expertise
    • Flexing Other People’s Muscle
    • Spending Other People’s Money
  • 22. Add Value
  • 23. Network
  • 24. Drive Traffic
  • 25. Keep Track
  • 26. Guerrilla Topics
    • Minimizing CACs
    • Leveraging Your Expertise
    • Flexing Other People’s Muscle
    • Spending Other People’s Money
    • Tracking, Catching & Warming
  • 27. Beyond Automation
  • 28. Manage Content
  • 29. Distribute & Capture
  • 30. Beyond Webforms
  • 31. Inform
  • 32. Record
  • 33. Percolate
  • 34. Thank You
    • contact:
    • Keychain Logic
    • Ken Boasso
    • 925.552.9964
    • [email_address]