Christopher
Harmon                                                                    Principal                           ...
Brand, Art & TechnologyStrategy, design and interactive consulting that realizes  tangible business value.•   US-Based    ...
AFRI-TECH SUMMIT 2011 |   3
AFRI-TECH SUMMIT 2011 |   4
AFRI-TECH SUMMIT 2011 |   5
In Marketo’s first four years, they havebeen averaging 400% year-on-year growth.                               AFRI-TECH S...
Digital Strategy 101 > Agenda•   Building a Brand Platform                                  ®    > A Peek at Brand Synthes...
Building a Brand Platform                        ®A Peek at Brand Synthesis                            AFRI-TECH SUMMIT 20...
AFRI-TECH SUMMIT 2011 |   9
AFRI-TECH SUMMIT 2011 | 10
3 Mistakes to AvoidLearn from the mistakes of others                                    AFRI-TECH SUMMIT 2011 | 11
Mistake #1: The Belly Button• 95% of B2B companies focus on what they offer - not what the customer needs• This results in...
Mistake #1: The Belly Button• 95% of B2B companies focus on what they offer - not what the customer needs• This results in...
Mistake #1: The Belly Button• 95% of B2B companies focus on what they offer - not what the customer needs• This results in...
Mistake #2: Image is Everything• Yes it does... When you’re:   ➡   Selling status• B2B Buyers are driven by   ➡   Reputati...
Mistake #2: Image is Everything• Yes it does... When you’re:   ➡   Selling status• B2B Buyers are driven by   ➡   Reputati...
Mistake #2: Image is Everything• Yes it does... When you’re:   ➡   Selling status• B2B Buyers are driven by   ➡   Reputati...
Mistake #2: Image is Everything• Yes it does... When you’re:   ➡   Selling status• B2B Buyers are driven by   ➡   Reputati...
Mistake #3: They Will Come• In 2000   ➡ First-to-Market meant something   ➡ Cool still translated into statistically signi...
Mistake #3: They Will Come• In 2000   ➡ First-to-Market meant something   ➡ Cool still translated into statistically signi...
3 Routes to SuccessMicro Case Studies                      AFRI-TECH SUMMIT 2011 | 21
Case Study One: SuccessFactors• Step One > Getting the technology right                                    AFRI-TECH SUMMI...
Case Study One: SuccessFactors• Step One > Getting the technology right• Step Two > Becoming a Marketing-Driven  Organizat...
AFRI-TECH SUMMIT 2011 | 24
AFRI-TECH SUMMIT 2011 | 25
AFRI-TECH SUMMIT 2011 | 26
AFRI-TECH SUMMIT 2011 | 27
Case Study One: SuccessFactors• Step One > Getting the technology right• Step Two > Becoming a Marketing-Driven  Organizat...
AFRI-TECH SUMMIT 2011 | 29
AFRI-TECH SUMMIT 2011 | 30
Case Study One: SuccessFactors• Step One > Getting the technology right• Step Two > Becoming a Marketing-Driven  Organizat...
Case Study Two: 37Signals• Step One > Point Solution Opportunity• Step Two > Peer-to-Peer marketing• Step Three > Just-in-...
Case Study Three: 37Signals• Step One > Point Solution Opportunity• Step One > Point Solution Opportunity• Step Two > Peer...
Case Study Three: Marketo• Step One > Recognize the me-too  opportunity• Step Two > Fly low, focus small• Step Three > The...
AFRI-TECH SUMMIT 2011 | 35
AFRI-TECH SUMMIT 2011 | 36
AFRI-TECH SUMMIT 2011 | 37
AFRI-TECH SUMMIT 2011 | 38
AFRI-TECH SUMMIT 2011 | 39
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AFRI-TECH SUMMIT 2011 | 42
Case Study Three: Marketo• Step One > Recognize the me-too  opportunity• Step Two > Fly low, focus small• Step Three > The...
Digital Strategy 101 for SaaSParting Thoughts                                AFRI-TECH SUMMIT 2011 | 44
•   Build product development, marketing and    sales around user insights• Set clear objectives and measure  performance•...
•   Stay Micro-Focused on Your Brand Vision /    Core Purpose•   Invest in lead-gen and product over sales• Create a “cult...
Christopher
Harmon                                                                    Principal                           ...
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Afri-Tech 2011 Digital Strategy 101

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Digital Strategy for SaaS Companies
Lessons from the Front Line:
- Building a Brand Platform
- 3 Mistakes to Avoid
- 3 Routes to Success

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  • Speak to each stage of Market Assessment\n
  • Speak to each stage of Brand Assessment\nVision - speak to Core Values, Core Purpose, BHAG, Vivid Description. \nPromise - speak to Cheskin Research Groups Positions of Meaning. \nPersonality - speak to Y&R\n
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  • Examples? EMC, Autonomy\n
  • Examples? EMC, Autonomy\n
  • Examples? EMC, Autonomy\n
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  • Step One > Point Solution Opportunity\n Step Two > Peer-to-Peer marketing\n Step Three > Just-in-Time\n Step Four > Avoid Distractions\n
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  • Afri-Tech 2011 Digital Strategy 101

    1. 1. Christopher
Harmon Principal theBATstudio chris@thebatstudio.com linkedIn:
h=p://www.linkedin.com/in/cjharmon twi=er:
cjharmonDigital Strategy 101 for SaaSLessons from the Front Line: • Building a Brand Platform • 3 Mistakes to Avoid • 3 Routes to Success AFRI-TECH SUMMIT 2011 | 1
    2. 2. Brand, Art & TechnologyStrategy, design and interactive consulting that realizes tangible business value.• US-Based ®• 80/20 US vs International Clientele• Recognized as a top-agency by B2B Magazine• 10+ of top 20 SaaS Companies• Virtual Organization AFRI-TECH SUMMIT 2011 | 2
    3. 3. AFRI-TECH SUMMIT 2011 | 3
    4. 4. AFRI-TECH SUMMIT 2011 | 4
    5. 5. AFRI-TECH SUMMIT 2011 | 5
    6. 6. In Marketo’s first four years, they havebeen averaging 400% year-on-year growth. AFRI-TECH SUMMIT 2011 | 6
    7. 7. Digital Strategy 101 > Agenda• Building a Brand Platform ® > A Peek at Brand Synthesis• 3 Mistakes to Avoid > Learn from the mistakes of others• 3 Routes to Success > Micro Case-Studies AFRI-TECH SUMMIT 2011 | 7
    8. 8. Building a Brand Platform ®A Peek at Brand Synthesis AFRI-TECH SUMMIT 2011 | 8
    9. 9. AFRI-TECH SUMMIT 2011 | 9
    10. 10. AFRI-TECH SUMMIT 2011 | 10
    11. 11. 3 Mistakes to AvoidLearn from the mistakes of others AFRI-TECH SUMMIT 2011 | 11
    12. 12. Mistake #1: The Belly Button• 95% of B2B companies focus on what they offer - not what the customer needs• This results in ➡ Complex Messaging ➡ Rigid Business Models ➡ Nearer-term Plateaus ➡ Decreased Barriers to Entry• B2B Buyers want you to: ➡ Speak to their unique pain ➡ Provide a clear and differentiated benefit ➡ Help sell-in to organization AFRI-TECH SUMMIT 2011 | 12
    13. 13. Mistake #1: The Belly Button• 95% of B2B companies focus on what they offer - not what the customer needs• This results in ➡ Complex Messaging ➡ Rigid Business Models ➡ Nearer-term Plateaus ➡ Decreased Barriers to Entry AFRI-TECH SUMMIT 2011 | 13
    14. 14. Mistake #1: The Belly Button• 95% of B2B companies focus on what they offer - not what the customer needs• This results in ➡ Complex Messaging ➡ Rigid Business Models ➡ Nearer-term Plateaus ➡ Decreased Barriers to Entry• B2B Buyers want you to: ➡ Speak to their unique pain ➡ Provide a clear and differentiated benefit ➡ Help sell-in to organization AFRI-TECH SUMMIT 2011 | 14
    15. 15. Mistake #2: Image is Everything• Yes it does... When you’re: ➡ Selling status• B2B Buyers are driven by ➡ Reputation ➡ Results ➡ Price Simple, straight-forward, clear messaging most often wins the day. AFRI-TECH SUMMIT 2011 | 15
    16. 16. Mistake #2: Image is Everything• Yes it does... When you’re: ➡ Selling status• B2B Buyers are driven by ➡ Reputation ➡ Results ➡ Price Simple, straight-forward, clear messaging most often wins the day: AFRI-TECH SUMMIT 2011 | 16
    17. 17. Mistake #2: Image is Everything• Yes it does... When you’re: ➡ Selling status• B2B Buyers are driven by ➡ Reputation ➡ Results ➡ Price Simple, straight-forward, clear messaging most often wins the day. AFRI-TECH SUMMIT 2011 | 17
    18. 18. Mistake #2: Image is Everything• Yes it does... When you’re: ➡ Selling status• B2B Buyers are driven by ➡ Reputation ➡ Results ➡ Price Simple, straight-forward, clear messaging most often wins the day. AFRI-TECH SUMMIT 2011 | 18
    19. 19. Mistake #3: They Will Come• In 2000 ➡ First-to-Market meant something ➡ Cool still translated into statistically significant eyeballs ➡ Mid-Size brands could saturate with SEM / Banners• In 2011 ➡ SEO is a long-shot for most ➡ Time to market for a me-too can be less than 90 days ➡ “Joe” can be a Brand Ambassador, or your Brand’s worst nightmare ➡ You cannot rely on a single channel AFRI-TECH SUMMIT 2011 | 19
    20. 20. Mistake #3: They Will Come• In 2000 ➡ First-to-Market meant something ➡ Cool still translated into statistically significant eyeballs ➡ Mid-Size brands could saturate with SEM / Banners• In 2011 ➡ SEO is a long-shot for most ➡ Time to market for a me-too can be less than 90 days ➡ “Joe” can be a Brand Ambassador, or your Brand’s worst nightmare AFRI-TECH SUMMIT 2011 | 20
    21. 21. 3 Routes to SuccessMicro Case Studies AFRI-TECH SUMMIT 2011 | 21
    22. 22. Case Study One: SuccessFactors• Step One > Getting the technology right AFRI-TECH SUMMIT 2011 | 22
    23. 23. Case Study One: SuccessFactors• Step One > Getting the technology right• Step Two > Becoming a Marketing-Driven Organization AFRI-TECH SUMMIT 2011 | 23
    24. 24. AFRI-TECH SUMMIT 2011 | 24
    25. 25. AFRI-TECH SUMMIT 2011 | 25
    26. 26. AFRI-TECH SUMMIT 2011 | 26
    27. 27. AFRI-TECH SUMMIT 2011 | 27
    28. 28. Case Study One: SuccessFactors• Step One > Getting the technology right• Step Two > Becoming a Marketing-Driven Organization• Step Three > Grabbing Credibility AFRI-TECH SUMMIT 2011 | 28
    29. 29. AFRI-TECH SUMMIT 2011 | 29
    30. 30. AFRI-TECH SUMMIT 2011 | 30
    31. 31. Case Study One: SuccessFactors• Step One > Getting the technology right• Step Two > Becoming a Marketing-Driven Organization• Step Three > Grabbing Credibility• Step Four > Beat Event Horizon TImeline by 18 months AFRI-TECH SUMMIT 2011 | 31
    32. 32. Case Study Two: 37Signals• Step One > Point Solution Opportunity• Step Two > Peer-to-Peer marketing• Step Three > Just-in-Time• Step Four > Avoid Distractions AFRI-TECH SUMMIT 2011 | 32
    33. 33. Case Study Three: 37Signals• Step One > Point Solution Opportunity• Step One > Point Solution Opportunity• Step Two > Peer-to-Peer marketing• Step Three > Just-in-Time• Step Two > Peer-to-Peer marketing• Step Four > Avoid Distractions• Step Three > Just-in-Time• Step Four > Avoid Distractions AFRI-TECH SUMMIT 2011 | 33
    34. 34. Case Study Three: Marketo• Step One > Recognize the me-too opportunity• Step Two > Fly low, focus small• Step Three > The “cult”ure of the challenger• Step Four > Dismantle the leader AFRI-TECH SUMMIT 2011 | 34
    35. 35. AFRI-TECH SUMMIT 2011 | 35
    36. 36. AFRI-TECH SUMMIT 2011 | 36
    37. 37. AFRI-TECH SUMMIT 2011 | 37
    38. 38. AFRI-TECH SUMMIT 2011 | 38
    39. 39. AFRI-TECH SUMMIT 2011 | 39
    40. 40. AFRI-TECH SUMMIT 2011 | 40
    41. 41. AFRI-TECH SUMMIT 2011 | 41
    42. 42. AFRI-TECH SUMMIT 2011 | 42
    43. 43. Case Study Three: Marketo• Step One > Recognize the me-too opportunity• Step Two > Fly low, focus small• Step Three > The “cult”ure of the challenger• Step Four > Dismantle the leader AFRI-TECH SUMMIT 2011 | 43
    44. 44. Digital Strategy 101 for SaaSParting Thoughts AFRI-TECH SUMMIT 2011 | 44
    45. 45. • Build product development, marketing and sales around user insights• Set clear objectives and measure performance• Under promise and over deliver AFRI-TECH SUMMIT 2011 | 45
    46. 46. • Stay Micro-Focused on Your Brand Vision / Core Purpose• Invest in lead-gen and product over sales• Create a “cult”ure AFRI-TECH SUMMIT 2011 | 46
    47. 47. Christopher
Harmon Principal theBATstudio chris@thebatstudio.com linkedIn:
h=p://www.linkedin.com/in/cjharmon twi=er:
cjharmonDigital Strategy 101 for SaaSLessons from the Front Line: • Building a Brand Platform • 3 Mistakes to Avoid • 3 Routes to Success AFRI-TECH SUMMIT 2011 | 47

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