Low cost, high-impact B2B SaaS Marketing
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This was discussed at "B2B SaaS Marketing Masterclass" conducted by HelloMeets at 91Springboard's office in Bengaluru. Speaker & Presentation by: Tejaswi Raghurama, Marketing Manager at Typito -Tejaswi was an employee at Typito (60,000+ users and growing) -He previously led inbound marketing team at Wingify ($18Million ARR) -He was the second employee and first marketer at Pipemonk (acquired by Freshworks) Presentation includes: -How to build generate Marketing Qualified Leads from Quora -How to setup an outbound email campaign that generates high value leads -How to create social media videos that engage and convert (on a budget) -Actionable guide to create videos that can be used for content marketing, product marketing, on-boarding & customer advocacy -Setting up & scaling a cold email campaign to target & convert mid-large size companies -Importance of doing things that don’t scale in early stage -Channels and campaigns that consistently work to get your first 100 customers
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Low cost, high-impact B2B SaaS Marketing
- 1. B2B SaaS Marketing Masterclass My toughest, most rewarding lessons #HelloMeets #SaaSMasterclass
- 2. Tejaswi Raghurama Between Mangalore & Goa BITS Pilani Children of Men & South Park @tejazz89
- 3. It all starts with alignment 60,000+ users 18 Million ARR 0 to $25,000 MRR Top 10 Slack apps ● Lean but mean ● Documented experimentation ● Managing a high LTV:CAC ratio ● Delegation, build processes for scale ● Marketing need not scale ● VC Funding <> Growth ● Marketing that scales
- 4. Things that do scale | Outbound Things that don’t scale Things that do scale | Quora Social Media Videos 1 2 3 4 Agenda
- 6. Can it scale? Is it of value? For us For them
- 8. Live chat is not about saying hi to every visitor
- 9. Scalable? 1. Segment and target by behaviour 2. Have contextual messages (Location, Page, App behaviour) 3. Bot <> Human partnership 4. Tag > Analyze > Optimize in-app/website content
- 10. Source: The Measure of a Marketer's Worth
- 12. Dave Gerhardt (VP of Marketing at Drift)
- 13. 2. Documentation
- 15. 3. Finding a channel that competition can’t copy
- 16. Delighted users with support and onboarding Live chat implemented on website Couple of 5-star reviews All hands support; explicitly ask reviews 1 2 3 4 120+ 5 Star Reviews5
- 17. ● 60-75% MQLs month-on-month for more than 2 years ● Zero spend ● Drove inbound partnership opportunities ● Humanized the brand Results
- 18. Research + Intuition Experimentation with bias to action Look for patterns Measure Double down ● Lead volume ● Lead conversion rate ● Revenue ● LTV
- 22. Things that do scale? Let’s talk Outbound.
- 23. Why Outbound? ● 3-4% CTR in PPC ● Content marketing is great but long term ● Get attention of decision makers ● Target big, named accounts ● Low cost branding
- 25. Why Outbound? ● Automated ● Scalable ● Predictable
- 26. When not to do Outbound? ● Low LTV ● If you can’t afford longer sales cycle ● Can’t wait to send generic email blast
- 28. 1. Prosecting: The lean way
- 32. 1. Create lists of target companies by industry, filters 2. Create list of possible titles of high value targets 3. LinkedIn search with operators (OR, AND) 4. Collect First Name, Last Name and Title 5. Using Hunter, identify probable email format 6. Formulate email addresses
- 33. 1. Prosecting: The lean way ● 100 companies/day ● 500 contacts/day ● 85% Accuracy of Email Address ● Zero spend on tools or databases ● 1 person to do data entry ● 4-5 follow-ups, 2-5 days interval ● 40% Open Rate ● 10-12 demos/week
- 34. 2. The Outreach: Timely, Personalization at Scale $0.001/email $50/month
- 35. Trigger driven campaigns ● Competitors ● Visitors dropping-off from website (Clearbit/Hubspot CRM) ● Customer job change ● Events, Conferences, Festivities ● Funding
- 36. Research driven campaign ● Aggressive spend in your industry vertical (Martech) ● Social signals ● Tech stack ● Job posting ● Hook and bait (gated content)
- 37. Move over {First Name}, 1. Personalize for groups, not every individual Office Manager/ IT Admin HR Manager COO, CTO - No more timesheets on paper - Employees won’t just walk up to you - Check status and live attendance - Reviews from other IT admins - Reporting - Easy visibility for leadership - Approval flow is real-time - Reviews from CEOs - We love slack just like you - Everything in slack. Simple commands. - Can you connect me to your HR/Admin - Reviews from COO
- 38. Show, don’t tell
- 39. Metrics
- 40. Over to you 1. Define your ICP using framework 2. Create a tool stack that works for you 3. Draft email sequence with personalization in groups 4. Track what matters. Iterate and experiment with triggers, approaches. 5. Quick Tips: Multiple domains, speed throttling, account tracking
- 41. What does at scale look like?
- 46. 1.52% Total Conversion Rate to Paid
- 47. What goes into creating social media videos that convert?
- 49. The Format
- 50. The Brand
- 51. Motion Graphics ● Lower thirds, intros, outros ● Captions ● Fonts, Colors ● Logo
- 52. Footage and Audio ● Use a smartphone, prove ROI ● HQ audio more critical than HQ video ● Use music to invoke emotions ● Shoot for the edit
- 53. Sign up for free. 1 Full HD video is on us.