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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 of Hubspot. To learn more from the experts, visit http://intelligent.ly/learn

Published in: Business, Technology

Marketing Your SaaS Product

  1. 1. presentsMarketing Your SaaS ProductCHRISTOPHER O’DONNELL@markitecht
  2. 2. Christopher O’Donnell @markitechtI make stuff. I love marketing.• HubSpot• Performable• Price Intelligently• Firetower• Lots of other products
  3. 3. “This company exists to make a TON of money.”
  4. 4. The miracle of recurring revenueHot Not
  5. 5. Miracles of SaaS• Recurring revenue• Scaling value delivered with value collected• Growth vs. profitability lever
  6. 6. GrowthBreak through to the nextlevel
  7. 7. What does growth mean to yourmarketing team?
  8. 8. Short term• PPC• Social advertisingMedium term• PR• Guest bloggingLong term• On-page SEO• Link building (off-page SEO)Leversfor Growth
  9. 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. 10. The Impact of Compound Growth
  11. 11. “Be impatient for profit, be patient for growth”CLAY CHRISTENSEN
  12. 12. 37signals
  13. 13. Gemvara
  14. 14. How would you measure growth?
  15. 15. GoalsSetting the bar
  16. 16. How does your marketing teamset goals?
  17. 17. Set monthly goals.
  18. 18. Make goals transparent.
  19. 19. Track progress as a team
  20. 20. Celebrate hitting goals.
  21. 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. 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. 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. 24. GuaranteesPredictable, high-qualitycustomer acquisition
  25. 25. #prostyle
  26. 26. Measuring the HandoffSubscriber Lead MQL SQL Opportunity Customer Evangelist
  27. 27. What does your company expect fromyour marketing team?
  28. 28. Service Level Agreements
  29. 29. How might your SLA evolve over time?
  30. 30. Predictablelifetime value
  31. 31. Final Thought
  32. 32. Course TitleCourse TitleINSTRUCTOR NAME

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