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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

Published in: Business
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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
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  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
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  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
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  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
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  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
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  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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