SlideShare a Scribd company logo
1 of 28
Download to read offline
Marry your SAAS
with Inbound
A guide to SaaS Marketing Strategy
Data Driven
Inbound Marketing
Company
Current Problems
Know your Buyers
Your SaaS Marketing Engine
Inbound gives you ROI
What is Inbound Marketing?
Your Marketing Strategy
Integrate Sales with your
Buyer’s Journey
Table of
Contents
ARE YOU THE
CMOFounder CEO
of a SaaS company?
This e-book is for you
DO YOU HAVEDO YOU HAVE
Troubles getting noticed
among competition?
LTV
CAC
Customer Churn
above 10%?
High trial
period churn?
< 3?
What are you doing to capture this space ahead of the competition?
Cloud application services (SaaS)
is forecast to grow 20.3 percent to
$37.7 billion.
More than 1,400 new SaaS Companies
have sprung up over the last five years
*Source : Gartner, Betterbuys
What is Inbound Marketing?
Inbound Marketing is knowing the right
customer and empowering them get
attracted to you
Subscription Economy X Lead nurturing = Trust
SaaS X Inbound = Increased ROI
Short Sales Cycle X Educating customers with
content = Informed Sales Interactions
Retention Most Important X More Qualified Leads with
workflows = Reduced Churn
Limited Marketing Budget X Less/No paid media = Reduced COA
Your SaaS marketing engine
Your Marketing Strategy
Focus on buyer persona
Your buyer’s journey
Strategy is key to
Inbound Marketing Success...
Is your Business Strategy
clear? Are you sure?
Use strategy to link your business plan with Inbound Marketing
1000 New
Visitors
10 New
leads1 New
customer
$100K Increase in MRR
Lets Say...
Let Inbound be a partner in your Targets
Give Inbound the ring
Give Inbound a detailed
Buyer Persona.
It will act as the context for any
marketing effort that your make.
Buyer Persona
gives you
DIRECTION
Buyer Persona
gives you
DIRECTION
Nurture Leads
Optimize Channels
Create a Content Strategy
buyer persona
Buyer PersonaBuyer Persona
Persona is the character you know will benefit
the most from your service
SaaS marketing is unique as they must create two different personas
Buyer Persona ( Who buys the product)
User Persona (Who is the end user)
Buyer Persona- Who makes decisions?
• What is their role?
• Personal info
• Values and Fears
• Goals
• Key pain points
• Where do they get information from?
User Persona
• Who are the end users?
• Typical day in their life
• Common frustrations related
to your product
• User onboarding process
• What device(s) they use?
User Traits
Usage Details
Onboarding
Process
Demographic
Information
Frustrations
50% of companies will adopt
“Bring-Your-Own-Device”
by 2017
Does this affect your SaaS design and content?
*Source : Gartner
Analyse Traffic
Channels
Invest your marketing efforts
around channels that bring you
more traffic and qualified leads
Channels
Search
Social Media
Referral
Perform SEO to rank for the right keywords
Identify right social media channels and publishing formats
to stay on top of their minds
Email
Send strategically created emails to move them further
down the pipeline
Identify major sources and achieve more inbound links
Create a Content
Plan
Build content around your buyer
personas that they value allowing you to
analyse their journey at different stages.
Content
05Blogs
Infographics Videos
Content offers
What do you customers what to know?
Content
Expert views on their problems
Educational content
Product related content
Conversion rates are nearly 6x higher for
content marketing adopters than
non-adopters (2.9% vs 0.5%)
Don’t lose valuable prospects
*Source : Kapost
LeadNurturing Lead nurturing is the process of developing
relationships with leads at every stage of the of
the buyer’s journey. It focuses on listening to the
needs of prospects, and providing the
information they need.
Lead Nurturing
Lead Nurturing
Segment the leads right
Use marketing automation softwares to
enable lead nurturing workflows
Give them enough information about your
benefits
Open a line of communication with live
chats and mails
Track and analyse their moves to know when
they are ready to make a purchase
Identifies a
problem
Create awareness
for their problem:
Awareness stage
content
Researches for
possible solutions
Wants to know more
about solutions
Get found using
Inbound marketing:
Blogs, content,
SEO, Social media
Wants to learn more
about the product
and the company
Stranger
Website and detailed
product page
Wants to see the
product in action
Visitor
Wants to see proof
that the product
really works
Demo videos for the
product, screenshots
Provide testimonials,
reviews and free
trials
Want to see that
you are the
best vendor
for the solution
Create
comparision matrix
on your website,
get listed on
influencer blogs
Evaluates Pricing
and ROI
Create a clear pricing
page, provide an ROI
calculator if possible
Other Possible
objections
Visitor
Provide FAQs page
get in touch with live
chats, sales presentation,
sales call
Makes Purchase
Lead
Installs and
uses product
Provide purchase
assistance
Provide user
experience blogs,
installation assistance
Delights
(Hopefully up-sells)
and promotes
Follow-up mails,
request for testimonials
user generated content
Lead Marketing Qualified Lead
Marketing Qualified Lead Customer
Customer Evangelist
Post Purchase
Decision Stage
Consideration Stage
Awareness Stage
Educate them and
get more information
using content offers
and landing pages
Integrate your buyer’s journey with Sales
75% of your buyer’s journey is complete without your first interaction
Build your sales efforts around your buyer’s journey
Inbound Gives you ROI
LTV/CAC
More qualified leads
increasing
customer retention
Customers finding
you instead
of you going to them
Increasing LTV
Reducing CAC
Happy Married Life
Request a free 30 min SaaS Consultation
Get in touch with us

More Related Content

Recently uploaded

18. Training and prunning of horicultural crops.pptx
18. Training and prunning of horicultural crops.pptx18. Training and prunning of horicultural crops.pptx
18. Training and prunning of horicultural crops.pptxUmeshTimilsina1
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...Nguyen Thanh Tu Collection
 
CLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptxCLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptxAnupam32727
 
HackerOne X IoT Lab Bug Bounty 101 with Encryptsaan & IoT Lab at KIIT Univers...
HackerOne X IoT Lab Bug Bounty 101 with Encryptsaan & IoT Lab at KIIT Univers...HackerOne X IoT Lab Bug Bounty 101 with Encryptsaan & IoT Lab at KIIT Univers...
HackerOne X IoT Lab Bug Bounty 101 with Encryptsaan & IoT Lab at KIIT Univers...kumarpriyanshu81
 
CHUYÊN ĐỀ ÔN THEO CÂU CHO HỌC SINH LỚP 12 ĐỂ ĐẠT ĐIỂM 5+ THI TỐT NGHIỆP THPT ...
CHUYÊN ĐỀ ÔN THEO CÂU CHO HỌC SINH LỚP 12 ĐỂ ĐẠT ĐIỂM 5+ THI TỐT NGHIỆP THPT ...CHUYÊN ĐỀ ÔN THEO CÂU CHO HỌC SINH LỚP 12 ĐỂ ĐẠT ĐIỂM 5+ THI TỐT NGHIỆP THPT ...
CHUYÊN ĐỀ ÔN THEO CÂU CHO HỌC SINH LỚP 12 ĐỂ ĐẠT ĐIỂM 5+ THI TỐT NGHIỆP THPT ...Nguyen Thanh Tu Collection
 
4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptx4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptxmary850239
 
DBMSArchitecture_QueryProcessingandOptimization.pdf
DBMSArchitecture_QueryProcessingandOptimization.pdfDBMSArchitecture_QueryProcessingandOptimization.pdf
DBMSArchitecture_QueryProcessingandOptimization.pdfChristalin Nelson
 
4.4.24 Economic Precarity and Global Economic Forces.pptx
4.4.24 Economic Precarity and Global Economic Forces.pptx4.4.24 Economic Precarity and Global Economic Forces.pptx
4.4.24 Economic Precarity and Global Economic Forces.pptxmary850239
 
Sulphonamides, mechanisms and their uses
Sulphonamides, mechanisms and their usesSulphonamides, mechanisms and their uses
Sulphonamides, mechanisms and their usesVijayaLaxmi84
 
DORA, ISO/IEC 27005, and the Rise of AI: Securing the Future of Cybersecurity
DORA, ISO/IEC 27005, and the Rise of AI: Securing the Future of CybersecurityDORA, ISO/IEC 27005, and the Rise of AI: Securing the Future of Cybersecurity
DORA, ISO/IEC 27005, and the Rise of AI: Securing the Future of CybersecurityPECB
 
6 ways Samsung’s Interactive Display powered by Android changes the classroom
6 ways Samsung’s Interactive Display powered by Android changes the classroom6 ways Samsung’s Interactive Display powered by Android changes the classroom
6 ways Samsung’s Interactive Display powered by Android changes the classroomSamsung Business USA
 
Farrington HS Streamlines Guest Entrance
Farrington HS Streamlines Guest EntranceFarrington HS Streamlines Guest Entrance
Farrington HS Streamlines Guest Entrancejulius27264
 
How to create _name_search function in odoo 17
How to create _name_search function in odoo 17How to create _name_search function in odoo 17
How to create _name_search function in odoo 17Celine George
 
(Part 2) CHILDREN'S DISABILITIES AND EXCEPTIONALITIES.pdf
(Part 2) CHILDREN'S DISABILITIES AND EXCEPTIONALITIES.pdf(Part 2) CHILDREN'S DISABILITIES AND EXCEPTIONALITIES.pdf
(Part 2) CHILDREN'S DISABILITIES AND EXCEPTIONALITIES.pdfMJDuyan
 
PART 1 - CHAPTER 1 - CELL THE FUNDAMENTAL UNIT OF LIFE
PART 1 - CHAPTER 1 - CELL THE FUNDAMENTAL UNIT OF LIFEPART 1 - CHAPTER 1 - CELL THE FUNDAMENTAL UNIT OF LIFE
PART 1 - CHAPTER 1 - CELL THE FUNDAMENTAL UNIT OF LIFEMISSRITIMABIOLOGYEXP
 
Self directed Learning - SDL, introduction to SDL
Self directed Learning - SDL, introduction to SDLSelf directed Learning - SDL, introduction to SDL
Self directed Learning - SDL, introduction to SDLspmdoc
 
Jordan Chrietzberg In Media Res Media Component
Jordan Chrietzberg In Media Res Media ComponentJordan Chrietzberg In Media Res Media Component
Jordan Chrietzberg In Media Res Media ComponentInMediaRes1
 
Jason Potel In Media Res Media Component
Jason Potel In Media Res Media ComponentJason Potel In Media Res Media Component
Jason Potel In Media Res Media ComponentInMediaRes1
 
16. Discovery, function and commercial uses of different PGRS.pptx
16. Discovery, function and commercial uses of different PGRS.pptx16. Discovery, function and commercial uses of different PGRS.pptx
16. Discovery, function and commercial uses of different PGRS.pptxUmeshTimilsina1
 

Recently uploaded (20)

18. Training and prunning of horicultural crops.pptx
18. Training and prunning of horicultural crops.pptx18. Training and prunning of horicultural crops.pptx
18. Training and prunning of horicultural crops.pptx
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
 
CLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptxCLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptx
 
HackerOne X IoT Lab Bug Bounty 101 with Encryptsaan & IoT Lab at KIIT Univers...
HackerOne X IoT Lab Bug Bounty 101 with Encryptsaan & IoT Lab at KIIT Univers...HackerOne X IoT Lab Bug Bounty 101 with Encryptsaan & IoT Lab at KIIT Univers...
HackerOne X IoT Lab Bug Bounty 101 with Encryptsaan & IoT Lab at KIIT Univers...
 
CHUYÊN ĐỀ ÔN THEO CÂU CHO HỌC SINH LỚP 12 ĐỂ ĐẠT ĐIỂM 5+ THI TỐT NGHIỆP THPT ...
CHUYÊN ĐỀ ÔN THEO CÂU CHO HỌC SINH LỚP 12 ĐỂ ĐẠT ĐIỂM 5+ THI TỐT NGHIỆP THPT ...CHUYÊN ĐỀ ÔN THEO CÂU CHO HỌC SINH LỚP 12 ĐỂ ĐẠT ĐIỂM 5+ THI TỐT NGHIỆP THPT ...
CHUYÊN ĐỀ ÔN THEO CÂU CHO HỌC SINH LỚP 12 ĐỂ ĐẠT ĐIỂM 5+ THI TỐT NGHIỆP THPT ...
 
4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptx4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptx
 
DBMSArchitecture_QueryProcessingandOptimization.pdf
DBMSArchitecture_QueryProcessingandOptimization.pdfDBMSArchitecture_QueryProcessingandOptimization.pdf
DBMSArchitecture_QueryProcessingandOptimization.pdf
 
4.4.24 Economic Precarity and Global Economic Forces.pptx
4.4.24 Economic Precarity and Global Economic Forces.pptx4.4.24 Economic Precarity and Global Economic Forces.pptx
4.4.24 Economic Precarity and Global Economic Forces.pptx
 
Sulphonamides, mechanisms and their uses
Sulphonamides, mechanisms and their usesSulphonamides, mechanisms and their uses
Sulphonamides, mechanisms and their uses
 
DORA, ISO/IEC 27005, and the Rise of AI: Securing the Future of Cybersecurity
DORA, ISO/IEC 27005, and the Rise of AI: Securing the Future of CybersecurityDORA, ISO/IEC 27005, and the Rise of AI: Securing the Future of Cybersecurity
DORA, ISO/IEC 27005, and the Rise of AI: Securing the Future of Cybersecurity
 
6 ways Samsung’s Interactive Display powered by Android changes the classroom
6 ways Samsung’s Interactive Display powered by Android changes the classroom6 ways Samsung’s Interactive Display powered by Android changes the classroom
6 ways Samsung’s Interactive Display powered by Android changes the classroom
 
Farrington HS Streamlines Guest Entrance
Farrington HS Streamlines Guest EntranceFarrington HS Streamlines Guest Entrance
Farrington HS Streamlines Guest Entrance
 
Chi-Square Test Non Parametric Test Categorical Variable
Chi-Square Test Non Parametric Test Categorical VariableChi-Square Test Non Parametric Test Categorical Variable
Chi-Square Test Non Parametric Test Categorical Variable
 
How to create _name_search function in odoo 17
How to create _name_search function in odoo 17How to create _name_search function in odoo 17
How to create _name_search function in odoo 17
 
(Part 2) CHILDREN'S DISABILITIES AND EXCEPTIONALITIES.pdf
(Part 2) CHILDREN'S DISABILITIES AND EXCEPTIONALITIES.pdf(Part 2) CHILDREN'S DISABILITIES AND EXCEPTIONALITIES.pdf
(Part 2) CHILDREN'S DISABILITIES AND EXCEPTIONALITIES.pdf
 
PART 1 - CHAPTER 1 - CELL THE FUNDAMENTAL UNIT OF LIFE
PART 1 - CHAPTER 1 - CELL THE FUNDAMENTAL UNIT OF LIFEPART 1 - CHAPTER 1 - CELL THE FUNDAMENTAL UNIT OF LIFE
PART 1 - CHAPTER 1 - CELL THE FUNDAMENTAL UNIT OF LIFE
 
Self directed Learning - SDL, introduction to SDL
Self directed Learning - SDL, introduction to SDLSelf directed Learning - SDL, introduction to SDL
Self directed Learning - SDL, introduction to SDL
 
Jordan Chrietzberg In Media Res Media Component
Jordan Chrietzberg In Media Res Media ComponentJordan Chrietzberg In Media Res Media Component
Jordan Chrietzberg In Media Res Media Component
 
Jason Potel In Media Res Media Component
Jason Potel In Media Res Media ComponentJason Potel In Media Res Media Component
Jason Potel In Media Res Media Component
 
16. Discovery, function and commercial uses of different PGRS.pptx
16. Discovery, function and commercial uses of different PGRS.pptx16. Discovery, function and commercial uses of different PGRS.pptx
16. Discovery, function and commercial uses of different PGRS.pptx
 

Marry your SaaS with Inbound - eBook

  • 1. Marry your SAAS with Inbound A guide to SaaS Marketing Strategy Data Driven Inbound Marketing Company
  • 2. Current Problems Know your Buyers Your SaaS Marketing Engine Inbound gives you ROI What is Inbound Marketing? Your Marketing Strategy Integrate Sales with your Buyer’s Journey Table of Contents
  • 3. ARE YOU THE CMOFounder CEO of a SaaS company? This e-book is for you
  • 4. DO YOU HAVEDO YOU HAVE Troubles getting noticed among competition? LTV CAC Customer Churn above 10%? High trial period churn? < 3?
  • 5. What are you doing to capture this space ahead of the competition? Cloud application services (SaaS) is forecast to grow 20.3 percent to $37.7 billion. More than 1,400 new SaaS Companies have sprung up over the last five years *Source : Gartner, Betterbuys
  • 6. What is Inbound Marketing? Inbound Marketing is knowing the right customer and empowering them get attracted to you
  • 7. Subscription Economy X Lead nurturing = Trust SaaS X Inbound = Increased ROI Short Sales Cycle X Educating customers with content = Informed Sales Interactions Retention Most Important X More Qualified Leads with workflows = Reduced Churn Limited Marketing Budget X Less/No paid media = Reduced COA
  • 8. Your SaaS marketing engine Your Marketing Strategy Focus on buyer persona Your buyer’s journey
  • 9. Strategy is key to Inbound Marketing Success... Is your Business Strategy clear? Are you sure?
  • 10. Use strategy to link your business plan with Inbound Marketing
  • 11. 1000 New Visitors 10 New leads1 New customer $100K Increase in MRR Lets Say...
  • 12. Let Inbound be a partner in your Targets
  • 13. Give Inbound the ring Give Inbound a detailed Buyer Persona. It will act as the context for any marketing effort that your make.
  • 14. Buyer Persona gives you DIRECTION Buyer Persona gives you DIRECTION Nurture Leads Optimize Channels Create a Content Strategy buyer persona
  • 15. Buyer PersonaBuyer Persona Persona is the character you know will benefit the most from your service SaaS marketing is unique as they must create two different personas Buyer Persona ( Who buys the product) User Persona (Who is the end user)
  • 16. Buyer Persona- Who makes decisions? • What is their role? • Personal info • Values and Fears • Goals • Key pain points • Where do they get information from?
  • 17. User Persona • Who are the end users? • Typical day in their life • Common frustrations related to your product • User onboarding process • What device(s) they use? User Traits Usage Details Onboarding Process Demographic Information Frustrations
  • 18. 50% of companies will adopt “Bring-Your-Own-Device” by 2017 Does this affect your SaaS design and content? *Source : Gartner
  • 19. Analyse Traffic Channels Invest your marketing efforts around channels that bring you more traffic and qualified leads
  • 20. Channels Search Social Media Referral Perform SEO to rank for the right keywords Identify right social media channels and publishing formats to stay on top of their minds Email Send strategically created emails to move them further down the pipeline Identify major sources and achieve more inbound links
  • 21. Create a Content Plan Build content around your buyer personas that they value allowing you to analyse their journey at different stages.
  • 22. Content 05Blogs Infographics Videos Content offers What do you customers what to know? Content Expert views on their problems Educational content Product related content
  • 23. Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%) Don’t lose valuable prospects *Source : Kapost
  • 24. LeadNurturing Lead nurturing is the process of developing relationships with leads at every stage of the of the buyer’s journey. It focuses on listening to the needs of prospects, and providing the information they need.
  • 25. Lead Nurturing Lead Nurturing Segment the leads right Use marketing automation softwares to enable lead nurturing workflows Give them enough information about your benefits Open a line of communication with live chats and mails Track and analyse their moves to know when they are ready to make a purchase
  • 26. Identifies a problem Create awareness for their problem: Awareness stage content Researches for possible solutions Wants to know more about solutions Get found using Inbound marketing: Blogs, content, SEO, Social media Wants to learn more about the product and the company Stranger Website and detailed product page Wants to see the product in action Visitor Wants to see proof that the product really works Demo videos for the product, screenshots Provide testimonials, reviews and free trials Want to see that you are the best vendor for the solution Create comparision matrix on your website, get listed on influencer blogs Evaluates Pricing and ROI Create a clear pricing page, provide an ROI calculator if possible Other Possible objections Visitor Provide FAQs page get in touch with live chats, sales presentation, sales call Makes Purchase Lead Installs and uses product Provide purchase assistance Provide user experience blogs, installation assistance Delights (Hopefully up-sells) and promotes Follow-up mails, request for testimonials user generated content Lead Marketing Qualified Lead Marketing Qualified Lead Customer Customer Evangelist Post Purchase Decision Stage Consideration Stage Awareness Stage Educate them and get more information using content offers and landing pages Integrate your buyer’s journey with Sales 75% of your buyer’s journey is complete without your first interaction Build your sales efforts around your buyer’s journey
  • 27. Inbound Gives you ROI LTV/CAC More qualified leads increasing customer retention Customers finding you instead of you going to them Increasing LTV Reducing CAC
  • 28. Happy Married Life Request a free 30 min SaaS Consultation Get in touch with us