Patrick McKenzie's presentation at Business of Software 2013 about building systems (and organizational/cultural factors) to support DevMarketing initiatives like A/B testing, lifecycle emails, and the like.
Most Important Takeaway
You should have:
who are only tasked with
Why Don’t We Do This?
We’re too busy with day-to-day to invest.
We can’t overcome organizational/cultural
We assumed integrating a SaaS would do
We can’t find the expertise internally.
Getting Engineering Onboard
Exploit the hacker ethic: “Beat the system.”
Overcommunicate on experiments and results.
Surface business-level goals more explicitly to
the engineering team.
Make this a career track, and award it
appropriately, via salary/bonuses/status/etc.
Changing The Culture
Focus on early, obvious wins on low-hanging
Show engineers fun, challenging problems
outside of Product.
Show marketers effective, measurable tools
which supplement but do not replace them.
respect, empowerment, and opportunities to
Tools Aren’t A Panacea
Just buying it isn’t enough. Make sure to
continue exploiting things which you know to
Share what you’ve learned (internally and
Remember the tremendous leverage you get
from integration with your product/systems. If
you’re not using the API, something is
How Do We Get Them On Our
Train them out of your existing engineers.
Hire entrepreneurially-minded techies, give
them a new brief and room to run.
option for most of you.
option: “Failed” startup founders
Hire proven people who have done exactly
these things before.
saying: expect to pay through the nose for
… in the unlikely event you find anybody.
A Bit Of A Mismatch
We sell products
customers want to buy
The Traditional SaaS Grid
Aligning Pricing With Customer
We tell you how to
fix the problem
We provide tools so
that you can fix the
We fix the problem
We fix the problem
What Is Concierge
We proactively engage you at or before
signup, to ensure you have a successful
We deal with setup / integration / migration for
you, to maximize probability of successful use.
We nag you constantly ^H^H^H assist you in
achieving your expressed preference to get
started using this software productively, even if
you get momentarily distracted by other
pressing business matters.
Can You Import From
Requirement: A user has a client/patient/etc management system, which
we’ve never encountered before. Design a comprehensible onboarding
experience which will allow them to export their current client list and
import it into Appointment Reminder.
Goals: This takes under 60 seconds, always works, and can successfully
be accomplished by Milly the Office Manager.
Minor challenge: We have no a priori knowledge of file format. We
cannot influence it. The customer cannot edit it.
Other Examples Of Concierge
Drip (email marketing): Need an email
campaign? We’ll write it for you.
WhooshTraffic (marketing analytics): Not sure
what this will do in your business? Our CEO
will give you 2 hours of personalized advice.
PlanScope (Project management): Our CEO
will walk you through the whole software on
Campaign Monitor (email marketing): We’ll
hold your hand until your first campaign goes
out to your real email list.
Offer it in a limited/timeboxed fashion to
establish a cost baseline.
Make it a standard component of higher value
plans, to drive customers to higher LTV plans.
Scale it up as far as the economics warrant.
Thanks for Listening
Blog at http://www.kalzumeus.com
https://training.kalzumeus.com Email list. ~2
emails a month on selling software. You
should be on it.
Slides will be posted. See @patio11
Send me email. I love chatting about this.