One thing that doesn’t hold you back in SaaS marketing is the lack of options for models, frameworks and opinions on what to spend one’s time on. There’s Dave McClure’s AARRR model. The Bullseye framework. The “Throw spaghetti on the wall and see what sticks” approach. The list goes on. If you have little data and time, as many early stage software companies do, these models don’t help you focus on the 1-2 things that can make a difference. And so many spread themselves too thin between too many channels. This talk offers a tried-and-tested framework for startups to pick their battles and maximize chances of success. Find more content like this here http://purde.net

1. A useful no-BS framework for
scaling SaaS marketing
or all of acquisition marketing in three spreadsheets.
Andrus Purde
co-founder of Outfunnel

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Andrus who?

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6 steps to a marketing plan you can scale
1. Know your category awareness & category urgency
2. Take the first broad pick of channels
3. Do keyword SWOT analysis
4. Prepare your channel opportunity matrix
5. Maximize referrals, your most profitable channel
6. Execute, measure, repeat, have patience. Also, use ICE.
http://bit.ly/MktPlanning

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Category awareness:
there are two kinds of products/services
Low category awareness High category awareness

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Category awareness:
are you a guard dog or a sugar glider?
Low category awareness High category awareness
App for renting out an
unused parking lot
Stuff they sell on
shopping channel
Car fleet mgmt
software
Security drones
CRMs, To-do apps
Smart watches
Text processors
Smartphones

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Category urgency:
they may know it but are they also looking for it?

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Step 1: where are you on category awareness and
urgency matrix?Categoryurgency
Category awareness

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Your position on this graph helps to narrow your
marketing focusCategoryurgency
Category awareness
Maximize
interruptions
Maximize
findability

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Step 2: Take a broad pick of channels
High category awareness & urgency
• Paid search
• High purchase intent content
• Review sites
• Direct response paid channels
• Marketplaces, catalogues
Low category awareness & urgency
• Social (organic + paid)
• Display ads
• Low purchase intent content
• PR
• “Viral”
• Recommendations / Word-of-Mouth

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When you want to become findable,
where to start?

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Step 3: do keyword SWOT analysis (aka keyword
research) for three good reasons
http://bit.ly/KWresearchPost

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Step 4: Map search listings to prepare a channel
opportunity matrix

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Step 5: How to get referrals? Don’t overdo it.
http://bit.ly/referralspost
Source: Pipedrive customer survey (2014)
http://bit.ly/referralspost

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Step 5: How to get referrals? Ask early.
Source: Pipedrive metadata from feature usaga (2016)

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Having a solid plan is not enough.
Adding ICE may help.

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Step 6: Use ICE for (quarterly) planning

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“It is better to know some
of the questions than all of
the answers.”
— James Thurber
purde.net
andrus@outfunnel.com