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
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Afri-Tech 2011 Digital Strategy 101
- 1. Christopher Harmon Principal theBATstudio chris@thebatstudio.com linkedIn: h=p://www.linkedin.com/in/cjharmon twi=er: cjharmon Digital Strategy 101 for SaaS Lessons from the Front Line: • Building a Brand Platform • 3 Mistakes to Avoid • 3 Routes to Success AFRI-TECH SUMMIT 2011 | 1
- 2. Brand, Art & Technology Strategy, 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. In Marketo’s first four years, they have been averaging 400% year-on-year growth. AFRI-TECH SUMMIT 2011 | 6
- 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. Building a Brand Platform ® A Peek at Brand Synthesis AFRI-TECH SUMMIT 2011 | 8
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- 11. 3 Mistakes to Avoid Learn from the mistakes of others AFRI-TECH SUMMIT 2011 | 11
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 3 Routes to Success Micro Case Studies AFRI-TECH SUMMIT 2011 | 21
- 22. Case Study One: SuccessFactors • Step One > Getting the technology right AFRI-TECH SUMMIT 2011 | 22
- 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. 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. 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. 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. 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. 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. 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. Digital Strategy 101 for SaaS Parting Thoughts AFRI-TECH SUMMIT 2011 | 44
- 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. • 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. Christopher Harmon Principal theBATstudio chris@thebatstudio.com linkedIn: h=p://www.linkedin.com/in/cjharmon twi=er: cjharmon Digital Strategy 101 for SaaS Lessons from the Front Line: • Building a Brand Platform • 3 Mistakes to Avoid • 3 Routes to Success AFRI-TECH SUMMIT 2011 | 47
Editor's Notes
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- Speak to each stage of Market Assessment\n
- Speak to each stage of Brand Assessment\nVision - speak to Core Values, Core Purpose, BHAG, Vivid Description. \nPromise - speak to Cheskin Research Groups Positions of Meaning. \nPersonality - speak to Y&R\n
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- Examples? EMC, Autonomy\n
- Examples? EMC, Autonomy\n
- Examples? EMC, Autonomy\n
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- Step One > Point Solution Opportunity\n Step Two > Peer-to-Peer marketing\n Step Three > Just-in-Time\n Step Four > Avoid Distractions\n
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