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Eight Keys to SaaS Demand Generation Success

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Heinz Marketing Inc
Heinz Marketing Inc

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Eight Keys to SaaS Demand Generation Success Matt Heinz & Dave Chase February 17, 2010
Things to know ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where these came from ,[object Object],[object Object],[object Object],[object Object],[object Object]
Table Stakes (“The Basics”) ,[object Object],[object Object],[object Object],[object Object]
#1: Clear definitions of qualified prospects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#2: Map value proposition to benefits/needs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#3: Develop a multi-stage, customer-centric engagement process Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Nurture Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn, Vertical Communities Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
#4: Ensure consistent CRM usage across sales & marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
#5: Ongoing customer research & insight ,[object Object],+ Value of Customer Insight Increases throughout Lifecycle + + +
#6: Ongoing dialogue, feedback between sales & marketing ,[object Object],[object Object],[object Object],[object Object]
#7: Leverage your existing customers ,[object Object],[object Object],[object Object]
#8: Realizing the full value of your people ,[object Object],[object Object],[object Object],[object Object]
#8: Sample Training/Workshop Schedule ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tight Sales & Marketing Integration throughout
Demand Generation Audit
Questions
Next Steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Eight Keys to SaaS Demand Generation Success

  • 1. Eight Keys to SaaS Demand Generation Success Matt Heinz & Dave Chase February 17, 2010
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  • 7. #3: Develop a multi-stage, customer-centric engagement process Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Nurture Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn, Vertical Communities Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  • 8.
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  • 16.