Deep dive into Pricing Strategy. Learn the axes available to pull pricing lever for SaaS growth in subscription economy. Understand the influence ASP has on the options available and how to align it strategically across the 3 key SaaS sales model.
In this presentation you will find information about importance of Key Performance Indicators (KPI's) for subscription-based (SaaS) Internet startups.
The full list of metrics mentioned in the presentation, exact formulas, and examles you can find at http://datmachine.co/saas_metrics.
If you have any questions, don't be shy to drop me a line on my email: efremov(at)datmachine.co.
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage. The talk is aimed at technical/product founders plus their sales, marketing & product executives who are responsible for the go-to-market strategy for their company.
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Mark Roberge is a Senior Lecturer with Harvard Business School, former CRO of Hubspot and author of bestseller "The Sales Acceleration Formula". Join him as he takes you through his step by step guide to revenue growth.
Jerry Chen, partner at Greylock and former VP of Cloud and Application Services at VMware, shares his Unit of Value framework for startups building a go-to-market strategy. He developed this strategy while managing product and marketing teams at VMware that shipped many “1.0” releases, including VMware VDI, Cloud Foundry, and vFabric, and continues to use the framework to evaluate companies as an investor.
David Skok, General Partner at Matrix Partners, provides a simple model to understand a SaaS businesses, as well as the key levers founders, can leverage to drive SaaS success.
In this presentation you will find information about importance of Key Performance Indicators (KPI's) for subscription-based (SaaS) Internet startups.
The full list of metrics mentioned in the presentation, exact formulas, and examles you can find at http://datmachine.co/saas_metrics.
If you have any questions, don't be shy to drop me a line on my email: efremov(at)datmachine.co.
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage. The talk is aimed at technical/product founders plus their sales, marketing & product executives who are responsible for the go-to-market strategy for their company.
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Mark Roberge is a Senior Lecturer with Harvard Business School, former CRO of Hubspot and author of bestseller "The Sales Acceleration Formula". Join him as he takes you through his step by step guide to revenue growth.
Jerry Chen, partner at Greylock and former VP of Cloud and Application Services at VMware, shares his Unit of Value framework for startups building a go-to-market strategy. He developed this strategy while managing product and marketing teams at VMware that shipped many “1.0” releases, including VMware VDI, Cloud Foundry, and vFabric, and continues to use the framework to evaluate companies as an investor.
David Skok, General Partner at Matrix Partners, provides a simple model to understand a SaaS businesses, as well as the key levers founders, can leverage to drive SaaS success.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Building the Billion dollar SaaS Unicorn for 2018Kelly Schwedland
In a Venture Capital world that is obsessed with growth, recurring revenue and software as a service, after you validate that you have a solution that people are willing to pay for, there is an entire new world ahead of you in scaling that venture. For many, this involves an entirely new language and set of metrics to manage the business. For the startup that wants to make the leap to scale up and fast growth this should serve as a starting point for key insights and metrics for that journey.
Demand Metric's Playbooks provide frameworks with links to actionable research, tools, templates and training to help organizations operationalize best practices for Marketing.
Building a Repeatable, Scalable & Profitable Growth ProcessDavid Skok
In a talk I gave at SaaS North 2017 conference in Ottawa, I talk about the fundamentals of building a repeatable, scalable, and profitable growth process for a startup.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Sustainable Growth 2020: Sales as a Science by Winning by DesignJacco vanderKooij
This was the OpsStars 2019 keynote that presents the use of a more scientific approach to sales to establish sustainable growth. Today resources from VCs are mainly focused on birthing unicorns. Thousands of other companies are considered to be the walking dead.
Through the use of a more Scientific approach many of them can become financially successful in a sustainable way. Think of it as making them customer funded. This presentation discussed the 7 elements needed for success:
1) Define the right Go To Market
2) Establish a Data driven culture
3) Use of process to do more of what works
4) Develop skills not just knowledge
5) The right organizational structure
6) Enabled by the latest insights (content)
7) And provided with tools that act as a force multiplier
The frameworks to put these in practice are provided in this deck.
More then 120 videos can be found on this youtube channel: youtube.com/winningbydesign
Zero to 100 - Part 3: Founder-led Selling - Pete KazanjyDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major Zero to 100 is a learning program from David Skok. It is a detailed detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
The marketing and sales process - Jan 10 2016 versionBrian Groth
It's been a few months and I have improving my big sales process example, which includes marketing at the start and services at the end, since I believe a company should have the entire customer journey in mind when marketing, selling and servicing. Maybe one day I'll work in how product management and engineering overlays on this too.
This version now includes a few more details, but also suggestions as to where this document can guide an employee for more information, tools, content or training.
This is a short course on all of the major pieces of the Growth Hacking process (Attracting traffic, activating them, retaining them, and optimizing for conversion). The materials have been accumulated from well-known growth hackers like Andrew Chen and Sean Ellis.
Ever wondered how unit economics affect your growth rate? Quantitative analysis is the most essential part of successful growth hacking. Here is a specific example.
Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
This template will help you codify your customer success strategy. You can read the blog post and download the template here: http://blog.preact.com/customer-success-strategy-template
From customer success metrics to the customer journey, and from the customers' critical path to your customer success team, this template enables you to present your vision to your executive team.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Building the Billion dollar SaaS Unicorn for 2018Kelly Schwedland
In a Venture Capital world that is obsessed with growth, recurring revenue and software as a service, after you validate that you have a solution that people are willing to pay for, there is an entire new world ahead of you in scaling that venture. For many, this involves an entirely new language and set of metrics to manage the business. For the startup that wants to make the leap to scale up and fast growth this should serve as a starting point for key insights and metrics for that journey.
Demand Metric's Playbooks provide frameworks with links to actionable research, tools, templates and training to help organizations operationalize best practices for Marketing.
Building a Repeatable, Scalable & Profitable Growth ProcessDavid Skok
In a talk I gave at SaaS North 2017 conference in Ottawa, I talk about the fundamentals of building a repeatable, scalable, and profitable growth process for a startup.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Sustainable Growth 2020: Sales as a Science by Winning by DesignJacco vanderKooij
This was the OpsStars 2019 keynote that presents the use of a more scientific approach to sales to establish sustainable growth. Today resources from VCs are mainly focused on birthing unicorns. Thousands of other companies are considered to be the walking dead.
Through the use of a more Scientific approach many of them can become financially successful in a sustainable way. Think of it as making them customer funded. This presentation discussed the 7 elements needed for success:
1) Define the right Go To Market
2) Establish a Data driven culture
3) Use of process to do more of what works
4) Develop skills not just knowledge
5) The right organizational structure
6) Enabled by the latest insights (content)
7) And provided with tools that act as a force multiplier
The frameworks to put these in practice are provided in this deck.
More then 120 videos can be found on this youtube channel: youtube.com/winningbydesign
Zero to 100 - Part 3: Founder-led Selling - Pete KazanjyDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major Zero to 100 is a learning program from David Skok. It is a detailed detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
The marketing and sales process - Jan 10 2016 versionBrian Groth
It's been a few months and I have improving my big sales process example, which includes marketing at the start and services at the end, since I believe a company should have the entire customer journey in mind when marketing, selling and servicing. Maybe one day I'll work in how product management and engineering overlays on this too.
This version now includes a few more details, but also suggestions as to where this document can guide an employee for more information, tools, content or training.
This is a short course on all of the major pieces of the Growth Hacking process (Attracting traffic, activating them, retaining them, and optimizing for conversion). The materials have been accumulated from well-known growth hackers like Andrew Chen and Sean Ellis.
Ever wondered how unit economics affect your growth rate? Quantitative analysis is the most essential part of successful growth hacking. Here is a specific example.
Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
This template will help you codify your customer success strategy. You can read the blog post and download the template here: http://blog.preact.com/customer-success-strategy-template
From customer success metrics to the customer journey, and from the customers' critical path to your customer success team, this template enables you to present your vision to your executive team.
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Pricing for product managers vancouver nov 2017Steven Forth
Product managers have the critical role to play in pricing early stage innovation. This presentation for Product Management BC introduces some basic pricing concepts for product managers.
In the past, selling offered high rewards to those with the energy to sell hard and the tactics to close deals. In the new era, it will offer even greater bounty to those who can sell smart and understand and implement strategies for creating customer value.
Hvilke deler av forretningsmodellen du kan gjøre mer lønnsom med teknologi? Vi viser deg hvordan du bruker The Business Model Canvas til å finne ut hvordan en applikasjon kan spare bedriften penger.
Explore how CRM works exclusively for your business by drilling into the details of the CRM Consultation process, and the tools required in developing your business case. We’ll address the common questions of what to look for,
how to measure it, what to demand, and much more, by introducing effective measurements of how to manage a CRM program at work.
The marketing choices available to you flow from your ability to deliver and capture value. Value is determined by how much satisfaction your product offers and much effort it requires. Positioning takes sacrifice. It means giving up the vast majority of the market, in exchange for a very small niche that your are best suited to dominate. The war may take place in the market, but each battle is fought in the mind. Social validation is the most powerful catalyst for action. Limit your efforts to 3 channels in parallel. The sooner you can start executing, the sooner you can find what channels will work for you. Check the math before taking on a new channel. Avoid getting lost in tactics and aimless execution, by defining what success looks like. Create the report you will use to measure success and build the infrastructure to support it. It is much easier to double your revenue by doubling your conversion rate than it is by doubling your traffic. Test copy over design, and drastic changes over subtle ones. Now that you’ve followed all the rules, it’s time to throw away the rulebook. Time to try some new ideas, and find unorthodox ways to multiply your customer base.
The Business Model Canvas was proposed by Alexander Osterwalder. Business Model Canvas helps lean advocates to develop new or document existing business models.
By aligning Marketing & Sales, increased ROI is show. This presentation describes how to nurture stale leads into sales-ready leads through marketing automation and lead nurturing.
Subscribed 2017: Agile Pricing & Packaging Strategies With ZuoraZuora, Inc.
Subscription businesses use multiple strategies to drive growth, including nimble billing systems that enable highly adaptable pricing and growth strategies. In this session, we'll review Zuora functionality that drives business growth - including the ability to create multiple editions, promotions, up-sell paths, cross-selling opportunities, consumption-based pricing as well as the steps to enable international expansion. This session is designed for users familiar with the Zuora product catalog, including how to create a product, product rate plan and product rate plan charge, charge types (one-time, recurring, usage), charge models (flat fee, per unit, tiered) and billing frequencies (monthly, annually).
Fight churn! Six initiatives to keep your customersIngvildFarstad
Churn can be measured in terms of ARR and # of customers and both are important to measure and track. Knowing your churn is important for forecasting, but the real value lies in understanding why customers choose to cancel their subscriptions. We have run several projects with our portfolio companies to understand the root causes of churn and improve the value proposition.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. What we’ll talk about
• SaaS model
• Pricing – the SaaS profit lever
• Multi-axes pricing
• SaaS pricing strategy and structure
• SaaS Sales models
• Value Metrics
9. SaaS model
• Runs on lead source optimization to optimize CAC
• Focuses on increasing Lifetime value
• Has additional sales motion compared to traditional models
10. The “North Star” for software
companies is a unified, seamless
customer experience with targeted
offers and sustained profitable
growth.
13. Nailing it
• Continuous monitoring to ensure land, expand and retention
of customer base.
• Consider both rational and irrational sides of how people
make purchase decisions
• Finding your ‘North Star’ pricing metric
• Finding the feature fit for optimizing value distribution.
14. Your product is your price and how
you price your product reflects value
from the buyer perspective as well as
what your company believes is
valuable.
19. Internal - focused on you
Choice Factors
Quantity vs quality • More customers or bigger deal size
• Land grab or lengthy sales cycle
Low end vs High end • Go to market strategy
• How to compete
20. External - focused on customers
• About truly understanding your customers
• Defining and validating your ideal customer profile
• Patterns to detect market segments
• The value that each segment is offered
24. Scalable Pricing
• Pricing that scales up or down.
• Allows you to capture more of the revenue that your
customers are willing to pay, without putting off smaller
customers that are not able to pay high prices.
• provides a great way to continue to grow revenue from your
existing customers.
30. Ideas
• Buy or build additional products that are closely related to existing
products
• Sell add-on modules that integrate nicely with the existing product
• Create an AppStore, and sell third party products, taking a cut of the
profits
• Create a services marketplace where you connect partners that provide
services offerings around your products and take a cut of the transaction
fees
• Look for other fees that are created around the usage of your product
(e.g. payment transaction fees in e-commerce, advertising revenue,
etc.), and ask yourself if it is possible for you to extract a portion of that
revenue.
31. Examples
• Per-user (many SaaS products)
• Storage (Dropbox)
• Project (Basecamp)
• Freemium (LinkedIn)
• Per item/contact (AppFolio, Hubspot)
• Per Node/Server (Hadoop)
• Per Visitor/Traffic (AdRoll)
• Processor time/Data transferred (Amazon Web Services)
• Open Source (free with paid services)
• Advertising (Facebook)
• Broker fee (AirBnB)
32. But how you apply this is really about
your strategy
35. Maximization (Revenue Growth)
• Maximize revenue growth in the short term.
• Startups should pursue maximization when there are no clear
differences in customer segments’ willingness to pay, and
when the optimal short term and long term prices are equal.
36. Penetration (Market Share)
• Price the product at a low price to win dominant market share.
• A bottoms-up strategy lends itself to penetration pricing. Price low
to minimize adoption friction, grow quickly, and then move up-
market after developing broad adoption.
• Penetration pricing leads to land-and-expand sales tactics.
• Penetration prioritizes market share.
37. Skimming (Profit Maximization)
• Start with a high price and systematically broaden the product
offering to address more of the customer base at lower prices.
39. Part Tariffs
Tariff Context Example
Linear Pricing • Each unit/event costs a dollar value • Metered cabs
• Prepaid plans
2 PartTariff • Base platform fee. Usually recurring
• Each unit/event/tier costs a dollar value
• Credit Card
• Club memberships
3 PartTariff • Base platform fee. Usually recurring
• First ‘n’ units/events are free.
• Each additional unit/event/tier costs a dollar
value
• Postpaid plans
• Uber
• HubSpot
44. ASP
• The intersection of supply and demand
• Measures external factors like customer value and
competitiveness
• Constrains operational metrics like costs, volume and risk.
45. Your ASP places a ceiling on your
customer acquisition cost, which in
turn limits your SaaS sales model
options.
46. Price has an inverse relationship to
deal volume
• Low ASPs require large target markets, more leads, more
pipeline, higher conversion rates, shorter sales cycles, and so
on to deliver a high volume of customers.
• High volume also requires more customer self-service, more
automation and less labor, because labor is expensive, slow
and has poor economies-of-scale.
47. High ASP means high risk
• The more risk, the more your customers will desire a personal
relationship.
• Rare customer will part with a high cost through a self-service
portal.
• Lacking the brand security of established players, a SaaS
startup must put a human face on its service to overcome this
fear.
• High ASP pays for associated costs to maintain a relationship.
48. Complexity Constrains
• Price and complexity are natural adversaries.
• The more complex the purchase, the more help the prospect
will need. And, the fewer choices you will have regarding your
SaaS sales model.
• Higher complexity means higher costs, thus requiring higher
ASP.
• Getting the right alignment between price and complexity
means ensuring the value customers place on your product
always exceeds the price, time, fear and frustration they must
pay.
50. Self Serve
HighValue per account
Complex Sales Process
• Self-service sign-up
• Usage based pricing
• Volume discounts
• Support depends on
spend
No business survives here
LowValue per account
• Request a demo
• Annual contracts – high
monthly costs
• High CAC
• SLA + product consulting
premium services
• Self-service sign-up
• Plans around features
and users
• Low CAC
• Minimal support offered
• Premium services on top
tier plan
51. Self-Service
• Achieving significant revenue at a low price point naturally
entails driving complexity and cost out of the purchase to clear
the floodgates for high volume.
• The ideal SaaS sales model is self-service. However, this
requires that your customers be willing and able to service
themselves.
• Marketing leads backed by support
52. Transactional
• Higher ASP brings higher expectations for the business
relationship, such as signed contracts, premium SLAs,
invoicing, and the ability to speak to a human when problems
arise.
• Characterized by efficient high volume sales and support
operations, short sales cycles, and rapid onboarding
• Supported by automation that allows for as much self-service
as possible for willing customer
53. Transactional
• Marketing feeds highly qualified leads to inside sales which is
supported by automation, tools, incentives
• Support model enables high efficiency and many transactions
per rep, complemented by customer self-service tools,
templates and educational content.
54. Enterprise Sales
• Feature-rich suites that automate strategic, core business
processes for mid-to-large enterprises
• Natural starting point for SaaS that offer that much value per
customer and are so complex to buy
55. Enterprise Sales
• Territory sales reps focused on a narrow set of target
prospects directly supported by product marketing and sales
engineering resources at a deal level.
• High-end marketing that facilitates brand awareness,
education, relationship building and trust.
• High touch support up to onsite issue resolution
complemented by educational tools and training tailored to the
specific needs of individual customers.
57. You just can’t give away complex
software. Only customers that are
willing to pay an exorbitant price for
your hugely valuable service will also
pay exorbitant amounts of time, fear
and frustration to wade through the
complexity of getting it.
58. Graveyard deterrent strategies
• Increase Velocity: The goal of this strategy is to reach a
customer self-service SaaS sales model by holding your price
point low and driving out complexity to build volume rapidly.
• Increase Value: The goal of this strategy is to reach an
enterprise SaaS sales model by adding value through product
innovation and restricting your market to target prospects that
see the most value in your offering.
• Increase Profit: The goal of this strategy is to reach a
transactional SaaS sales model by finding balance between
ASP and CAC (customer acquisition cost) through operational
efficiency and focus on the most profitable market segments.
64. Three plans on feature axe ?
• What is the impact if everyone got unlimited bandwidth and
videos ?
• Disney and you can be paying the same cost – whereas
Disney would be hosting more videos, consuming more
storage, and deriving more value.
• Disney would value the service 100x more
66. Ideas
• Bandwidth - the more bandwidth I use, the more interaction
I’m getting with customers and prospects, and the more I’m
willing and able to pay for that interaction.
• Number of plays – this is customer value proof-of-concept.
Risky but directly links to the ideal scenario that the product
facilitates
67. Predictability Caveats
• “per event” intuitively makes sense, because you can tie value
directly to what you’re charging for, but there’s
no predictability in the costs per month.
• Target (product and marketing decision makers) need
predictability for procurement.
• You need it for making business decisions.
68. Banded Approach - analyze
distribution of your customers and
essentially use a tiered approach to
align pricing to average usage.
70. How to evaluate a value metric?
• Does your value metric align to your customer’s need?
• Is the value metric easy to understand?
• Does your value metric grow with the customer?
71. Process
• start by running a list of all the axes you could charge along
(not feature differentiation, but actual axes).
• send a survey or conduct some interviews to determine where
your customer ascribes value in your product
• chosen value should align with customer’s need, ease-of-
understanding and should grow with customer’s growth
• Test, iterate, and repeat.
72. References
• Joel York - SaaS startup strategy
• David Skok – Scalable Pricing
• Patrick Campbell – The Value Metric
Prelude as a growth from small stage to product with a product market fit to a startup focused on hyper-growth to a startup focused on profit maximisation.
key metrics such as Committed Monthly Recurring Revenue (CMMR) and Customer Acquisition Cost (CAC) among others.A new set of demand forecasting and revenue recognition requirements such as usage based billing
Two independent studies by McKinsey & A.T. Kearney , both concluded that a 1% increase in pricing affects a company’s profits more than any other change. In short, of all the things you can spend time tweaking, pricing will yield the best return. For some reason deploying your product and never changing it seems ludicrous, yet deploying your pricing and never changing it doesn’t.A new set of demand forecasting and revenue recognition requirements such as usage based billing
That’s what we are going to discuss today.
Nailing your pricing strategy requires more than just picking the optimal price and forgetting about it. It needs to be continuously monitored to ensure you’re effectively landing, expanding and retaining your customer base. And it needs to consider both the rational and irrational sides of how people make purchase decisions.
the pricing should scale down to allow you to capture the smallest/cheapest customers that are still profitable, up to the largest customers that are willing pay a great deal.
If you are going to build a low cost sales model, it will be useful to have a very simple pricing model that the customer can immediately understand. I would argue that this means no more than 3 pricing axes, and perhaps 2 is the optimal.
Expensify, Netsuite, New Relic, Slack follow this model.
Apple sells the latest iPhones at the highest prices, and repackages older models at lower prices to address different customer segments.Oracle’s database, Tanium’s security product, Workday’s human capital management software.
For the first ten years of SaaS, the linear pricing model dominated. Recently, 2PTs have emerged, but are still uncommon. However, several academics argue the 3PT may be the optimal strategy especially when the number of vendors in a category is small.3PT reduces competition in commodity markets, but increases it in markets with a differentiated product in favor of it. That’s because 3PT pricing mechanisms capture more value from the buyer. SaaS startups with differentiated products can reinforce their competitive strategy with their pricing, aligning the 4Ps of Marketing.
3PTs capture more value because customers tend to buy larger plans than they might need.Customers choose flat-rate or three-part tariffs with large allowances even when these entail a greater bill than tariffs with a lower allowance
If your ASP is $500 annual recurring revenue (ARR), then you are unlikely to be able to fund a direct sales force, because your sales rep would need to sell 1000 deals per year to come close to covering your customer acquisition costs. Whereas if your ASP is $500,000 ARR you only need to close a single deal, so you can afford to fly out and wine and dine your prospect to your hearts content.
You can make every effort to eliminate complexity, but at any given time the amount remaining must be surmounted by your SaaS sales model. For example, a new social collaboration SaaS may appear so foreign that prospects have difficulty understanding what it is, let alone what it can do for them. Onboarding a SaaS ERP might require the customer to alter internal business processes before any value is realized. In both cases, it will fall to your SaaS sales model to help prospects navigate the complexity.
Sticking a $5/month price tag on your product might lead you to believe it is affordable for everyone. Far from it.
Low pricing rules out lots of potential customers, in the same way serving $3 steaks in a restaurant actually restricts your clientele.
Your competitive advantage has to scale as you move upmarket.
A complex sales process for low value customers is never a viable business, no matter how many start-ups try it. It’s like selling $2 hot dogs in a world-class high maintenance dining room. The numbers won’t add up. As we’ve covered before, low pricing alone isn’t disruptive, it’s just cheap.
Going for the lower left means you usually end up with a high amount of low value customers. This limits how you can acquire customers. Dropbox, for example, learned the hard way that they could never afford to acquire customers by advertising. Low pricing also limits how much support you can offer. Woothemes learned they can’t afford to support certain customers.
Sales: None.
Marketing: Full revenue responsibility, creating awareness, educational content and automation capable of driving business through the entire purchase process from awareness to close.
Support: Provides automation and tools for easy on-boarding, plus templates and educational content that allow customers to resolve any issues they encounter on their own.
When complexity forces you into a SaaS sales model where the costs exceed your ASP, your business is destined for the SaaS Startup Graveyard.
In its basic form, your value metric is essentially what and how you’re charging. If you’re Help Scout help desk software, you’re charging for each seat per month. If you’re selling MacBook Airs, it’s each MacBook Air one time up front. If you’re Wistia, you’re charging for number of videos hosted and the amount of bandwidth those videos take up each month (a dual value metric).
If you’re Help Scout help desk software, you’re charging for each seat per month. If you’re selling MacBook Airs, it’s each MacBook Air one time up front. If you’re Wistia, you’re charging for number of videos hosted and the amount of bandwidth those videos take up each month (a dual value metric).
charging on bandwidth makes sense, because you can tie value directly to the amount of bandwidth. Theoretically, the more bandwidth I use, the more interaction I’m getting with customers and prospects, and the more I’m willing and able to pay Wistia for that interaction.