This document summarizes a workshop on SaaS and digital media marketing delivered by Sriram Reddy. It covers differences between SaaS, PaaS, cloud computing and utility computing models. It also discusses digital media marketing strategies, including push and pull models. Key topics covered include SaaS pricing models and licensing, the importance of strategy, accountability, innovation, ethics and their relation to SaaS marketing.

1. SaaS & Marketing Workshop
Delivered by Sriram Reddy
5th May 2011

2. Covering…
• SaaS, PaaS, Cloud, Grid, Utility computing
• SaaS & Digital media marketing models
• SaaS & Digital media marketing strategy
• SaaS & Pricing models
• SaaS & Accountability in marketing
• SaaS & Innovation in marketing
• SaaS & Ethics in marketing

3. SaaS vs PaaS vs Cloud vs Grid vs
Utility-Computing
Utility-Computing: Packaging computing
resource/s on a metered service.
Grid: Centralized/Distributed, On Demand
and Scalable integrated computing power
as a service.
Cloud: Scalable integrated system as a
service hosted on a grid.

4. SaaS vs PaaS vs Cloud vs Grid vs
Utility-Computing
SaaS: A methodology to provide an On
Demand software system with an ability to
monitor its resources usage on a specified
unit.
PaaS: A methodology On Demand software
platform with an ability to integrate with
other softwares and have an ability to
monitor its resources usage on specified
units.

5. Why do we need to know the
differences?
• Eases the development and innovation
strategy
• Gives flexibility in product offering
• Provides a new vision in marketing
strategy
• Derives better billing model with high
transparency
• Possibly changes business model

6. Methodology?
• Not as strict as a method
• Provides an idea to generate a strict
methods
• Methodology gives knowledge to develop
number of methods to attain a goal
• Methodology is nothing but theory
• Methodology evolves over the time

7. SaaS business methodology
• Human Resources
• Information &
Technology
• Marketing & Sales
• Accounts & Finance
• Operations & Support

8. Marketing or/and The best
product
• Even universe is not perfect
• Market is not stable
• If such only product exist yes we don't
need to marketing
• If market is not varying yes we don't need
marketing
• Balance is important

9. Digital Media Marketing
• What is digital
media marketing?
Simple marketing but
launchers,
launchpads and
payloads are
different
• Is this different?
Yes

10. Digital Media Marketing Models
• Push Model • Pull Model
Aim is to push digital Aim is to pull
marketing content customer your
to potential comfort zone
customer market
• Less €€€ • More €€€

11. Digital Media Marketing
Push Model - Launchers
• Email Campaigns
• Social Networks
• Group Messages
• RSS feeds
• Podcast pushes
• Slide pushes
• Video pushes
• Product Manuals

12. Digital Media Marketing Push
Model - Payloads
• Email Messages
• Network update posts
• Help messages on
groups
• Updates on RSS feeds
• Audio (Explanations and
guidelines)
• Video (Display usage)

13. Digital Media Marketing Push
Model – Launch Pads
• Mail marketing • Depends on product
provides • Depends on strategy
(ex: constant • Depends on
contacts & ec2) accountability
• Shared News threshold
Portals,Content • Depends on brand
aggregators etc management

14. Digital Media Marketing
Pull Model - Launchers
• Search Engine Marketing
(Organic)
• Affiliate Networks
• Pay Per Click (Ad- tech)
• Pay Per Leeds (Ad- tech)
• Pay Per Million
Impressions (rte)
• Search Engine
Marketing(Paid)

15. Digital Media Marketing
Pull Model - Payloads
• Website target
landing pages
• Website routing
pages
• Banner Images
• Banner Animations
• Target key words
• Leeds form

16. Digital Media Marketing Pull
Model – Launch Pads
• Website directories • Depends on budgets
• Search optimization • €€€€€€€€€€€€€€€€
• Search engine paid
search results • €€€€€€€€€€€€€€€€
• Video blogs
• Ad Networks
• Product comparison
sites

17. Pull model - Web Development
1. Web site is the primary media for digital
marketing in SaaS era
2. Search engines are one major source
3. Optimizing website for high search
ranking
4. Optimizing website for brand building
5. Optimizing website for support
6. Optimizing web site for business process

18. Pull model - Web Development
7. Optimizing for speed
8. Optimized of security
9. Optimized for costumer behavior analysis
10. Optimized for information acquisition
11. Optimized for sales
12. Optimized for legal obligations
13. Optimized for ethical obligations

19. Push Model – Social Marketing
1. High ROI since investment is low
2. Media platform are evolving
3. Opportunity to make SaaS integrated with
Social Platforms
4. Social Resource Planning
5. Constant review on social content for
brand building

20. Strategy & Business Success
• Measures • If plan is good
effectiveness of probability of
plan getting success is
• Introduces math in heigh
to life • Business success
• Strategy = Plan = Financial
ROI = Financial Accounts = Math
Accounts = Math

21. Strategy & Success

22. Digital Media Marketing
Strategy
• Strategy introduces accountability
• Accountability introduces responsibility
• Digital media marketing strategy introduces
1. Measuring mechanism for effectiveness of
digital media marketing
2. Adds accountability in terms of Return On
Investment (ROI)
3. Creates responsibility for an effective plan

23. Strategy in Push & Pull Models
Pull Model Push Model
1. Cost of advertising 1. Cost of media
2. Cost of media generation
development 2. Cost of strategy
3. Cost of keywords implementation
investigation
4. Cost of strategy
implementation

24. Strategy in Push & Pull Models
1. We calculate cost of traffic
2. We measure leeds count from traffic
3. We number transactions on books from leeds
4. We extract profit from transactions
5. We present profit/loss of each campaign
Who is doing all the above work and how much that
cost where it goes in my books?
I say cost of strategy

25. Digital Media Marketing
Strategy SaaS Perspective
1. Fill the knowledge gap in digital media
marketing
2. Apply both push and pull models with right
strategy
3. Manage both longterm and short term
strategies
4. Adopt SaaS pricing models and apply
transparent licensing and billing

26. Marketing & Pricing
1. Right price is important for effective
marketing
2. Pricing may not be a direct a result of
costing
3. Variable pricing can attract variety of
markets
4. One price for each market can also bring
ethics down

27. SaaS Pricing Models &
Licensing
1.Identify right computable units
(Ex- User, Transaction, Instance, Usage
Time, API key incase of PaaS)
2. Increased metering variables increases
number of marketing plans
3. More plans mean more flexibility to user
4. Dont forget to meter metering cost

28. SaaS Pricing Models &
Licensing
• Transparent Pricing
1. Computing power cost
2. Data storage cost
3. Application usage cost
4. Data escrow cost
5. Software escrow cost
6. SaaS layering cost
7. Dependable services cost

29. SaaS Pricing Models &
Licensing
• Closed Pricing
1. Price per unit
2. Price per plan
3. Price per add-on
4. Price per api-key
5. Price per support unit
6. Price per support plan

30. SaaS & Innovations In
Marketing
• Marketing evolves since market evolves
over the time
• Research and development needed for
new marketing strategies
• R&D funding should be for both SaaS
product development and marketing
• SaaS business market is the fastest
growing and evolving market

31. SaaS & Accountability
• SaaS business function
integrates with each other
and its hard to develop
accountably
• Every thing looks like
software department is
accountable
• Accountability is crucial for
strategy implementation
• With out accountability
there is no responsibility

32. SaaS & Accountability
• Modular and
interoperable with in
the platform
• Single service for
each business
function
• Service bus for
message passing
• Independent &
channeled data bus

33. Cost Of Strategy
• Strategy costs time • Strategy
and money implementation
• Reduced cost of becomes error
strategy means prone with out
flexible strategies having
• Use integrated accountability
data to reduce cost • Accountability
of strategy increases
responsibility

34. SaaS & Ethics
1. Ethics are far more important to SaaS business
then normal software business
2. It is minimum requirement to be ethical to be
transparent on data handling policies and
procedures
3. It is minimum requirement to publish ethics of the
SaaS company
4. It is minimum requirement provide training on
ethics to key software and data handlers

35. SaaS & Ethics
5. It is ethical to describe the reasons for
pricing,supply and service variance over
demographies
6. It is ethical to obey the enforced supply
restrictions of residing legal boundary
7. It is ethical to obey the enforced
restrictions of operating legal boundary

36. Marketable Ethics & Ethical
Marketing in SaaS
• Since Ethics are important for SaaS
business they are highly marketable
• Having good published ethics gives
company's value over ethics and provides
vital trust needed in the SaaS market
• Also it is important to have ethical
marketing strategy over competitors

37. SaaS Ethics & Retention
• Retention is key for SaaS business since
SaaS market got rapid changes
• Cost of retention is much lower than cost
of acquisition
• It is proven having good ethics on supply
and support provides high retention ratio
• It is important to have an over look on
ethics of support personal

38. Review
• We know what exactly is SaaS
• We know how to make a methodology
• We know we need marketing no mater
what
• Digital medial marketing
• Push Model
• Pull Model

39. Review
• What is Strategy
• Strategy for digital marketing
• Pricing and marketing
• Pricing models for SaaS
• Strategy and accountability
• Cost of strategy

40. Review
• Ethics and why do SaaS business count
• Value of published ethics
• Marketable ethics
• Ethical marketing
• Finally we reviewed all
A Big Thanks :-)