Understanding SAAS Marketing

1. SAAS Marketing
Sahith Krishna
Product Marketing Manager, Exotel
Understanding

2. About Me

3. • Founded in 2011. We just turned 8!
• Asia Pacific’s largest cloud telephony
• HQ: Bangalore, Team: 180
• Global presence, 3000+ Customers
• 200% increase in trial registrations &
conversion rates
• 10 million calls & 3 million SMSes every day
• 3 billion people connected in 2018

4. SAAS
Examples
• Software
• Cloud Based
• Renewals

5. SAAS MARKETING TEAM

6. SaaS Marketing Team
Inbound Outbound
Website
Content
Design
Events
Partner
Network
Startup
Community
Email
Outreaches
Marketing
Automation
Sponsors Attendees
Meetings
Channel
Parnters
Integration
Partners
Ads
Cold Calls
Product
Marketing
Gate
Crashes

7. Traffic
Strangers
Visitors - website, events
Trial Signups / Demos
/ Meetings
Customers
Partners
Awareness
Conversion
Purchase
Renewal
Referral
SAAS
USER
JOURNEY
Repeat
Customers

8. SAAS
FUNNEL & CONTENT

9. Strangers
Visitors
Trial Signups /
Demos
Customers
Partners
Top of the Funnel
SEO, Research reports, Whitepapers, Ebooks,
Blog posts, Videos, PR & Guest posts
Middle of the Funnel
On-boarding articles & videos, Industry & solution
case studies, Webinars, Conversion content, Product
focused blogs
Bottom of the Funnel
Upselling use-case guides, Webinars, Newsletters,
referral programs,

10. Awareness Interest ActionDesire
Sample Funnel

11. SAAS
PERSONALISATION

12. Static
Homepage
Virtual Number Campaign Call Software Campaign

13. Personalise
Website
Landing pages,
FAQs
Calls &
SMSs
Ads
Email &
Chat
On-
boarding

14. SAAS
AUTOMATIONS

15. User provided data
• Company name
• Industry
• Requirements
Dashboard & website data
• Website pixels
• Dashboard page visits
• First seen & Last seen
• Dashboard activity – calls & SMS
• Credits consumed
• Revenue
User Data

16. User Journey & Automation
v
Trial Customer
v
Full Paid Customer
• Trial on-boarding automation
• Product tours
• Webinar automation
• Feedback automation
• Lost deal nurture automation
• Onboarding automation
• Referral automation
• Upsell automation
• Feedback automation
• Churn automation
v
Lead
• Content automation
• Demo > Signup

17. SAAS METRICS

18. Metrics to
Track
• Trial registrations
• Demo requests
• Value & volume of BIG deals
• Trial to Full paid %
• Quality metrics: Trial to Demo %, Verified %, Tour Completion %
• Product score: Score allotted based on the product activity
• CAC, LTV
• Churn rate
• Email open rates, CTRs, response rates

19. Thank You
Q&A
SAHITHWHO.COM