This document discusses strategies for marketing a SaaS product called Usersnap, which allows users to create screenshots and track bugs in web applications. It outlines Usersnap's funnel from visitors to customers and identifies two weak points: optimizing the funnel and opening up the funnel. Several strategies are proposed for opening the funnel, including content marketing, conference attendance, answering questions on Quora/Stackoverflow, lead nurturing emails, discount codes, and listing on PaaS provider stores. The presentation emphasizes that B2B marketing differs from B2C and recommends optimizing the funnel while also trying new strategies to measure growth.

1. A screenshot paints a thousand words.
B2B MARKETING FOR A SAAS COMPANY
Josef Trauner (@josef_trauner) Oct 2013

2. What is Usersnap
• Create seamless screenshots in the
browser
• Webapplication In-App Bug Tracking
• No Plugin
• ….
• This shouldn‘t been marketing slides ;-)

3. WHAT IS USERSNAP
IN-APP BUG TRACKER

4. The Team
Florian Dorfbauer
CEO
Gregor Dorfbauer
CTO
Josef Trauner
COO
Robert Aistleitner
Developer
Benedikt Reiter
UX/UI
Erik Bovee
Business Dev
Today talking about marketing….

5. Marketing done by developers
• All three of us have a tech. background!
• Why is complicated?
– No Patience
– No Compiler
– Non deterministic (500 visits -> 480 visits)
– No state machine…

6. Marketing done by developers
coding
compile/deploy
time
signup
time
trial
customers

7. Roles as a founder
Stakeholder
• Fast Growth
• Low cost
• Optimizing
• …
Developer/Marketing/Doer
• Perfect code!
• Perfect slides ;-)
• Perfect blog post
• Perfect Pricing
• …

8. What we have done
• Focus on marketing stuff
– No business dev.
– no product dev
– no comporate dev
• Focus: How we can increase our current
customer base!

9. Step 1: Funnel
Visitors usersnap.com
Try usersnap (understand the product)
Sign up for trial
Using usersnap and benefit from it
Become a customers

10. What we have done
• 2 weak points
– Optimize the funnel
• Not our main focus
• Done some easy UX/UI modifications
• Usersnap is a no-brainer!
– OPEN UP the funnel
• Strategy how you can open up the funnel (TOPIC
FOR TODAY)

11. Open the funnel strategy
•
•
•
•
•
•
•
•
Content marketing
Google Adwords
Integration Partners (Co-Marketing)
Conference attendance
Quora/Stackoverflow
Lead Nurturing Mails
Discount codes
PaaS Provider AddOn Stores

12. Content Marketing
• Only works with high quality content
• Write your Expertise (and only your
expertise)
• User experience should be: „They know
what they are doing“

13. Google Adwords
• Complex for B2B
– Audience is small
• especially Developer Focus:
– Using Adblocker
• got a lot of spam signups

14. Integration Partners (Co-Marketing)
• Usersnap is connected to a lot of 3rd party
tools!
– Most of them have a marketplace
– Mention you in a newsletter
– Mention on their SM channels
•
•
•
•
•
•
http://www.pivotaltracker.com/help/thirdpartytools
https://basecamp.com/extras
http://www.redmine.org/plugins/usersnap
http://www.zendesk.com/apps/usersnap
http://www.fogcreek.com/fogbugz/extras.html
http://www.ontimenow.com/addons

15. Conference attendance
• Must Have:
– At least one talk
– exhibition stand
• Very expensive
• Hard to select the right conference

16. Quora/Stackoverflow
• Give valueable answers
• Most of them like your anwser regardless
if you are promoting your product if you
give at least a valueable answer!
• Disclosure is very helpful
• Works really very well

17. Lead Nurturing Mails
• Should/Must look handwritten
– Growth of response rate: ∞ ;-)
•
•
•
•
Remove all the HTML stuff
Add „sent from my mobile“
Ask for sharing with their colleagues
30min-1d-3d-1w-1.5w-4w(before trial end)5w(trial end)

18. Discount codes
• artificial limiting/shortage
• Promote us on twitter… and you will get
20% off
• Non-profit organisation: Put a badge on
your site (we are using usersnap.com)

19. PaaS Provider AddOn Stores
• Heroku, EngineYard, Cloudcontrol
– SignUp
– Invoicing
– Metering
• Co-Marketing

20. Fazit/Summary
• B2B is not B2C
• optimize your funnel BUT don‘t focus to
hard on that!
• Try to measure things fast
• Know things which cannot(hard) be
measured

21. Contact
usersnap.com
jt@usersnap.com
@josef_trauner