UPDATED VERSION HERE: http://www.slideshare.net/maerketing/saas-marketing-teardown-webflowcom and on https://www.maerketing.com/webflow/ Webflow is a website construction kit for design professionals. Get the video/slides/excerpt on https://www.maerketing.com/webflow/ What you will discover - Use your product to market itself. - Fine-tune content marketing - A new outbound sales idea - … that webflow could be your next best tool. Contents - About webflow - Content marketing - Social media - Building trust - Email marketing - Improvement ideas Get more, visit https://www.maerketing.com/webflow/

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SaaS Marketing Analysis

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Disclaimer
I am in no way affiliated to webflow, Inc. This
analysis is solely based on marketing channels,
available to everyone. I cannot guarantee to
include everything. Comments and suggestions
are welcome. Please send to till@tillcarlos.com

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What can I learn here?
● Use your product to market itself.
● Fine-tune content marketing
● A new outbound sales idea
● … that webflow could be your next best tool.

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Contents
1. About webflow
2. Content marketing
3. Social media
4. Building trust
5. Email marketing
6. Improvement ideas

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What is Webflow
Early Presentation by the CEO
They raised a 1.5M Seed
round from Khosla and Y
Combinator

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History
In 2012, brothers Sergie and Vlad Magdalin and
co-founder Bryant Chou, started Webflow as a
way to empower designers to create custom
websites without learning how to code.
forbes.com

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Target market
Design professionals who need to build modern
websites without coding
/
People who want a fancy website but could not
figure out the tech

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Content Marketing

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High Impact: Interactions Tutorial
Link on webflow.
com
It could be more generic
to appeal to even more
people (who might not use
webflow yet)
A powerful presentation of
what's possible. Gives
value and presents the
USP
Reached 776 twitter
shares, 1.5k facebook
shares and 61 comments
on hacker news

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Instruction Pages
Tabs on webflow.
com
tabs.webflow.com shows
exactly how to use that
feature
One can see how this site
is built and replicate it fast

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...with videos
Put it on Youtube!
Make a link to tabs.
webflow.com
The video needs a call
to action!
Beyond the landing page:
this tutorial gives clear
instructions.

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YouTube
Only one video is viewed
often: Building webflow in
webflow (went viral on
twitter)
The other videos are only for
educational purposes. Not a
marketing tool (yet)

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A Dead Blog
Only 7 posts
The last one 5 months
old
Content is mostly short
and only announces new
features

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Inspiration for helpful blog posts
This is the stuff people
want to read. Make blog
posts out of it!
These are not used by
webflow

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Social Media

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Using twitter
Good number of followers
as a starting point.
With 4.6k followers, this
could be an ideal starting
point for content marketing
syndication
Not a marketing tool yet. It
looks like the team is using it
for support and
announcements only

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New webflow pages
#MadeInWebflow
has potential
The best ones could
easily be turned into blog
posts
Of course, @webflowapp
retweets these
Employees tweet their
new features

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Retweets / shares like that
is what the audience likes

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Word of Mouth

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Word of mouth
webflow has many
passionate users who
market it through word of
mouth

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Leveraging trust The website does hot
have any testimonials
on it.
It says: "Trusted by 20k
designers" (social proof)

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Email Marketing

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Free or not? (Pages are out of sync)
Form 1: "free account" Form 2: "Forever free"
Form 3: "14 day trial"
(and less subscribers
than on the front page)

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Email Marketing
Non-existing email marketing, as no emails get
sent.
Good is: visitors get at least asked for their
address (could help webflow in the future).

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Subscriptions are
vanilla mailchimp
Email user flow
After this, the email
sequence ends. Why
should someone
subscribe?

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Why subscribe?
No incentive for subscription is given. A lead
magnet could help for people who do not want
to try webflow out yet
Better: what about a
graphic designer's guide
to webflow?
This is the current
email bar - which
promises updates, but
non come.

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Ideas for incentives
Incentive #1: Create an eBook on an in-demand topic.
Incentive #2: Create an email course.
Incentive #3: Run recurring webinars.
Incentive #4: Run a recurring contest or giveaway.
Incentive #5: Create a special club for email subscribers.
Incentive #6: Record an audio gift.
Incentive #7: Offer a discount on a product or service.
Incentive #8: Offer a free trial membership.
Incentive #9: Offer free product samples.
Incentive #10: Create a quick video for your audience.
Source: Pigeon Express Blog
This is what webflow does
already.

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Conclusion

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General notes
● webflow are focusing on new features, not on
marketing
● Their funding and user base is large enough to
relax
● Yet, they could do much more: blogging and
email marketing

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Marketing ideas
● Run contest of web pages. Give away free
subscriptions
● Publish statistics: how much do people scroll?
What makes a great page?

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Outbound sales idea
teslamotors.webflow.com/ They could do that for
other high-profile brands

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Can you check my SaaS?
Yes, if you are not sure if you use your marketing budget
effectively.
Send me a link to your product: till@tillcarlos.com
For more SaaS marketing content
subscribe to my blog on tillcarlos.com!