SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • I’m a long-time fan of inbound marketing, even before it got that nifty label. Why not attract prospective customers that are actively looking for a solution.  That’s got to be easier than hunting for them one at a time, or indiscriminately broadcasting your message to the whole planet. The idea makes perfect sense, except when one key piece is missing:  prospects that are actively looking.What if...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • If you’ve ever sat through a marketing agency’s pitch or seen an episode of Mad Men, you’d think that marketing is all about talking – pushing out clever messages so that people will buy whatever it is that you’re selling.Not exactly.You’re right that there’s plenty of delivering messages through email, blog posts, paid adwords, Twitter, TV, radio, or print ads or whatever media reaches the buyer....

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • Everybody’s got a story about bad customers.  In case you can’t get your fill, a Google search on “customers from hell” fetched 33,100,000 results.These customers can be infuriating, frustrating, and just plain rude.But if you’re a software-as-a-service (SaaS) company, bad customers can be much worse than that.  They can be downright dangerous.No way to recover your costsFor one thing, these bad c...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • When the lead gen effort is failing and we’re trying to fix it, we marketing pros usually head right into the weeds.Are there too many characters in the subject lines?Should we add more long-tail keywords?Is the call-to-action button the wrong shade of green?It’s not that those details don’t matter at all.  At high volumes, they could matter a lot.But for many software-as-a-service (SaaS) provider...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • Here’s a sorry fact:  most of your prospective customers won’t end up buying your software-as-a-service (SaaS) solution. Lots of folks who should buy it, won’t buy it.  They have problem you can solve.  But instead of fixing it, they’ll stick with the poor system they already have.Others won’t buy your solution because they’ve never heard of you.  Or they’ve found another option that fits their ne...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • Lots of people who you think should be interested in your software-as-a-service (SaaS) solution, couldn’t care less.It doesn’t matter that they perfectly fit your “ideal customer” persona.It doesn’t matter that your solution is full of features built especially for them.It doesn’t even matter that you’re sure it’ll be a huge help to their business.Despite all that, they’ll still ignore you.They do...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • For lots of us software-as-a-service (SaaS) marketers, the first thing we want to do with a new prospect is show them a demo.They visit our website: invite them to a demoThey walk into our tradeshow booth:  show them a demoThey download a white paper, open an email, attend a webinar, whatever: schedule a demo.My advice:  Stop doing that.If we rush into a demo before the prospective customer is rea...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • I know this may be heresy to almost every marketer and sales person on the planet, but I’ll just say it:  it’s possible to have too many leads.Lots of the effort to generate new leads – those programs, events, campaigns and incentives we’ve got in place to build more visibility, drive more traffic, and gather more names - might just be a waste of time and money.How can that be? Suspects, not prosp...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • No matter how long the list of amazing features you offer, if you’re marketing a software-as-a-service (SaaS) solution, that’s not all you’ve got to sell.  You should be talking about the “non-feature” pieces as well.  If not, you’re underselling your solution.That’s because prospects are usually thinking about more than just features when they’re evaluating a solution.  They’ve got other question...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • If you think your customers subscribe to your software-as-a-service (SaaS) solution only because they love the features or the price, think again.Of course, customers look at the solution’s features, the fact that it’s easy to use, or the attractive price… but that’s not all they look at. They’re also figuring out if they can trust you.The fact is that if they don’t trust you and they don’t believ...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • If you’re a software-as-a-service (SaaS) solution provider, you’ve got something that your customers want… but you may not even know it.Data.Namely, data that you can see because you’re hosting an application for lots of users.  In aggregate, this information can be very useful. For example, if you host an HR solution, you could see the average number of vacation days used by employees, or the ave...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • I assume that somebody in your company pays attention to what your competitors are doing.You might even have prepared a comprehensive grid that shows every feature and function the competitors offer in their solution vs. every feature and function you offer.  If it’s something you show on your website, the idea is to show off: “My list is longer than their list.”I have nothing against bragging per...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • I get it:  For marketers, it’s all about “conversion.”  The marketer’s job is to convert visitors into leads, convert leads into a qualified opportunities, and convert qualified opportunities into paying customers.  The job is to shepherd as many prospective customers through this process as possible cost-effectively, and quickly.But what the marketer needs to do and the prospective customer wants...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • When they talk about their websites, I find that marketing people fall into two groups:  One group thinks their website is awful.  The other group is in the midst of re-doing it. They’re unhappy about a lot of things with their website:  the way it looks, the number of visitors it attracts, the volume and quality of the leads it collects, and sometimes the number of solutions it sells. They expect...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • Don’t get me wrong.  I’m a fan of marketing automation.I can’t imagine handling my email newsletter, my website, or my blog without automation.  Managing subscribes & unsubscribes, tracking opens & clicks, and scheduling posts manually… that would bury me.And for companies that send out emails and track responses from thousands of prospective customers, solutions that automate those and other mark...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • I’ll admit it. Over my long career marketing all kinds of technology solutions, I’ve run a few marketing campaigns that flopped: events that attracted no real prospects, email campaigns that generated no serious leads, promotions that drew no response from prospective customers.  It happens.And I’m pretty sure that I’m not alone among my marketing brethren.  In fact, if we're trying new ideas and ...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • Imagine that last year I had somehow managed to put together a perfect marketing plan: a perfect message and a perfect mix of tactics delivered perfect results.If that actually happened (not likely, but use your imagination), this would be my first thought as I put together this year’s marketing plan:  Let’s do the same thing again.  If it worked last year, it should work this year too.  Why do an...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • If your software-as-a-service (SaaS) solution is relatively new to the market and you’ve already managed to bring on a group of early customers, congratulations. That’s usually solid proof that your product works, somebody’s getting value from it, and people will pay for it.  No small feat.  But before you go overboard celebrating, I’ve got a bit of bad news:  It gets more difficult from here.Sure...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • I talk with a lot of new customers about how and why they bought a software-as-a-service (SaaS) solution. Here are the kinds of things I hear:“We didn’t spend a lot of time with the free trial.  We just subscribed.”“With such a low monthly cost and no long-term commitment, we figured if we didn’t like the product, we’d just drop it.”“We didn’t spend weeks looking at demos and trials; we just bough...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • Sorry, but I've got bad news:  No matter how hard you’ve been working on your marketing plan, it still might go wrong.That’s usually not for lack of effort.  It’s just that software-as-a-service (SaaS) marketing is difficult.  It’s different than marketing traditional on-premises software and it’s easy to make mistakes.I review the marketing programs of lots of SaaS companies and I see the same ki...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • No matter how wonderful your proprietary algorithms, the priceless virtues of your state-of-the-art platform, or the brilliance of whatever other sophisticated technologies you’ve got under the hood of your software-as-a service (SaaS) solution, here’s an unpleasant truth:  Lots of your customers don’t really care.Most of your them only want to know what your solution does, not how it works.In fac...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • Sometimes marketing pros focus on the wrong things.  When there’s a problem attracting prospective customers, marketers usually look first at their lead generation programs.  They ask questions like:Is our email campaign targeting the right people? Is our website visible to search engines?  Are we participating in the right events? Are our social media campaigns working?”And sometimes they will, i...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post
  • Just because you may be spending all your time to market and sell your solution, doesn’t mean your prospect is spending all their time evaluating it.These prospects have other things do to.  In most cases, the person looking at your software-as-a-service (SaaS) solution isn’t assigned full time to evaluate and buy new software for the business.Instead, they're accountants working in Finance, recru...

SaaS Marketing Strategy Advisors
SaaS Marketing Strategy Advisors
Blog Post