Driving SaaS Revenue with Inbound Marketing

Twitter: #KunoSaaS

Hosts & Agenda• What is SaaS?

• Why is SaaS so hot?

• Marketing Challenges

• Inbound SaaS Strategy

• Marketing Examples– Early Stages

– Rapid Growth

– Mature Company

• Questions

Your Hosts

What is SaaS?

Thanks toWikibon!

Thanks to Wikibon!

What Can You Do With SaaS?

Thanks CloudTweaks!

What’s the Big Deal?

Thanks CloudIT!

Thanks David Skok – SaaS Economics - http://www.forentrepreneurs.com/saas-economics-1/

SaaS Marketing Challenge #1 – Planning

(Slightly later breakeven point, because Gross Profit is less than MRR)

Thanks David Skok – SaaS Economics - http://www.forentrepreneurs.com/saas-economics-1/

SaaS Marketing Challenge #2 – Survival & Prosperity Startup Rapid Growth

(Slightly later breakeven point, because Gross Profit is less than MRR)

11 months to breakeven

• Brand Awareness• Time to Market• Lead Generation• Pay in Advance• Creative Funding

SaaS KPI’s & Inbound Marketing

Goal: LTV > 3X CAC

Thanks David Skok – SaaS Metrics http://www.forentrepreneurs.com/saas-metrics/

Inbound SaaS Strategy

What You’re Overlooking

And What to Do About It

Biggest Inbound Mistakes

• Thinking that you are your client;

• Expecting to fully automate sales;

• Going beyond the LCD user;

• Targeting too high in the organization;

• Never adjusting the strategy after inception.

In other words…Not thinking it through

“They’re nice enough people, they just haven’t thought it through.”

Price Point

Know Your Target

3 C’s of Post-Click Strategy

Context

Content

Conversion

Context

Content: Purpose-Driven Design of Experience

Objective Format

Immediate Offer Landing Page

Guide or Further Segment

Conversion Path

Learn or Explore Microsite

Warm them further Romance Pages

What do they want?

What is their logical next step?

What is your goal for them?

Content: Purpose-Driven Design of Experience

Content: Purpose-Driven Design of Experience

Content: Purpose-Driven Design of Experience

Content: Purpose-Driven Design of Experience

Content: Purpose-Driven Design of Experience

Conversion

Conversion

Conversion - Metrics

Examples

Early - Growth - Mature - SaaS Stages

Early Stage

Early Stage

Early Stage

Early Stage

Early Stage

Early Stage

Rapid Growth Stage

Rapid Growth Stage

Rapid Growth Stage

Rapid Growth Stage

Rapid Growth Stage

Rapid Growth Stage

Mature Stage

Mature Stage

Mature Stage

Mature Stage

Summary

• As Paula says, “Think it through…”

• Get through startup phase quickly– Generate leads and conserve cash w. inbound

– Know your target, price and process

– Optimize context, content and conversion

• Accelerate growth and capture your market– Invest in smart people, ideas and communities

• Reap the rewards as a mature SaaS company– Emphasize lifetime value and customer happiness

SaaS Executive Boot CampWhere Successful SaaS Train for Marketing Supremacy

In 3-Minute Weekly “Missions” You’ll Learn:•Precision Targeting;•How Segmentation Multiplies Leads;•Creating Persuasive Content; •Win-Win Payoffs;•Irresistible Calls-to-Action; and MORE!

Scan this…

Enlist Today! http://inboundmarketing.pollockmarketinggroup.com/saas-bootcamp/

Learn More…

Learn More About SaaS Marketing

How to use inbound marketing to:• Increase brand awareness• Reduce customer acquisition costs• Reduce churn• Increase lifetime value

Scan this…Or click here…

Get Started Now!

• SaaS Marketing Strategy

• Persuasive Content Strategy

• Conversion Rate Optimization

• Vibrant Customer Communities

• Inbound Marketing

• Website Design

• Marketing Campaigns

• Marketing Analytics

Questions?

Slides are available here:

or here…