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The secrets to SaaS success are accelerating recurring revenue growth and managing unit customer acquisition costs. The best way to do both of those things at once is to shift lead generation responsibilities into the marketing cycle and manage costs while demonstrating expertise & pain relief. This seminar presentation discusses the importance of that cost shift and how to design an effective guerrilla lead generation strategy to compliment traditional marketing activities.
Citation preview
copyright © 2008
Beyond AdWords & eMailBeyond AdWords & eMail
Guerrilla Marketingfor
SaaS Lead Generation
Guerrilla Marketingfor
SaaS Lead Generation
Apr 10, 2023
2copyright © 2008
ArgumentArgument
– Ray LaneKleiner Perkins
“The Coming Service Revolution”on SandHill.com, 2005
This idea is giving some ISVs heartburn.The rest are transitioning to SaaS.
“Customers are in control,
[and] they are demanding
… more accountability for
results.”
“Customers are in control,
[and] they are demanding
… more accountability for
results.”
Apr 10, 2023
3copyright © 2008
AccomplishmentAccomplishment
– Johann Wolfgang von GoetheMan of Letters
“It is not enough to have knowledge; one must also apply it.It is not enough to have wishes; one must also accomplish.”
“It is not enough to have knowledge; one must also apply it.It is not enough to have wishes; one must also accomplish.”
Apr 10, 2023
4copyright © 2008
AccountabilityAccountability
– Dr. Raymond StantzFuture Ghostbuster
“Personally, I liked the university. They gave us money and facilities. We didn’t have to produce anything.You’ve never been out of college. You don’t know what it’s like out there. I’ve worked in the private sector. They expect results.”
“Personally, I liked the university. They gave us money and facilities. We didn’t have to produce anything.You’ve never been out of college. You don’t know what it’s like out there. I’ve worked in the private sector. They expect results.”
Apr 10, 2023
5copyright © 2008
Guerrilla TopicsGuerrilla Topics
• Minimizing CACs
• Leveraging Your Expertise
• Flexing Other People’s Muscle
• Spending Other People’s Money
• Tracking, Catching & Warming
Apr 10, 2023
6copyright © 2008
Guerrilla TopicsGuerrilla Topics
Minimizing CACs
Apr 10, 2023
7copyright © 2008
CACCAC
• What Is Your Customer Acquisition Cost?
• Marketing = Advert, Brand, Lead Gen
• Sales = COGS (base + incentive)
Apr 10, 2023
8copyright © 2008
Target MarketTarget Market
SuspectProspectQualifyInteract
DemonstrateProposeCommit
Negotiate
LeadLead
Win
CustomerCustomer
Copyright ©2007 keychainlogic
Target MarketTarget Market
SuspectProspectQualifyInteract
DemonstrateProposeCommit
Negotiate
LeadLead
Win
CustomerCustomer
Copyright ©2007 keychainlogic
Tech Services Rev GenTech Services Rev Gen
Apr 10, 2023
9copyright © 2008
Target MarketTarget Market
SuspectProspectQualifyInteract
DemonstrateProposeCommit
Negotiate
LeadLead
Win
CustomerCustomer
Copyright ©2007 keychainlogic
Target MarketTarget Market
SuspectProspectQualifyInteract
DemonstrateProposeCommit
Negotiate
LeadLead
Win
CustomerCustomer
Copyright ©2007 keychainlogic
Tech Services Rev GenTech Services Rev Gen
Apr 10, 2023
10copyright © 2008
Guerrilla TopicsGuerrilla Topics
• Minimizing CACs
Leveraging Your Expertise
Apr 10, 2023
11copyright © 2008
GivensGivensLet’s Agree:
You’ve IDed These Already…
TargetTargetMarket(s)Market(s)
TargetTargetMarket(s)Market(s)
End UserEnd UserPain(s)Pain(s)
End UserEnd UserPain(s)Pain(s)
PricePricePointsPointsPricePrice
PointsPoints
Apr 10, 2023
12copyright © 2008
GivensGivensLet’s Agree:
You’ve IDed These Already…
TargetTargetMarket(s)Market(s)
TargetTargetMarket(s)Market(s)
End UserEnd UserPain(s)Pain(s)
End UserEnd UserPain(s)Pain(s)
PricePricePointsPointsPricePrice
PointsPoints
CompetitiCompetitiveve
AlternativAlternativeses
CompetitiCompetitiveve
AlternativAlternativeses Points ofPoints of
DifferenceDifferencePoints ofPoints of
DifferenceDifference
EconomicEconomicBuyersBuyers
EconomicEconomicBuyersBuyers
Apr 10, 2023
13copyright © 2008
“We are all experts in our own little niches.” – Alex Trebek
Challenges of the New Brand:
Software or Solution?
Vitamin or Aspirin?
Expertise Expertise Credibility Credibility
Apr 10, 2023
14copyright © 2008
• Guerrilla Tactics Demonstrate Expertise
• Print: articles, whitepapers, editorials, blogs, press releases, newsletters, interviews, etc.
• In-Person: panel discussions, presentations, seminars, webinars, etc.
• Interactive: surveys, workshops, user groups, tweets, blogs, videos, etc.
• Audience Is Key: Who Has What Pain?
Expertise = CredibilityExpertise = Credibility
Apr 10, 2023
15copyright © 2008
Guerrilla TopicsGuerrilla Topics
• Minimizing CACs
• Leveraging Your Expertise
Flexing Other People’s Muscle
Apr 10, 2023
16copyright © 2008
Think DifferentThink Different
Apr 10, 2023
17copyright © 2008
Think DifferentThink Different
Apr 10, 2023
18copyright © 2008
Think DifferentThink Different
Apr 10, 2023
19copyright © 2008
Think DifferentThink Different
Apr 10, 2023
20copyright © 2008
Think DifferentThink Different
Apr 10, 2023
21copyright © 2008
Guerrilla TopicsGuerrilla Topics
• Minimizing CACs
• Leveraging Your Expertise
• Flexing Other People’s Muscle
Spending Other People’s Money
Apr 10, 2023
22copyright © 2008
Add ValueAdd Value
Apr 10, 2023
23copyright © 2008
NetworkNetwork
Apr 10, 2023
24copyright © 2008
Drive TrafficDrive Traffic
Apr 10, 2023
25copyright © 2008
Keep TrackKeep Track
Apr 10, 2023
26copyright © 2008
Guerrilla TopicsGuerrilla Topics
• Minimizing CACs
• Leveraging Your Expertise
• Flexing Other People’s Muscle
• Spending Other People’s Money
Tracking, Catching & Warming
Apr 10, 2023
27copyright © 2008
Beyond AutomationBeyond Automation
Apr 10, 2023
28copyright © 2008
Manage ContentManage Content
Apr 10, 2023
29copyright © 2008
Distribute & CaptureDistribute & Capture
Apr 10, 2023
30copyright © 2008
Beyond WebformsBeyond Webforms
Apr 10, 2023
31copyright © 2008
InformInform
Apr 10, 2023
32copyright © 2008
RecordRecord
Apr 10, 2023
33copyright © 2008
PercolatePercolate
Apr 10, 2023
34copyright © 2008
Thank YouThank You
contact:
Keychain LogicKen Boasso