The best analytics keep the customer front and centre. At the end of the day it’s all about what resonating with the customer. So a good place to start, would be to consider these metrics: Reach, how many people are we getting in front of Attention, how long people are engaging for each click. Average Scroll, how are customers consuming the page and content. Engagement rate, what customers do on the page,… Continue reading
Content marketing is a go to tactic for SAAS marketing teams. It’s low hanging fruit, easy to get started and get some runs on the board. That is it is capital light and very efficient. Whether you’re big or small, content marketing plays a role. And so it is typically a great place for SAAS brands to get started. Your aim should be to get to your first 100 pieces of content, that help the customer on their journey. Articulating… Continue reading
A great place to get started, is to sit down and describe the customer, who they are, where they work, what they’re facing. And how you product helps solve their problem. The more descriptive the better. Then you should simulate their purchasing journey, when they face the problem, what would they do next, what would they Google, who would they ask? And then seek to align your marketing strategy with that purchasing journey. This then should help inform what… Continue reading
Getting the word out there is no easy task. But if you have a great product, this makes it a lot easier. As your marketing teams can spend time educating the market on the product, the proposition, problems it solves and what it enables customers to do more effectively. Often the main objective of marketing for SAAS is new logos. That is growth in customers. And that means getting in front of as many prospective customers as possible and… Continue reading
A great place to get started, is to sit down and describe the customer, who they are, where they work, what they’re facing. And how you product helps solve their problem. The more descriptive the better. Then you should simulate their purchasing journey, when they face the problem, what would they do next, what would they Google, who would they ask? And then seek to align your marketing strategy with that purchasing journey. This then should help inform what… Continue reading
A high level place to start, is to go and explore the recent financials of SAAS companies that are public. You can extrapolate. From their spend and rate of growth, a few examples that can inform how much you should spend on marketing. This then should be your starting point. Then step back and look at your marketing objectives, your acquisition costs and LTV. And work backwards to see if this is going to drive the results you need. … Continue reading
A great place to get started, is to sit down and describe the customer, who they are, where they work, what they’re facing. And how you product helps solve their problem. The more descriptive the better. Then you should simulate their purchasing journey, when they face the problem, what would they do next, what would they Google, who would they ask? And then seek to align your marketing strategy with that purchasing journey. Content marketing is often a first… Continue reading
The definition of SAAS marketing, is taking a SAAS product to market and enhancing it through product, proposition and price. Often people think of the actual marketing activities as being the definition. But marketing is a combination of all of these things. However, a lot more of the resources and effort goes into marketing activities like content marketing. What makes SAAS marketing unique is that the product is delivered online, available to the customer 24/7 and marketers typically have direct… Continue reading
Nudge. Nudge lets you see how many people come through each traffic source, the engagement that comes from sharing. And how these traffic sources engage with your website. This is invaluable in shaping your channel strategy, as not only can you quantify how many came from each source, but the relative quality of each source. To see how it is driving impact for your website and your objectives. … Continue reading
A great place to get started, is to sit down and describe the customer, who they are, where they work, what they’re facing. And how you product helps solve their problem. The more descriptive the better. Then you should simulate their purchasing journey, when they face the problem, what would they do next, what would they Google, who would they ask? And then seek to align your marketing strategy with that purchasing journey. Often for SAAS content marketing is… Continue reading
Best SAAS marketing metrics