presents

Marketing Your SaaS Product

CHRISTOPHER O’DONNELL@markitecht

Christopher O’Donnell @markitechtI make stuff. I love marketing.• HubSpot• Performable

• Price Intelligently• Firetower

• Lots of other products

“This company exists to make a TON of money.”

The miracle of recurring revenueHot Not

Miracles of SaaS• Recurring revenue• Scaling value delivered with value collected• Growth vs. profitability lever

GrowthBreak through to the next level

What does growth mean to your marketing team?

Short term• PPC• Social advertising

Medium term• PR• Guest blogging

Long term• On-page SEO• Link building (off-page SEO)

Leversfor Growth

“A startup is a company designed to grow fast. Being newly founded does not in itself make a company a startup. Nor is it necessary for a startup to work on technology, or take venture funding, or have some sort of "exit." The only essential thing is growth. Everything else we associate with startups follows from growth.”PAUL GRAHAM – STARTUP = GROWTH

The Impact of Compound Growth

“Be impatient for profit, be patient for growth”CLAY CHRISTENSEN

37signals

Gemvara

How would you measure growth?

GoalsSetting the bar

How does your marketing teamset goals?

Set monthly goals.

Make goals transparent.

Track progress as a team

Celebrate hitting goals.

Ideas for goals• Funnel goals

– Number of marketing site visits– Number of new email addresses– Number of new customers– [Number of new opportunities]

• Community goals– Number of blog subscribers– Number of social fans & followers– Number of mentions– Number of new leads from

forwarded email (#prostyle)

• Content goals– Number of blog posts– Number of social messages– Number of new premium offers– Number of new emails

• Performance goals– Site conversion rate– Open/click rates for email– Conversion rates by channel

Multiple “KR”• Don’t be afraid to stretch• Have various levels of goals• Communicate those levels• Mix “easy putts” with “holes in one”

Ideas for goals• Funnel goals

– Number of marketing site visits– Number of new email addresses– Number of new customers– [Number of new opportunities]

• Community goals– Number of blog subscribers– Number of social fans & followers– Number of mentions– Number of new leads from

forwarded email (#prostyle)

• Content goals– Number of blog posts– Number of social messages– Number of new premium offers– Number of new emails

• Performance goals– Site conversion rate– Open/click rates for email– Conversion rates by channel

GuaranteesPredictable, high-quality customer acquisition

#prostyle

Measuring the Handoff

Subscriber Lead MQL SQL Opportunity Customer Evangelist

What does your company expect from your marketing team?

Service Level Agreements

How might your SLA evolve over time?

Predictablelifetime value

Final Thought

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