Personalisation is often talked of as the next big thing in marketing. But personalisation is nothing new – direct mail has been personalised for decades, personalised URLs (PURLs) were meant to be the big thing 10 years ago (ever heard of them?) and with the rise of tools like Intercom, onboarding funnels can easily be…Read more
The case for SaaS content marketing What is content marketing for SaaS? Coined by Bill Gates in 1996 as the title, the article ‘Content Is King’ asserted that content would be an essential element for those that thrive on the internet. In particular, he singled out the importance of promotional content. Also termed educational or…Read more
For SaaS businesses, providing a free trial is one method of enticing potential users to adopt your software short term. The ongoing challenge is to then convert these new leads into paying customers. Once a user has experienced the benefits of your product during a provisional period, the hope is that they will automatically…Read more
SaaS email marketing best practice Whilst email marketing for SaaS has the potential to be highly efficient, delivering campaigns to your prospects and results back to your business more rapidly than traditional offline marketing, it is often done ineffectively but SaaS businesses. This impacts campaign performance and ultimately undermines the value that the marketing budget…Read more
Think about your next marketing hire Sometimes, when you are trying to build market share for your SaaS product you need to think about your next hire. Quite often, in the early days of a SaaS venture, marketing gets pushed down the order of priorities, because there are umpteen other things that demand attention. However,…Read more
Some of the most successful SaaS businesses in the world are built on partnerships (think marketing agencies and HubSpot and accountants and Xero), that’s before we get into platforms like Salesforce’s AppExchange. Good (and we emphasise the word good) partnerships can bring a significant amount of new revenue to your business. This article explores who…Read more
May 2019 marks 10 years in business for Xander Marketing. Starting out a decade ago with a niche dating site and commercial cleaning company as our clients, it’s been an interesting journey. In Spring 2009 we were still trying to get to grips with the credit crunch, the worst recession in generations and there was…Read more
The definition of SaaS marketing SaaS (Software-as-a-Service) marketing is the adaptation of standard marketing communications (marcomms) practice to facilitate the sale of cloud software products and information services. Marketing is a core topic taught on MBA programmes around the world and as such is recognised as an essential area of business practice. Understanding the specialised…Read more
Paper qualifications not enough on their own Executive level marketing skills are an essential pre-requisite for a marketing lead in a SaaS company. On paper at least, many director-level marketers are qualified to fulfil the marketing lead role in a cloud software tech company; but just having an appropriate set of marketing qualifications is seldom…Read more
Marketing is a critical area of business practice. Any successful company that doesn’t actively pursue a marketing strategy and plan its promotional activities is very fortunate to be profitable without the need to market itself. But for the rest of us… So, what resource should a SaaS business use to execute its marketing? And when…Read more
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