What skills should your SaaS Marketing Director/CMO have?

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…

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When does a SaaS venture need a CMO/Marketing Director?

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…

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What are investors looking for in your SaaS marketing strategy?

There are many aspects to a growing a successful SaaS business. Internal organisation, role responsibility and competent operation of the functional areas like finance and support are all pretty important. Before they consider injecting capital, pretty much any investor is going to make sure they are happy with how the business is structured and operates…

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SaaS competitor analysis

How to do a competitor analysis for your SaaS business

With the SaaS landscape now more competitive than at any time, there has never been a greater need for your software business to standout. Read on to find out how to do your own SaaS competitor analysis. Some SaaS businesses will just ignore their competitors and get on with what they’re best at; however, others…

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SaaS competitor analysis

Should Product Led Growth (PLG) be part of your marketing strategy?

What is PLG? Product Led Growth (PLG) is where you give away some of your product for free in order to get leads and more people using your software. This allows your customers to use your product for free with the end goal being they eventually sign up for the full paid version. Many companies…

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What’s happened in the world of marketing in 2017 so far? A guide for SaaS businesses

We’re more than half way through the year now and in typical digital marketing fashion the marketing world continues to evolve quickly. Read our summary of some of the new innovations marketers of SaaS businesses need to be aware of: User intent is the future of SEO From Search Engine Journal: “In recent years search…

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6 tasks you can do this summer for your SaaS Marketing

Summer is here (well if you’re in the northern hemisphere at least). Typically for SaaS businesses, and in particular those selling to other businesses, summer is a quieter time for lead generation and new customer acquisition. Your prospects are on holiday and getting diaries together for group decisions can take weeks; those left in the…

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Are you ready for marketing automation?

If you’re looking at how to market your SaaS product more effectively, it’s likely you will have considered investing in a marketing automation software platform such as HubSpot, Marketo or Pardot. At Xander Marketing, we know first-hand the benefits of marketing automation software, having used a variety of technologies for many of our clients. Done…

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How to influence SaaS prospects before they’re ready to buy

The buying journey starts well before you begin conversations In the world of B2B marketing and sales, early influence is incredibly important. By the time a prospect gets in touch with you, some statistics show 67% of the buying process has already taken place – so how do you start influencing them before they’re in…

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SaaS Marketing Strategy

What should go in your SaaS Marketing Strategy?

The ultimate guide to your SaaS Marketing Strategy Marketing a SaaS business is just like marketing other types of business. And it’s also unlike marketing other types of business! Common characteristics that make SaaS unlike many other businesses are they tend to be no-bricks companies, especially in the start-up and early phase of trading. Another…

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SaaS Marketing Strategy

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