SaaS Marketing Blog

Marketing lessons from SaaStock17

26th September 2017

I had the pleasure of attending SaaStock17 in Dublin last week alongside 1,500 other members of the SaaS community. In between the Guinness, networking and parties there were a number of insights and lessoned I learnt from a marketing perspective:

  • There are three typical stages of a SaaS business, and marketing tactics and a marketing team is different at each stage:
    • Product/market fit
    • Search of repeatable and profitable growth
    • Scale the business
  • Product/market fit
    • Pick one target market/single use case
    • Positioning and messaging is essential:
      • Messaging should be clear, simple, short and explain why it is different
      • Use a comparable statement to well known brands where you can
    • Consider very tiny niches
    • Ask are you solving a big or small problem? And do you need to convince people of the problem or not?
    • What is your differentiable feature?
  • Retention!
    • Most of the sales and marketing focus in a SaaS business is in acquiring leads and customers and there is not enough focus on retaining customers. Whilst having a great product is a good start retention programmes should be considered and how marketing, sales and customer support/success teams can support that
  • David Skok is one of the big believers in a 3:1 LTV to CAC ratio. He’s typically said you should recover CAC (customer acquisition cost) within 12 months, however is now seeing 18 months as being more realistic
    • On that point a general comment from speakers is CAC is getting higher
  • Think of the buyer journey and decisions/thought process each person is making in detail and what content there can be at each point:
    • A buyer is likely to be looking at a few competitors at the same time, so have a competitor matrix
    • ROI will be a question people ask so have an ROI calculator
    • And so on
  • In the early days of SaaS most businesses had 2 marketing channels, now there are 10+, however this is starting to steady off
  • Net promotor score is very important
  • Content marketing
    • This is a very successful tactic when done right. Intercom mentioned this as its best marketing channel, and this was echoed by other speakers
    • Think about highly engaging, unique content. This may be cheat sheets, longer content, analytical studies etc.
    • Consider series like a weekly blog/newsletter (think MOZ and Whiteboard Friday) or a regular interview series, in the same format
    • Imagine content marketing as a big wheel – it takes a lot of time to get going but when it does it can get great results
  • Some tips for marketing SaaS products to SMEs
    • Look to get a viral loop (like with Dropbox)
    • Freemium is still viable
    • Cross sell new products when you can
    • Build a channel
    • Offer great customer support
    • It takes time! Look at the big SaaS companies selling to SMEs – they weren’t overnight successes!
  • Consider payments as another revenue stream
  • Outbound email marketing is still highly relevant (ignore the naysayers saying email marketing is dead)
    • Personalised emails with one CTA and then follow ups work best
    • GDPR will/may change this in the EU (but that doesn’t stop you emailing in the US or other non-EU centuries)
  • There was an interesting talk by Drift on personalising marketing. There are a lot of new tools that if integrated together can personalise the whole marketing funnel, for example:
    • Pre-target people before they receive an email from you
    • Use a visitor’s IP address to predict better prospects and personalise your website to them
    • Score leads when you just have an email address to personalise the lead nurturing flow
  • Stay true to your positioning throughout your journey!

Get the latest marketing support with Xander Marketing

Wherever you are in your journey Xander Marketing can help. We work in partnership with SaaS businesses around the world to support growth through new customer acquisition, increasing leads, generating more website traffic and raising industry awareness.  If you lack the time, resource or know how to undertake marketing then get in touch and book your free 30 minute consultation.

SaaS Marketing Blog

Get the latest SaaS marketing news, insights and hints and tips.

Free Guide

7 Smart Ideas to Market your SaaS Business in 2024

Marketing SaaS products is entering a new era shaped by economic uncertainty, sophisticated competitors, and accelerating technological disruption. Is your marketing strategy ready?

7 Smart Ideas to Market your SaaS Business in 2024

Free Consultation

Find out more and get started with a free 30 minute consultation.

This field is for validation purposes and should be left unchanged.