Ever since ion interactive was acquired I’ve been encouraged to write about how we acquired new customers. Last week, after more than a year of that prodding, I finally got my SaaS Marketing Guide eBook out. It’s basically my idea of SaaS marketing 101 — with the concepts, assets, and channels that drive capital-efficient reach […]
SaaS Marketing Best Practices
Read, listen and watch SaaS marketing best practices for founders and leaders of growing technology companies. Join SaaS co-founders and operators for guidance on sales, marketing, customer success, culture, and institutional readiness. And be sure to evaluate your SaaS’s marketing using the Marketing Maturity Report Card to get instant, personalized recommendations.
Everybody knows SaaS marketing segmentation is good. And everyone thinks they need to do it. It makes messages more specific. It improves relevance, which in turn accelerates lead-to-revenue velocity. I personally love segmentation and have been using it extensively in SaaS marketing for over a decade. But it’s not always a good idea. And even […]
Since returning from Silicon Y’all, we’ve had several Beacon9 client meetings with something in common. They’ve all had adoption, usage, and retention challenges, and they all lack SaaS customer marketing basics. This is despite being quite mature (in SaaS terms) and despite achieving scale with double-digit millions in ARR. These are quality companies whose growth […]
An important SaaS metric that many operators overlook is the SaaS “Magic Number”, sales efficiency. This number will help you know how sustainable and capital-efficiency your sales and marketing is. Here’s how to calculate it.
SaaS Marketing Roadmap for SaaS Leaders In 11+ years as a SaaS CMO, I made plenty of mistakes en route to capital efficient customer acquisition. This collection of articles was chosen to help you avoid some of those missteps and cut a short path through SaaS marketing program design, execution, and measurement. Click any article […]
If you’re a brand seeking to build and sustain demand using SaaS content marketing, there’s a holy trinity you need to define first. I’m working with a software company that finds itself doing just that in advance of demand-gen campaign investments. This answers the seminal questions: What do we say? How do we say it? […]
I’m on the board of a company whose CEO just reminded me how important point of view is in SaaS growth marketing. We were chatting about his POV which led to mine. Up until then, I had long since taken it for granted. ion’s marketing point of view was incredibly strong, resilient, and long-suffering. It […]
Let me start by saying that I LOVE SaaS. I love using SaaS. I love helping SaaS companies. I love running my own SaaS company. And I really, really love building SaaS sales teams. It’s an exciting time to be in SaaS, and opportunity is everywhere. But there are also a lot of uniquely modern […]
Yesterday, Anna and I presented Data That Supports True Sales & Marketing Alignment at the Nashville Analytics Summit. Our session identified and contextualized the data we’ve used to unite SaaS sales & marketing to ultimately drive capital-efficient, predictable growth. Being married SaaS co-founders, one responsible for sales and the other for marketing makes us uniquely […]
When I headed up sales for my previous company, ion interactive, you could say I was pretty close to the marketing department, since my husband was our CMO. There were many benefits to having sales and marketing so, ahem, close. When both are connected by wedding rings, one hand always knows what the other hand […]