A lot of SaaS marketing is made up. The best marketing is not. And the reasons for that may be way deeper than you think. Yes, this is another post espousing the value of authenticity in SaaS marketing. But it’s much more than that. Storytelling in tech marketing is critical because what we’re marketing is […]
CMO
SaaS Marketing Tactics Series: Content Marketing Asset Tracking
Last week I kicked off our SaaS marketing tactics series with attribution planning. Since most SaaS marketing is content marketing, assets are the foundation of success. Managing those assets at scale is incredibly challenging. For those reasons, my tactic du jour is asset tracking. So let’s get to it. Content Marketing Assets are the Foundation […]
SaaS Marketing Tactics Series: Attribution Planning
I’m working with several companies on the advisory side that have similar marketing challenges around tactics and execution. So, beginning today with SaaS marketing attribution, I’m going to address some of the most common and basic executional failures. The fact is, from CMOs, down to VPs, senior directors, and directors, marketers often have far better […]
The Art of SaaS Marketing
Last week I wrote about the science of SaaS marketing, with particular emphasis on funnel efficacy. Today, I’ll take you through my perspective on the art of SaaS marketing, with emphasis on the intersections with the science, as well as the management of creators. This is especially relevant to content marketing — which, in SaaS, […]
SaaS Marketing Science
Of the big four areas rife for SaaS business improvement — sales, marketing, customer success, and institutional readiness — marketing may be the least understood. I’m sure many of you are bristling at that idea but stay with me. That was my motive for my recent SaaS Marketing Guide eBook. Today, I’ll speak to the […]
The Great Big List of SaaS Stats and Benchmarks
Summed up quite simply by the old adage “knowledge is power”, the value of information has been reinforced time and time again. with this in mind, let’s take a journey into the wonderful world of SaaS stats and benchmarks! The median cost for a SaaS company to acquire a dollar of new customer revenue is […]
SaaS Marketing Roadmap
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 […]
SaaS Content Marketing Trio: Message, Voice, and Cadence
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? […]
SaaS Growth Marketing Point of View
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 […]
Data-Driven SaaS Sales & Marketing Alignment
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 […]
