Nurturing the characteristics of a charismatic company to inspire devoted, loyal advocates to provide social proof. Social proof is huge in SaaS marketing. What people think and say about your SaaS has a lot to do with its momentum and market fit. But how they feel about your solution has wider implications. Real advocacy comes […]
Messaging
When SaaS Marketing Segmentation is a Bad Idea
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 […]
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 […]
A/B Testing Myths and Quagmires
I love testing. I tested everything I could for the last 11 years or so. As a bootstrapped SaaS CEO masquerading as a CMO, testing was the motherload of certainty that helped us waste less capital. But there are some A/B testing misconceptions I feel compelled to share. There are situations in which testing is a […]
Video: Enterprise SaaS Product Marketing Messaging
Transcript: Listen to your buyers, not your engineers. Buyers use a small fraction of your enterprise SaaS product’s features. And they can only handle a small fraction in your marketing. Hi, I’m Justin Talerico with Married2Growth and I’ve been marketing enterprise SaaS for over a decade. Screens are getting smaller; features are getting more complex; […]
Enterprise SaaS Product Marketing Messaging
I spent a decade marketing an enterprise SaaS platform to marketing leaders at companies like FedEx, Dell, GE and Salesforce. During that time I experimented with thousands of versions of product messaging. The vast majority of these enterprise SaaS product marketing tests were empirical and allowed to reach statistical significance. Testing certainty gave me the confidence […]
