I had the chance to chat with Shira Abel on the SaaS Insider podcast recently. Our wide-ranging conversation covered: How SaaS changes the practice of marketing How to be a revenue-relevant marketer Marketing after the conversion If you’re in SaaS marketing or in a SaaS-based startup, check out this new podcast series. Listen to the podcast
SaaS marketing
Value Nurturing for SaaS Marketing
I’ve been speaking with SaaS marketers about the practice of value nurturing – using marketing practices and techniques to add value to the customer experience after the sale. To put the practice in the context of software marketing, I’ve assembled a quick ebook about value nurturing practices for cloud-based software. Topics include: The free trial Demonstrating value with data Nurturing […]
Nurture SaaS Super-Users and Advocates
Many SaaS companies empower the advocates among their customers to help others. Well-designed advocacy programs benefit everyone: The advocates receive recognition, additional resources, and the overall satisfaction of helping others. Newer customers benefit from having a variety of people available to answer their questions and provide guidance. Your company benefits from increased customer loyalty and […]
SaaS Marketing and the Free Trial
The free trial is a valuable marketing tool for SaaS marketers. But it’s a two-edged sword. You can lose potential customers in the free trial if they don’t find success or feel the love. If you’re in an engineering-driven company—one that competes based on feeds and speeds—you may see the free trial as an opportunity […]
SaaS Marketing: Trust and Value
What happens when you shift from selling packaged software to selling Software-as-a-Service (SaaS)? A subscription is an ongoing relationship, not a one-time transaction. To convert the prospect to subscriber, the SaaS marketer must address concerns related to the long-term relationship. The essential tasks of the SaaS marketer include: Earning trust before the initial conversion Demonstrating value […]
Subscriptions Are Eating Software
In an essay published in the Wall Street Journal in 2011, Marc Andreeson famously described the path of the technology industry with the phrase “Software is eating the world.” (Read the original article here.) In short, software is disrupting the technology industry, sector by sector. Everything that a technology sector does is eventually absorbed into software. There’s […]
