When it comes to helping customers realize success with Software-as-a-Service, video plays an important role. You can send out field engineers and trainers to high-value accounts. But in terms of value nurturing at scale, there’s nothing quite like video. SaaS solutions are often complex, and require people to learn new behaviors if they are to […]
SaaS
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 […]
Subscription Marketing: Not What You May Think
What does the term subscription marketing mean to you? Do you think of selling renewals to newspapers, magazines, or other consumer media subscriptions? That’s a narrow, niche view of subscription marketing. I’d argue that many marketers are subscription marketers today, whether they realize it or not. And nearly everyone has the potential to become a subscription […]
Marketing and the Free Trial
The free trial is a way to bridge the trust gap. Sales and marketing actions can help or hurt that outcome. The free trial is an essential go-to-market strategy, particularly for subscription-based services and SaaS solutions. But between the trial sign-up and the conversion to a paying customer, the business needs to earn the customer’s trust. Businesses vary widely […]
