Effective Video Content Strategies for SaaS Marketing

 Software-as a Service (SaaS) removes the need to install and maintain software on physical servers owned by consumers by distributing software to consumers over the Internet. theFor SaaS companies, delivery models have two significant consequences.First, it reduces technical and financial barriers to a sale; consumers may test and buy software straight-forwardly without involving protracted device purchases and software configuration. Second,

since SaaS is marketed as a subscription, SaaS companies can expand rapidly when current customers renew their subscriptions and an equal or more number of new customers is obtained.Both subscription pricing and customer behavior change have particular effects on your marketing division. SaaS hands even more of the purchase cycle to marketing. Before ever talking to a sales representative, buyers of SaaS research a product and often test it.

These days, most consumers anticipate finding the SaaS product’s price on the website. When formu, SaaS marketers must consider this shift in the buyer experience.A good SaaS company advances to the nirvana I refer to as the SaaS ramp. With your revenue line looking like a lovely steep ramp, most of your customers renewing every year, and the same sales force and marketing budget, you should be able to double revenue (all of last year plus the

Same for this year Boost your

sales force development and your marketing will help to change the slope to make it more steeper.The techniques discussed here apply to any subscription company, not just SaaS. Marketers pushing a platform or infrastructure as a service (IaaS and PaaS, respectively) can employ the strategies detailed in this eBook—likewise for those that sell cloud apps. Though the buyer and unit of licensing—per user rather than per gigabytes or per instance—will vary,

the approaches, or acquisition and retention, are essentially the same. Get clients fast and cheap; cling on to them for as long as you can.One can skim or jump ahead to the The Roadmap to SaaS Marketing Maturity part based on marketing experience. Second is choosing the appropriate sales model and developing a plan for customer acquisition; then comes establishing a funnel and assessing demand; finally, on to methods for increasing

demand. The latter sections address management and corporate boards, and they will help you to avoid frequent mistakes in defining reasonable expectations on timing, objectives, and budget. The SaaS Marketing Handbook starts with busting certain false ideas that could impede effective exReality: Yes, occasionally free and rather reasonably priced are some

Incredible tools available

Everybody else is, however, also employing those instruments. You still have to get the fundamentals right: a good product, a compelling offer, a strong awareness of your buyer and their needs, and competent execution. This is diligent labor. Moreover, all the A/B testing and experimentation is, in my view, more effort than marketing teams have ever put forward. Consider it this: for every deliverable marketing team used to create, they now have to create

at least twice the quantity—an A and B—and maybe an always changing variant. I would contend that automation merely fuels expectations. (The Goosing Conversion and Fighting Churn part clarifies this more. Myths IV — SAAS Means Freedom Reality: SaaS is a delivery system. Freemium is a paradigm of acquisition. As we shall discuss later in The Acquisition Model, freemium is only useful for some items. Many sophisticated solutions, including SaaS

accounting systems, call for a more traditional corporate software sales strategy.SaaS has its own mythology, much like any business model that has produced billions for executives and investors. Aspiring SaaS CEOs have been handed tales heard in the boardrooms of giants. As ambitious CMOs seeking a piece of the SaaS game typically inflate their conversational stats that is, be cautious of SaaS war stories. Make sure you separate myth from history.

Four typical SaaS marketing fallacies

are debunked here. First lest you get burned, read them.Myth I: Reality – Cheap Prices The most costly elements of the marketing mix are people, hence acquiring clients under a SaaS model requires more people and more work. Significant effort and cost are needed for the content needed, frequency of modifications made to your websites and microsites, and data collecting and analysis. You will realize just how expensive it is just looking at the IPO

registration filings of young SaaS companies. Actually, it can be many times the average marketing budget of a firm using enterprise software. Venture capitalist Thomasz Tomguz of Redpoint has a great study on 34 public SaaS company sales and marketing expenditure. Between 80 and 120 percent of their income in their first three years goes toward sales and

Conclusion

marketing for these public SaaS startups Reality: While being good takes time, you can start fast without a significant upfront cost. SaaS marketing is an always improving and measuring game. As you will learn in the section on The Roadmap to SaaS Marketing Maturity, every development phase can last several quarters. Dinction. The book then begins with the foundations—that very specific vocabulary of SaaS marketing that lets you participate in

planning meetings and follow the discourse. Readers with SaaS products selling using a marketing plan.may decide an MQL is a director-level person in the information technology department of a company having over a thousand employees, who has viewed an online product demo. Activity can also include an inbound phone call, chat, or contact request, which are usually the hottest leads. Sales-accepted lead (SAL) – At the SAL stage, sales

acknowledges that an MQL meets the agreed-upon criteria and agrees to work it. SALs demark the handoff from marketing to sales. Sales can reject leads that are incomplete or that they’re already working. Just as the criteria being met are important to sales, an agreement to follow up within a prescribed timeframe is important to marketing so that a qualified lead doesn’t go cold. Sales-qualified lead (SQL) – A SQL involves a decision by sales, after