SaaS Series: SaaS Marketing

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Have been lucky to come across the SaaS learning series by Accel Atoms. Below are notes from a session with Arvind Parthiban. Since we at uniQin.ai is in the process of scaling, all the points discussed below were very relevant to us. Hope the reader finds it useful too

1. Who are you selling to? : Make sure the messaging is clear and concise and say what we will solve for end users.
2. Clear business plan: Have a clear pricing model
3. Trust building plan: Users should vouch for you. Make this happen. Make sure that by our product customer can only gain and no thought of negative impact such as losing sales etc.
4. Use case tailored for different industries and use case

Content

1. Blogs, Videos, Podcasts, Webinars: Find attendees and make content for them. Create content for every funnel
2. Comparison Docs: Make comparison documents that will help
3. Meet-ups: Create meet-ups to gather interest and lead generation initiative

Product Marketing

Create product marketing based on the stage you are in

1. Early Stage: Hypothesis
2. Midstage: Product in development
3. Late Stage: Add new features to existing product

Product Positioning: Being a leader in the identified market segment. For this talk to a lot of customers and do a lot of research

Explain the following for your product

1. What is your product
2. Target segment
3. Market Category
4. Competetive alternatives
5. Primary Differentiation
6. Key Benefits

Website: Treat your website like a product. Do extensive research to see what your target segment would like to see. Beta test website with early users.

Key Collaterals

1. Datasheet: Your product resume. Keep it concise. Focus on heading, subheading, paragraph
2. Product Demo Video: Just a trailer. Keep it less than 2 minutes. Focus on what your product solves, not what it does. Revisit the video every 3 months once

Product Marketing Pre-Launch

1. Hire a marketer
2. Create a positioning document
3. Document competitor research findings
4. The product should manage the website
5. Build a pricing model
6. Datasheet, product demo video, solution articles, FAQ Videos
7. Train GTM Team
8. Lead the beta program
9. Interview happy customers
10. NAIL the product launch

Product Marketing Post-Launch

1. Iterate on messaging and positioning
2. Gather more customer testimonials
3. Turn happy customers into advocates
4. Monitor key metrics for conversion and adoption
5. Be the voice of customers bypassing feedback to the product team

Marketing Model Fit

1. Find whether the marketing model is working
2. Measure the metrics