Tag: SaaS

The rise of the robot is upon us, and no industry has been transformed by automation more than marketing. A well-organized automated marketing campaign can address the specific interests of thousands of companies in a warm, personalized manner. At the same time, software as a service (SaaS) has made it simple for businesses of every size to access technology without the hassle of manual software updates and complicated installs. These two technological advancements go hand-in-hand.  SaaS is the perfect way to make marketing automation accessible and affordable, while marketing automation is the perfect way to help any SaaS company find and keep more customers. To make the most of SaaS marketing automation, focus on:

Message Management

Effective marketing automation strategies for SaaS companies require messages that appeal to specific target audiences. To craft such messages, you must account for:

• Buyer Persona– Position your product to appeal to the different types of customers you serve. For instance, a company that has recently been started may be researching your type of product for the first time.  They may not have even yet chosen whether to install software or buy it as a service.  For new businesses, the conversation will be more towards educating them about all of the options available. They will view your product differently than a long-established business that already has a legacy product in place.  For an established business, the conversation may be more around switching from a competitive software.
• Problems and Solutions– Once you’ve chosen buyer persona, think about the specific problems that each persona may have. Some established businesses, for example, may be frustrated with the high maintenance and repair costs of maintaining their servers. Your marketing could thus emphasize that switching to your SaaS product will save them from such costs. Partnering with an experienced SaaS marketing agency can help you create targeted campaigns that highlight the cost-saving benefits of your product.
• Pricing Prudence– If you offer multiple pricing options, emphasize different options to each persona. Recent startups, for example, will likely want to experiment with different options before picking one permanently, so emphasize month-to-month costs. Established businesses may be more interested in saving money by buying service for years at a time.

The more prospective customers feel that your marketing appeals directly to their needs, the more likely they are to buy your product.

Savvy Segmentation

Successful marketing campaigns don’t stop at generating interest in your company. They also cultivate it, transforming existing interest into the will to buy your product. To help customers along this journey, consider these stages of the buying process:

• Initial Interest– Provide informational and education content that is relevant to your space, presenting your company as a qualified source of information. This will appeal to new customers with no prior interest.
• Broader Benefits– Once customers begin to seriously consider your product, provide content with more specific information on the long-term benefits of your product as well as case studies, testimonials and reviews.
• Perceived Problems– Before they buy, customers will look up all the possible problems with SaaS services, so anticipate and address these objections. Present your company as particularly good at solving SaaS problems, as this will make them choose you over competitors.

Segmentation is most effective if based on specific customer data. Learn as much as you can about each lead, assemble it into a database, and target each segment as specifically as you can.

Customer Management

For SaaS companies, that recurring revenue is sweet – but it also means that customers paying month-to-month aren’t locked into a long term contract and can leave at any time.  Taking care to nurture your customer relationships can ensure that your customers stay with you longer, increasing your Customer Lifetime Value.  Here’s how:

• Reach out Often- Use milestones like birthdays, anniversaries and renewal dates to say hello and check-in with your customers.
• Cross-sell and Upsell- Marketing isn’t just for prospects.  Market additional services and add-ons to your customer base to become more ingrained in their business and boost their spend with you.
• Provide Outstanding Service- When it comes to SaaS, letting your team members shine is a great way to connect with customers so they feel they’re getting more than just a tool.  Reliable support and scheduled check-ins creates valuable face-time with your customers, translating into contract renewals.

If you’re marketing your SaaS company, marketing automation can help you scale. Developing relevant messaging, segmenting your leads and delighting your customers is a recipe for success – and we know it works because we use Hatchbuck’s marketing automation to grow Hatchbuck.