When starting your competitive research, the first order of business is creating a list of your competitors. Since this task often falls to someone who’s doing this for the first time, I thought it helpful to list some tips to complete the list.
There are many ways to interpret the word Platform (Solutions Platform, Technology Platform, Industry Platform), and thus it’s hard to say if the word could help you or hurt you. It’s exactly this ambiguity though, that should have you think twice before you decide to aspire to be a platform.
The most powerful words to find your niche to nail are 'best' and 'only'. When you find something that 'only you can do' or that you're 'best at' in a specific part of the market, you should explore that segment of the market.
Before you can succeed in creating your positioning, messaging, branding and marketing execution, you need to establish your core identity. What your best at? What can only you do? For who?
When you have gotten people’s attention, and they landed on your blog or landing page, it’s critical to engage them to the next step. What can you offer of value? Here are some simple, yet proven ideas.
For many B2B SaaS companies with revenues below $20M ARR, HubSpot provides a great, complete toolset for Marketing, but also for Sales and even Services. Since the new “Digital” Go-To-Market has driven a lot of integration and overlap in these 3 functional areas, the ability of HubSpot to provide all these three as one experience is a great benefit. When you get started with HS as a SaaS B2B Company, here are the educational steps to take for your team in the most logical order.
Are you a daisy or an orchid? Both are great. But you can’t be both. Check out these 4 different strategy approaches for your SaaS company. Marketing will be very different for each of these 4. The difference from a branding, positioning, messaging, pricing and campaign perspective is vast.
Eric Hoffer (25 July 1902 – 21 May 1983) had a great talent for writing short books, with a higher “density” of new ideas and insights then many others.
When you struggle writing marketing content, think of Hoffer’s advice.
Are you a software company? Or are you (at risk of) becoming a professional services company?
Is your Customer Success team growing faster than your operating profit?
Is your revenue to do customer development, paid on-boarding or implementations becoming a significant revenue stream?
Are you considering to let customers pay for premier support?
When you want to get your Marketing Dashboard out of spreadsheets, it helps to adhere to a few simple rules.
Here is my take on using spreadsheets the right way so you don’t build up “digital debt” in your marketing and sales function.
When developing your pricing strategy for SaaS, don’t forget to apply the fundamental rules that have been proven to work for hundreds of years. Don’t just have 3 price plans. Make each plan do it’s job.