SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.
SaaS Backwards - Reverse Engineering SaaS Success
Ep. 38 - Marketing as an investment portfolio with Fractional CMO Yasmin Morrison
Most companies do “checklist marketing” by default: We need to be on every social channel. We should have a newsletter for every customer segment. We need to go to all these conferences.
Fractional CMO Yasmin Morrison challenges her clients to think about marketing more like an investment portfolio and every quarter, you make bets.
If it doesn’t pay dividends, get out. Double down if it does.
And you can put the odds massively in your favor if you apply the 80-20 rule (also known as the Pareto Principle) where a small percentage of activities drive a large percent of results.
For example, 20 percent of your web pages are driving 80 percent of your traffic. Or, 20 percent of your blog posts are driving 80 percent of your leads.
“Because SaaS companies collect a lot of data, they’re usually sitting on a gold mine,” she says.
After conducting market research for one client, she found that two out of 100 integrations had significantly more demand than all the others combined.
They wrote one blog post on one topic and one use case. A month later, they had 10Xed their web traffic.
Speaking in terms of marketing as an investment portfolio will also improve communications with the CFO—it’s language they understand.
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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
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