Every successful software business I’ve come across has a stronghold on two things: who their customers are and where those customers find value in their product. They’re confident in their pricing strategy since they know it’s rooted in real data. The rest? Well, it turns out most of them are just guessing.
No one wants to feel like an anonymous cog in a machine. This includes your customers. They want to feel special. They want to be heard, understood, and treated like individuals. “But we’re product-led”, you say. “Our go-to-market is defined by a self-serve sales funnel without any human interference.?” That may be, but product-led does not equal anti-sales.
How do you handle B2B customers who want a refund on an annual subscription? You refund them, 100%. And you move on to bigger and better things. First, it doesn’t help to not process the refund. In SaaS, once a customer churns — it’s gone. Second, if you don’t do the refund, that’s a rip-off.
You’re probably already familiar with Google My Business. When someone searches for your business, you’ll show up on the right side of a Google search, or when someone searches for a product or service you’ll offer, you’ll show up in the local pack. Google has been making changes to it, which means it just got easier to generate leads and sales for you. Best of all, very few marketers are even leveraging these features.
“If you cannot measure it,” declared Lord Kelvin, “you cannot improve it.” SaaS sales and marketing teams can get overwhelmed by metrics. But without any metrics, it’s impossible to track growth. And without growth, a SaaS company is dead in the water. If growth is the best way to get out alive, marketing metrics do little unless they correlate with sales.
Rarely are deals closed on day one. It takes a lot of nudging and nurturing before a prospect is ready to throw money at you. That’s why following up with prospects is so important. Follow-up emails have the power to convert a ‘no’ into a ‘yes,’ but can be daunting. Start by defining an email follow-up plan for your sales team.
There are tons of ways in which B2B SaaS marketers can use Facebook ads. But coming up with fresh & bright ideas, can get taxing at sometimes. These creative examples from successful companies have tons of takeaways and will help you inspire your next Facebook campaign. Take inspiration from brands in your niche and see what’s working.