People don’t trust brands, they trust other people. That doesn’t make brands powerless — customer testimonials are a powerful weapon they have at their disposal. However, a generic insincere endorsement is as good as not using any. Around 92% of buyers are more likely to make a purchase after reading a trusted review.
There a plethora of paid, owned and earned marketing strategies available. With each strategy competing for limited resources, it’s essential to make the most out of your investment, and choose the best strategy for your business. To help you make that crucial decision, I’m looking at the pros and cons of paid, owned and earned software marketing.
We historically did not really track social followers as a core metric. We’re B2B folks 🙂 As B2B folks living in a B2C world, here are my top learnings. They aren’t really that new if you’ve read similar posts in the past, but I still thought I’d collect them.
You’re working in a field where the presence of new companies is constantly expanding, and your savviest competitors are likely to be literally giving their product away for free. But with the complexity of SaaS products comes an unlimited number of marketing possibilities to help your product stand out from competitors.
Jason profitwell marketing@
There’s a common misconception that sales and product led growth don’t go together, and I think I understand why. Think of product led companies like Slack, Dropbox, or Zoom. Did you start using any of those products because a salesperson sold you on it? Probably not. And yet product led growth companies do have sales teams.
Blake saleshacker sales@
six years ago i ranted that features aren’t buttons, then down-spiraled into some drivel about marketing and specialization. today we revisit the “build more features” anthem that plagues technology creators everywhere. we start with arguments and counter-arguments. i want to grow my company, should i build more features?
Have you ever wondered why you’re not getting the kind of conversion rates other bloggers claim to have on their landing pages? While a myriad of factors ranging from traffic quality to reader intent could be at play—there’s a lot you can do for increasing your conversion rates, simply from experimenting with how your pages are designed.
Ryan convertkit marketing@
Imagine a world in which your customers sell your product for you. Ideal, right? Well, it’s possible. You just have to achieve stellar product-market fit. Finding product-market fit isn’t always easy though, so we’ll help explain exactly what it is, and the steps to find it.
Patrick profitwell product@
Objections are a part of life in sales, but they can be especially difficult to deal with in B2B sales. The best thing you can do is handle objections early and often in your sales cycle. Don’t shy away from them, and this upfront work pays off.
Sujan saleshacker sales@
Great marketing emanates from a great product. If the product sucks no amount of world class marketing can redeem it. Marketing can help make a good product great––it will never make a bad product good. Great products need a winning distribution strategy to succeed.
Essentially, your value metric is the foundation on which your pricing model is built. It is what and how you are pricing. Your value metric should determine how your product pricing is configured and how your tiers are structured. Another way to look at it is this: What does your customer want and what do they think is fair to pay for it?
Our content distribution strategy has always been the same: know who your customers are, find out where they hang out online and get the content in front of them. The tactics that we use to accomplish this have changed a ton since we started. After a month of testing new tactics, I outlined our path forward for content promotion.
Benji growandconvert marketing@
In the early stages of a SaaS company, when hiring sales reps is not an option, growing "organically" is key to achieving traction. But that type of growth can often be elusive. What Leadfeeder was lacking in salespeople back in the early days, we made up for in our adherence to a high growth business model.
Anna chartmogul business@
Why would any big business take a risk on a start-up? They wouldn’t. Unless, the gain way outweighs the risk. And yet … they do all the time. If their top vendors they use already don’t provide that unique/superior solution. So how do you create that scenario? How do you get large customers when you don’t have any yet?
Every day, we use document apps to get work done. We practically live in them. But people aren’t satisfied with their document apps. These low levels of customer satisfaction have caused new competitive apps to be developed and for customers to switch. Plus, low satisfaction is one of the reasons we all use lots of different apps at once.