It took me a while to understand the power of events and field marketing. One thing is clear — events are expensive. Putting on your own event is expensive — and complicated. Exhibiting at someone else’s event is expensive — and bounded.
But the thing is, the right events, done right, can be magical. Why?
Prospects go to the top events in an industry looking for new vendors. That’s where they hunt, in addition to on-line. CIOs, VPs, CEOs, etc. They are out there looking for the 1-5 new apps each year to bring into their organization to do better and grow faster.
Customers go to the top events in an industry to learn. And that’s a great place to meet
You’ve heard the hype: Account Based Marketing (ABM) is red hot. I don’t think it’s fair to call ABM “the next big thing in B2B marketing” because it is currently the big thing!
Here’s what we do know – the ABM landscape is changing and evolving faster than ever before. A little over 3 years ago, we published one of the industry’s first comprehensive guides to ABM. Here we are 3 years later, and we’ve learned an extraordinary amount. So much so that we had to write a new Clear and Complete Guide to Account Based Marketing. With over 70% new content and over 170 pages, these are the latest and greatest ABM best practices.
Over a 3-year span, we’ve noticed three key insights around executing ABM in organizations.
3 Lessons From the Front Lines of Account Based Marketing
1. You must establish “Account Entitlements” before selecting and tiering your
By: Jake Sorofman, CMO, Pendo.
If you’re of a certain age, you’re probably familiar with the now highly questionable truism that the best products don’t always win. From VisiCalc to Betamax to Apple’s OS, there are plenty of comically old examples of better products that were kicked to the curb by inferior substitutes.
This truism now seems old fashioned because, almost without exception, every category leader today offers a better product. Why? Because they can no longer hide behind false brand promises. Big, bold claims with products that don’t match up is no longer a viable strategy.
That’s why, as a SaaS marketer, you need to make product your new superpower. Here’s how:
1. Fall in love with the problem
The best product people are never satisfied with the product they’ve delivered. They fall in love with the problem, not the solution. This is instructive for marketers, who have been known on Continue reading "5 Ways to Make Product Your New Marketing Superpower"
Channel partners are an important source of revenue for many software companies. SAS has the goal of getting 50 percent of mid-market revenue from its channel partners; for some vendors their contribution from channel partners is even higher.
At the same time, the challenges of managing a successful channel partner program are many and legendary. These can include:
Channel conflict with the company’s inside and field sales teams
Training channel partners and keeping them up to date on the latest enhancements to the software
Creating and managing an effective compensation structure to incent the partners and their salespeople
Maintaining mindshare with the channel partner salesforce so they actually sell the solution (this can be especially challenging for software startups)
Managing or eliminating underperforming partners
And many more
But it’s rarely discussed that channel partners are often very poor at marketing and lead generation. They don’t generate nearly as much revenue
Editor’s Note: This article first appeared on Medium here.
The most Japanese of Japanese proverbs, to my mind, is “Three years, even on a rock” (石の上にも三年). The literal meaning is that even a stone is worth sitting on for a long time because it will eventually heat up. In other words, persistence begets rewards.
A little over three years ago, I perched myself atop a rock called “Helping CEOs align their teams around a strategic story,” and there are still plenty of chilly moments. Every time I kick off a new engagement with a CEO and leadership team, I feel nervous: Will I really be able to align these smart, driven people around a simple, powerful story?
But overall, the rock has gotten a bit toastier. Now, hardly a day passes when a CEO doesn’t reach out to me saying, “I’ve realized that a huge factor in our success
Welcome to Episode 205! Guy Podjarny is the Founder & CEO @ Snyk, the developer-first solution that automates finding and fixing vulnerabilities in your dependencies. To date, Guy has raised over $32m in VC funding from Snyk from some of the great of venture including Accel, GV, our friends at Boldstart and Canaan Partners, just to name a few. As for Guy, prior to Snyk, he was the CTO of Akamai’s Web Performance Business following their acquisition of his startup, Blaze.io. Before founding Blaze, Guy built Web Application Security products, including the first Web App Firewall (AppShield), Dynamic Application Security Testing tool (AppScan) and Static Application Security Testing tool (AppScan Dev Edition). Fun fact on Guy, he is the holder of 18 patents related to security and performance.
In Today’s Episode We Discuss:
Editor’s Note: This article first appeared on New Breed’s blog here.
In the traditional marketing funnel, leads get marked as MQLs after meeting a certain set of criteria — usually based on how they’ve interacted with your content and website. From there, your sales team kicks into overdrive scheduling phone calls, product demos and email follow-ups while intently focusing on how to nurture this qualified lead into making a purchase. But what if I told you there’s a much easier way to make all of this happen? A frictionless way?
Using the MQL model, your sales team is bogged down by this cycle of high-touch nurturing. These high-touch leads are expensive, eating away at valuable sales calories that could be redirected toward leads who already understand the value of your offering. And do you know which leads already know this? Ones who are already using your product on
Well-known storytellers, Jason Katz – Chief Storyteller @ Pixar, and Peter Arvai – Co-Founder & CEO @ Prezi, held a powerful session on all things storytelling at SaaStr Annual 2018. Are you struggling with telling your founder story or pitching to VCs? These two provide valuable insights into actionable ways to improve your storytelling skills.
Also, don’t miss out on discounted prices for SaaStr Annual 2019 tickets.
TranscriptPeter Arvai: Hello everyone. Great to see you all and thanks for joining this session on visual stories that. My name is Peter Arvai. I’m the CEO and co-founder of Prezi. Our users have created the world’s largest database of publicly available presentations. We’re the only company that’s competing with PowerPoint and Google and Apple version of slides and we do something completely different where you can put all your images on one canvas and show the relationships between the ideas Continue reading "Visual Stories that Sell (Video + Transcript)"
Should my business focus on paid advertising or content marketing?
This is a very common question from today’s marketers and there is a lot of advice out there arguing for one side or the other (comparing ROI, brand goals, etc.). But not enough people talk about how they can be used together.
If you have the resources, the optimal marketing strategy is to use both channels in conjunction in order to amplify your overall ROI.
Today, I’m going to show you several ways that you can combine these tools to bring in big results for your company.
Build a Social Promotion Ladder
Most content marketers know that a disproportionate amount of their results come from a small number of articles. It wouldn’t be practical or effective to run paid ads on every piece of content, but running ads on your best pieces can really amplify their reach.
Editor’s Note: This article first appeared on the New Breed blog here.
Every SaaS business experiences some challenges as they try to grow. The landscape is constantly evolving, making it difficult to predict the best ways to move the company forward. To help you navigate through this complexity, we identified the top 20 activities best-in-class SaaS companies are doing today to grow their businesses.
1. Cultivate Positive Company Culture
This has less to do with hosting a dynamite office party and everything to do with the perspective and values you cultivate within your workforce. Mutual respect goes a long way toward forging strong and productive alliances. In Maslow’s Hierarchy of Needs, the need for esteem and belonging are key motivational determinants of our behavior. Lack of recognition is cited as the number-one reason most Americans leave their jobs (ranking above money, conflicting opportunities or a need for increased