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Liam Boogar

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When SaaS companies first start welcoming customers on board, HubSpot is a natural choice. Its pricing scales with your needs and its tools reach across the entire buyer journey: from lead generation to customer acquisition. By using HubSpot’s various engagement tools like landing pages, ad management, live chat & email campaigns, businesses generate valuable data about what turns prospects into customers. As they grow, SaaS companies like InVision, Deputy, Front & AppCues complement HubSpot with…

Ask a startup how they generate new customers and, chances are, they’ll talk in terms of marketing qualified leads and sales qualified leads. Marketing qualified leads (or MQLs) are website visitors who have the potential to become great customers: they’ve actively engaged with your company, and they look like a good fit for getting value from your product. Sales qualified leads (or SQLs) have gone a step further, taking an action that suggests a willingness to actually buy…

This post originally appeared on Clearbit’s Blog. When Simon Whittick joined Geckoboard as its first VP of Marketing, he took all the standard steps to attract more visitors to their site, convert them, and grow the SaaS company’s revenue. He and his team wrote content for their popular blog, ran paid advertising campaigns, and set up email nurture campaigns. At the end of his first year, he was as successful as almost any other marketing executive in…

For performance marketers, paid acquisition is an ever-changing jungle of opportunities and traps; a galaxy of ad networks, formats, channels & keywords, each with their own idiosyncrasies. What makes performance marketing so appealing is that every campaign, click, conversion & bid is trackable and analyzable. Tools like Google Analytics make it easy to comb through, filter, segment & visualize your campaigns, channels, costs & returns. Line your traffic sources by campaign up against your website…

Understanding who your product is best suited for is critical. If you know what your best leads look like and how they behave, you can design an ideal buyer journey for them, making sure that anyone who looks like your best leads stays on the buyer journey that your best leads take. That said, like all channels for optimization, you eventually hit diminishing returns. The major holes get filled, and your customer journey works 95%…

Identifying sales-ready accounts to reach out to is the heart of freemium sales acceleration. Freemium businesses rely largely on product adoption to trigger the a-ha moment that will ultimately lead to successful sales engagement, so quantifying that a-ha moment in the form of activity scoring is crucial. For Sales SaaS reps with hundreds or thousands of accounts assigned to them, reaching out manually every three months yields little or no results. What are the odds…

Redpoint Ventures Partner Tomasz Tunguz recently published the results of their Free Trial Survey, which included responses from 590 professionals working at freemium SaaS businesses of all sizes and shapes. The survey had many interesting takeaways and I recommend taking the time to dive into the slides that Tunguz shared at SaaStr Annual this year. One of the more interesting takeaways (that Tunguz discussed on his blog) was that activity scoring seems to negatively impact…

90% of your website traffic doesn’t convert, and there’s nothing worse than a missed opportunity. For b2b companies, retargeting is a no-brainer. It’s an easy way to make sure you’re always targeting an audience that has showed some intent to buy. However, the problem with retargeting anonymous website traffic broadly is that you don’t know who you are targeting and how qualified they are. With just a high volume, many SaaS companies bid low on…

Your website is the story you choose to tell: to prospects, to candidates, to investors, to journalists & analysts. Everyone who wants to know how you talk about yourself goes to your website. Your website starts off simple: you speak authentically to your Ideal Customer Profile (ICP). You make it easy for them to understand your differentiation, pricing, and how to get in touch with you. Then you grow and begin to sell to different…

There is no better lead than an inbound sales request. The intent is high & clear: they want to evaluate you as a vendor. Studies show the last thing a prospect does before buying is talk to sales. The only real question SaaS companies ask themselves is “do we want them as a customer?” Perhaps this is why most demo request forms act as intentional hurdles. They require qualified traffic to prove themselves worthy to speak…