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SaaS Marketing Workshops

Day: October 20, 2017

Demystifying ā€˜Strategic Thinkingā€™ for SaaS Marketers

Featuring Georgiana Laudi & Claire Suellentrop

What we cover in this workshop…

The birth of a product-first company:

  1. Product-first companies typically form from a founder’s “big idea”Ā ā€” a problem they notice and want to solve
  2. Product strategy (“how will we solve this problem?”) typically comes first, then business strategy (“how will we make money solving this problem?”) Ā evolves
  3. Marketing strategy requires visibility into:
    1. Decisions already made on the product and biz sides
    2. Understanding of the problem
    3. Understanding of the people willing toĀ payĀ to solve the problem

The levels of marketing strategy:

  1. High-level marketing strategy
    1. Vision / mission / purpose << if not already established
    2. Competitive analysis
    3. Customer research
    4. Positioning Canvas
    5. Unique Selling Proposition
    6. Jobs to be Done / personas / proto-personas
    7. Customer journey mapping
    8. Brand guidelines, assets
  2. Campaign strategy
    1. ā€œCampaignā€ here is defined as:Ā an initiative designed to improve a specific piece of the customer experience
    2. Choosing which campaigns to launch depends on knowing which metrics are most important to stakeholders right now
    3. When you know your CEOā€™s favorite metric, you can plan relevant campaigns accordingly and make a strong case for them
    4. Sample purpose of a campaign / initiative:
      1. We need to…convert X% more of our website traffic into leads
  3. Channel / tactical strategy
    1. There are 19 core channels you can use to develop a campaign
    2. Identify which channels are most likely to help you…
      1. Hit the targets set for your campaign
      2. With the most efficient use of time, money
  4. Tasks / execution
    1. Identify aaaaaaaall the little steps required
    2. This is where you need to start delegating, outsourcing, automating as much as possible

Apologies for the technical difficulties toward the end ā€” a sudden power outage took Gia by surprise (womp, womp).

 

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Customer Personas & Jobs to Be Done for Saas Marketers

Featuring Georgiana Laudi & Claire Suellentrop

We shareĀ tonsĀ of resources for creating customer personas and understanding your customers’ “jobs to be done,” which you’ll find further down.

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