SaaS Marketing Workshop:

Demystifying ‘Strategic Thinking’ for SaaS Marketers

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” — 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?”)  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 to pay 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. “Campaign” here is defined as: 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 CEO’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 — a sudden power outage took Gia by surprise (womp, womp).


Watch The Workshop 👇

About The Workshop Hosts 👋

Georgiana Laudi

Georgiana Laudi

Georgiana has been working with SaaS companies like Unbounce, Appcues and Sprout Social since 2009. She’s been launching and building B2B and B2C brands online since Y2K was a thing. In three years, she built a team that grew revenue 900% and 14th on the Deloitte Fast50, without any major funding.

Having scaled marketing teams from a founder run blog to 35 strong, she loves helping ambitious managers grow into great leaders, and empowering teams to build high-impact, cross-functional solutions for growth.

Claire Suellentrop

Claire Suellentrop

Claire helps B2B and B2C SaaS companies like Wistia, FullStory, Edgar, and Death to the Stock Photo get out of the “echo chamber” and inside their best customers’ heads. She’s spoken internationally about the impact of customer research, and her methods have generated record-breaking email open rates, click-through rates, and new user signups.

She loves helping teams develop greater empathy for their customers, and find marketing messages that create stronger connections (aka: higher conversions).

Together, Gia and Claire run Forget The Funnel where they help SaaS marketers be more effective with free weekly workshops like these 👆 and in-depth training like this 👉

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