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Author: Brandon Coward

How to Forecast Paid Marketing ROI for B2B SaaS

One of the biggest questions B2B SaaS companies have about paid marketing is their expected ROI. Essentially, they want the ability to forecast, “If we spend X dollars next quarter, we’ll get Y dollars in return.” But the majority of companies we speak with don’t have the necessary data to do accurate forecasting. Typically they’re missing

PPC Marketing

Beyond Traffic and Engagement: Why Your B2B Saas Marketing Analytics Must Also Include CRM and Product Data

Whenever we talk to prospects about what’s broken in their marketing efforts, 8 out of 10 tell us analytics and attribution. The reason for this is the disconnect between their data sources. In B2B SaaS marketing strategy, the conversation usually begins and ends with traffic and engagement analytics. CRM and product-usage data are managed by different stakeholders.

Conversion Rate Optimization

Facebook Lookalike Audience Modeling for B2B SaaS: A Case Study

When building lookalike audiences for Facebook ad campaigns, many SaaS companies rely on limited sources of data. They tend to settle for custom audience data based on all their website’s visitors or other low-purchase intent criteria.  But this practice often results in ad campaigns that are less effective than they could be. That’s because their

Marketing AutomationConversion Rate Optimization

Landing Pages vs Web Pages: A SaaS Company’s Guide for Choosing the Highest Converting Asset

Landing pages or web pages: where should you send traffic to during your next PPC marketing campaign? This is a common question we hear from SaaS companies we work with. In fact, it’s a question they sometimes agonize and obsess over. This is because the answer can often be more nuanced than clear cut. For some businesses,

Conversion Rate OptimizationPPC MarketingWeb AnalyticsWeb Design

B2B Marketing Attribution: A Practical Guide for SaaS Companies

When it comes to making decisions about how to allocate marketing budget based on performance, understanding the conversion paths that prospects take on the way to becoming customers is essential. But during new client engagements, when we look under the hood, most SaaS companies we work with haven’t set up their analytics properly to have clear access

Conversion Rate OptimizationMarketing Automation

The “Boomerang Method” Remarketing Strategy for SaaS

While most SaaS companies think they are doing remarketing properly — for example, by having a “demo request” CTA follow site visitors around the web — they are not.  The core mistake they are making is that they use a one-size-fits-all approach that completely disregards the fact that their audiences are made up of people

PPC Marketing

B2B Paid Search Strategy: Critiquing Keywords and Landing Pages of 2 Top SaaS Companies

In this article, we provide an analysis of the paid search strategies of two best-in-class SaaS companies. We discuss what each company did well throughout their funnel, where we found mistakes and missed opportunities, and what we’d do differently if they were our client (including mocked up examples of how we’d update their landing page

Conversion Rate OptimizationPPC MarketingWeb Design