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Author: Marc Thomas
Marc Thomas
Updated: September 22, 2021
July 2021 was one of the worst months in recent memory for B2B SaaS marketers. Almost everyone in my network was sharing horror stories about sudden drops in leads. It brought up the same set of questions for many businesses: What led to this? How long will this last? Is this a systematic failure or …
Marc Thomas
Updated: August 25, 2021
Most people in marketing know the name Rand Fishkin, but like all people in the public eye. There’s a lot more to Rand the person than they think. Rand was one of the early voices in digital marketing making the case for SEO. Back in 2004, he started writing about SEO on his blog SEOmoz, …
Marc Thomas
Updated: August 19, 2021
Most B2B SaaS companies are aware of the importance of speaking to customer pain points through their marketing. But they often have no practical ideas for how to actually do this. As a result, they tend to speak only about their product’s features and benefits in their content. You might ask, what’s wrong with that? …
Marc Thomas
Updated: July 27, 2021
One of the biggest objections that B2B SaaS companies hear from potential customers is the issue of switching risk. Switching risk involves a number of significant concerns: Whether your software will improve the current performance of an existing tool it replaces. The time and effort required to learn a new tool and incorporate it into …
Marc Thomas
Updated: July 14, 2021
Many B2B SaaS companies that have broad feature sets position themselves as all-in-one solutions for their customers. On the surface, this might seem like the right approach because there are many acute problems you can solve for customers. But more often than not, all-in-one positioning hinders — rather than benefits — the appeal of your …
Marc Thomas
Updated: May 19, 2021
Your company blog might seem like the logical place to announce new features. But doing so often causes more harm than good. Whether you’re a startup or an established B2B SaaS company, products are never static and features shift over time. Some shifts happen through a series of pivots; others result out of slow and …
Marc Thomas
Updated: May 18, 2021
Many B2B SaaS companies tend to analyze their metrics in a vacuum. They examine their KPIs independent of each other, unable to see the forest beyond the trees. But whether you’re measuring your cost per click or organic search rankings, your metrics are connected in ways that influence one another. That’s why it’s best to …
Marc Thomas
Updated: March 30, 2021
There are two common scenarios we see among B2B SaaS companies who look for a Fractional CMO: They can afford a team for execution OR a full-time CMO, but not both. Their executive team (often including their CMO) wants an outside perspective to understand additional opportunities for growth. Recently, we’ve begun offering the service equivalent of …
Marc Thomas
Updated: April 12, 2021
Your SaaS website’s homepage is where the relationship with your customers begins. Having a homepage that’s clear about who you are and what you do is critical for gaining trust with prospects. But when it comes to B2B SaaS homepage design, many companies waste time chasing the latest design elements and templates rather than thinking …
Marc Thomas
Updated: April 26, 2021
If you’re looking to improve your B2B SaaS product pages (also known as feature pages), there are three key elements to pay attention to: page structure, imagery, and copy. The conversion performance of your products can suffer if you ignore any of these three elements. And there are several implications that can stem from this …
