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Author: Marc Thomas
Marc Thomas
Updated: June 21, 2022
SaaS research is one of the most neglected opportunities for marketers. Most SaaS companies can appreciate that understanding their customers helps them provide a better product and service. But actually doing the work to understand customers can often be challenging for SaaS marketers which leads to marketing output that lacks the punch that using customer …
Marc Thomas
Updated: May 30, 2022
Marketing to the developer community is a notoriously difficult task for B2B SaaS companies. Some of the biggest challenges include choosing the right channels to reach them, since they aren’t as active in common social media platforms such as Facebook or LinkedIn (opting to spend more of their time on platforms such as StackOverflow and Reddit).
Marc Thomas
Updated: May 23, 2022
Planning and forecasting are a big part of SaaS marketing, and it’s vital to look ahead and build a strategy that gives you the best chance of achieving your growth goals. If you have a good enough understanding of your analytics, and have a clear idea of where you want to be next year, you …
Marc Thomas
Updated: May 17, 2022
Winter is coming. The economy is, sooner or later, going to go into recession. This will be rough for SaaS companies. Over the past few years valuations have been rising, investment rounds have been raised hastily and B2B SaaS companies have mostly been in hypergrowth mode. Many companies have already started making significant lay-offs and, …
Marc Thomas
Updated: April 19, 2022
Enterprise level SaaS companies with sales-led go-to-market functions sometimes ask us how they can change their go-to-market strategy to be product-led. They’ve heard of enterprise businesses like Adobe and Heroku who moved from sales-led to product-led and are convinced that if they could only make that happen, they too would experience huge revenue growth and …
Marc Thomas
Updated: April 1, 2022
Google Analytics is changing: universal analytics (UA) is going away and is being replaced by Google Analytics 4 (GA4). GA4 represents a totally new way of thinking about analytics for everyone. It’s a scary change for many because from July 2023, their current analytics setup will no longer collect additional data and there is no …
Marc Thomas
Updated: January 21, 2022
It’s extremely difficult to speak to everyone at once — but that’s what a lot of B2B SaaS companies try to do when they have multiple customer profiles. As a result, they create one-size-fits-all marketing that doesn’t speak to anyone. Many companies have products with good traction that serve a well-defined industry and work …
Marc Thomas
Updated: April 4, 2022
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? …
