Category: PPC Marketing
Michael Smith Last updated: June 19, 2020 How to budget for search engine optimization (SEO) is a topic that’s been coming up a lot lately in our conversations with SaaS founders and marketing managers. And when we looked at the existing articles on this topic, we realized essentially all of them omit the thing these SaaS companies are trying to understand: how do …
Dev Basu Last updated: May 13, 2020 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 …
Brandon Coward Last updated: May 25, 2020 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 …
Brandon Coward Last updated: May 25, 2020 We’ve noticed that many SaaS companies make changes to their PPC campaigns too soon, and without ever having established a baseline to measure performance. They’ll wait a period of time — a day, a week, or sometimes a few hours — and say it’s not working because they’re not getting enough clicks, or the clicks …
Dev Basu Last updated: May 25, 2020 We talk to several B2B SaaS founders and marketers who are considering working with us, and one of the decisions many of them wrestle with is whether to get outside marketing help from an agency like us, or from a solo consultant. Yes, we are an agency, but we don’t think that means that every …
Michael Smith Last updated: May 25, 2020 Between Moz, Backlinko, and Ahrefs, there are many great resources that explain the process for doing SaaS keyword research, but we’ve noticed that the majority of them skip what we see as the first crucial step. The first step is to talk to the people in your company who talk to customers (sales and customer success teams). …
Dev Basu Last updated: May 25, 2020 For B2B SaaS companies, “identifying your best customers” is often an ambiguous endeavor. At best, most will create SaaS buyer personas to base their marketing around — but there’s a lack of refinement that we believe can be the root cause of many marketing issues that companies struggle with. Some of these issues include (but are …
Brandon Coward Last updated: May 25, 2020 There is an occasional tendency among B2B SaaS companies to write off Facebook as a viable channel for reaching potential customers. Often, they’ve either tried using Facebook ads that haven’t worked or they’ve opted not to try them at all. But this tendency stands in contrast to what we see in our day to day …
Dev Basu Last updated: May 25, 2020 In our experience, many B2B SaaS companies abandon their paid media channels too early, without fully exploring all the options available to them, and based on hunches instead of data. We’ve learned from discussions with prospects and clients that there is a tendency to make false assumptions about their optimal customer-channel fit, often because of past …
Brandon Coward Last updated: May 25, 2020 In our work with B2B SaaS clients, we find that about 50% of the time LinkedIn is the most effective channel for driving leads. And yet many companies come to us who either haven’t tried it because it’s too expensive, or have tried it in a limited capacity and seen subpar results. The reason LinkedIn works so well …
