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Michael Smith Last updated: April 12, 2021 Visit most SaaS websites and you’ll notice a common design trend: they try to communicate too much at once. This turned out to be the case for one of our current clients, IQ Interactive. They’re a B2B SaaS company who’ve been in the digital signage business for more than a decade. But in 2018, they began shifting …
Michael Smith Last updated: April 12, 2021 When traffic and leads start to stall, most SaaS companies think that publishing more content is the solution. But that often raises more questions than answers, like: Who should be the writer? What should we write about? How should we conduct our keyword research? We remember receiving an email from someone with a top-notch, in-house content …
Michael Smith Last updated: December 18, 2020 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 …
Michael Smith Last updated: December 18, 2020 During a recent conversation, a SaaS CEO was explaining to us that he’d just hired a new head of content, and the new hire wanted to create some white papers (a common type of lead magnet in B2B SaaS). The CEO said to us, “You mentioned that white papers are not that useful. How should we …
Dev Basu Last updated: December 18, 2020 When companies are trying to decide whether to hire an in-house marketer (or in-house marketing team) versus an agency, they often struggle with the decision. The process of hiring people in-house takes significant time and resources, but also results in full-time employees that are under their roof, aligned with their interests, and entirely dedicated to …
Brandon Coward Last updated: December 18, 2020 For prospects to convert into customers, they need to feel a sense of certainty that the monetary and time investments involved with adapting a new system into their business will be worth it. As such, B2B lead generation and nurturing takes time and many different touch points along the path to a sale. This is what …
Brandon Coward Last updated: December 18, 2020 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 …
Dev Basu Last updated: December 18, 2020 There’s a tendency among B2B SaaS companies to switch off marketing to prospects once they’ve signed up for a demo. At this stage, it becomes the sales team’s responsibility to close them, and marketing continues to focus on getting more prospects into their pipeline. But especially in enterprise SaaS with many different decision-makers involved, all with …
Michael Smith Last updated: December 18, 2020 There’s a lot of talk in the digital marketing world about the importance of better collaboration between paid advertising and search engine optimization (SEO) teams, but in the B2B SaaS industry, that talk often fails to turn into action. Some CRO’s or Heads of Growth will express their desire for these teams to coordinate more, but …
Dev Basu Last updated: June 29, 2020 Most SaaS companies fall into two camps when it comes to competitor comparison landing pages. Camp 1 doesn’t make them because they think they’re an unethical potshot at their competitors. Camp 2 does create them, but they do so in a way that does a poor job of actually making a comparison (i.e., they’ll focus entirely on themselves, …
