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Dev Basu
Updated: May 21, 2021
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
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
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
Updated: May 18, 2021
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
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
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, …
Michael Smith
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 …
Michael Smith
Updated: June 19, 2020
Most of the conversation in SEO is about how to get to the top, not about how to stay there. But for SaaS companies that do reach position one for their bottom of the funnel keywords, very often they’ll shift their focus away from those terms to tackle other terms higher in the funnel. The …
Brandon Coward
Updated: April 12, 2021
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
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 …
