The HBO Game of Thrones website describes this series, "Summers span decades. Winters can last a lifetime. Follow kings and queens, knights and renegades, liars and noblemen as they vie for power..."
Hey! Sounds like another day in the sales and marketing trenches!
Feel like existing SaaS inbound marketing tools aren't getting the job done? Maybe it's time to give them the Game of Thrones treatment. There are several lessons learned from watching this epic show's characters as Houses of Lannister and Stark struggle for dominance.
It's easy to get impatient. We want the ad campaign that goes viral and brings in thousands of qualified leads. We want to post that killer blog that nets record shares and lands you on the top of SERPs. The reality, however, is that even with all the right SaaS inbound marketing tools, sustainable profits require a patient, long-term and tactical approach.
As we mention in our post, Keep it Simple Saas Marketer, inbound marketing should be an incubation process. This means spending an entire quarter on single campaigns, churning out content that supports the campaign at each level of the sales funnel and optimizing landing pages so qualified leads are compelled to convert. After that quarter is out, you can still expect it to take another 12-months or more to generate significant momentum.
No, you may not be the biggest fish in the pond, but that's okay. The good news about inbound marketing is that little fish with big brains can enjoy substantial ROI. Just consider the story lines attached to Tyrion Lannister.
In the physical realm, he's a dwarf and battles that stigma his entire life. In the tactical and strategical world, Tyrion's wit, intellect and cunning wiles give him leverage over most rivals. As a dwarf, Tyrion is largely ignored as a nothing, and this gives him a surprising advantage. He's learned the art of keen observation and, paired with his education and intellect, he puts his observations to well-planned use against his adversaries.
You can use these same approaches to learn more about your target market personas and to notice where competitors aren't filling in the content gaps. This will result in high-quality content that builds a loyal brand following.
The battles and conquests of rival houses make for dynamic novels and television dramas, but they aren't desirable inside your company's walls. If you've noticed your sales and marketing teams wave their own Stark or Lannister banners, it's time to regroup.
Sales and marketing teams should never be overly compartmentalized. The more united those two houses are, the more unified the message will be and the more powerful your brand will become. Choosing the right CRM system can help to unify these entities, bringing peace and harmony to the proverbial kingdom.
Copying is never a good idea when the goal is to create a unique brand. That being said, there's nothing wrong with learning what to do and what not to do from the gamut of sales and marketing experts - including your competitors.
Blogs are one of the best SaaS inbound marketing tools out there because you can follow them for free and put their valuable insights, tips and tricks to work for your own company.
The Game of Thrones treatment might be just what your software marketing needs to thaw the kingdom's frustrating sales winter into a long and profitable summer.
