When their roof leaks, they call a contractor. When the car breaks down, they call their favorite mechanic. In these scenarios there are obvious connections between the customer's immediate problem and a solution. That's not always the case with software marketing.
SaaS marketing is already a challenge because services are always trickier to market than products are. Then there's the fact that your product/service might solve a unique or niche problem, or it might be a problem that customers don't even know they have until they've seen your services in action.
It's your job to let prospects know they have a problem or an efficiency issue and then show off your solution—but who? And how?
The following steps will help you move beyond the confines of your current market so you can grow the market base your business's future depends on.
There are a few different ways you can learn from current sales contacts.
For this step, we recommend getting up close and personal so you can ask clients what's up—or what has been up—for them. Forget about social media at this point. Ditch the emails and online surveys. If your software marketing team is having trouble developing the action-worthy inbound marketing content, it's time to talk to people in person. It's time to bring on the round table!
Send personal invites to several dozen of your best customers—and a handful of lagging customers as well. Connect with them in person by inviting them to a round table of sorts. If face-to-face isn't possible, host a Google Hangout and start a nitty-gritty conversation.
Have detailed questions ready about how they found you, what they found, what they wished they had found, what they liked and what you could do better. The more they talk, the more you glean invaluable tips about the nuanced software marketing strategies that will lead you to your next generation of qualified leads.
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