tag:blogger.com,1999:blog-83241333057394606482024-02-06T22:52:38.423-05:00Practical Advice on SaaS MarketingOptimizing Marketing and Sales of SaaS Solutions to EnterprisesPeter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comBlogger208125tag:blogger.com,1999:blog-8324133305739460648.post-14826028660393502422020-09-01T06:00:00.000-04:002020-09-01T06:00:04.326-04:00It's Hard to Overcome Inertia<div class="MsoNormal" style="font-family: Calibri, sans-serif; font-size: 12pt; margin: 0in 0in 0.0001pt;">
One thing I’ve learned in talking with customers: People have a high threshold for pain. It’s really difficult to get them to move away from whatever system they’re using to handle some task in their organization – no matter how bad that system is - and adopt a new one.<o:p></o:p></div>
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When I talk with customers that have recently purchased a new software-as-a-service (SaaS) <o:p></o:p></div>
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solution for their organization, I always ask “What system did you have before, and why did you decide to change.”<br />
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I nearly always hear back that the system they used before had to be bad - really, really bad - before they decided to replace it. Even when they know that it’s less than optimal – slow, hard-to-use, messy, whatever – they will often choose to just live with that pain if they can. <o:p></o:p></div>
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I’ve heard this from HR managers, finance executives, property managers, advertising professionals, and pretty much everyone else. Most people are willing endure a lot in order to avoid the expense and hassle of making a change. <o:p></o:p></div>
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<b>Only urgent problems get attention</b><o:p></o:p></div>
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If people are busy in most organizations, that’s doubly true for folks that are considering SaaS solutions. As I’ve talked about before, these people have day jobs. They’re managing HR, finance, sales, or some other full-time responsibility. They don’t have a few open weeks or months to evaluate SaaS solutions. They have a long list of tasks to focus on and only the most urgent problems an get their attention. (See video “<a href="https://vimeo.com/153523037" style="color: #954f72;">Only urgent problems get attention</a>.”)<o:p></o:p></div>
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If you’re marketing a SaaS solution and the problem you solve is way down on your prospect’s list of problems that need attention, your first task is to push that problem toward the top of the list. An <i>annoying</i> problem – one they can live with - needs to become an <i>urgent</i> problem – one that can’t be ignored.<o:p></o:p></div>
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<b>Look for deeper pain<o:p></o:p></b></div>
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When SaaS solution vendors are touting their advantages over existing systems, I typically hear some variation of this: “We’re faster and we’re less expensive.” They talk about how their system will save <o:p></o:p></div>
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the customer money and let them work more efficiently. Some will go on to quantify the saving and even calculate the ROI on buying their solution.<br />
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“Faster and cheaper” are useful advantages, but they’re usually just table stakes. Marketers should look for the deeper, more urgent problems – issues that can truly imperil the business - that can more effectively motivate a prospective customer. </div>
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For a financial services professional, for example, their biggest problem – one near the top of their list – may be the need to reduce risk. For an HR professional, it may be that they are so buried in administrivia that they’re unable to have significant impact on the organization. I once heard from a property management executive that managed several different offices that their biggest fear was the risk of embezzlement.<o:p></o:p></div>
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<b>Focus first on the pain, not the solution</b><o:p></o:p></div>
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A reminder to marketers: your biggest competitor is usually inertia. At least in the initial discussions with prospective customers, you’re usually competing against the impulse to “do nothing,” not against a vendor offering a similar solution. <o:p></o:p></div>
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Showing how you stack up against other vendors’ solutions doesn’t matter so much at this stage. It’s way more important to show that the customer has an urgent problem – one that cannot be ignored. Only when they get there have you earned the right to show them that you can solve that problem.<o:p></o:p></div>
Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-5493257198241591762020-08-01T06:00:00.000-04:002020-08-01T06:00:03.351-04:00How much should you spend on marketing?<div class="MsoNormal" style="font-family: Calibri, sans-serif; font-size: 12pt; margin: 0in 0in 0.0001pt;">
<span style="font-size: 12pt;">I get this question a lot.</span></div>
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But even though I’ve been working with software-as-a-service (SaaS) companies for more than 15 years, I still don’t have an answer.</div>
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Or at least I don’t have a <i>simple</i> answer.<o:p></o:p></div>
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To answer that question – how much should we spend on marketing - first you need to answer a second question – how much revenue are you generating from your marketing. The two questions go together. Just asking the first, by itself, isn’t very helpful.<o:p></o:p></div>
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To know how much you should be putting into marketing, you need to know how much you’ll be getting out of it.<o:p></o:p></div>
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The SaaS metrics gurus express this as customer acquisition cost (CAC) relative to customer lifetime value (LTV). (See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2015/8/3/acquiring-customers-aint-cheap" style="color: #954f72;">Acquiring Customers Ain’t Cheap</a>.”)<i><o:p></o:p></i></div>
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<b>Think of customer acquisition like a machine<o:p></o:p></b></div>
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A former colleague explained the concept to me like this. SaaS companies are trying to build a customer acquisition machine. This machine turns the marketing and sales investment into customer revenue.<o:p></o:p></div>
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When the machine is working well, for every dollar you put into the machine, at least three dollars comes out. <o:p></o:p></div>
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By contrast, a poorly functioning machine turns every dollar into 80 cents.<o:p></o:p></div>
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So, to get back to the original question – how much should you spend on marketing - if you’ve built a well-functioning customer acquisition machine and it turns one dollar into three dollars or more, you should spend as many dollars as you possibly can. At least until the machine stops working.<o:p></o:p></div>
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<b>Where’s the best place to spend your marketing budget?</b><o:p></o:p></div>
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Here’s a related question I get often and again one that I can’t answer simply. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTls66n5HwCIUpld7xvalGTvQNwqejC92b0isWH9WRRKwt8ZResfT6ywn98_lyoQ-KA1Z7yv1hqC56kTKh_9Suk1sjNT_2u_QeCferh1vvbjiygphvHxWEhO9ffhP2jUm6Asb3X7Qfk3s/s1600/question2.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="737" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTls66n5HwCIUpld7xvalGTvQNwqejC92b0isWH9WRRKwt8ZResfT6ywn98_lyoQ-KA1Z7yv1hqC56kTKh_9Suk1sjNT_2u_QeCferh1vvbjiygphvHxWEhO9ffhP2jUm6Asb3X7Qfk3s/s320/question2.jpg" width="147" /></a>There’s certainly no shortage of options: SEO, pay-per-click, email, LinkedIn, webinars, social media, events, ad infinitum.<o:p></o:p></div>
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I’ve tried them all and in all kinds of combinations. Some have worked well, others not so well. What works for some companies doesn’t work for others, and some tactics that work well at first sometimes just stop working. (See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2013/05/saas-marketing-tactics-do-whatever-works.html" style="color: #954f72;">SaaS Marketing Tactics: Do Whatever Works</a>.”)<o:p></o:p></div>
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Sorry I can’t answer the question directly about where to spend your marketing resources most effectively, but I can suggest two ways to help you find out.<o:p></o:p></div>
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1.<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span>Try different tactics, measure what works, and make adjustments. <o:p></o:p></div>
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2.<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span>Ask your customers where they look for solutions like yours. Ask how they found you.<o:p></o:p></div>
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So, there you have it. Two common questions with no simple answers. Yes, SaaS marketing can be difficult.<o:p></o:p></div>
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Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-12033376854134423862020-07-01T06:00:00.000-04:002020-07-01T06:00:07.758-04:00Benchmarks: Don't Hide This SaaS Benefit<div class="MsoNormal" style="font-family: Calibri, sans-serif; font-size: 12pt; margin: 0in 0in 0.0001pt;">
<span style="font-size: 12pt;">A company may have lots of ways to know what’s going on </span><i style="font-size: 12pt;">inside</i><span style="font-size: 12pt;"> their organization.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">But it’s more </span></div>
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difficult to know what’s going on <i style="font-size: 12pt;">outside</i><span style="font-size: 12pt;">.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">How are they doing relative to other companies.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">What are others doing that they can learn from?</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">What mistakes are others making that they can avoid?</span><span style="font-size: 12pt;"> </span><br />
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During the height of the Covid-19 crisis, one of my clients asked a few dozen customers what they were doing to adjust to the new business conditions. Besides helping some struggling customers and providing reassurance, it also let them gather a few useful insights.<o:p></o:p></div>
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Then they shared those insights, anonymously of course, with the rest of their customers. It was sent to that large audience under the subject line: “Here’s what your peers are doing to manage through the crisis.”<o:p></o:p></div>
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Customers responded well. The advice was helpful, timely, and gave a window into what their peers were up to.<o:p></o:p></div>
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<b>Understanding your customers is something SaaS companies can do especially well<o:p></o:p></b></div>
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Lots of software-as-a-service (SaaS) companies should be able to easily gather and share information like that.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYzzGVWaMcwU12YUK3sLdWxmDz0T3I1Fhixz3WNjKVk_O3CbH17ZiwfW_NLWfB1REX5o1497lnjMi-MHJfz5jam9xXy6s6XwFMBttC5eajuaP5nTMSUzH7UQbvA1qUXezSMSuh6wj-Urc/s1600/magnifying+glass+detective.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1379" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYzzGVWaMcwU12YUK3sLdWxmDz0T3I1Fhixz3WNjKVk_O3CbH17ZiwfW_NLWfB1REX5o1497lnjMi-MHJfz5jam9xXy6s6XwFMBttC5eajuaP5nTMSUzH7UQbvA1qUXezSMSuh6wj-Urc/s320/magnifying+glass+detective.jpg" width="275" /></a>In fact, they don’t even need to talk to their customers. Because they’re hosting the data in the cloud, they can see the vital information themselves.<o:p></o:p></div>
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A SaaS HR systems vendor, for example, can find in the system useful information on sick days, turnover, or time-to-fill open positions.<span style="font-size: 12pt;"> </span></div>
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A CRM vendor can see the ratio of opportunities per lead and the average length of the sales cycle. An ERP vendor can see average inventory levels or key financial metrics.<o:p></o:p></div>
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Vendors that sell into verticals can share industry-specific information. A vendor that hosts a solution for car dealers, for example, can see the average sales per month, the value of extras sold with each vehicle, and the average time a vehicle stays on the lot.<o:p></o:p></div>
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<b>Benchmarks are useful<o:p></o:p></b></div>
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Of course, SaaS vendors need to be very careful to share only aggregate data. They can’t be in the business of sharing private data of individual customers.<o:p></o:p></div>
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But with proper protections, they can regularly collect and share helpful benchmark information that allow companies to compare themselves to their peers.<o:p></o:p></div>
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That information is valuable. HR managers, marketing professionals, sales executives, supply chain managers, etc. all want to know how they stack up.<o:p></o:p></div>
Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-61455982883354413732020-06-01T06:30:00.000-04:002020-06-01T06:30:00.238-04:00Avoiding Website Ratholes: Advice for SaaS Marketers<br />
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Nobody seems happy with their website. </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhP0qiBXxFYAF7g0jz7-Qdf1eY75nuShra9Pw9K6CYfd6Y0L6e4BnJ2-lt-X_Gcj0oHUEMktKjgqugfJ-VDgccoplD1iDMlblvMkRhRmArx-pFJSEtrtMzOWwORbQViDPX9_-KjlB35u7c/s1600/unhappy+person.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="996" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhP0qiBXxFYAF7g0jz7-Qdf1eY75nuShra9Pw9K6CYfd6Y0L6e4BnJ2-lt-X_Gcj0oHUEMktKjgqugfJ-VDgccoplD1iDMlblvMkRhRmArx-pFJSEtrtMzOWwORbQViDPX9_-KjlB35u7c/s320/unhappy+person.jpeg" width="199" /></a></div>
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<o:p></o:p></div>
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In talking with lots of Marketing managers over many years,
I’ve found that they tend to fall into one of only two camps:<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
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<span style="mso-spacerun: yes;"><br /></span></div>
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<ul>
<li>People that are currently redoing their website, or</li>
<li>People that are planning to redo their website.</li>
</ul>
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<span style="text-indent: -0.25in;">In other words, </span><i style="text-indent: -0.25in;">nobody’s</i><span style="text-indent: -0.25in;"> really happy with their
existing website.</span></div>
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<o:p></o:p></div>
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Over the last year, I’ve worked with 4 different clients on
a complete overhaul of their websites.<span style="mso-spacerun: yes;"> </span>And
I’ve recommended suggestions for website improvements for almost every other
client.<o:p></o:p></div>
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<b>Too many choices</b><o:p></o:p></div>
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One of the most challenging parts of overhauling a website,
or building one from scratch, is all the choices.<span style="mso-spacerun: yes;"> </span>You need to make decisions about design,
text, navigation, development, illustrations, ad infinitum.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
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Though certain conventions have been established (e.g. a
navigation bar running horizontally across the top of the page), there are
still millions of details to wade through.<span style="mso-spacerun: yes;">
</span>I’ve had discussions about the right color of a person’s hair in a stock
photo, I kid you not.<span style="mso-spacerun: yes;"> </span>Working through
all these issues large and small, it’s easy to get lost, stuck, or frustrated.<span style="mso-spacerun: yes;"> </span>You can head down a lot of ratholes.<o:p></o:p></div>
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Based on my experience – meaning I’ve gone down lots of
these ratholes myself - let me offer some suggestions on avoiding the same
mistakes.<o:p></o:p></div>
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<b>Keep your goals top-of-mind<o:p></o:p></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdEX50LYt4Nku55N6MWWPCjdhy0gmitUa-TsQaP2zqvf26-cbGHr9qUiYpAFCTqA23XwPpMh92fjpGG3vv0MxUWIlj9aoYA9TogfWL3qn6STGJCFDmbPTuQWhwqEbx5cXQ2i_GsthyphenhyphenoSs/s1600/man+with+plan.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1261" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdEX50LYt4Nku55N6MWWPCjdhy0gmitUa-TsQaP2zqvf26-cbGHr9qUiYpAFCTqA23XwPpMh92fjpGG3vv0MxUWIlj9aoYA9TogfWL3qn6STGJCFDmbPTuQWhwqEbx5cXQ2i_GsthyphenhyphenoSs/s320/man+with+plan.jpeg" width="252" /></a></div>
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Specify your primary goals at the start of your website
overhaul, get everyone on board, and keep those goals in front of you
throughout the project.<span style="mso-spacerun: yes;"> </span>They’ll help you
stay focused, remind you of your priorities, and guide you as you work through
details. <o:p></o:p></div>
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As you think about whether to add a particular section, use
a screenshot instead of an illustration, or where to put call-to-action
buttons, refer back to your overall goals.<span style="mso-spacerun: yes;">
</span>Which action best supports those objectives?<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
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By the way, you may find that some of these choices make no
real difference at all, in which case you’re wasting time fixating on
them.<span style="mso-spacerun: yes;"> </span>Move on.<o:p></o:p></div>
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<b>Clearly articulate your value proposition</b><o:p></o:p></div>
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The key benefits and advantages of your solution should be
consistently conveyed throughout your website.<span style="mso-spacerun: yes;">
</span>In fact, that should be the case with all your marketing programs.<span style="mso-spacerun: yes;"> </span>(See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2015/7/31/two-essentials-for-saas-marketing">Two
essentials for SaaS marketing.</a>”)<o:p></o:p></div>
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You can argue about particular words or illustrations, but the
messages should be set in stone.<span style="mso-spacerun: yes;"> </span>It
should be crystal clear to the visitor who your solution is for, what problem
it solves, and why they should buy it from you.<span style="mso-spacerun: yes;">
</span>Don’t move ahead with the website until the value proposition and
messages are in place.<o:p></o:p></div>
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<b>Work from an outline</b><o:p></o:p></div>
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Before you start writing text, selecting illustrations,
considering designs, or doing anything else, prepare an outline.<span style="mso-spacerun: yes;"> </span>Think through and get agreement on the
structure, the purpose, and contents of each page or section.<span style="mso-spacerun: yes;"> </span>You’ll probably end up making changes as you
get into the project, but to use a construction analogy, you don’t want to be
designing the house while you’re building it.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZ0esRceVuDZ8f1GORBVROvR_nWLq9LaU9y0RDw42nNg59LvOyoR-xUvDf0PHf3k6b_6cO8olhAGA1goZjAvdap9YWhyphenhyphenVL7_GfImeWD52LwkiNuPagW2D9Z3Wi1iYMegqy8IGE0znGjsA/s1600/man+with+measuring+tape.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1535" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZ0esRceVuDZ8f1GORBVROvR_nWLq9LaU9y0RDw42nNg59LvOyoR-xUvDf0PHf3k6b_6cO8olhAGA1goZjAvdap9YWhyphenhyphenVL7_GfImeWD52LwkiNuPagW2D9Z3Wi1iYMegqy8IGE0znGjsA/s320/man+with+measuring+tape.jpg" width="306" /></a><o:p> </o:p></div>
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<b>Measure what can be measured</b><o:p></o:p></div>
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Rely on actual website data when it’s available. Information
on visitors’ behavior collected on the <span style="mso-spacerun: yes;">
</span>You’ll see how visitors found you, how they entered and navigated
through the site, what material was most popular, what material was never found,
and other vital information that can help you make improvements with the new
site.<span style="mso-spacerun: yes;"> </span>Referring to data can often be
more useful than opinions in guiding the project.<o:p></o:p></div>
existing site can often be helpful in
making decisions about the new site.<br />
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Overhauling a website or building an entirely new one is a
big project.<span style="mso-spacerun: yes;"> </span>But that’s what you should
expect with such a critical piece of your customer acquisition process.<span style="mso-spacerun: yes;"> </span>It will require hard thinking, difficult
decisions, and probably more time than you think.<span style="mso-spacerun: yes;"> </span>By following a few basic rules, though, you
should be able to make the experience a bit less frustrating and a lot more
productive.<o:p></o:p></div>
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<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-55676221237760833652020-05-01T06:00:00.000-04:002020-05-01T06:00:02.819-04:00Is all that blogging working for you?<div class="MsoNormal" style="font-family: Calibri, sans-serif; font-size: 12pt; margin: 0in 0in 0.0001pt;">
I’m a believer in blogging. I’ve been writing a monthly post for more than 10 years, and people do find me through my blog.<o:p></o:p></div>
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Based on the numbers, I know lots of others have a similar faith in blogs. I’m not sure of the official <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTDtRlopYVfj2-UaV1tYhIfIrYYma0uBAWciNzMzypsQWcRbvmTvIWB3wBo0Bfhs7HbWsV4Oya75j1pHIkbuVl6Fo0z-W79UELAVDCRPNyEp_rMQR3OQXAVKGlHpEzXLuTBSFQzQg8gpg/s1600/writer.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1551" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTDtRlopYVfj2-UaV1tYhIfIrYYma0uBAWciNzMzypsQWcRbvmTvIWB3wBo0Bfhs7HbWsV4Oya75j1pHIkbuVl6Fo0z-W79UELAVDCRPNyEp_rMQR3OQXAVKGlHpEzXLuTBSFQzQg8gpg/s320/writer.jpg" width="310" /></a></div>
count, but my guess on the total number of blogs out there is about a billion.<br />
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Blogs are a standard part of the marketer’s repertoire, and for good reason. Done well, they can help companies attract visibility and gain credibility. If they’re publishing useful information, people that care about the topic should pay attention, and they may conclude that the writer is some kind of an expert.<o:p></o:p></div>
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But what if they’re not done so well?<o:p></o:p></div>
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<b>Write about what the reader cares about<o:p></o:p></b></div>
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Sometimes blogs start off on the wrong foot right from the start. Instead of being about topics the reader might care about, they’re all about the company and its products. They’re just a series of promotional copy, barely disguised as a blog. Who would want to regularly read something like that? <o:p></o:p></div>
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My friend, John Crowley, writes a blog for <a href="https://www.peoplehr.com/blog/" style="color: #954f72;">People HR</a>, a company that markets software for HR professionals. It’s one of the most popular HR blogs in the U.K. and covers all kinds of topics that HR managers care about. The blog almost never talks about HR software. Instead, it offers useful insights on video interviews, employee mental health, office dress codes, and workplace coffee etiquette. One of its most popular posts is titled: “<a href="https://www.peoplehr.com/blog/2015/08/21/office-problems-how-to-tell-a-colleague-they-smell/" style="color: #954f72;">How to tell a colleague they smell.</a>”<o:p></o:p></div>
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<b>Write on a regular schedule</b><o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQZMXbq1YXyQrWBwGtSmguI1ZVLuYEexNJGyFVQdtVQeQiPZeKRmpgLBI948676f0Y_GPhCrFWhittU37LjUFChlhhRHhUeBskeZrKxHmyGc6OrgXqywbPVPMp7barkVNF_HZ0rwMCR58/s1600/friday13.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1578" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQZMXbq1YXyQrWBwGtSmguI1ZVLuYEexNJGyFVQdtVQeQiPZeKRmpgLBI948676f0Y_GPhCrFWhittU37LjUFChlhhRHhUeBskeZrKxHmyGc6OrgXqywbPVPMp7barkVNF_HZ0rwMCR58/s320/friday13.jpg" width="315" /></a></div>
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Lots of marketing people commit to a blog schedule that’s way too ambitious. Though I’m sure their intentions are good, marketers that plan to crank out a blog post every week or even 2 or 3 times per week may underestimate how much work that requires. That initial flush of enthusiasm usually wanes after a few tortured weeks living under a deadline.<o:p></o:p></div>
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I do see a post from <a href="https://seths.blog/2020/02/the-free-market-is-elusive/" style="color: #954f72;">Seth Godin</a> <i>every single day</i>, even it’s only a few sentences, but that commitment is super-human. On the other hand, thousands of us SaaS Marketers – me included - avidly read <a href="https://www.forentrepreneurs.com/" style="color: #954f72;">For Entrepreneurs</a> from David Skok, which he publishes only a few times per year. <o:p></o:p></div>
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The lesson here is that <i>consistency </i>matters. Publish on a regular schedule and commit the time and resources to hit that schedule. Seeing a blog with the most recent post dated “2013” doesn’t send the right message.<o:p></o:p></div>
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<b>Show some personality</b><o:p></o:p></div>
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One of the great things about blogs is how easy they are to publish. No giant corporate infrastructure is required. Someone with something useful to say can just have at it. <o:p></o:p></div>
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And blogs are best when they actually <i>sound</i> like they’re written by someone – a real person – not some anonymous corporate oracle. <o:p></o:p></div>
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I have no problem with blog writers adhering to corporate standards and reflecting the company’s particular culture. But how many people are eager to regularly read a stream of disembodied corporate mush?<o:p></o:p></div>
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My friend Michael Katz’s <a href="https://bluepenguindevelopment.com/newsletter-blog/" style="color: #954f72;">posts</a> include stories about his family and friends.<o:p></o:p></div>
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For years, my own blog posts included a family of cartoon characters to accompany them, hopefully to illustrate key points. But when someone commented that the cartoons don’t look “professional,” I left them out of a few issues. <o:p></o:p></div>
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Surprisingly, I then got comments that readers <i>missed</i> the cartoons. I missed them too. So, I brought them back, “corporate image” be damned. <o:p></o:p></div>
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Blogs can be a helpful marketing tool. But if you choose to do one, make it interesting, publish it regularly, and don’t be afraid to show some personality.<o:p></o:p></div>
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Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-13394389463010154052020-04-01T06:00:00.000-04:002020-04-01T06:00:01.473-04:00Lessons from a pandemic<div class="MsoNormal" style="font-family: Calibri, sans-serif; font-size: 12pt; margin: 0in 0in 0.0001pt;">
I’ll be honest. Never did I think I’d ever write an article with a headline like that. <o:p></o:p></div>
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Most of the time I’m writing about situations I’ve seen before – sometimes many times before. This is not one of those times.<o:p></o:p></div>
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But I have learned a lot over the last few weeks. Perhaps we’ll be through the worst of this crisis by the time you read this, but I think some lessons have value beyond the short term.<o:p></o:p></div>
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<b>Prospects have other priorities</b><o:p></o:p></div>
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Right now, many prospective customers are trying to manage their way through urgent challenges, <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3t5FFJ4jely90URK-zCkVW7E_0VMfa7aR9_LgMbbgkn4USrj1yT52XPg4303fdRq5qj87Sf8i0z-tpdouU_EIr-7-w-RTYpwpA_qnrLWZAot3QMsbH3-J1LNaNAeNHSdxRln4vsDJgEg/s1600/confused+man.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1368" data-original-width="1600" height="273" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3t5FFJ4jely90URK-zCkVW7E_0VMfa7aR9_LgMbbgkn4USrj1yT52XPg4303fdRq5qj87Sf8i0z-tpdouU_EIr-7-w-RTYpwpA_qnrLWZAot3QMsbH3-J1LNaNAeNHSdxRln4vsDJgEg/s320/confused+man.jpg" width="320" /></a></div>
doing what they can to keep their businesses afloat. No matter how much your new solution can enhance efficiency, improve service, reduce risk, or whatever other benefits you're promising, evaluation new software-as-a-service (SaaS) solutions in not an immediate priority.<br />
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<span style="font-family: Calibri, sans-serif; font-size: 12pt;">Though that’s surely the case as they deal with a pandemic, it’s true at other times as well.</span><span style="font-family: Calibri, sans-serif; font-size: 12pt;"> </span><span style="font-family: Calibri, sans-serif; font-size: 12pt;">For the people that use our SaaS solutions - HR managers, finance professionals, marketing executives, sales managers, etc. – they are </span><i style="font-family: Calibri, sans-serif; font-size: 12pt;">always</i><span style="font-family: Calibri, sans-serif; font-size: 12pt;"> juggling lots of priorities.</span><span style="font-family: Calibri, sans-serif; font-size: 12pt;"> </span><span style="font-family: Calibri, sans-serif; font-size: 12pt;">(See </span><a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2016/6/10/your-prospect-has-a-day-job" style="color: #954f72; font-family: Calibri, sans-serif; font-size: 12pt;">“Your prospect has a day job.”</a><span style="font-family: Calibri, sans-serif; font-size: 12pt;">)</span><span style="font-family: Calibri, sans-serif; font-size: 12pt;"> </span><span style="font-family: Calibri, sans-serif; font-size: 12pt;">The evaluation and purchase journey is not likely to move smoothly and predictably from one step to the next.</span><span style="font-family: Calibri, sans-serif; font-size: 12pt;"> </span><span style="font-family: Calibri, sans-serif; font-size: 12pt;">Sometimes it’s more like two steps forward and one step back.</span><span style="font-family: Calibri, sans-serif; font-size: 12pt;"> </span><br />
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Adjust your marketing strategy to fit. For prospects at the “not yet ready” stage, often it’s best to provide material that can help educate them. A buyer’s guide, examples of other customers’ experience, or other helpful advice may be more effective than promotional material that’s all about features and functions.<o:p></o:p></div>
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<b>Communicate with your existing customers</b><o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw3HtoURIaNU_fEOHMIjSpMJ9y3P3nfue-0jWvdkREDusJzTAJbo4GBF_nJlhaF3SjeXQeAni-x2mthflvUhNukJPHR5mAenuYXnn0YapqrmwC-SWVUmwg21Z0XYtwKi-rdGWbGe5IFbk/s1600/trust.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1448" data-original-width="1600" height="289" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw3HtoURIaNU_fEOHMIjSpMJ9y3P3nfue-0jWvdkREDusJzTAJbo4GBF_nJlhaF3SjeXQeAni-x2mthflvUhNukJPHR5mAenuYXnn0YapqrmwC-SWVUmwg21Z0XYtwKi-rdGWbGe5IFbk/s320/trust.jpg" width="320" /></a></div>
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Staying in touch with existing customers during this crisis is critical. Some of the more effective communication I’ve seen focuses on SaaS companies’ plans to keep the system up and running and maintaining access to customer support - issues that are probably most pressing for customers. Some companies are also providing leeway to customers on monthly payments.<o:p></o:p></div>
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Any email or phone call that <i>doesn’t</i> acknowledge that we’re facing an unusual situation sounds like you’re living under a rock.<o:p></o:p></div>
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<o:p> </o:p><span style="font-size: 12pt;"> </span></div>
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Regular communication with customers should extend beyond the crisis, as well. You should pass along tips on how to get the most from the solution, how to use new features, or lessons from other users. Customer are often interested in benchmarks compiled from aggregate data that allow them to look at their operations in comparison to peers.<o:p></o:p></div>
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<b>Tell prospects who you are</b><o:p></o:p></div>
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Customers of SaaS solutions are relying on their vendors to run an essential part of their business. During a crisis, they need to know that their vendors understand their business and the special challenges it might be facing. <o:p></o:p></div>
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One of my clients, a provider of a SaaS solution for HR professionals, has communicated to customers that it knows these people are handling a deluge of urgent issues right now and assured them that their system is stable and supported. <o:p></o:p></div>
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Letting customers and prospects know who you are is a good practice long-term as well. Though your website, in presentations, and other marketing material, explain that you understand their business, speak their language, and know the challenges they face. Features and functions, by themselves, are not enough. Prospects need to know that they can trust you. (See <a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2017/8/23/earning-customer-trust" style="color: #954f72;">“Earning customer trust.</a>”)<span style="color: red;"><o:p></o:p></span></div>
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<b>Make time for strategic thinking<o:p></o:p></b></div>
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As difficult as this crisis is, it can be seen as a unique opportunity to take a step back from the hectic <o:p></o:p></div>
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day-to-day of managing marketing campaigns. Though it may be a forced hiatus, some SaaS companies are using this as a time to review fundamental strategy.<br />
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They’re thinking about whether their messages are still appropriate and speak to their prospects’ most urgent needs. Those needs may have changed as a result of the pandemic and your message may need to be adjusted as well. For example, it might be time to put special emphasis on the ability to access your solution remotely.<o:p></o:p></div>
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SaaS companies are checking that the channels and media they’re using are effectively reaching their target audience. They’re assessing whether the programs they have in place cover the entire customer journey.<o:p></o:p></div>
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Taking this strategic perspective is a good practice even after we’ve emerged from this crisis. It’s important to review the fundamentals of your marketing program periodically to be sure you’re reaching the right people, at the right time, through the right channels, with the right messages. <o:p></o:p></div>
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I hope you will all come through this challenge with good health, a bit of wisdom gained from difficult experience, and greater perspective on what really matters. Stay safe.<o:p></o:p></div>
Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-42531413200390753272020-03-01T10:48:00.000-05:002020-03-01T10:48:06.488-05:00Overcoming the implementation challenge<!--[if gte mso 9]><xml>
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<!--StartFragment-->
<div class="MsoNormal">
So, you’ve built a great product.<span style="mso-spacerun: yes;"> </span>Bravo!<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Better yet if you’ve figured out how to market it.<span style="mso-spacerun: yes;"> </span>You’re getting it in front of prospective
customers and they quickly see how it can be helpful.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But just showing the product’s benefits and advantages isn’t
enough.<span style="mso-spacerun: yes;"> </span>Prospects need to see more than that.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi95lBlBh9dN3VIBZjOV3ZFk93PU6w9cLxl_BTLjDjVFuyPg-owy_vLDMS45ZUhy6ASozOS56SY1cHE2VDXYGda1XWESjlCUDZ5fOP-o38vg9STj-I-bIg3_PFU1dIOefPMohwYv1vSmxc/s1600/Worried+cartoon+person.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1026" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi95lBlBh9dN3VIBZjOV3ZFk93PU6w9cLxl_BTLjDjVFuyPg-owy_vLDMS45ZUhy6ASozOS56SY1cHE2VDXYGda1XWESjlCUDZ5fOP-o38vg9STj-I-bIg3_PFU1dIOefPMohwYv1vSmxc/s320/Worried+cartoon+person.jpg" width="205" /></a><o:p> </o:p></div>
<div class="MsoNormal">
Before they make a purchase decision, they want to see a
smooth path to implementing your <span style="mso-spacerun: yes;">
</span>They want a painless way to get from where they are now to where you’re
promising to take them. <o:p></o:p></div>
solution.<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They especially want to know that things won’t go wrong during
the transition.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Important data won’t get lost<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Reports won’t be delayed<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
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<!--[if !supportLists]--><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Essential work won’t be interrupted<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->There’ll be no pushback from end users.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
No matter how wonderful your solution might be, prospects know
that adopting a new product is risky.<span style="mso-spacerun: yes;"> </span>That
risk and fear can bring the purchase process to an abrupt stop.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>What not to do <o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I’ll offer some advice on how to overcome this obstacle, but
first let me point out what probably <i>won’t</i> work:<span style="mso-spacerun: yes;"> </span>Doing more demos.<span style="mso-spacerun: yes;"> </span>Showing more features, benefits, and advantages
doesn’t address the core objection.<span style="mso-spacerun: yes;">
</span>These prospects already see the value of the new features. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And dropping the price is probably equally ineffective.<span style="mso-spacerun: yes;"> </span>Fear of moving from one process to another is
the issue, not cost.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>What could help<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Instead, you should show prospective customers a clear,
low-risk path to successfully adopting the solution.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrzdjQ9sp9VGTn8myQnxvLiQuSePUCkhYDWGEDmTeifMOw9M8bD_Wc9zjN4JdZsfx36Ly_QnfkWBbkh2WqPCTQWDN-Q9O4zya7NGtYoGh6z9D7ddl80G0dV5bUP6wQHI85b2oVNUsf9uE/s1600/man+with+plan.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1261" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrzdjQ9sp9VGTn8myQnxvLiQuSePUCkhYDWGEDmTeifMOw9M8bD_Wc9zjN4JdZsfx36Ly_QnfkWBbkh2WqPCTQWDN-Q9O4zya7NGtYoGh6z9D7ddl80G0dV5bUP6wQHI85b2oVNUsf9uE/s320/man+with+plan.jpeg" width="252" /></a></div>
<div class="MsoNormal">
<i>Share your step-by-step implementation process</i>.<span style="mso-spacerun: yes;"> </span>Show them that you have a proven methodology
for moving data, creating reports, training users, etc.<span style="mso-spacerun: yes;"> </span>Make it clear that you’ve thoroughly worked
through the process and can navigate them through it flawlessly.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Show customer success</i>.<span style="mso-spacerun: yes;"> </span>In addition to talking about the benefits and
advantages of the solution, these stories should also show that transition
process has been painless for others.<span style="mso-spacerun: yes;"> </span>Happy
customers shouldn’t just tout the wonders of the new solution.<span style="mso-spacerun: yes;"> </span>They should also talk about how easy it was
to get there.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Sell the whole solution</i>.<span style="mso-spacerun: yes;"> </span>Don’t just talk about the features and
functions of the product.<span style="mso-spacerun: yes;"> </span>Focus as well
on the implementation, training, and support services that go along with the
product.<span style="mso-spacerun: yes;"> </span>With a software-as-a-service
(SaaS) solution, you’re selling more than just software.<span style="mso-spacerun: yes;"> </span>(See link to “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2018/12/24/are-you-forgetting-the-service-part-of-saas">Are
you forgetting the service part of SaaS?</a>”)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Free trial… maybe<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Some of you might be thinking, “What about a free
trial?”<span style="mso-spacerun: yes;"> </span>That might be one way over the
“fear of transition” obstacle.<span style="mso-spacerun: yes;"> </span>The
prospect gets an opportunity to see first-hand how the product works.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
On the other hand, when using a trial, it’s difficult to assess
whether a full-blown implementation will go smoothly.<span style="mso-spacerun: yes;"> </span>If the product you’re selling is to be
deployed widely for a critical application - an expense reporting application,
for example - that looks easy enough to an HR administrator or Finance
professional, might be rejected by the employees forced to rely on it.<span style="mso-spacerun: yes;"> </span>(See link to “<a href="http://www.saasmarketingstrategy.com/saasmarketingstrategy/2014/09/a-free-trial-isnt-really-free.html">A
free trial isn’t really free.</a>”)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Don’t miss this key step<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I’ve written before about the long and often interrupted
purchase and evaluation process for B2B SaaS solution.<span style="mso-spacerun: yes;"> </span>(Link to “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2019/6/7/are-you-giving-up-on-your-prospects-too-soon">Are
you giving up on your prospects too soon</a>?”)<span style="mso-spacerun: yes;">
</span>And I know the challenge for marketers in guiding prospects through
it.<span style="mso-spacerun: yes;"> </span>Adding yet another step doesn’t make
your life any easier.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But omitting the work where you show prospect’s how to painlessly
“get from here to there” and overcome the fear that bad things will happen
during the transition isn’t something you can avoid.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-18261967121268041462020-02-01T10:25:00.000-05:002020-02-01T10:25:06.821-05:00Upselling isn't easy<!--[if gte mso 9]><xml>
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<div class="MsoNormal">
<span style="font-size: 12pt;">I’m probably reading the same </span><a href="https://www.key.com/kco/images/2019_KBCM_saas_survey_102319.pdf" style="font-size: 12pt;">research</a><span style="font-size: 12pt;">
you are about upselling.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">The clear
conclusion is that selling more stuff to existing customers is important for
software-as-a-service (SaaS) companies.</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6lE2cobRFhddYSZbHC-5REKTEv-mGfr18CJOyPCz-Roedapw9EF4gpvS17eKZN2aZBoCx40pg5Ho1_N8WJrxGDzyaeBMaFTrDUhzelwkh67iYcuzjq0ZoonJCz0Ym35PUa8gFfkjYedA/s1600/deal+handshake.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1411" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6lE2cobRFhddYSZbHC-5REKTEv-mGfr18CJOyPCz-Roedapw9EF4gpvS17eKZN2aZBoCx40pg5Ho1_N8WJrxGDzyaeBMaFTrDUhzelwkh67iYcuzjq0ZoonJCz0Ym35PUa8gFfkjYedA/s320/deal+handshake.jpeg" width="282" /></a>The most successful SaaS companies are generating more than
half of their new bookings from <span style="mso-spacerun: yes;"> </span>Plus, they’re achieving “net negative churn,”
meaning the loss of customers is more than offset by selling more to existing
customers. (See <a href="https://www.key.com/kco/images/2019_KBCM_saas_survey_102319.pdf">KBCM
2019 survey</a> of SaaS companies.)<o:p></o:p></div>
upsells and expansions.<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And this “land & expand” strategy can be a lot less
expensive than selling to new customers.<span style="mso-spacerun: yes;">
</span>The cost of selling to an existing customer is about half the cost of acquiring
a new customer.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Where upselling can go wrong<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But just because the <i>strategy</i> makes sense doesn’t
mean it’s easy to <i>execute</i>.<span style="mso-spacerun: yes;"> </span>In
fact, there are lots of ways it could go wrong.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Poor experience with the initial product:</b><span style="mso-spacerun: yes;"> </span>It may seem obvious, but upselling new
products requires that the customer have a good experience with the first
product.<span style="mso-spacerun: yes;"> </span>Companies need effective
onboarding, training and support in place to ensure customers are
satisfied.<span style="mso-spacerun: yes;"> </span>Without that, customers won’t
even consider purchasing more.<span style="mso-spacerun: yes;"> </span>(See <a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2015/8/3/how-to-lose-a-customer-in-the-first-90-days-1">“How
to lose a customer in the first 90 days.”)</a><span class="MsoHyperlink"><o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Poor product integration:</b><span style="mso-spacerun: yes;">
</span>The follow-on products need to work well with the customer’s existing
product.<span style="mso-spacerun: yes;"> </span>If customers struggle to use
the two products together, they simply won’t.<span style="mso-spacerun: yes;">
</span>Things like a similar user interface, single sign-on, easy transfer of
data from one product to the other are essential.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLmotoUZM2MRq24uGUPx-Qf0RQC7uGnkuo_GPhKtUT5xyBX9hja1wU9OPaVUAGOZ1UZrVBBnJQy1tMTPrEFqAgmvS-dpTkUlG90c8DO8XkJQUN3vJnYXKRvGZDAYN2V43rrOzNpEaspqM/s1600/person+with+a+question.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="830" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLmotoUZM2MRq24uGUPx-Qf0RQC7uGnkuo_GPhKtUT5xyBX9hja1wU9OPaVUAGOZ1UZrVBBnJQy1tMTPrEFqAgmvS-dpTkUlG90c8DO8XkJQUN3vJnYXKRvGZDAYN2V43rrOzNpEaspqM/s320/person+with+a+question.jpg" width="166" /></a></div>
<div class="MsoNormal">
<b>Difficult to understand the value:</b><b> </b> It should be easy for the customer to see how
they’ll derive significantly more value by adding another product. For example, adding a tenant screening
service to a residential property management solution makes sense. Unrelated products and services don’t. Don’t make your customer work too hard to
understand the value. (See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2016/6/10/your-prospect-has-a-day-job">Your
prospect has a day job.</a>”)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Require new decision makers:</b><span style="mso-spacerun: yes;">
</span>If the add-on product requires an OK from a new person within the
customer’s company, a “simple” upsell can get complicated.<span style="mso-spacerun: yes;"> </span>This is true even when one product is closely
related to another.<span style="mso-spacerun: yes;"> </span>For example, there may
be an advantage to connect an HR administration solution directly to a payroll
product.<span style="mso-spacerun: yes;"> </span>But that means the purchase
decision for the new solution now involves the Finance executive, not just the
HR administrator.<span style="mso-spacerun: yes;"> </span>That doesn’t mean it’s
impossible to sell the add-on payroll product, but it does present another
obstacle.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Poor timing:</b><b> </b> Be
careful not to jump into upselling too soon.
The customer needs to see value from the first product they’ve purchased,
and they need to trust you. That may
take time.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Speaking of poor timing, don’t try to upsell a customer
while they’re trying to resolve a support issue.<span style="mso-spacerun: yes;"> </span>When they contact the support desk, they’re
focused on getting the <i>existing</i> product to work properly, and probably
not in the mood to think about purchasing additional products.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Lack the support of end-users:</b><span style="mso-spacerun: yes;"> </span>If they’re happy, end-users can be a huge
supporter and make it easier to sell add-on products and services.<span style="mso-spacerun: yes;"> </span>If they’re unhappy, not so much.<span style="mso-spacerun: yes;"> </span>If an HR manager is getting lots of pushback
from employees about their experience with an HR solution, they’re unlikely to
buy additional products.<span style="mso-spacerun: yes;"> </span>Same for a
Sales manager getting complaints about the CRM system, a Finance manager
getting grief about an expense reporting system, etc.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFlX5dIZQ57B3kmpIxYDQSt3mxTw_0a7Fw4jUkE3k8JmgcjaSDHArDk_dgc1R2IkqRypyx3rkbKCiynR-uYG-YngLgmfjkNoT_ahKBTUCiu5LykE9vt-0rROHEMSYA5r_yjTnlmgrBlxo/s1600/man+with+megaphone.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1355" data-original-width="1600" height="268" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFlX5dIZQ57B3kmpIxYDQSt3mxTw_0a7Fw4jUkE3k8JmgcjaSDHArDk_dgc1R2IkqRypyx3rkbKCiynR-uYG-YngLgmfjkNoT_ahKBTUCiu5LykE9vt-0rROHEMSYA5r_yjTnlmgrBlxo/s320/man+with+megaphone.jpg" width="320" /></a><b>Difficult to purchase:</b><span style="mso-spacerun: yes;">
</span>Customers buying a related product from the same vendor expect a simple
buying process.<span style="mso-spacerun: yes;"> </span>A complicated multi-step
process and pricing that’s hard to figure out will be confusing, slow
everything down, and make the buyer wonder whether these two solutions really
are from the same vendor.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Selling without understanding:</b><b> </b> The people doing the upselling need to know
what the customer really needs.
Mindlessly pitching one thing after another, just because it’s in the
salesperson’s bag, isn’t very effective.
Because the customer is using a SaaS product, it should be possible to
know precisely what additional products or services might make sense for
them. No need to spam them.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I don’t mean to scuttle anyone’s plans to grow their SaaS
business by selling more to existing customers.<span style="mso-spacerun: yes;">
</span>Done well, it can work.<span style="mso-spacerun: yes;"> </span>And lots
of SaaS companies have made it work.<span style="mso-spacerun: yes;"> </span>But
be aware of the obstacles.<span style="mso-spacerun: yes;"> </span>Even though
products carry the same logo and come from the same vendor, upselling isn’t as
easy as it seems.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-71540990398294912762020-01-04T06:00:00.000-05:002020-01-04T06:00:01.703-05:00Taglines are more than a few clever words<!--[if gte mso 9]><xml>
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<br />
There are lots of memorable taglines for consumer products:<span style="font-size: 12pt;"> </span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpaVn81Sg0CpKUgEwRL71YTty6GoD6b3TXKchSRPDPI3dh-4hymwVA1hlPwN6GZa_M4AYqiCY2HBNT83Lv2Q2Z-zbyoguT2WmvltDmZkhpVTTTjrg-vqhaKty5fL5lFl30z5V1QzYzbNo/s1600/remembering.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1477" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpaVn81Sg0CpKUgEwRL71YTty6GoD6b3TXKchSRPDPI3dh-4hymwVA1hlPwN6GZa_M4AYqiCY2HBNT83Lv2Q2Z-zbyoguT2WmvltDmZkhpVTTTjrg-vqhaKty5fL5lFl30z5V1QzYzbNo/s320/remembering.jpg" width="294" /></a></div>
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<ul>
<li>Just do it. (Nike)</li>
<li>Got milk. (California Milk Producers)</li>
<li>Betcha can’t eat just one. (Lays)</li>
</ul>
<span style="font-size: 12pt;">But business and technology products have had a fair share
of effective taglines as well:</span><span style="font-size: 12pt;"> </span><br />
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</div>
<ul>
<li><span style="font-size: 12pt;">Imagination at work (GE)</span></li>
<li>THINK (IBM)</li>
<li>Think different (Apple)</li>
<li>The early salesforce tagline wasn’t even words; just a logo
saying “software” with a slash through it.</li>
</ul>
<o:p></o:p><br />
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<o:p></o:p></div>
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<o:p></o:p></div>
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<o:p></o:p></div>
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<span style="font-size: 12pt;">Each of those short phrases does a lot of work.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">They convey something vital about the product
or the company.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">They come out of a deep
understanding of the product or the company and the benefits it delivers.</span></div>
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<o:p></o:p></div>
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<br /></div>
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And the tagline isn’t just something that’s used on a
billboard or in a TV ad.<span style="mso-spacerun: yes;"> </span>It’s actually
reflected in the way products are built, service is delivered, how the company
hires, and everything else about the way they do business.<o:p></o:p></div>
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<br /></div>
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<b>Authentic taglines require deep thinking<o:p></o:p></b></div>
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<br /></div>
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I worked with Lotus when they developed a tagline, “Work the
web.”<span style="mso-spacerun: yes;"> </span>It was featured prominently in a
series of <a href="https://youtu.be/-GXRa4ttRqs">ads</a> featuring Dennis
Leary.<span style="mso-spacerun: yes;"> </span>It made the point that the web
was useful for lots more than creating chat rooms, virtual pets, and cat
videos.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhi2LrTCKb9t_KmOfUFLjnYmqACeKG_Oq1Zt1GPHchv23FjP6mY8Ck5CA2Um8IEZtKb537tt2mRTjkpZPcRE-UT5ZQcpIq3qfhLg9Eiv-sZkJkIwDLujQtdMP9YJfvy2AXvmmAyduxKG8E/s1600/thinking+person.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="808" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhi2LrTCKb9t_KmOfUFLjnYmqACeKG_Oq1Zt1GPHchv23FjP6mY8Ck5CA2Um8IEZtKb537tt2mRTjkpZPcRE-UT5ZQcpIq3qfhLg9Eiv-sZkJkIwDLujQtdMP9YJfvy2AXvmmAyduxKG8E/s400/thinking+person.jpeg" width="201" /></a></div>
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The tagline was a clear expression that the web, which was
still in its early days, can be a powerful business tool.<span style="mso-spacerun: yes;"> </span>It came out of deep thinking and many
meetings in which people thought hard about how to carve out a compelling role
for Lotus – specifically Notes and Domino - in a rapidly changing market.<o:p></o:p></div>
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<br /></div>
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The most effective taglines aren’t just dreamed up by a clever
marketing team.<span style="mso-spacerun: yes;"> </span>Yes, a few creative
folks sitting in a room could come up with something cute or catchy, but it’s
unlikely to have much meaning to people hearing it or convey anything
fundamental about the product or the company.<span style="mso-spacerun: yes;">
</span>It will be just a few empty words.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
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Nor can effective taglines be “borrowed” or adapted from another
company.<span style="mso-spacerun: yes;"> </span>Grafting on a phrase that isn’t
a genuine reflection of a company’s true value proposition or culture is inauthentic
and meaningless.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
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<b>Taglines aren’t required<o:p></o:p></b></div>
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<br /></div>
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Companies can effectively market their
solutions without a tagline.<span style="mso-spacerun: yes;"> </span>They
definitely need a concise and compelling value proposition – a few sentences
that clearly explain who should buy their product, what problems they solve,
and why someone should pay them money for it.<span style="mso-spacerun: yes;">
</span>(See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2015/7/31/two-essentials-for-saas-marketing">Two
Essentials for SaaS Marketing</a>.”)<o:p></o:p></div>
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<br /></div>
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But they don’t necessarily need to distill this into a short
tagline, a few words that captures the essence of the value proposition.<span style="mso-spacerun: yes;"> </span>It can be helpful in ad campaigns or other
promotional efforts, but not essential.<o:p></o:p></div>
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<br /></div>
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Companies and marketing teams that do opt to develop and use
a tagline though, should recognize that it’s not an easy task to do it
well.<span style="mso-spacerun: yes;"> </span>There’s lots of work squeezed into
a very few words.<o:p></o:p></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-15436826272356836562019-12-03T06:00:00.000-05:002019-12-03T06:00:00.232-05:00Do you know why your customers buy?
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<br />
<div class="MsoNormal">
<span style="font-size: 12pt;">If they’re doing their job, SaaS marketers can tell you how
many leads they’re attracting, how many convert into paying customers, where
the leads are coming from, and even how much they’re paying for them.</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
That’s all useful information that should be collected in
your CRM system.<span style="mso-spacerun: yes;"> </span>You can’t run an
effective SaaS marketing program without it. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But all that data doesn’t really answer an important fundamental
question underneath the numbers:<span style="font-size: 12pt;"> </span><i style="font-size: 12pt;">Why
do your customers buy your solution?</i></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-QX7nLWm1CkqgVCJ8g8k_fGdRQjYyeWr2DAtCnOlDiDBkD550uc_X67RQxZR073lq1G3LwZwrcsw1fzSkTRrJPYXR8i4gYxT7dr4xnF9A7yp2mOE64Ww3SwVKn9WIm3CbXz7kPMTd-kk/s1600/person+with+a+question.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="830" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-QX7nLWm1CkqgVCJ8g8k_fGdRQjYyeWr2DAtCnOlDiDBkD550uc_X67RQxZR073lq1G3LwZwrcsw1fzSkTRrJPYXR8i4gYxT7dr4xnF9A7yp2mOE64Ww3SwVKn9WIm3CbXz7kPMTd-kk/s320/person+with+a+question.jpg" width="166" /></a><br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
To break that question down into smaller bits:<o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul>
<li><o:p> </o:p><span style="font-size: 12pt;">What problem are your customers trying to solve?</span></li>
<li>What’s wrong with the solution they had in place before
yours?</li>
<li>How costly or urgent is the problem?</li>
<li>Why did the solution from you and not some other vendor?</li>
</ul>
<o:p></o:p><br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
Answers to these questions won’t be found in your CRM or
marketing automation solution.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You might make some educated guesses based on particular
keyword searches or paper downloads.<span style="mso-spacerun: yes;"> </span>But
that’s exactly what they are:<span style="mso-spacerun: yes;">
</span>guesses.<span style="mso-spacerun: yes;"> </span>What someone clicked on doesn’t
really reveal why they were looking in the first place.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Ask your customers<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I’ll suggest a better approach:<span style="mso-spacerun: yes;"> </span><i>talk with your customers.</i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
In particular, talk with customers that have bought
recently.<span style="mso-spacerun: yes;"> </span>They can still remember what
motivated them to evaluate alternatives to their old solution.<span style="mso-spacerun: yes;"> </span>They can give you some useful insights into
what problem they were trying to solve.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Who shouldn’t ask?<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
From what I’ve seen, there are a couple of good options when
you think about who should be asking new customers about why they bought.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkBdTXLJAkvzf1dYCfw_GUM5htpFcnSJGGrN8t6oamVIsoKvAV6aSdN-RA7ei3ZvHFT0Oa4tZsjnEDB19R9Jz57TgShzqnQkyocP9BDIMhthG-i0450MotmFF-jE3NC_beeslcnL0nZAs/s1600/confused+people.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1492" data-original-width="1600" height="298" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkBdTXLJAkvzf1dYCfw_GUM5htpFcnSJGGrN8t6oamVIsoKvAV6aSdN-RA7ei3ZvHFT0Oa4tZsjnEDB19R9Jz57TgShzqnQkyocP9BDIMhthG-i0450MotmFF-jE3NC_beeslcnL0nZAs/s320/confused+people.jpg" width="320" /></a></div>
<div class="MsoNormal">
But first let me point out some bad options:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Customer satisfaction surveys:<span style="mso-spacerun: yes;"> </span></i>These surveys can be measure existing
customers’ satisfaction with your solution, but they don’t reveal why they
bought the solution to begin with.<span style="mso-spacerun: yes;"> </span>I
also find that the survey approach can be confining, with little opportunity
for customers to raise new issues or elaborate.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Customer support:<span style="mso-spacerun: yes;"> </span></i>When
a customer is talking with a support agent, they usually trying to get a
problem resolved.<span style="mso-spacerun: yes;"> </span>They’re really not
inclined to chat about why they bought the solution in the first place.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Sales:<span style="mso-spacerun: yes;"> </span></i>Nearly
every time I’ve asked a salesperson why the customer bought, I hear some
version of this: “Great relationship with the salesperson!”<span style="mso-spacerun: yes;"> </span>That may be true, but not really
helpful.<span style="mso-spacerun: yes;"> </span>It could explain why the deal
was closed, but not why the opportunity opened.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Who should ask?</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Having worked with lots of companies that interview new
customers, I’ve found that the most useful insights come when either of two
people ask the questions.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>The marketing team:<span style="mso-spacerun: yes;">
</span></i>Someone from marketing can gather useful insights from customers if
they ask as a market researcher.<span style="mso-spacerun: yes;"> </span>In
other words, they should explain to the customer that they’re gathering
feedback to help improve the product and the marketing programs.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkNFEyA_rtPJsJmnJ2ZjGOHoL-fi5s9or1_ZBnOjHqC1wmwqg35ZgVYyMRe2s8fydsoKBphv-6WWVzAMdVTvvfQjdVI21ZC3MfBTuMGW-rml11ydKQgAw5JeVE5i0UxEoMIHpbXvSH5QE/s1600/Secret.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1253" data-original-width="1600" height="250" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkNFEyA_rtPJsJmnJ2ZjGOHoL-fi5s9or1_ZBnOjHqC1wmwqg35ZgVYyMRe2s8fydsoKBphv-6WWVzAMdVTvvfQjdVI21ZC3MfBTuMGW-rml11ydKQgAw5JeVE5i0UxEoMIHpbXvSH5QE/s320/Secret.jpg" width="320" /></a></div>
<div class="MsoNormal">
They should explain to the customer that they’re not trying
to sell the customer anything.<span style="mso-spacerun: yes;"> </span>Instead,
it should be clear that they are genuinely interested in better understanding
the customer’s evaluation and purchase process.<span style="mso-spacerun: yes;">
</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Outside marketing analyst:<span style="mso-spacerun: yes;"> </span></i>A second option is to bring in an
outsider to conduct the customer interviews and prepare the analysis. This outside expert has no direct interest is
selling the customer anything, and sometimes customers are more forthcoming in
speaking to a third party about their experience. (Shameless plug: <span style="color: red;"><a href="mailto:peter.cohen@saasmarketingstrategy.com" target="_blank">Contact me</a> </span>if
you need help.)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>It’s not a one-time effort<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
One more bit of advice:<span style="mso-spacerun: yes;">
</span>Talking with new customers shouldn’t be a one & done activity.<span style="mso-spacerun: yes;"> </span>Collecting input monthly or at least
quarterly can help confirm or refine your insights, or it might reveal a shift
in the way customers buy.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-74537330832633596392019-11-06T06:00:00.000-05:002019-11-18T10:54:50.502-05:00Are you just talking about marketing or are you actually doing something?<!--[if gte mso 9]><xml>
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<br />
<span style="font-size: 12pt;">Lots of software-as-a-service (SaaS) companies are thinking
and talking about marketing.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">They’re</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtUNn7KwmO6fh72yC_WNn9aOI9gpPYv_Z3EwPavkoLHNhjn2x4KQzOiJyq8s9EfTNw7G8E97vk2kyYV4LThYfGXMmtSiIMh43boY3lSKJAhM49RJ0WanqFzl_3hcQVpg7lXcBhr2W5zM0/s1600/man+with+map.jpg" imageanchor="1" style="clear: right; display: inline !important; float: right; font-size: 12pt; margin-bottom: 1em; margin-left: 1em; text-align: center;"><img border="0" data-original-height="1557" data-original-width="1600" height="311" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtUNn7KwmO6fh72yC_WNn9aOI9gpPYv_Z3EwPavkoLHNhjn2x4KQzOiJyq8s9EfTNw7G8E97vk2kyYV4LThYfGXMmtSiIMh43boY3lSKJAhM49RJ0WanqFzl_3hcQVpg7lXcBhr2W5zM0/s320/man+with+map.jpg" width="320" /></a><span style="font-size: 12pt;">sitting in on webinars, downloading white papers, hiring marketing experts and
agencies, and even reading newsletters (like what you’re reading right now.)</span></div>
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<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If they want to grow, the folks that run these companies
know they need marketing: a cost-effective program to generate leads, convert
the leads into paying customers, and keep those customers.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They can’t rely on their sales team to bring 100% of their
opportunities.<span style="mso-spacerun: yes;"> </span>Though it may work in the
company’s early stages, it’s tough to make that method scale.<o:p></o:p></div>
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<br /></div>
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So these executives do lots of research, develop
comprehensive plans, even engage with <a href="http://www.saasmarketingstrategy.com/">marketing professionals</a> to put
in place a well-structured customer acquisition and retention plan.<o:p></o:p></div>
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<br /></div>
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<b>Marketing gets derailed by shorter term priorities<o:p></o:p></b></div>
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<br /></div>
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All of this activity is a good start.<span style="mso-spacerun: yes;"> </span>But that’s all it is: a good <i>start</i>.<span style="mso-spacerun: yes;"> </span>The research, the plans, the experts only
matter if you put them to work.<o:p></o:p></div>
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<br /></div>
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And that’s where things get complicated, especially for
smaller firms eager to grow.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ8_XTd37cZ5kWOQ2S7Q26yGnmXsQe87NxXxnLZxo54qVHUrV9CXHpsCpExEzR5HG36iTRH6-BlOUeO4FEEYfLq8Nv7ZJIDHrx8KMK31Ciga3HLhTy8llWEHjfFnmhI9iuGl7U6CyxPSU/s1600/Urgent.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1244" data-original-width="1600" height="248" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ8_XTd37cZ5kWOQ2S7Q26yGnmXsQe87NxXxnLZxo54qVHUrV9CXHpsCpExEzR5HG36iTRH6-BlOUeO4FEEYfLq8Nv7ZJIDHrx8KMK31Ciga3HLhTy8llWEHjfFnmhI9iuGl7U6CyxPSU/s320/Urgent.jpg" width="320" /></a></div>
<div class="MsoNormal">
For companies in this spot, their resources are
stretched.<span style="mso-spacerun: yes;"> </span>There’s simply too much to do
and not enough resources to get it done.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So urgent needs take priority, and the marketing tactics get
pushed down the action list:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->“Yes, we need to prepare customer success stories,
but this week we need to prep for 5 demos.”<o:p></o:p></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->“Yes, we need to coordinate an email campaign,
but right now we’re focused on this RFP.”<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->“Yes, we need to get out that quarterly
newsletter, but these 2 deals need immediate attention.”<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<br /></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->“Yes, we need to prepare a webinar for prospective
customers, but today we need to <i>[</i> <i>fill in an urgent item of your
choice here.]</i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Don’t let another year go by<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCkrdwLJgPwxqed0RUZTCZrGSWpIXRaS7TSzsDoCqbDrp4RmMlzkz8CFtH67aTDnTg2_Vdeauj5sSLzMKhbGbK1gg3ATfFFQdaLwpnZmY59odGJjBDFdArbaxfg5qh1DwYI3bGyZrj6Q0/s1600/top+ten+list.jpg" imageanchor="1" style="clear: right; display: inline !important; float: right; margin-bottom: 1em; margin-left: 1em; text-align: center;"><img border="0" data-original-height="1600" data-original-width="1166" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCkrdwLJgPwxqed0RUZTCZrGSWpIXRaS7TSzsDoCqbDrp4RmMlzkz8CFtH67aTDnTg2_Vdeauj5sSLzMKhbGbK1gg3ATfFFQdaLwpnZmY59odGJjBDFdArbaxfg5qh1DwYI3bGyZrj6Q0/s320/top+ten+list.jpg" width="233" /></a>I get it: you’ve got lots of stuff on your plate.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And implementing effective marketing plans takes a sustained
commitment.<span style="mso-spacerun: yes;"> </span>It doesn’t happen by itself,
and there’s no magic, one-time fix. (See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2019/8/13/going-viral-is-over-rated">Going
viral is over-rated</a>”)<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you’re serious about growth, spend the time and spend the
money it takes to cost-effectively acquire and keep customers.<span style="mso-spacerun: yes;"> </span>According to a <a href="https://www.key.com/kco/images/2018_KBCM_SaaS_Survey.pdf">survey</a> of 378
privately-held SaaS companies, the fastest growing companies spent the most on
customer acquisition, and marketing accounted for at least 30% of those costs. <span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So, if you’re putting your plans together for next year,
now’s the time to commit to marketing.<span style="mso-spacerun: yes;">
</span>Not just the <i>planning, </i>but also the <i>doing.</i><span style="mso-spacerun: yes;"> </span>Find resources within your company, bring on new
people, or use outside experts.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I don’t mean to scold you here, but a year from now, you
don’t want to look back and regret that you’ve made no real progress.<span style="mso-spacerun: yes;"> </span>Start with a marketing plan and then put it into
action.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-47103132532005651352019-10-02T06:00:00.000-04:002019-10-02T06:00:01.321-04:00Marketing Ideas that Rarely Work<!--[if gte mso 9]><xml>
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<br />
<span style="font-size: 12pt;">Lead gen, lead gen, lead gen.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">For lots of SaaS marketers, these are their
top 3 priorities.</span><span style="font-size: 12pt;"> </span><br />
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<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They’re under pressure to deliver leads to feed the sales
pipeline… every week, every month, every <span style="mso-spacerun: yes;"> </span><o:p></o:p><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJXhmlyqsIivVJfsTOcS0vUz4kP-BHoBvPqvR1B_qqXjc4SAYHQd3NQ9Wxq1rdtuhPNwZ-qix2cF4mcvoWmGC-nSOPufZEfzHMX4hEUdtEfRY3RSBB58EqtiS26ZbIDFOoHGF-EDPQ2CQ/s1600/man+on+hermit+wheel.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1444" data-original-width="1600" height="288" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJXhmlyqsIivVJfsTOcS0vUz4kP-BHoBvPqvR1B_qqXjc4SAYHQd3NQ9Wxq1rdtuhPNwZ-qix2cF4mcvoWmGC-nSOPufZEfzHMX4hEUdtEfRY3RSBB58EqtiS26ZbIDFOoHGF-EDPQ2CQ/s320/man+on+hermit+wheel.jpg" width="320" /></a></div>
quarter.</div>
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<br /></div>
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So, I understand the temptation to try find a shortcut to
lead generation – a quick and easy way to deliver on the quota.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
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Resist the temptation.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Any advice you get that points you toward some quick and
easy way to deliver leads… ignore it.<span style="mso-spacerun: yes;"> </span>(See
"<a href="https://vimeo.com/153524155" target="_blank">Why I'm not a fan of marketing hacks.</a>")<o:p></o:p></div>
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<br /></div>
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Here’s a few of the ideas that are likely to tempt you.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
<i><b>The magic bullet:</b><span style="mso-spacerun: yes;"> </span></i>Under
this scheme, you search for the one perfect marketing tactic, guaranteed to
open the floodgate to qualified leads.<span style="mso-spacerun: yes;">
</span>It means building the one viral video, finding the can’t-miss email
list, hosting the perfect webinar, or going to the one event guaranteed to put
you in front of all of your hottest prospects.<span style="mso-spacerun: yes;">
</span><o:p></o:p></div>
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<br /></div>
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I’ve seen all of these tactics and even tried a few myself.<span style="mso-spacerun: yes;"> </span>They do not work.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
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Or to be more specific, they do not work <i>all by
themselves.</i><span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
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When you’re selling a B2B solution, you typically need to
reach a prospect several times through a variety of channels.<span style="mso-spacerun: yes;"> </span>(<span style="font-size: 12pt;">See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2017/4/24/sometimes-prospects-just-arent-ready-to-buy">Sometimes
prospects just aren’t ready to buy</a>.”) </span>One touch, no matter how clever, won’t do it.</div>
<o:p></o:p><br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgd_RwNken0foUGK_F42erqqhKxDnlLUbrCq8RMRNMpPHnLmZ9718jFoPqn82dpqfSahnOYW4xjtBPfQDQQVZ6oKES9KT5o35GBmjNC3CM2fDrAJRlfnFwCkVYS8VgJzUh4MKTG2_aL25w/s1600/Snoozing+man.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="983" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgd_RwNken0foUGK_F42erqqhKxDnlLUbrCq8RMRNMpPHnLmZ9718jFoPqn82dpqfSahnOYW4xjtBPfQDQQVZ6oKES9KT5o35GBmjNC3CM2fDrAJRlfnFwCkVYS8VgJzUh4MKTG2_aL25w/s320/Snoozing+man.jpg" width="196" /></a></div>
<i><b>Set it and forget it:</b><b> </b>
</i>You cannot put your lead gen efforts on auto-pilot.<span style="mso-spacerun: yes;"> </span>Tactics that are working for you now probably
won’t work forever.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Sometimes competitors may interrupt you.<span style="mso-spacerun: yes;"> </span>For example, they’ll outbid you on particular
paid keywords.<span style="mso-spacerun: yes;"> </span>Pay-per-click and SEO campaigns
need regular attention and fine-tuning.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Other times, prospects stop responding to tactics the same
way they used to.<span style="mso-spacerun: yes;"> </span>Anybody remember “dimensional
mailers” or “business reply cards?”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
To quote Tower of Power, “What is hip today may tomorrow be passé.”<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i><b>Let the partner do it:</b><span style="mso-spacerun: yes;">
</span></i>There are times that partnerships can be helpful.<span style="mso-spacerun: yes;"> </span>Teaming up with a larger company could help
expand your visibility and attract more opportunities.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But partnerships do not work by themselves.<span style="mso-spacerun: yes;"> </span>They require care and feeding.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Imagine you’re partnering with salesforce.com, for example.
Though you’re connected to a well-known brand and have access to an impressive
menu of sales and marketing resources, you can’t just slap the partner logo on
your website and put out a press announcement.<span style="mso-spacerun: yes;">
</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It’s work to get your company and your solution to stand out
among the thousands of other partners in the AppExchange.<span style="mso-spacerun: yes;"> </span>It requires effort to get the attention of
the salesforce AEs or prospects within this universe.<span style="mso-spacerun: yes;"> </span>None of this happens just because you’re a
certified partner.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i><b>All sizzle, no steak:</b></i><b> </b>
This is how I describe a lead gen process that's all about tactics and
nothing about a message or value proposition.
One program follows another to get in front of potential prospects, and
most of the focus is on efficient execution.
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But without an effective message, you probably won’t have
much impact.<span style="mso-spacerun: yes;"> </span>Prospects need to know who
the solution is for, what problem it solves, and why they should buy it from
you.<span style="mso-spacerun: yes;"> </span>If the marketing programs don’t deliver
answers to those questions, expect them to fail.<span style="mso-spacerun: yes;"> </span><span style="font-size: 12pt;">(See “</span><a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2013/01/spend-first-think-later-bad-idea.html" style="font-size: 12pt;">Spend
first, think later: Bad idea</a><span style="font-size: 12pt;">.”)</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<br />
We’ve all seen email campaigns, highly-produced videos, or free
trial offers that invite people to evaluate a solution, but they don’t give a
compelling reason why.<br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Before you spend lots of time and money on marketing
programs, develop a compelling and consistent value proposition.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I’ve been marketing technology solutions for a long time, so
I get it.<span style="mso-spacerun: yes;"> </span>There’s pressure to deliver
leads.<span style="mso-spacerun: yes;"> </span>Sometimes your compensation even
depends on it.<span style="mso-spacerun: yes;"> </span>But avoid jumping in on
an easy fix.<span style="mso-spacerun: yes;"> </span>It may sound tempting, but
it rarely works.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-25613864032558031072019-09-04T10:27:00.000-04:002019-09-04T10:27:01.492-04:00Focus on the 3 most important tasks for your website<!--[if gte mso 9]><xml>
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<br />
<span style="font-size: 12pt;">I look at a lot of websites and it seems to me that most of
them look the same.</span><span style="font-size: 12pt;"> </span><br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The websites I spend most time with, those promoting B2B software-as-a-service
(SaaS) solutions, follow a similar layout.<span style="mso-spacerun: yes;"> </span>There’s
a logo in the top left and a few navigation tabs on the top right of the
page.<span style="mso-spacerun: yes;"> </span>Below there are a few frames
usually highlighting key features, often illustrated with icons.<span style="mso-spacerun: yes;"> </span>The more effective sites will then present a
call-to-action, like an offer for a free trial.<o:p></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjaKGyPrRsY2G3u6HU1FQ1dPi1pHCIgybN1mEtKEKR6o6JGIjsLVpBYA3etNz9NMP3dec0hPb47apmAxDY6qz-6XSgO_bQJ1KPIF36fBMJbMjBa9bpMvEgD4Cp8D3u-Z1nO1HtLnGAhdi0/s1600/person+reading+rules.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1462" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjaKGyPrRsY2G3u6HU1FQ1dPi1pHCIgybN1mEtKEKR6o6JGIjsLVpBYA3etNz9NMP3dec0hPb47apmAxDY6qz-6XSgO_bQJ1KPIF36fBMJbMjBa9bpMvEgD4Cp8D3u-Z1nO1HtLnGAhdi0/s320/person+reading+rules.jpg" width="292" /></a></div>
All have a prominent headline at the top, usually superimposed
over a photo or an illustration.<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Consistency is a good thing<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I don’t think this makes websites boring.<span style="mso-spacerun: yes;"> </span>Actually, I think the consistency is a good
thing.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
For visitors, they already have a good idea of how to
navigate the website.<span style="mso-spacerun: yes;"> </span>They know, for
example, that clicking on the logo will get them back to the home page.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And these standard layouts usually present well on
smartphones and tablets.<span style="mso-spacerun: yes;"> </span>Visitors can see
what they want to see even on a smaller screen.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Focus on the 3 tasks that matter<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The more standard website layout is a good thing for marketers,
too.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They’re relieved of making tough choices about where to put
the navigation bar, what to show in the top frame, what to put in the footer, and
dozens of other decisions.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Instead they can think about the things that really matter:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<ul>
<li>Explaining what problem the product solves</li>
</ul>
<ul>
<li><span style="font-size: 12pt;">Building credibility and trust</span></li>
</ul>
<ul>
<li><span style="font-size: 12pt;">Collecting contact information from prospects.</span></li>
</ul>
<o:p></o:p><br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
These are the key tasks for a website marketing a B2B SaaS
solution.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Explaining what problem your product solves</i>:<span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The headline – the information in the top
frame – needs to clearly and concisely show the visitor that you can solve a
problem for them.<span style="mso-spacerun: yes;"> </span>And the visitor should
grasp that in a few seconds.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Remember that most SaaS buyers are busy people juggling lots
of priorities.<span style="mso-spacerun: yes;"> </span>You can’t ask them to
work too hard to figure out what you sell. (See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2015/12/28/why-your-prospects-are-ignoring-you">Why
your prospects are ignoring you</a>.”)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Another tip here:<span style="mso-spacerun: yes;"> </span>The
headline is about the visitor and their problem.<span style="mso-spacerun: yes;"> </span>It’s <i>not</i> about you and your technology.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Building credibility and trust:</i><span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The website should help convince the visitor,
your prospective customer, that they can trust you.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEV7HlwXjfpA4PGN0c2bOy9-6JaphfRuvxrjVWQaqeY4mzja5x_F5IsDstUdhhcyiFNAmaPh7by-XdqBIwdrRziUMNpPWYAWRNI5_YEfIPvfdrdW0yTZA1HU7L7L1QPgnsY6YHMGtvjhU/s1600/trustme.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1014" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEV7HlwXjfpA4PGN0c2bOy9-6JaphfRuvxrjVWQaqeY4mzja5x_F5IsDstUdhhcyiFNAmaPh7by-XdqBIwdrRziUMNpPWYAWRNI5_YEfIPvfdrdW0yTZA1HU7L7L1QPgnsY6YHMGtvjhU/s320/trustme.jpg" width="202" /></a></div>
<div class="MsoNormal">
A SaaS solution is essentially a promise to deliver
something of value over the life of the subscription.<span style="mso-spacerun: yes;"> </span>The prospect needs to know that you can actually
deliver.<span style="mso-spacerun: yes;"> </span>(See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2015/7/31/saas-marketing-is-about-promises-not-products">SaaS
marketing is about promises, not products.</a>”)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Earning credibility could be done by showing your success
with other customers, maybe showing logos or “happy customer” quotes.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You could show your deep understanding of the challenges
facing customers, sharing your expertise or explaining that you’ve had
first-hand experience in their market.<span style="mso-spacerun: yes;">
</span>This is where papers or blogs can be helpful.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Collecting contact information from prospects:</i><span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The website needs to efficiently collect contact
information from visitors that show an interest in your solution.<span style="mso-spacerun: yes;"> </span>That’s information you can use to cultivate
contacts into qualified opportunities. It’s what turns your website from just an
online billboard into an effective customer acquisition program. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Asking for contact information is usually most effective
when you offer something in return, such as a free trial, a helpful paper, or
expert guidance of some sort.<span style="mso-spacerun: yes;"> </span>Visitors
aren’t likely to “sign up so we can stay in touch,” without more specific information.<span style="mso-spacerun: yes;"> </span>Nobody needs more spam.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I really don’t know if marketers miss the choices and flexibility
from the earlier days of website design.<span style="mso-spacerun: yes;">
</span>But I do know that it doesn’t mean less work.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
While we’re no longer thinking so much about layout, we should
instead be thinking hard about the message and the call-to-action.<span style="mso-spacerun: yes;"> </span>Those are the things that really matter.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-65351860641177731952019-08-02T06:00:00.000-04:002019-08-02T06:00:16.072-04:00Going viral is over-rated
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<br />
<div class="MsoNormal">
<span style="font-size: 12pt;">I won’t lie to you.</span><span style="font-size: 12pt;">
</span><span style="font-size: 12pt;">If one of my </span><a href="http://www.saasmarketingstrategy.com/experience-expertise" style="font-size: 12pt;">videos</a><span style="font-size: 12pt;">
went viral, I’d be excited.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">It would
definitely be cool to see the “views” tick up into the millions… or even the
thousands.</span><span style="font-size: 12pt;"> </span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But here’s the thing.<span style="mso-spacerun: yes;">
</span>I wouldn’t expect that avalanche of views to translate into an avalanche
of customers.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And if you’re marketing a B2B software-as-a-service (SaaS)
solution, neither should you.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Marketing B2B SaaS solutions is a journey</b></div>
<div class="separator" style="clear: both; text-align: center;">
<b><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ9V21NofCJm_7xTMVM6GMFMDQRjOeRpgrNkBFweJfWD4II5B9D9uRJIvGpM3M6Iz4XXDD5nckNpnElE6fhnftFC11QAlupf0X3uCzeXuRZ6AjNsK9fkmqIH3FUpUEk_r0W-_Y1NjurdA/s1600/hiking+person.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1585" data-original-width="1600" height="317" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ9V21NofCJm_7xTMVM6GMFMDQRjOeRpgrNkBFweJfWD4II5B9D9uRJIvGpM3M6Iz4XXDD5nckNpnElE6fhnftFC11QAlupf0X3uCzeXuRZ6AjNsK9fkmqIH3FUpUEk_r0W-_Y1NjurdA/s320/hiking+person.jpg" width="320" /></a></b></div>
<b><o:p></o:p></b><br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Here’s the hard truth:<span style="mso-spacerun: yes;">
</span>marketing a B2B SaaS solution isn’t easy or quick.<span style="mso-spacerun: yes;"> </span>There’s a tortuous journey from a “view” to a
“buy.”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
After you’ve piqued their interest with a clever video, then
you’ve got to walk the prospective customer through several more steps.<span style="mso-spacerun: yes;"> </span>Perhaps you invite them to a webinar, offer a
white paper, show them a live demo, or entice them into a free trial.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
At some point, if all goes well, you’ll get an opportunity
to prepare a proposal and eventually win a paying customer.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The point is this journey takes time.<span style="mso-spacerun: yes;"> </span>Remember that the folks you’re marketing to
usually aren’t spending every waking hour evaluating your solution.<span style="mso-spacerun: yes;"> </span>They have other priorities that get in the
way.<span style="mso-spacerun: yes;"> </span>(See<span style="mso-spacerun: yes;"> </span><a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2017/4/24/sometimes-prospects-just-arent-ready-to-buy">“Sometimes
Prospects Just Aren’t Ready to Buy.”</a>)<span style="mso-spacerun: yes;">
</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>B2B SaaS solutions aren’t an impulse buy<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Of course, there are things you can do to convert more leads
into qualified opportunities and paying customers and keep them from getting
get stuck somewhere in the process.<span style="mso-spacerun: yes;"> </span>And
you can try to accelerate the process.<span style="mso-spacerun: yes;"> </span>(<a href="mailto:peter.cohen@saasmarketingstrategy.com?subject=I%20need%20help%20converting%20more%20leads%20into%20paying%20customers">Get
in touch with me</a> if you need help.)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyFGQIngpRDQ6Tep-lSv4M8UTeWqHXDAc9k6dQyNpoHuHEV9JL5kjtQ5J4ZIq9YszYxiunsOXj4DGShvxKx1BtDEKCOLx7RlThilvhhyphenhyphenF9kGOqaz67v6bKk_xyv7lipX1rQn8aK7lg1f0/s1600/magician.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1286" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyFGQIngpRDQ6Tep-lSv4M8UTeWqHXDAc9k6dQyNpoHuHEV9JL5kjtQ5J4ZIq9YszYxiunsOXj4DGShvxKx1BtDEKCOLx7RlThilvhhyphenhyphenF9kGOqaz67v6bKk_xyv7lipX1rQn8aK7lg1f0/s320/magician.jpg" width="257" /></a></div>
<div class="MsoNormal">
But there’s really no way to skip the whole journey, hopping
directly from “view” to paying customer.<span style="mso-spacerun: yes;">
</span>A B2B SaaS solution usually isn’t an impulse buy.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Don’t expect a viral video to work to short-cut the process.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>There’s no magic marketing tactic<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And by the way, the same goes for any other marketing tactic.<span style="mso-spacerun: yes;"> </span>No single email, webinar, trade show, or blog
post will do the job either.<span style="mso-spacerun: yes;"> </span>Not by
itself.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you’re looking for the magic <i>[fill in your favorite
marketing tactic here]</i>, stop looking.<span style="mso-spacerun: yes;">
</span>There’s no such thing.<o:p></o:p></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-59922234006897013622019-07-02T06:00:00.000-04:002019-07-02T06:00:03.909-04:00Are you giving up on your prospects too soon?
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<br />
<div class="MsoNormal">
<span style="font-size: 12pt;">One of my clients told me a story that they’d just closed a
large new deal with a prospect that’s been in their pipeline for a long time –
as in 2 years’ long time.</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And that’s not some crazy outlier.<span style="mso-spacerun: yes;"> </span>They’re working other opportunities that have
been in there for well over a year.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">This is not how it’s
supposed to go</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
In the ideal world, prospects step through a simple,
straight-line process:</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqQQQPcgbNSiWTjNKhKmg2UxYB4aO6Rqqhi37G3eOJZv25qqBpH4cOgTmX-M2DlunoXkDmkyxAC5vI6VPKKES3MNBimnBZ-xHv5sz4z0Q1e0eAPPFz27i4lTDpYYhtNeSu3VWFAmpBLgI/s1600/man+with+map.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1557" data-original-width="1600" height="311" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqQQQPcgbNSiWTjNKhKmg2UxYB4aO6Rqqhi37G3eOJZv25qqBpH4cOgTmX-M2DlunoXkDmkyxAC5vI6VPKKES3MNBimnBZ-xHv5sz4z0Q1e0eAPPFz27i4lTDpYYhtNeSu3VWFAmpBLgI/s320/man+with+map.jpg" width="320" /></a></div>
<o:p></o:p><br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
-<span style="mso-spacerun: yes;"> </span>enter the pipeline
as a lead<o:p></o:p></div>
<div class="MsoNormal">
-<span style="mso-spacerun: yes;"> </span>convert from a lead
to a qualified opportunity<o:p></o:p></div>
<div class="MsoNormal">
-<span style="mso-spacerun: yes;"> </span>convert the
opportunity into a “closed won” or “closed lost”<o:p></o:p></div>
<div class="MsoNormal">
-<span style="mso-spacerun: yes;"> </span>renew existing
customers, critical for success of software-as-a-service (SaaS) companies.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And one of Marketing’s job is to speed up this process.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Of course, when I plot the <i style="mso-bidi-font-style: normal;">real-life</i> process with my clients – not the ideal-world process – I
don’t come up with anything quite so simple.<span style="mso-spacerun: yes;">
</span>Most prospects follow a more convoluted path and they start-and-start
along the way.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">The pipeline isn’t a
straight line.<span style="mso-spacerun: yes;"> </span>It’s full of loops.<span style="mso-spacerun: yes;"> </span><o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
A prospect searches on one of your paid adwords, comes to
your website, signs up for a free trial, and spends time on your pricing
page.<span style="mso-spacerun: yes;"> </span>Or maybe they go even further and
request a call with Sales.<span style="mso-spacerun: yes;"> </span>(Of course, you’re
conscientiously tracking this with your marketing automation system, assigning
points to the prospect’s lead score all along the way.)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So, you escalate the lead and pass it over to the Sales
team.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But then it all comes to a halt.<span style="mso-spacerun: yes;"> </span>Six emails, three voice mail messages, and
one LinkedIn request later, the sales person still hasn’t connected with the prospect.<span style="mso-spacerun: yes;"> </span>The lead gets looped back to Marketing for
further cultivation, and they may stay there for months before they show any
renewed interest. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And that’s a simple version.<span style="mso-spacerun: yes;">
</span>You’ve probably seen prospects that have gone through this loop from
Marketing to Sales and back to Marketing two or three times before there’s a
final disposition.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Why is it so
complicated?</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Sometimes prospects don’t follow the straight and simple
path just because they’re not really qualified.<span style="mso-spacerun: yes;">
</span>No matter how carefully you design a marketing campaign, you’ll
inevitably pull some bad leads into the pipeline.<span style="mso-spacerun: yes;"> </span>It happens.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvguWUh2D1P8WHl3nq74pJWdsGyNg3FsRKVcyWv2QGyW2wK8qflt6JRQp_1iWI8znpNcctEN6gzfKEJPkdvAMeUeljjK-O5TfOmwFTUFxJczABs6NmltwkRRN6U6IIjBlxcasHYRL8R0M/s1600/busy+juggler.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1522" data-original-width="1600" height="304" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvguWUh2D1P8WHl3nq74pJWdsGyNg3FsRKVcyWv2QGyW2wK8qflt6JRQp_1iWI8znpNcctEN6gzfKEJPkdvAMeUeljjK-O5TfOmwFTUFxJczABs6NmltwkRRN6U6IIjBlxcasHYRL8R0M/s320/busy+juggler.jpg" width="320" /></a></div>
<div class="MsoNormal">
But lots of times your marketing campaign reaches <i style="mso-bidi-font-style: normal;">precisely</i> the right prospect, someone
eminently qualified to buy your product… and they still go through this
start-stop and Marketing-to-Sales-back to Marketing loop.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This is especially common when you’re marketing a
software-as-a-service (SaaS) solution.<span style="mso-spacerun: yes;"> </span>Remember
that the prospect has a lot of other responsibilities besides evaluating your
solution.<span style="mso-spacerun: yes;"> </span>(See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2016/6/10/your-prospect-has-a-day-job">Your
prospect has a day job.</a>”)<span style="mso-spacerun: yes;"> </span>They may have
been able to dedicate a chunk of time to an initial exploration, but then got
distracted by other priorities.<span style="mso-spacerun: yes;"> </span>They
can’t carve out the time to work with your free trial, answer your emails, or
get back to your voice mails.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Keep prospects on the
radar screen</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Don’t give up on these prospects.<span style="mso-spacerun: yes;"> </span>Over time, some number of them will
re-engage.<span style="mso-spacerun: yes;"> </span>The reason they initially
looked for you will bubble back up on their list of high-priorities.<span style="mso-spacerun: yes;"> </span>You can even try to turn up the urgency for
them.<span style="mso-spacerun: yes;"> </span>(See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2015/12/28/why-your-prospects-are-ignoring-you">Why
your prospects are ignoring you.</a>”)<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Find a cost-effective way to stay in front of them.<span style="mso-spacerun: yes;"> </span>I’ve seen newsletters, tips, or other helpful
advice that goes out on regularly work well.<span style="mso-spacerun: yes;">
</span>You should provide an easy way for the prospect to indicate that they
are ready to re-engage, though it’s best to avoid a constant harangue of
“please, please, please return my phone calls.”<span style="mso-spacerun: yes;">
</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Some prospects will move faster than others.<span style="mso-spacerun: yes;"> </span>But when they are ready to move ahead, you
want to be there.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-76260591626825783772019-06-05T08:33:00.001-04:002019-06-05T08:33:52.933-04:00Tell your creation story
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<br />
<div class="MsoNormal">
<span style="font-size: 12pt;">SaaS companies need to tell their creation story.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">Not because they’re storytellers, but because
It can help them acquire customers.</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Yes, I know this notion of a creation story might sound like
something from ancient mythology.<span style="mso-spacerun: yes;"> </span>But
there are plenty of examples of compelling creation stories from recent tech
history:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<ul>
<li>Bill Hewlett and Dave Packard inventing the audio oscillator
in a Palo Alto garage.</li>
<li><span style="font-size: 12pt;">Bill Gates and Paul Allen writing MS-DOS for the IBM PC.</span></li>
<li>Steve Jobs and Steve Wozniak building their first personal
computer for the Homebrew Computing Club. </li>
</ul>
<br />
<div class="MsoNormal">
For a few years, I worked at IDC where everyone knew the
story of Pat McGovern’s founding his company in a small gray house in Newton,
MA.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">What’s in the story?<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
There’s usually nothing too complicated about the creation
story.<span style="mso-spacerun: yes;"> </span>It explains two essential things
about the company and the solution: <span style="font-size: 12pt;">Who built it and why?</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The most effective creation stories talk about the
background of the founder(s), how they came to know about the market they’re
selling into, what problem they saw and set out to solve, and why they thought they
could build something better than other solutions.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
These stories might also spell out core principles that
guide how they treat customers, employees, and other stakeholders.<span style="mso-spacerun: yes;"> </span>Google, for example, included “Don’t be evil”
among its principles until it later dropped that line.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The more ambitious stories articulate a “mission.”<span style="mso-spacerun: yes;"> </span>Microsoft talked about a goal to put “a
computer on every desk in every home,” though that too has morphed over time.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Here’s what creation stories are NOT about: the products and
how they work.<span style="mso-spacerun: yes;"> </span>Instead they’re about the
people and the thinking behind those products.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Why does this matter
to SaaS companies?<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I know, marketers have plenty of work on their plates
already without adding “tell the creation story” to the list.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Of course, companies can get along without telling their
creation story.<span style="mso-spacerun: yes;"> </span>They can confine
themselves to cranking out the standard array of white papers, brochures, and
other marketing material.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
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<div class="MsoNormal">
But creation stories can help attract new customers. And
that’s especially true for companies selling software-as-a-service (SaaS)
solutions.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
For one, the people buying solutions are often the same
people that will be using the solution.<span style="mso-spacerun: yes;">
</span>It’s the HR professional using the HR solution, the marketing manager
using the marketing automation solution, or the sales manager using the CRM
solution.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
These prospective customers want to know if the people that
have built the solution really understand their challenges.<span style="mso-spacerun: yes;"> </span>Do they actually know what their world is
like?<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Second, the prospects need to trust the company.<span style="mso-spacerun: yes;"> </span>Remember with a SaaS solution, they’re buying
a promise, not a product.<span style="mso-spacerun: yes;"> </span>The customer
needs to know that the SaaS provider will deliver the functionality and support
as promised.<span style="mso-spacerun: yes;"> </span>A creation story can help
build that trust.<span style="mso-spacerun: yes;"> </span>(<i style="mso-bidi-font-style: normal;">See “</i><a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2015/7/31/saas-marketing-is-about-promises-not-products"><i style="mso-bidi-font-style: normal;">SaaS Marketing is about promises, not
products.”</i></a><i style="mso-bidi-font-style: normal;">)</i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you’re a SaaS marketer, I understand the urge to talk all
about your solution’s features, benefits, and advantages.<span style="mso-spacerun: yes;"> </span>But besides talking about what your product
can do, you should also talk about who built it and why.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-74511507172523458502019-05-01T06:00:00.000-04:002019-05-01T06:00:05.164-04:00No one needs your solution unless they have a problem<br />
<div class="MsoNormal">
Let me give this to you straight: Nobody really cares about your SaaS solution. </div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They don’t care how it’s built.<span style="mso-spacerun: yes;"> </span>They don’t want to see a demo. <span style="mso-spacerun: yes;"> </span>And they don’t want to talk to you <o:p></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgloaC2NBPoCVCizRrz_F-cVR9QE5OGV-1LU863Kbm_XUfclP3m4jiABVWxLSJ0Gud3z_VFOr1jjt0-lnVSP_ibRGQwe-Rs0dPPUCbS5MfjhGmVW0ZINPg1I6zXQdCN2rsSdEb-Y0J9t0c/s1600/Ignoring.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1544" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgloaC2NBPoCVCizRrz_F-cVR9QE5OGV-1LU863Kbm_XUfclP3m4jiABVWxLSJ0Gud3z_VFOr1jjt0-lnVSP_ibRGQwe-Rs0dPPUCbS5MfjhGmVW0ZINPg1I6zXQdCN2rsSdEb-Y0J9t0c/s320/Ignoring.jpg" width="308" /></a></div>
about it.<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
At least not yet.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
No one has any interest in your solution… until they see that
they have a problem and they suspect you may be able to solve it.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>An obvious, but too common mistake</b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I know this sounds harsh and painfully obvious.<span style="mso-spacerun: yes;"> </span>But then why do so many websites sound like
this?<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i style="mso-bidi-font-style: normal;">Our world-class (fill
in the blank) SaaS solution offers this brilliant function, that brilliant function,
and this other brilliant function. It’s way better than somebody else’s
solution.<span style="mso-spacerun: yes;"> </span>Click here for a free trial/to
request a demo/ to talk with a salesperson.</i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I’m sure that some fraction of visitors that see this description
on a website will actually click through.<span style="mso-spacerun: yes;">
</span>But it requires that these folks do a lot of work.<span style="mso-spacerun: yes;"> </span>They need to figure out <i style="mso-bidi-font-style: normal;">for themselves</i> why any of these features matter to them.<span style="mso-spacerun: yes;"> </span>They need to make the connection between
their problem and this solution.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<span style="mso-spacerun: yes;"><br /></span></div>
<div class="MsoNormal">
And that’s not all they need to do. They’ll also need to assess whether it’s an
urgent problem. Is it something that
they can live with, or does it really need their immediate attention? (See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2015/8/27/your-toughest-competitor-inertia-1">Your
toughest competitor… inertia</a>.”)</div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
When all we talk about is features, features, and features,
we’re asking the visitor to do a lot of work on their own.<span style="mso-spacerun: yes;"> </span>And by the way, we’re asking them to do all
this work in maybe a minute or less.<span style="mso-spacerun: yes;">
</span>That’s how much time they’re likely to give with us when they first come
to our website.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Why do we force people
to work so hard?<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I’ll guess at why this happens.<span style="mso-spacerun: yes;"> </span>It’s often because we fall in love with our technology.<span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRmQDmkdAPxXUuCDk2YUpvWNcsAFKryjiaTTJkX69Ugyst0jBzM6WmpbCncGr3QeXxceo11eFIB92t4V2OJVJvceuLO6cnzOlxx_1j1oxuY6W3OXRvdFp_w6uHr1x-Ts4Ds9dFRJzw-Pk/s1600/man+with+megaphone.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1355" data-original-width="1600" height="270" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRmQDmkdAPxXUuCDk2YUpvWNcsAFKryjiaTTJkX69Ugyst0jBzM6WmpbCncGr3QeXxceo11eFIB92t4V2OJVJvceuLO6cnzOlxx_1j1oxuY6W3OXRvdFp_w6uHr1x-Ts4Ds9dFRJzw-Pk/s320/man+with+megaphone.jpg" width="320" /></a></div>
<div class="MsoNormal">
We get so wrapped up in the elegant solution
we’ve developed, that we forget the problem we built it to solve in the first
place.<span style="mso-spacerun: yes;"> </span>Or at least we forget that we
need to explain the problem to the prospective customer.<span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
We’re too eager to spew out everything we can
say about the solution… even before the person knows what we’re trying to
solve.<span style="mso-spacerun: yes;"> </span>(See <a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2017/11/28/demo-not-so-fast">“Demo?<span style="mso-spacerun: yes;"> </span>Not so fast.”</a>)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Earning the right to
show more</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Instead of talking about features, features, and more
features, a website would probably generate a lot more engagement – clicks,
downloads, trials, whatever – if we marketing folks made it easier for visitors
to see the problem we solve.<span style="mso-spacerun: yes;"> </span>We should make
it easy to see the connection between their problem and our solution.<span style="mso-spacerun: yes;"> </span>We shouldn’t rely on the visitor to do that
work.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Before we go into all kinds of detail about our solution, we
want the visitor nodding their head and thinking: “Yes, I see I have this
problem in my organization, I realize that the way I’m trying to solve it now isn’t working,
and I know that it needs immediate attention and I can't ignore it.”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Only then will we have earned the right to show our
solution.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Nobody needs a solution until they know they have a problem.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-68282090983332943502019-04-01T06:00:00.000-04:002019-04-01T06:00:02.349-04:00Remind customers why they're paying you<!--[if gte mso 9]><xml>
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<span style="font-size: 12pt;">Sorry, I have some bad news.</span><span style="font-size: 12pt;"> </span><br />
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If you thought that once you’ve won a deal and brought a new
customer on-board your software-as-a-service (SaaS) solution, and you’re all done...sorry.<span style="mso-spacerun: yes;"> </span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgD6tKwLPXnoGR_g6nW-Ce7CMrm5WYYp1Zs854rg4SMRgQ3MWTsOvP6N4pAv-BBrhmBwgwkkIhMBEWO3khxT-TSmKZEbVk45rwwKr30M8MBYDjdkgeG309w3zgPeiO0y9FI_8cDZnTfTLw/s1600/man+on+wheel.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1444" data-original-width="1600" height="288" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgD6tKwLPXnoGR_g6nW-Ce7CMrm5WYYp1Zs854rg4SMRgQ3MWTsOvP6N4pAv-BBrhmBwgwkkIhMBEWO3khxT-TSmKZEbVk45rwwKr30M8MBYDjdkgeG309w3zgPeiO0y9FI_8cDZnTfTLw/s320/man+on+wheel.jpg" width="320" /></a></div>
<br /><o:p></o:p>
<div class="MsoNormal">
You’re not done yet.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Winning a new customer is just the start; now you need to <i style="mso-bidi-font-style: normal;">keep</i> that customer.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Depending on what it costs you to acquire a customer (CAC),
it may take several months – maybe even years – for subscription revenues to
recover that cost (LTV/CAC).<span style="mso-spacerun: yes;"> </span>If a
customer quits before you’ve reached that point, you lose money.<span style="mso-spacerun: yes;"> </span>That’s how the SaaS model works.<span style="mso-spacerun: yes;"> </span>(See <a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2016/4/11/nothing-simple-about-saas-benchmark-metrics">“Nothing
simple about SaaS benchmark metrics.”</a>)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">A new job for
marketers<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This requirement to hold on to customers gives marketers a
new job, one they didn’t have before SaaS:<span style="mso-spacerun: yes;">
</span>marketing to existing customers.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
True confession:<span style="mso-spacerun: yes;"> </span>When
I worked for companies marketing traditional licensed software, I only thought
about existing customers on two occasions: when I needed a customer reference
or when I saw them at the annual user conference.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But for SaaS companies, things are different.<span style="mso-spacerun: yes;"> </span>It’s essential to remind existing customers
why they’re paying for your solution.<span style="mso-spacerun: yes;">
</span>Show them how much they’re using it to hire new employees, deliver
training courses, handle expense reports, send out email newsletters, or whatever
it is you do for your customers.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I get a regular reminder from Carbonite about how many files
they’ve backed up.<span style="mso-spacerun: yes;"> </span>That is definitely
not something I would pay attention to otherwise.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijZlxYfXGXo8SzAqKoD4MiPQGhWZYlq5I0R-YYyel0HvcW6sdKfRw0YTFrWbJ2XTOUEYwfms5lGvmsMwBG9eTtU37VzrOjtoiRV1vYm_sFHXxu5YHpWzjpHynW4KVsseuJQipjDcN-TSI/s1600/man+helping.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1494" data-original-width="1600" height="298" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijZlxYfXGXo8SzAqKoD4MiPQGhWZYlq5I0R-YYyel0HvcW6sdKfRw0YTFrWbJ2XTOUEYwfms5lGvmsMwBG9eTtU37VzrOjtoiRV1vYm_sFHXxu5YHpWzjpHynW4KVsseuJQipjDcN-TSI/s320/man+helping.jpg" width="320" /></a><b style="mso-bidi-font-weight: normal;">Help customers get
more value<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Even better if you take an extra step and help your
customers get more value from the solution.<span style="mso-spacerun: yes;">
</span>Show them how to do what they’re doing better.<span style="mso-spacerun: yes;"> </span>Share tips & tricks, expert advice, and
best practices.<span style="mso-spacerun: yes;"> </span>Let them know about
enhancements you’ve made to the solution and show them how to use them.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Watch for low
activity<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If your solution is used primarily by one person in the
organization, for example an HR professional, a project manager, or an accounts
payable manager, be on the lookout for a sharp drop in activity.<span style="mso-spacerun: yes;"> </span>If nobody’s logging in, there’s a problem.<span style="mso-spacerun: yes;"> </span>It’s worthwhile finding out if perhaps there’s
a new person in the role that might need training.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Stay in touch<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
One last bit of advice.<span style="mso-spacerun: yes;">
</span>Stay in contact regularly with your customers.<span style="mso-spacerun: yes;"> </span>Nothing quite says “I really don’t care about
you” than reaching out to them for the first time two days before the
subscription expires.<o:p></o:p></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-49072234876855125432019-03-01T06:00:00.000-05:002019-03-01T06:00:02.832-05:00Why free trials don’t always work<br />
<div class="MsoNormal">
There's a reason lots of SaaS companies offer free trials.
Done well, they work. They can attract paying customers to software-as-a-service (SaaS)
solutions. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But it doesn’t happen
automatically.</div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
There’s nothing about a free trial that magically converts a
free trialer into a paying customer.<span style="mso-spacerun: yes;"> </span>Getting
prospects through that journey isn’t easy… meaning there are lot of ways that free
trials can go wrong.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Your prospects are
busy</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
One of the biggest obstacles to converting free trialers
into paying customers is that your prospects are busy people. <span style="mso-spacerun: yes;"> </span>While they’re juggling lots of priorities, carving
out time to work with a trial solution is a challenge. <span style="mso-spacerun: yes;"> </span>(See <a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2016/6/10/your-prospect-has-a-day-job">“Your
prospect has a day job.”</a>) <o:p></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8-6uftprJjePJqLfqtL66aQTQsqn7vWVStwdLhDnG0XcSBJWghYpPOGiUHNbv8ULZo-DqnAQHn_ZzWaTe6-siyvHz_K8ZRrOy0JSm-9hvjBHa_sJL4p17i5b2s1kENiAYVRCsob-4Cpo/s1600/busy+person.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1522" data-original-width="1600" height="304" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8-6uftprJjePJqLfqtL66aQTQsqn7vWVStwdLhDnG0XcSBJWghYpPOGiUHNbv8ULZo-DqnAQHn_ZzWaTe6-siyvHz_K8ZRrOy0JSm-9hvjBHa_sJL4p17i5b2s1kENiAYVRCsob-4Cpo/s320/busy+person.jpg" width="320" /></a></div>
<br />
<div class="MsoNormal">
Even if you don’t charge to use the solution, working with
the free trial will still cost the prospect precious time.<span style="mso-spacerun: yes;"> </span>And if there are multiple trialers within the
organization, even more time is needed.<span style="mso-spacerun: yes;"> </span>(See
<a href="http://www.saasmarketingstrategy.com/saasmarketingstrategy/2014/09/a-free-trial-isnt-really-free.html">“A
free trial isn’t really free.”</a>)<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Make free trials
easier</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
A few tactics could help. </div>
<div class="MsoNormal">
</div>
<ul>
<li><i>Focus on key tasks</i>: When
a prospective customer signs up for a free trial, guide them to complete 2 or 3
key tasks. This should be enough to give
them an idea of what the solution does and how to use it. For most customers, that’s sufficient. They don’t need, or have time, to go through
every single feature in the product. </li>
</ul>
<ul>
<li><i>Quickly show value:</i> Guide
free trialers quickly to features that will “wow” them. Don’t force them to jump through hoops before
they can see how the solution can be helpful to them.</li>
</ul>
<ul>
<li><i>Don’t require too much set-up work:</i> Give the prospective customer a head-start. For example, include sample data if possible
so there’s no need to enter lots of data just to get started. Starting them off with a blank page can be
very intimidating.</li>
</ul>
<br />
<div class="MsoNormal">
</div>
<ul>
<li><i>Show it’s easy to use</i>:
In talking with many free trialers, I’ve learned that most of them just
want to see if the solution is easy to learn and use. They don’t need to see all the features. They just want to know that it’s something
they’ll be comfortable and productive using.</li>
</ul>
<br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Free trials are not
required <o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Besides a free trial, keep in mind that there are other ways
to let prospects see your solution.<span style="mso-spacerun: yes;"> </span>Sometimes it’s better to offer something different or alongside
the free trial.</div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxNuzpDPdGkDhTxBEVKiL0DBdksrjpxUkCKKdQT8b-_ge0JkAkcr83684wdOOdbXUZ1E_DXsDx94BiTXzvJ01f-IKc1jzIwz_BuYLVNPJX7UbBy8s3xjBUC5WMSYnbaPZ7S0xcr3R9VeQ/s1600/happy+person+at+computer.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1403" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxNuzpDPdGkDhTxBEVKiL0DBdksrjpxUkCKKdQT8b-_ge0JkAkcr83684wdOOdbXUZ1E_DXsDx94BiTXzvJ01f-IKc1jzIwz_BuYLVNPJX7UbBy8s3xjBUC5WMSYnbaPZ7S0xcr3R9VeQ/s320/happy+person+at+computer.jpg" width="280" /></a></div>
<div class="MsoNormal">
An effective demo can show key features of the
solution.<span style="mso-spacerun: yes;"> </span>And for prospects that aren’t
yet ready for a direct interaction with the vendor, a short video of highlights
can be enough to give an overview and entice them to see more.<span style="mso-spacerun: yes;"> </span>(See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2013/11/most-demos-are-useless_4.html">Most
demos are useless.</a>”)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
A no-obligation/no commitment subscription lets the customer
pays for the solution, but they can cancel at any time.<span style="mso-spacerun: yes;"> </span>If they’re not using it, they stop paying.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
A money-back guarantee goes even further.<span style="mso-spacerun: yes;"> </span>If the customer is unhappy after a month or
some other designated time period, you send them their money back.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Both of these approaches give the customer the peace of mind
to know they won’t be stuck with something they don’t use.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I’m not opposed to free trials.<span style="mso-spacerun: yes;"> </span>I’ve seen them work very well at attracting prospects
and paying customers, but only when they’re done well.<span style="mso-spacerun: yes;"> </span>Otherwise, you’ll find you’re wasting your
time and losing business.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-82666065901083808862019-02-01T16:18:00.000-05:002019-02-01T16:18:03.513-05:00Are you forgetting the “service” part of SaaS?<!--[if gte mso 9]><xml>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Message Header"/>
<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Salutation"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Date"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Document Map"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Sample"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Variable"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation subject"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="No List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Theme"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="0" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="0" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 6"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 6"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 6"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 6"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="46" Name="List Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
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<div class="MsoNormal">
<span style="font-size: 12pt;">Ok, let me remind us all of the blatantly obvious: “SaaS”
stands for “software-as-service.”</span><b style="font-size: 12pt;"> </b><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">Yup, “service” is right there in the name.</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But looking at the way most SaaS solutions are marketed, too
often it’s all about the “software”, and<o:p></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8-fNf29Q4UEQV_UHwgtewKZR3_dKrfQyaxhCl_nSl5Tzd-uyVxOORyGJMRfVKkVf6BJMv6vC_iLy1_wgakdxxRVJFv9o-6jmN0Hg1AZhWyr-Hj4FnL0ofUS7HYUAi4eCKZ5VeRSza5UY/s1600/Computersalesman.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1056" data-original-width="1600" height="211" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8-fNf29Q4UEQV_UHwgtewKZR3_dKrfQyaxhCl_nSl5Tzd-uyVxOORyGJMRfVKkVf6BJMv6vC_iLy1_wgakdxxRVJFv9o-6jmN0Hg1AZhWyr-Hj4FnL0ofUS7HYUAi4eCKZ5VeRSza5UY/s320/Computersalesman.jpg" width="320" /></a></div>
not much about the “service.”<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
On website, in videos, during customer presentations, and in
every other piece of marketing communication, it’s all about the software.<span style="mso-spacerun: yes;"> </span>“Look at this feature, look at that feature,
look at another feature.”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
All this hyping of features reminds me of how we used to
market traditional licensed application packages.<span style="mso-spacerun: yes;"> </span>That made sense when we were essentially
selling a disc full of software.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">The buyer expects
service with their software<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But that’s not what SaaS is, and it’s not what the SaaS
buyer expects.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They’re paying a regular subscription fee for access to the
software features… and a whole lot more.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They’re expecting help with implementation.<span style="mso-spacerun: yes;"> </span>They need to get up & running with the solution.<span style="mso-spacerun: yes;"> </span>(See <a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2018/10/19/your-saas-buyers-could-be-afraid">“Your
SaaS buyers could be afraid to buy.”</a>)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgOpEMgIHopffFbDOGXrH7EOmkIMcK75YHoFSQqBtMZBWDDUlZuaWKQyPxbUZI_LK1ZBZnndBVtdvmpS27XfX4FkdXRhpFL7Bic6aW1ZKwUrSLrVsuIgkbgLsiTSl96TZhVx7UUC8Bn-bk/s1600/the+expert+is+in.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1024" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgOpEMgIHopffFbDOGXrH7EOmkIMcK75YHoFSQqBtMZBWDDUlZuaWKQyPxbUZI_LK1ZBZnndBVtdvmpS27XfX4FkdXRhpFL7Bic6aW1ZKwUrSLrVsuIgkbgLsiTSl96TZhVx7UUC8Bn-bk/s320/the+expert+is+in.jpg" width="204" /></a></div>
<div class="MsoNormal">
They’re looking for help with training.<span style="mso-spacerun: yes;"> </span>That might include training for
administrators and for others in the organization that will be using the
solution.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And they’re looking for support.<span style="mso-spacerun: yes;"> </span>When they get stuck and run into a problem,
they expect that someone from the vendor will help.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Beyond that, a SaaS vendor should actually be providing
expert guidance on how customers can get the most from the solution.<span style="mso-spacerun: yes;"> </span>They can share tips, best practices, benchmarks,
and other help.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So, if this is what SaaS buyers are expecting, this is what
SaaS marketing should be promoting.<span style="mso-spacerun: yes;"> </span>Talk about your expert guidance and your implementation, training, support services.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Follow the software-as-a-service label: Market your services,
not just your features.<o:p></o:p></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-22573472999378301062019-01-03T06:00:00.000-05:002019-01-03T06:00:01.410-05:00New customers can teach you a lot… if you just ask<br />
<div class="MsoNormal">
If you’re marketing and selling a software-as-a-service
(SaaS) solution, feel free to ring a bell or do </div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZvnF49LF9WO_ehnnBSIzLYiVjlIvGBvVZjZC6mQ6tAaUeQPGnDCPNJpR7UC1WwrdZ71bJeGX2O3PCuuaqGMWvubsTgLSr9-ddebyQVbRz7jkj0vC-kO8tjUz5pQFMQzI7ka_66UqU40o/s1600/winning+the+deal.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1548" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZvnF49LF9WO_ehnnBSIzLYiVjlIvGBvVZjZC6mQ6tAaUeQPGnDCPNJpR7UC1WwrdZ71bJeGX2O3PCuuaqGMWvubsTgLSr9-ddebyQVbRz7jkj0vC-kO8tjUz5pQFMQzI7ka_66UqU40o/s320/winning+the+deal.jpg" width="309" /></a></div>
whatever it is you do when you
win a new deal.<br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But don’t stop there.<span style="mso-spacerun: yes;">
</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Those new customers are worth more than just subscription
revenue.<span style="mso-spacerun: yes;"> </span>They can tell you a lot to help
your marketing.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Think about it.<span style="mso-spacerun: yes;"> </span>They’ve
just emerged from the evaluation and purchase process, they’ve seen your
marketing efforts up close.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They’re in a good spot to share some useful insights, such
as:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<ul>
<li>What did they use before they bought your new solution?</li>
<li>Why did they change?
What was wrong with the old system?</li>
<li>Where did they find out about your solution?</li>
<li>What other solutions did they look at and why did they
choose yours?</li>
</ul>
<o:p></o:p><br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
That’s vital information that can help you market and win
even more new customers.</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<o:p></o:p><br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">How do you get this
information?<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But you do need to ask them.<span style="mso-spacerun: yes;">
</span>How?<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You could conduct a customer survey via a questionnaire.
There are lots of methodologies and software or consultants to help here.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Or you could ask your Sales people.<span style="mso-spacerun: yes;"> </span>After all, they’ve been intimately involved
in the process with the prospect.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZ-ccLQ4rvltZ-r_2tVBxkmzXpy15N0waDj_8a4Dajz3zZrS__lpmLN3I5vaR5-DfAzcBkaRzlXqnV7GwFRq3dgPqGeMMRQYxMPxGEw7ZeWz5xO_2xIgh5BBEEBZPPPpCZO5iqknAC6vk/s1600/person+with+questions.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1521" data-original-width="1600" height="304" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZ-ccLQ4rvltZ-r_2tVBxkmzXpy15N0waDj_8a4Dajz3zZrS__lpmLN3I5vaR5-DfAzcBkaRzlXqnV7GwFRq3dgPqGeMMRQYxMPxGEw7ZeWz5xO_2xIgh5BBEEBZPPPpCZO5iqknAC6vk/s320/person+with+questions.jpeg" width="320" /></a></div>
<div class="MsoNormal">
Beware though that Sales may carry a bias.<span style="mso-spacerun: yes;"> </span>When asked why a customer bought, you may
hear a salesperson explain “it was because of the wonderful relationship
established by the salesperson.”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Another approach is to simply talk to small sample of new
customers.<span style="mso-spacerun: yes;"> </span>Even short conversations with
a handful of customers can be useful.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
These can be especially revealing if they’re conducted as
conversations, not surveys.<span style="mso-spacerun: yes;"> </span>Tee up a few
questions (like the ones suggested earlier) and follow wherever the customer
takes you.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Though the handful of interviews from an individual month represent
only a small sample size, over the course of a year these should yield valid
information.<span style="mso-spacerun: yes;"> </span>You’ll gather insights that
can help craft effective marketing messages and structure marketing programs
that really reach prospects.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Worried about bothering new customers?<span style="mso-spacerun: yes;"> </span>In my experience, most customers are happy to
talk for a few minutes and share their thoughts.<span style="mso-spacerun: yes;"> </span>In fact, they’re often delighted to know that
their new vendor actually cares what they think.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I’ve seen these interviews done well by people within the company,
though it’s best to have Marketing people call, not Sales.<span style="mso-spacerun: yes;"> </span>Using an outside person can also be
effective.<span style="mso-spacerun: yes;"> </span>(<a href="mailto:peter.cohen@saasmarketingstrategy.com" target="_blank">Contact me</a> if you need help.)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
When you win a new customer, go ahead and celebrate.<span style="mso-spacerun: yes;"> </span>But don’t miss out on the useful information
you can gather from them.</div>
Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-24717855446454590362018-12-01T06:00:00.000-05:002018-12-11T16:28:12.659-05:00Your SaaS prospects could be afraid to buy<!--[if gte mso 9]><xml>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="header"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="35" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="line number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="endnote reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="table of authorities"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="macro"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="10" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="1" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
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<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
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<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
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<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
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<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
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<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
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<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
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<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
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<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
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<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
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<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
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<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
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<w:LsdException Locked="false" Priority="21" QFormat="true"
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<w:LsdException Locked="false" Priority="31" QFormat="true"
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<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
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<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
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<!--StartFragment-->
<br />
<div class="MsoNormal">
If you’re selling or marketing a software-as-a-service
(SaaS) solution, you’ve probably seen<o:p></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlwMKlpcLGyapOUsIXjQ-_TgWKCV2iFXmPfR7UUqBngjz2d8II5vL_ee7Mkp-iBlCy_Uf68pxme5OIBZt8-KyyoUDVTG-FHCpdq1BuMRTguFR1zp8x9NR_i980VekRHZzkFV7sfiTOHqk/s1600/man+on+diving+board.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1478" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlwMKlpcLGyapOUsIXjQ-_TgWKCV2iFXmPfR7UUqBngjz2d8II5vL_ee7Mkp-iBlCy_Uf68pxme5OIBZt8-KyyoUDVTG-FHCpdq1BuMRTguFR1zp8x9NR_i980VekRHZzkFV7sfiTOHqk/s320/man+on+diving+board.jpg" width="295" /></a></div>
<br />
something like this before:<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>You’re talking with a prospective customer that’s struggling
with a broken, outdated system, </i><i style="font-size: 12pt;">something they’ve been using for a long time to
handle some vital task. The prospect
knows it’s a poor system and they know it’s hurting their organization.</i></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>And you’ve shown them your wonderful SaaS solution, they can
see how it would be a huge improvement, and… they still don’t buy.</i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You’d once listed these prospects as “highly qualified” or “ready
to buy,” but then they go dormant.<span style="mso-spacerun: yes;"> </span>No
response to calls, no answers to emails… just radio silence.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
What happened?<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Fear that something
will go wrong getting from the old to the new<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It could just be fear.<span style="mso-spacerun: yes;">
</span>Your once-hot prospect got cold feet.<span style="mso-spacerun: yes;">
</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Up until the moment of truth - a decision to OK the purchase
- everything had gone exactly as scripted.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Your prospect recognized the flaws in their existing system
and they clearly saw the benefits and advantages of your superior
alternative.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But then things hit a roadblock.<span style="mso-spacerun: yes;"> </span>The prospect is worried about getting from
here to there.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Moving from their existing system to your new system is
fraught with peril.<span style="mso-spacerun: yes;"> </span>Lots can go wrong with
the transition.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<ul>
<li>Inputting data can be difficult and time-consuming.</li>
<li>Data can get lost in the transition.</li>
<li>Users can get confused.</li>
<li>Administrators can get confused.</li>
<li>Standard reports might not get prepared.</li>
<li>Normal workflows might be interrupted.</li>
<li>There may be a gap when neither system is available.</li>
</ul>
<o:p></o:p><br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
None of this would be good news for your customer.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqWNpT0unfjpup4DH3I68excK3taiSZVAcN2As-OKFy7hRKWrRsAzdkjX1Rw9yHDPXv0e4J1qqLZ20cAAwwN03q049HAELsSorLsEW8rqG6wZkKmUl876XuGCZQGuJmijDeUTNR6PRbbE/s1600/person+yelling.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1198" data-original-width="1600" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqWNpT0unfjpup4DH3I68excK3taiSZVAcN2As-OKFy7hRKWrRsAzdkjX1Rw9yHDPXv0e4J1qqLZ20cAAwwN03q049HAELsSorLsEW8rqG6wZkKmUl876XuGCZQGuJmijDeUTNR6PRbbE/s320/person+yelling.jpg" width="320" /></a></div>
<div class="MsoNormal">
Remember that they, like most SaaS buyers, is someone with a
full-time job with other responsibilities and a reputation to protect. (<i style="mso-bidi-font-style: normal;">See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2016/6/10/your-prospect-has-a-day-job">Your
prospect has a day job.”</a></i>)<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The HR manager doesn’t want to hear from employees that they
can’t request vacation days or complete a performance review.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The Finance manager doesn’t want to hear complaints that
expense reports can’t be submitted or vendors can’t get paid.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The Sales exec doesn’t want to hear that account reps can’t
see their pipeline or track progress on their opportunities.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The warehouse manager doesn’t want to find out that it’s
impossible to accurately track inventory.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
These folks don’t have the time, the patience, or the thick
skin to deal with the complaints and push-back if the move to a new system goes
wrong.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Getting prospects past
the fear</b></div>
<div class="separator" style="clear: both; text-align: center;">
<b style="mso-bidi-font-weight: normal;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQYRetVbqMxLPPRf7US1bhHiB9xHPsglRWPj7firx1QdBcS5-HwUM3lfA-iIUXpxtO6pNcQGaci-7YSDW6DvFm47cAOXOQtLDjvsP1Owgb3zhNOobG-4gEEPhxfNx6dWLG42AKRhZSXoM/s1600/the+expert+is+in.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1024" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQYRetVbqMxLPPRf7US1bhHiB9xHPsglRWPj7firx1QdBcS5-HwUM3lfA-iIUXpxtO6pNcQGaci-7YSDW6DvFm47cAOXOQtLDjvsP1Owgb3zhNOobG-4gEEPhxfNx6dWLG42AKRhZSXoM/s320/the+expert+is+in.jpg" width="204" /></a></b></div>
<br />
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<!--StartFragment-->
<!--EndFragment--><br />
<div class="MsoNormal">
No matter how poor their existing system, and no matter how
wonderful the promise of your new system, if the customer can’t see themselves
getting from the old to the new flawlessly, they might not take the risk. They’ll stick with what they’ve got and what they know, warts and all.</div>
<div class="MsoNormal">
<br /></div>
<br />
<br />
<div class="MsoNormal">
Getting them over that fear doesn’t mean showing them yet
more features and functions in your system.<span style="mso-spacerun: yes;">
</span>It doesn’t mean pointing out again the costs of their existing system or showing
them the extraordinary ROI on your system.<span style="mso-spacerun: yes;">
</span>And it has nothing to do with offering a lower price.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Instead, it’s about showing prospective customers that your
experts will guide them through a proven, well-structured implementation.<span style="mso-spacerun: yes;"> </span>They need to be convinced them that they can
rely on you to help them navigate the transition to your new system.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Until prospects trust that you can help them get from where
they are now to where they want to be – without things breaking along the way –
they’ll hold off on making a decision.<span style="mso-spacerun: yes;">
</span>They won’t buy.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />
<br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-80547858699426170492018-11-01T06:00:00.000-04:002018-11-01T09:09:08.236-04:00Are your partnerships useless?<br />
<div class="MsoNormal">
Partnerships can be a good thing for software-as-a-service
(SaaS) companies. </div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They can deliver more value to customers, without requiring
lots more work from your internal development team.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
For marketers, a partner could provide credibility, broaden
exposure, find leads, and even win deals.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
That’s if they’re done well.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Too often though, partnerships don’t deliver as promised.<span style="mso-spacerun: yes;"> </span>The only thing the company gets from it is a
press announcement and a logo for the website.<span style="mso-spacerun: yes;">
</span>No visibility, no leads, no customers.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgIcdLRf8qQeDmhmpf7BnNkULJgmg3KQDFdAcBfi1Yijmma1Sbo8JUspngbaoqmrjLtd3ITXpntmzVyFlSgucgfnlyB0Ju5HDTI54YUkxaEQukwffqPtLzdftLuqfWP-fp6JcxpZTBMef8/s1600/deal+handshake.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1411" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgIcdLRf8qQeDmhmpf7BnNkULJgmg3KQDFdAcBfi1Yijmma1Sbo8JUspngbaoqmrjLtd3ITXpntmzVyFlSgucgfnlyB0Ju5HDTI54YUkxaEQukwffqPtLzdftLuqfWP-fp6JcxpZTBMef8/s320/deal+handshake.jpeg" width="282" /></a>This is especially true when it’s a smaller company
partnering with a larger company.<span style="mso-spacerun: yes;"> </span>Think partnerships
with IBM, salesforce.com, or Oracle.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Sure, these large companies run well-managed partner programs
that offer a full menu of joint marketing opportunities. <span style="mso-spacerun: yes;"> </span>These programs have attracted thousands of
partners.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And that’s the problem for small companies.<span style="mso-spacerun: yes;"> </span>Among the thousands of partners, it’s very
tough to get attention.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
When you’re just one small vendor among thousands, their
marketing folks can’t afford to spend much time with you.<span style="mso-spacerun: yes;"> </span>And their sales folks may not pay much
attention either.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Partnerships require
work</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I don’t mean to say that all partnerships are useless and
not worth pursuing.<span style="mso-spacerun: yes;"> </span>Done well, in fact,
they can be very useful.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
To work well, your smaller company needs to actively market itself
to the larger partner.<span style="mso-spacerun: yes;"> </span>A signed
agreement won’t work all by itself.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Marketing to the partner has a few key objectives:<o:p></o:p></div>
<div class="MsoNormal">
<span style="text-indent: -0.25in;"><br /></span></div>
<div class="MsoNormal">
</div>
<ul>
<li>Make it crystal clear to the partner who your
product is for.<span style="text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">When they’re pursuing an
opportunity, it should be easy for them to recognize when they should bring
your solution into the discussion.</span><span style="text-indent: -0.25in;"> </span></li>
</ul>
<br />
<div class="MsoNormal">
</div>
<ul>
<li>The partner’s sales and marketing people should
easily grasp what problem your product solves.<span style="text-indent: -0.25in;">
</span><span style="text-indent: -0.25in;">Don’t force them to struggle through all your technology, features and
functions.</span><span style="text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">(See “</span><a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2017/12/25/point-out-the-problem-before-you-talk-about-the-solution" style="text-indent: -0.25in;">Before
you talk about the solution, point out the problem.</a><span style="text-indent: -0.25in;">”)</span></li>
</ul>
<br />
<div class="MsoNormal">
</div>
<ul>
<li>Distinguish your product from alternatives.<span style="text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">It should be obvious why they should pitch
yours and not someone else’s.</span></li>
</ul>
<br />
<div class="MsoNormal">
</div>
<ul>
<li>Be available as an expert to support the
sale.<span style="text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">The partner should be able to rely
on you to provide specialized expertise, understand the prospect’s business,
and speak their language.</span></li>
</ul>
<br />
<div class="MsoNormal">
</div>
<ul>
<li>Make it easy to sell your product.<span style="text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">The partner wants to know that your solution
can help them sell more of their own product.</span><span style="text-indent: -0.25in;">
</span><span style="text-indent: -0.25in;">Don’t get in the way of that goal.</span></li>
</ul>
<br />
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<o:p></o:p></div>
<div class="MsoListParagraphCxSpLast">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="MsoNormal">
Think about it.<span style="mso-spacerun: yes;"> </span>If
one of the partner’s sales executives is working with a prospect, their number
one goal is to win the account.<span style="mso-spacerun: yes;"> </span>If they
need to reach into the portfolio of thousands of partners’ solutions to help
them win, you want to be sure they reach for your solution, not somebody else’s.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3BZxow3BCJqVfUNSo64AFQCz1D0qXwDpxu8YjZnIQEzFew1L6i6erHgx_Xy3q1t7LM2Hk7A77lnp9C5JKeoesJsStmWbSvaUxuIXyHokPQw-2DvTk66GfhZNnHUgMrJ58n5woiH78jMs/s1600/contract.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1448" data-original-width="1600" height="289" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3BZxow3BCJqVfUNSo64AFQCz1D0qXwDpxu8YjZnIQEzFew1L6i6erHgx_Xy3q1t7LM2Hk7A77lnp9C5JKeoesJsStmWbSvaUxuIXyHokPQw-2DvTk66GfhZNnHUgMrJ58n5woiH78jMs/s320/contract.jpg" width="320" /></a></div>
<div class="MsoNormal">
They should have full confidence that by bringing you into
the opportunity, they’ll have a much better chance of winning the
business.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Don’t rely on “paper
partnerships”<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I don’t mean to rain on anyone’s parade here.<span style="mso-spacerun: yes;"> </span>Partnerships do have the potential to be
helpful to smaller companies.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But recognize that a signed partnership agreement doesn’t
work all by itself.<span style="mso-spacerun: yes;"> </span>The signatures and
the press announcement are really just the <b style="mso-bidi-font-weight: normal;">start</b>
of the process.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
To be effective, companies need to actively market
themselves to the partner.<span style="mso-spacerun: yes;"> </span>Along with
other prospects, the partners are another important target audience that needs care
and attention.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-27294874383051659632018-10-01T06:00:00.000-04:002018-10-01T06:00:04.650-04:00SaaS Marketing for Start-ups: Don’t just start doing stuff!<!--[if gte mso 9]><xml>
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<div class="MsoNormal">
I get it.<span style="mso-spacerun: yes;"> </span>You’ve
finally built a working product and now you’re ready to get it out into the
market.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You want to crank out a press release, put up a website,
offer a free trial, execute an email <o:p></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcR_MHp9koi5Ox-rqraMpqbPhWogaF9X2z8-jQACNh8ek84kYBQQ76XmYoVrZkneFCfQI4dNPBw1zx8GTdHRvnVHFBsBLqIvOoKL8nYSKEYofCFSWTrBCRG3RyUpYnGp4EiW5O9cG7lMA/s1600/man+with+megaphone.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1355" data-original-width="1600" height="270" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcR_MHp9koi5Ox-rqraMpqbPhWogaF9X2z8-jQACNh8ek84kYBQQ76XmYoVrZkneFCfQI4dNPBw1zx8GTdHRvnVHFBsBLqIvOoKL8nYSKEYofCFSWTrBCRG3RyUpYnGp4EiW5O9cG7lMA/s320/man+with+megaphone.jpg" width="320" /></a></div>
campaign, buy adwords, or do whatever else
you can think of or afford.<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Don’t do it.<span style="mso-spacerun: yes;"> </span>Or at
least don’t do it <i style="mso-bidi-font-style: normal;">yet.</i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you rush headlong into programs and deliverables, you’ll end
up spending a lot of time and maybe a lot of money… but not necessarily winning
a lot of paying customers.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And finding and keeping paying customers -either directly or
indirectly – is what marketing is usually all about.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But getting that done requires two essentials:<span style="mso-spacerun: yes;"> </span>a story and a plan.<span style="mso-spacerun: yes;"> </span>To be effective, you need both in place <i style="mso-bidi-font-style: normal;">before</i> you launch into any programs or create
any deliverables.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">You need a story</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Your audience needs to know:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
1.<span style="mso-spacerun: yes;"> </span>who your solution
is for<o:p></o:p></div>
<div class="MsoNormal">
2.<span style="mso-spacerun: yes;"> </span>what problem it
solves, and <o:p></o:p></div>
<div class="MsoNormal">
3. <span style="mso-spacerun: yes;"> </span>why they should
buy it from you.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You need to be able to concisely and consistently convey
this in every communication you have with prospective customers.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Without a compelling story (or “value proposition” if you
want to get formal about it), everything you say about your solution on the
website, in sales presentations, in emails, in papers and videos, or wherever
else you’re pushing out your message will have little impact.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">You need a roadmap</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You need to have a roadmap to lead prospects through the
entire evaluation and purchase process.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjIA8QpS6KRDj0p2hewpxMou6O4CwQI84WNDY4YDVR4pBhtjEOB1Zdrslr3cuaMpesiH_84QnZXt5_kshBJDfqUEL1kJGvaEXS3nKUxnRcMvs5dnEoYFLGQWfsKwmp8TwMQKNUxfITyPL4/s1600/man+with+plan.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1261" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjIA8QpS6KRDj0p2hewpxMou6O4CwQI84WNDY4YDVR4pBhtjEOB1Zdrslr3cuaMpesiH_84QnZXt5_kshBJDfqUEL1kJGvaEXS3nKUxnRcMvs5dnEoYFLGQWfsKwmp8TwMQKNUxfITyPL4/s320/man+with+plan.jpeg" width="252" /></a></div>
<div class="MsoNormal">
For many B2B solutions, the process will involve multiple
steps and multiple decision-makers.<span style="mso-spacerun: yes;"> </span>And
it will probably be interrupted along the way and may not always go into a
straight-line.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You’ll need a roadmap that provides deliverables and
programs at each step of the process from attracting initial visibility and
leads through to winning paying customers.<span style="mso-spacerun: yes;">
</span>And don’t forget the “keeping customers” part of the process.<span style="mso-spacerun: yes;"> </span>It’s vital to SaaS success.<span style="mso-spacerun: yes;"> </span>(<span style="mso-bidi-font-style: normal;">See <a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2009/03/your-existing-customers-are-prospects.html" target="_blank">"Your Existing Customers are Prospects Too."</a></span><i style="mso-bidi-font-style: normal;">)</i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Without a well-structured plan, you’ll probably end up with
gaps and bottlenecks where prospects get stuck and you end up generating lots
of visibility, but not collecting many qualified leads, or you collect lots of
leads but don’t convert them into paying customers.<span style="font-size: 12pt;"> </span></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><br /></b></div>
<div class="MsoNormal">
<b style="font-size: 12pt;">Slow down</b></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I know you’re eager to get out there and do stuff.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But before you launch headlong with a bunch of marketing tactics,
first put two essentials in place:<span style="mso-spacerun: yes;"> </span>a
story and a roadmap.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.comtag:blogger.com,1999:blog-8324133305739460648.post-38859089431774527592018-09-01T06:00:00.000-04:002018-09-01T06:00:12.055-04:00Your value proposition: Don’t set it and forget it
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If you’re marketing your SaaS solution without a compelling
and consistent value proposition and messages, you’re doing something
wrong.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<br />
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<br /></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgl9z8hjfGXnurniuPkkoZQ2TWr7uL1PWn4rKu8TDUoBYpTeNHfT-wuwWTzmRr729Mthm9msoq6mEAqeEx8bWREj-4-dYqdgdQ-SLtw-a4T2aLxQc-eHMKkCgSSY6Xd4j3UZHqfCtiReVc/s1600/person+sharing+idea.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1517" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgl9z8hjfGXnurniuPkkoZQ2TWr7uL1PWn4rKu8TDUoBYpTeNHfT-wuwWTzmRr729Mthm9msoq6mEAqeEx8bWREj-4-dYqdgdQ-SLtw-a4T2aLxQc-eHMKkCgSSY6Xd4j3UZHqfCtiReVc/s320/person+sharing+idea.jpg" width="303" /></a>Without a value proposition – a crystal clear explanation of
who should buy your solution, what problem it solves for them, and why they
should buy it from you – you’re missing an essential foundation for all your
marketing efforts.<o:p></o:p></div>
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<br /></div>
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You may be cranking out papers, email campaigns, adword buys,
videos, or whatever. But without a compelling value proposition, told
consistently through all of these programs, it’s hard to have any real impact.<span style="mso-spacerun: yes;"> </span>You may well be wasting your marketing
budget.<span style="mso-spacerun: yes;"> </span>(See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2016/4/28/to-deliver-a-consistent-message-you-need-a-script">To
deliver a consistent message, you need a script.”</a>)<o:p></o:p></div>
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<br /></div>
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An effective value proposition and messages should have a
fairly long shelf-life – a few years wouldn’t be unusual.<o:p></o:p></div>
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<br /></div>
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<span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;">After all, it’s tough enough to get the attention of your target
buyers. Revamping your messages every few weeks, trying something
different in every marketing deliverable, would make that job impossible.</span><span style="font-family: "Times New Roman",serif; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></div>
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
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<w:LsdException Locked="false" Priority="31" QFormat="true"
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<w:LsdException Locked="false" Priority="32" QFormat="true"
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<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
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<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
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<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
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<w:LsdException Locked="false" Priority="52"
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<w:LsdException Locked="false" Priority="46"
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<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
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<!--StartFragment-->
<!--EndFragment--></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<o:p> </o:p><b style="font-size: 12pt;">Value propositions
are not cast in stone</b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But don’t read that as the 11<sup>th</sup> commandment: “Though
shall not change your value proposition…ever!”<span style="mso-spacerun: yes;">
</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
As the market changes over time, your value proposition and
messages may need to be adjusted as well.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
As markets mature, new buyers are likely to
come into the market.<span style="mso-spacerun: yes;"> </span>“Mainstream buyers”
or “laggards” may displace the initial cadre of more adventurous buyers.<span style="mso-spacerun: yes;"> </span>They may be less enamored of cool technology,
and care more about support, training, security, and stability. (See “<a href="http://www.saasmarketingstrategy.com/saas-advice-blog/2016/12/19/pivoting-from-early-adopters-to-mainstream-buyers">Pivoting
from early adopters to mainstream buyers.</a>”)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
As solutions become more widely adopted, or new competitors
come into the market, it may be that buyers’ expectations change.<span style="mso-spacerun: yes;"> </span>A feature that you once touted
as new and novel, may no longer be so new or novel.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Over time, it may be that more people are involved in evaluating
your solution.<span style="mso-spacerun: yes;"> </span>Purchase decisions are no
longer made by a progressive sales branch manager or a technical head in
development, acting on their own.<span style="mso-spacerun: yes;"> </span>Now they involve corporate
IT and senior executives.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Keep your finger on
the pulse<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVKqJU5nj3P2hmV6U6fL4mwLPviPLrkiuO_YmCrQDd4HnyHYf-2A8QBCa3rzBhuM-WsUoHdiTFm5J2VfVGpHKf7BtXyqocFQfoXTCf28MUMFwyj8YT3uuJotqscxPHFoxyZUvEmidiJt8/s1600/Secret.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1253" data-original-width="1600" height="250" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVKqJU5nj3P2hmV6U6fL4mwLPviPLrkiuO_YmCrQDd4HnyHYf-2A8QBCa3rzBhuM-WsUoHdiTFm5J2VfVGpHKf7BtXyqocFQfoXTCf28MUMFwyj8YT3uuJotqscxPHFoxyZUvEmidiJt8/s320/Secret.jpg" width="320" /></a></div>
<div class="MsoNormal">
OK then, how do you know when changes to your value
proposition are needed?<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Stay in touch with your customers, that’s how.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And not just through training or the customer support
team.<span style="mso-spacerun: yes;"> </span><span style="font-size: 12pt;">Dedicate someone to talk regularly with customers,
especially new customers.</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">Ask them why
they’re buying, who’s involved in the decision, and why they chose your
solution.</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Don't worry. No giant, multi-page survey is required here.<span style="mso-spacerun: yes;"> </span>A few open-ended conversations over the
phone, done every month or every quarter, will reveal a lot of information –
enough to detect important shifts in the market.<span style="mso-spacerun: yes;"> </span>(If you don’t want to allocate an internal
person to this task, <a href="mailto:peter.cohen@saasmarketingstrategy.com?subject=Regular%20interviews%20with%20new%20customers">get
in touch with me</a>.<span style="mso-spacerun: yes;"> </span>I’ve done them on
behalf of several clients.)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You don’t want to be constantly fiddling with your value
proposition, but you cannot simply set it and forget it forever.<span style="mso-spacerun: yes;"> </span>You don't want to find yourself talking
to the wrong people with the wrong message.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment--><br />Peter Cohen Managing Partnerhttp://www.blogger.com/profile/01927703295956994728noreply@blogger.com