As we’ve seen, you should never start a sales pitch or story by talking about your product, your headquarters location, your investors, your customers, or anything related to your brand. Instead, name a change in the world that creates great risk or urgency for your prospect (we’ve seen how change is a crucial key element of storytelling).

Andy Raskin often calls this phase “Old Game vs. New Game.” The winners are already playing the new game. To drive buyer urgency, you need to show that the winners are already playing it. This means citing winners with more resources than your target audience or pointing out winners in other areas.

Helping customers win the new game is the reason for your company and your products. A category narrative has no value unless it is the driving force of your company, your culture, and your products. When you talk about the product, in particular, do so only in the context of how it helps people win the new game.

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Second stage of the day. What is at stake

Potential buyers tend to avoid a potential america phone number list loss by sticking with the status quo. You need to show why adapting to change is likely to lead to a very positive future. Failing to do so is likely to lead to an unacceptably negative future.

It’s time to show what’s at stake and give examples of winners – not necessarily your customers, but companies that have mastered change in different domains. To drive buyer urgency, you need to show that winners are already playing the game. This means citing winners with more resources than your target audience or pointing to winners in other domains.

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Third and fourth stage of the journey. Obstacles and rewards

The path is, by definition, fraught with ron roos obstacles. The reward must be both desirable and difficult for the potential customer to reach without outside help. This is what Andy Raskin calls the Promised Land . It is a new future state, not a product or service. It is not having your brand’s technology and solutions, or benefiting from your services, but the new scenario that will be revealed by including your technology and services.

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Fifth stage of the day. The “magic gift”

It’s time to present your brand, technology, products and services.

When presenting your brand’s italy numbers offering, you should do so by positioning your capabilities as a “magic gift”—as Andy Raskin suggests—to help the potential customer achieve that coveted reward. Helping customers achieve change is the very reason for your company and your products to exist.

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Last stage of the journey. Testing the evidence

Your audience will be skeptical that you can make the story a reality. Now is the time to present proof that you can do it (customer testimonials).

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The final episode of strategic storytelling will focus on how to apply storytelling to email marketing, social media posts, and other content pieces.

And that’s where having a really solid marketing plan is crucial to your growth. If you don’t, other companies will, and they’ll gladly steal your target market by luring them away with their solution.

In this guide, we’ll dive deeper into SaaS marketing strategies and the reasons behind the need for an organized and strategic plan.

We will address the following points one by one:

Ready to get started? Here we go!

What makes SaaS marketing different? the-first-step

Before we can get into the more specific details of SaaS marketing strategies, it’s important to understand why this type of digital advertising is different than any other product or service offering.

For starters, you’re offering an item that relies on something intangible, meaning the buyer can’t touch it, feel it, or put it on the table in front of them.

It is also not a service where the difference can be immediately perceived when using it, as is the case if we hire someone to mow the lawn or paint a wall in the office.

For your customers to see the value of your SaaS platform, you need to be in direct contact with their various pain points and make the case for why your service gives them what they need to thrive.

Once you can nail down this concept and come up with compelling reasons to sign up for the SaaS platform, you’ll be ready to start tailoring your marketing around that message.

It makes sense, right? This shift in understanding must constantly drive a value perspective and is the main reason why marketing for SaaS is different from other approaches.

What are the key points of a SaaS marketing strategy? the-first-step

Now that you know that the value angle is what makes a SaaS marketing strategy important, it’s time for you to learn some key points to make your campaigns successful.

Whether you’re using paid social media ads, focusing on organic traffic , or using a team of marketers to reach your leads directly — or you mix all of these practices, which is a great option — covering the following areas is critical to your results:

How does your SaaS product solve the problem?

Whenever you market your SaaS product, you should directly address your customer’s pain points and clearly explain how your software solves these problems.

What makes you better than the competition? the-first-step

If your niche is incredibly competitive, your advertising campaigns should highlight the features that make you the best option.

The next steps to follow

Many companies forget to mention the next steps they want the customer to take to sign up for their SaaS product.

Whether it’s a free trial, a trial offer, or another special offer, make sure you provide a clear path forward.

As you develop these key points, try to keep them as consistent as possible across all sales channels.

This gives your leads the ability to internalize your message, regardless of whether it’s the first or fifteenth ad they encounter.

What SaaS marketing metrics should you track? the-first-step

Once you’ve determined your marketing message and are starting to use digital advertising to promote your SaaS product, you’ll need to start tracking metrics.

This is very important as it gives you an idea of ​​what your business should scale up and also what you need to reduce or eliminate from your strategy.

However, not all statistics are considered equally relevant and provide us with the same conclusions.

In short, the four most important indicators to pay attention to are:

1. Unique visitors

You need to track how many people are viewing your landing page, ads, or website.

Make sure to take note of elements of traffic sources, such as organic advertising, paid advertising, social media, etc.

2. Lead-to-Customer Rate the-first-step

This is the number of people who take action and sign up to learn more and ultimately become actual customers or subscribers.

3. Churn rate the-first-step

With SaaS marketing, churn rate is the number of subscribers lost at the end of the month.

You always want your new subscriber rate to be consistently higher than your churn rate.

4. Life-Time Value the-first-step

This is the average value of what your company earns from a customer over the entire time they are subscribed to your SaaS platform.

Of course, there are many other metrics you should pay attention to when tracking your SaaS marketing campaigns and strategies. Which ones make the most sense for you will depend on your price point, niche, and target customer.