In this short video, I want to talk with you about how you can use inbound marketing, content marketing, and account-based marketing for your software as a service company to attract, engage and delight the right kinds of clients.
First up, you need to be able to attract strangers and turn them into visitors on your website.
This is typically done through blogging about content that's especially relevant to a certain kind of buyer persona, making sure that those blogs cover topics and mention the right kind of keywords that are especially relevant for that kind of buyer persona and their questions, their goals, their challenges, what they're trying to achieve, and then also amplifying that content on social media, paying careful attention to the social media channels that are most relevant to your most important buyer personas.
So far, we've taken some complete strangers in the marketplace, and we've attracted them into our website, and we now have visitors on our website.
What can we do to convert more of those visitors that are currently anonymous into known leads?
That's typically done with premium content, premium content that is so helpful, so compelling that a significant percentage of people that are offered it are willing to basically trade the equivalent of their business card.
First name, last name, email address, some related details about who they are to get access to the good stuff that's on the other side of that landing page.
So in this context, you need to have forms, landing pages, thank you pages.
Typically, you want to also introduce some kind of email marketing workflow automation for lead nurturing, and that can often be super-helpful in being able to convert more of your visitors into leads. In today's modern GTM go to market playbook. You also want to likely consider things like pop-ups and chatbots and chat flows to be able to assist with that as well.
So now we have some leads and you're looking at well, "some of these leads look pretty good. They look like the right kind of people from the right kind of company, but they don't seem super interested in talking with our sales team. They don't look like they're quite sales-ready. What can we do to nurture those leads into customers?"
Well, we want to have them well organized into a CRM. We need to be able to segment by who they are and where they are in the journey.
And then we want to be able to use email marketing and lists and segmentation and workflows to be able to provide them with additional content and contextually relevant information for who they are and where they are.
That helps to accelerate that sales motion.
For most of the kinds of B2B technology companies like SaaS companies that I work with webinars can be an extremely helpful part of that playbook as well for inviting a whole bunch of prospects that look like a reasonably good fit to an educational event where you teach them some helpful stuff, pique their interest.
Share some insight about some things they want to be thinking about, but may not necessarily have given that much thought to yet, and then for the percentage of them that are attending that are participating in your polls answering your survey questions, the light bulb is going to go off and be like,
"Okay, now I get it. Now I'm ready to talk with your team."
So that's how what you can do to accelerate more of your leads into marketing qualified, sales qualified, and opportunities to get in front of your sales team. Now, finally, once we have customers, how do we turn them into promoters?
How do we turn them into evangelists?
That's the whole customer marketing customer success motion. So surveys personalizing the content, giving them additional content and context, making sure that they have a fantastic onboarding experience, and be really carefully plugged into what it takes for them to get to first value, intended value, and extended value.
What are the success metrics that you're looking for them to be achieving in terms of utilizing your SaaS platform?
Hopefully, you found this helpful to give you some tips and hints on building your go-to-market strategy for getting clients for your SaaS company.
What have you found most helpful to getting clients?
Let me know in the comments below.