SaaS BUSINESS

BUILDING

Sharing experience, insights and best practices for building SaaS businesses. Clients rely on us to realize the future visions of their organizations. Posts here are based on real-world outcomes and lessons learned from putting marketing to work – marketing that grows software companies like yours.  Let’s build something bigger, together.

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Five Ways to Improve the ROI from Your Webinar

When conducted correctly, a webinar can create a lot of opportunity for your sales team. However, webinars can be time-consuming to implement, particularly if you are creating the content for the first time. That’s why it is important to maximize...

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HubSpot Tips & Tricks: Getting Data into a HubSpot Form from an Outside System by Passing Parameters in the URL

Sometimes there’s data outside of HubSpot that you want to get into the system to enrich the quality of your lead data, help with reporting or drive lead distribution in Salesforce.com or another CRM. It should be easy to do (and it is), but...

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Spring HubSpot Product Update Summary

The HubSpot Development team must be working overtime because it’s been rolling out updates at an unprecedented pace this year. Some updates, such as visual enhancements to the Content Strategy tool, are so subtle that many users may not even...

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Offer - Case Study on Kodak's Chief Packaging Officer: Thought Leadership That Filled the Pipeline

What do you do with a 100-plus-year-old company after it changes from a consumer product manufacturer to a B2B company? Kodak had been fighting to reestablish itself as an expert in material science, imaging, photography and film. Its new...

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What Should a Contract with My Marketing Agency Look Like?

Say you’re deep in the selection process for hiring a new agency partner. You have dug into this agency deeply and know it has the capability and domain experience, and you like the team, but it’s important that it conducts business the same way...

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8 INBOUND 2017 Session Review Megapost with Insights You Can Act On

This year HubSpot expanded its product and strategic reach into the full client lifecycle, from initial site visit and marketing qualified lead to sales management and e-commerce to ongoing customer success. INBOUND 2017 was consequently broader...

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Best Practices for Outbound Sales Prospecting

While much of our effort at Austin Lawrence is focused on Inbound Marketing, I thought I’d share some of our best practices for outbound prospecting. We use these for our own firm’s sales prospecting and recommend this kind of outreach for client...

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Content Quality Versus Quantity: What’s the Balance for B2B Blogging?

If you’ve been responsible for content marketing strategy in any way, you’re already familiar with the classic Quality vs. Quantity content debate. Marketers often frame it as a dichotomous question: Is it better to prioritize fewer pieces of...

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How to Improve Quality of Email Lists, both Purchased and Home Grown

Plus: Professional Insight into Building Your Own Lists

Purchasing a list of contacts is a completely valid lead generation strategy. Marketers purchase lists when their own prospect lists are not sufficient. Whether it’s used for event...

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5 Marketing Best Practices Revealed in the State of Inbound 2015 Survey

For the past seven years, the marketing automation firm HubSpot has been surveying top marketing and sales experts to understand the evolution of marketing since the Internet has disrupted consumer purchase patterns and new sales and marketing...

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