SaaS BUSINESS

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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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Google Killed SEO with “Keywords Not Provided.” So What’s a B2B Marketer to do Now?

If you haven't read my rant on Google’s decision to withhold all organic keyword performance data, I only recommend you do so in order that we share a context: I remain convinced this wasn’t great for B2B marketing people, yet realistic that there’s...

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Rise of the Machines: Marketing Automation / Tech Budgets Already Eclipse General IT Spend

One of the more startling statements at last week's Cloud Business Summit (put on by our client Saugatuck Technology) was that in many firms the spend on marketing technology is greater than the IT department's spend for its own operations. The POV...

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Let's Put an End to Hope in Lead Generation. B2B Inbound Marketing Puts ROI Front-and-Center.

I get a queasy feeling in my stomach every time I make a media buy for a client when lead generation is the goal of the exercise. Unless the deal is pure cost-per-action or cost-per-lead, or we are repeating a buy, we just don't know what the...

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B2B Content Marketing without a Lead Conversion Strategy is a Waste of Time and Money (You Just Don't Know How Much).

I believe in thought leadership. Really, I do.  But this kind of marketing is often managed as a pet project or viewed as being somehow outside the new norms of ROI-based marketing.  The problem for everyone who builds and cares for content marketing...

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Call-to-Action Workflow Blunder: Emailing a download link instead of using a "thank you" page.

There are some Inbound Marketing best practices that don't resonate with me (that I follow for the most part anyway as they are called "best practices" for a reason), and others that make perfect sense. Form submissions on landing pages are hard...

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According to Webinar Recruitment Best Practices Guide from ON24, 64% Register Week of your Event!

One of the more popular posts on our blog (and a download we offer on this page) is our 14 best practices for B2B Webinar ROI.

We're planning a series of Webinars for a client, four over a two-month period, and they're looking to reduce the cost of...

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What's the value of developing a relationship with your (Inbound) Marketing agency?

If your Inbound Marketing agency is any good at what they do, you get so much more than you pay for.

But your perception of value significantly depends on whether or not your modus operandi is to value and leverage relationships. I realize that in...

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There's a big difference between "contact us" and a landing page, and it's all about lead generation performance.

There are a few mental hurdles to jump when considering Inbound Marketing, and one of the most fundamental is getting past the idea that your website is selling for you if you have a "contact us" page where site visitors can register interest. I can...

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Why Personas Matter for B2B Inbound Marketing: Microsoft and Marketing the Surface Tablet

If you’re like me, you watched the TV commercials introducing the Microsoft Surface and had absolutely no idea why you might want one. The harshly syncopated music and stop action video conveyed no sense of how this new product might fit into my...

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Inbound Marketing Number Crunching: Content Drives Traffic, Leads

One of the benefits of using an inbound marketing / marketing automation platform like HubSpot is that they share a lot of data. And because all users of HubSpot contribute their marketing data, HubSpot has a lot of data to draw upon for its...

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