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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The New VP of Marketing’s First 100 Day Plan – B2B SaaS Edition – Part 1 of 2

When you’re brought in as the new VP of marketing at a SaaS company that’s owned by an entrepreneur or private equity, you’re immediately thrust into the spotlight. They probably didn’t hire you because all is well in marketing. They have an issue...

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Four Common Marketing Mistakes You May Be Making

Mistaking activity for results is a path to failure

We’ve had the experience of being very busy on behalf of clients only to have them come to us six or nine months into the marketing year saying that they don’t feel they’re getting traction toward...

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Inbound Marketing for Fintech; Is This a Viable Way to Generate Leads, Revenue and Company Viability?

Financial technology is a red-hot space these days. According to CB Insights, through the third quarter of 2017, more than 800 companies received more than $12 billion in VC funding globally. That’s a lot of new technology coming to market, creating...

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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 customers?...

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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 Marketing Doesn't Work. Unless You Have Compelling Content (the Case for Video in Content Marketing)

One of the themes at last fall’s INBOUND16 conference was that content marketing is getting harder to do—you need amazing content to generate interest in an increasingly saturated online and social media landscape. And to a certain extent, I think...

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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 recruiting...

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Thoughts on IBM's 'Thoughts on Cloud'

 

 

Austin Lawrence is proud to sponsor and present the New York Inbound Marketing Professionals Meetup, a platform agnostic working group for inbound marketing professionals. Regardless of your inbound marketing software the NYIMP provides a venue...

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What is Account-based Marketing and How Can It Help Align Sales and Marketing to Focus on High Value Customers?

Around since the mid-1990s, Account-Based Marketing (ABM) is a marketing strategy that has recently come to the forefront of B2B marketing. It is a recognition that for companies it is not economic to depend on having unknown customers "find them."...

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