Digital Strategy for SaaS Companies Lessons from the Front Line: - Building a Brand Platform - 3 Mistakes to Avoid - 3 Routes to Success

1. Christopher Harmon
Principal
theBATstudio
chris@thebatstudio.com
linkedIn: h=p://www.linkedin.com/in/cjharmon
twi=er: cjharmon
Digital Strategy 101 for SaaS
Lessons from the Front Line:
• Building a Brand Platform
• 3 Mistakes to Avoid
• 3 Routes to Success
AFRI-TECH SUMMIT 2011 | 1

2. Brand, Art & Technology
Strategy, design and interactive consulting that realizes
tangible business value.
• US-Based
®
• 80/20 US vs International
Clientele
• Recognized as a top-agency
by B2B Magazine
• 10+ of top 20 SaaS Companies
• Virtual Organization
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6. In Marketo’s first four years, they have
been averaging 400% year-on-year growth.
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7. Digital Strategy 101 > Agenda
• Building a Brand Platform
®
> A Peek at Brand Synthesis
• 3 Mistakes to Avoid
> Learn from the mistakes of others
• 3 Routes to Success
> Micro Case-Studies
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8. Building a Brand Platform
®
A Peek at Brand Synthesis
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11. 3 Mistakes to Avoid
Learn from the mistakes of others
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12. Mistake #1: The Belly Button
• 95% of B2B companies focus on what they offer - not what the customer needs
• This results in
➡ Complex Messaging
➡ Rigid Business Models
➡ Nearer-term Plateaus
➡ Decreased Barriers to Entry
• B2B Buyers want you to:
➡ Speak to their unique pain
➡ Provide a clear and differentiated benefit
➡ Help sell-in to organization
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13. Mistake #1: The Belly Button
• 95% of B2B companies focus on what they offer - not what the customer needs
• This results in
➡ Complex Messaging
➡ Rigid Business Models
➡ Nearer-term Plateaus
➡ Decreased Barriers to Entry
AFRI-TECH SUMMIT 2011 | 13

14. Mistake #1: The Belly Button
• 95% of B2B companies focus on what they offer - not what the customer needs
• This results in
➡ Complex Messaging
➡ Rigid Business Models
➡ Nearer-term Plateaus
➡ Decreased Barriers to Entry
• B2B Buyers want you to:
➡ Speak to their unique pain
➡ Provide a clear and differentiated benefit
➡ Help sell-in to organization
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15. Mistake #2: Image is Everything
• Yes it does... When you’re:
➡ Selling status
• B2B Buyers are driven by
➡ Reputation
➡ Results
➡ Price
Simple, straight-forward, clear messaging most often wins the day.
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16. Mistake #2: Image is Everything
• Yes it does... When you’re:
➡ Selling status
• B2B Buyers are driven by
➡ Reputation
➡ Results
➡ Price
Simple, straight-forward, clear messaging most often wins the day:
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17. Mistake #2: Image is Everything
• Yes it does... When you’re:
➡ Selling status
• B2B Buyers are driven by
➡ Reputation
➡ Results
➡ Price
Simple, straight-forward, clear messaging most often wins the day.
AFRI-TECH SUMMIT 2011 | 17

18. Mistake #2: Image is Everything
• Yes it does... When you’re:
➡ Selling status
• B2B Buyers are driven by
➡ Reputation
➡ Results
➡ Price
Simple, straight-forward, clear messaging most often wins the day.
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19. Mistake #3: They Will Come
• In 2000
➡ First-to-Market meant something
➡ Cool still translated into statistically significant eyeballs
➡ Mid-Size brands could saturate with SEM / Banners
• In 2011
➡ SEO is a long-shot for most
➡ Time to market for a me-too can be less than 90 days
➡ “Joe” can be a Brand Ambassador, or your Brand’s worst nightmare
➡ You cannot rely on a single channel
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20. Mistake #3: They Will Come
• In 2000
➡ First-to-Market meant something
➡ Cool still translated into statistically significant eyeballs
➡ Mid-Size brands could saturate with SEM / Banners
• In 2011
➡ SEO is a long-shot for most
➡ Time to market for a me-too can be less than 90 days
➡ “Joe” can be a Brand Ambassador, or your Brand’s worst nightmare
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21. 3 Routes to Success
Micro Case Studies
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22. Case Study One: SuccessFactors
• Step One > Getting the technology right
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23. Case Study One: SuccessFactors
• Step One > Getting the technology right
• Step Two > Becoming a Marketing-Driven
Organization
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28. Case Study One: SuccessFactors
• Step One > Getting the technology right
• Step Two > Becoming a Marketing-Driven
Organization
• Step Three > Grabbing Credibility
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31. Case Study One: SuccessFactors
• Step One > Getting the technology right
• Step Two > Becoming a Marketing-Driven
Organization
• Step Three > Grabbing Credibility
• Step Four > Beat Event Horizon TImeline by
18 months
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32. Case Study Two: 37Signals
• Step One > Point Solution Opportunity
• Step Two > Peer-to-Peer marketing
• Step Three > Just-in-Time
• Step Four > Avoid Distractions
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33. Case Study Three: 37Signals
• Step One > Point Solution Opportunity
• Step One > Point Solution Opportunity
• Step Two > Peer-to-Peer marketing
• Step Three > Just-in-Time
• Step Two > Peer-to-Peer marketing
• Step Four > Avoid Distractions
• Step Three > Just-in-Time
• Step Four > Avoid Distractions
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34. Case Study Three: Marketo
• Step One > Recognize the me-too
opportunity
• Step Two > Fly low, focus small
• Step Three > The “cult”ure of the challenger
• Step Four > Dismantle the leader
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43. Case Study Three: Marketo
• Step One > Recognize the me-too
opportunity
• Step Two > Fly low, focus small
• Step Three > The “cult”ure of the challenger
• Step Four > Dismantle the leader
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44. Digital Strategy 101 for SaaS
Parting Thoughts
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45. • Build product development, marketing and
sales around user insights
• Set clear objectives and measure
performance
• Under promise and over deliver
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46. • Stay Micro-Focused on Your Brand Vision /
Core Purpose
• Invest in lead-gen and product over sales
• Create a “cult”ure
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47. Christopher Harmon
Principal
theBATstudio
chris@thebatstudio.com
linkedIn: h=p://www.linkedin.com/in/cjharmon
twi=er: cjharmon
Digital Strategy 101 for SaaS
Lessons from the Front Line:
• Building a Brand Platform
• 3 Mistakes to Avoid
• 3 Routes to Success
AFRI-TECH SUMMIT 2011 | 47