Technology, Sales & Marketing Tips for B2B or SaaS Businesses

1. ➔ Melburnian, with a few years abroad ➔ Coffee addict, but only the good stuff ➔ Previously a project manager for Victorian State Government and the NHS in London ➔ Passionate about creating and promoting quality content ➔ Podcast obsessed ➔ Ocean swimmer YOUR MC Erin Jeffers Brand Manager Connect Labs

2. #B2BSaaS @B2BSaaS

3. MAIN SPONSOR

4. SUPPORTED BY

5. AGENDA ➔ Welcome to the B2B SaaS Show ➔ Keys to Success ➔ Selling SaaS Solutions ➔ Inbound Marketing Workshop ➔ Sales & Marketing Alignment ➔ Panel Discussion

6. PANEL Future of tech, SaaS and marketing Kat Warboys Senior Marketing Manager HubSpot Alex Papli Dan Graziano Technology Consultant State of Matter Head of Monetisation Sitepoint Ann Pocock Marketing Manager, APAC Accenture

7. ➔ Ex-Googler. That sums up how I started my life in Digital. ➔ Interested in exploring human connection with brands online. ➔ Moved to Melbourne in 2009. ➔ Indian roots, Australian wings. ➔ Passionate about making the internet a better place. Corny, but true. ➔ Spelling colour without the ‘u’ irks me LOTS. FIRST SPEAKER Soumya Indurti Founder & CEO Connect Labs

8. #B2BSaaS @connectlabs @B2BSaaS

9. #B2BSaaS @connectlabs @B2BSaaS “Publiccloud platforms, business services, and applications (software-as-a-service [SaaS]) will grow at a 22% CAGR between 2015 and 2020, reaching ” FORRESTER RESEARCH $236B

10. #B2BSaaS @connectlabs @B2BSaaS Successful SaaS businesses look a bit like...

11. #B2BSaaS @connectlabs @B2BSaaS A great website built for conversion and relays what the brand stands for

12. #B2BSaaS @connectlabs @B2BSaaS Tell the user what action they need to take on the website

13. #B2BSaaS @connectlabs @B2BSaaS Take social media seriously

14. #B2BSaaS @connectlabs @B2BSaaS Take the guesswork out of pricing

15. #B2BSaaS @connectlabs @B2BSaaS They also humanise sales and marketing.

17. The result: An unmatched growth rate

18. Zendesk growth rate YoYIndustry growth rate YoY 2.63% 43.22%

19. How is your website doing? website.grader.com

20. Keys to Success

21. 3 Keys To Success Define your sales and marketing funnel Be passionate about customer success Lower your CAC

24. Can I make more profit from my customers than it costs for me to acquire them?

25. 3:1 ratio LTV: CAC Ratio

28. Delight your customers and create promoters

29. NPS Survey

30. Tips to Stay Competitive In 2017/18 ➔ Know your customer ➔ Create a product your customers will love ➔ Support your customer at all costs ➔ Create a great customer experience

31. The Future What’s your differentiator?

32. #B2BSaaS @connectlabs @B2BSaaS “Nearly of SaaS leaders say they have trouble getting the sales talent they need to close deals and keep revenue coming in.” 40%

33. #B2BSaaS @connectlabs @B2BSaaS Create a company people will love.

35. #B2BSaaS @connectlabs @B2BSaaS THANK YOU.

36. ➔ Telstra 2001-11 ➔ Salesforce.com 2011-13 ➔ Deep experience in B2B enterprise apps (CRM & collab) ➔ Recently productised IP and launched annuity product NEXT SPEAKER Alex Papli Business Development Director

37. #B2BSaaS @connectlabs @B2BSaaS Building and Buying SaaS Products

38. Where to Build Products

39. The Third Wave “The first wave was companies like AOL that built the hardware and software foundation for the connected world. The second wave was built on top of the internet — web services companies like Google, social media operations like Facebook, and those producing mobile technology like Apple. This third wave is the stage where all companies are internet-powered tech companies, and any newcomers will have to challenge the biggest incumbent industries in the world (Uber vs. taxis, Airbnb’s run on hotels). Therefore, instead of working in a Wild West atmosphere where upstarts can strike upon meteoric success, new companies will have to join forces with third parties, like established firms and especially government regulators. And they should lock themselves in for a long haul.” Source: Wired, 2016

40. The Cloud Landscape ➔ Clear leaders in IaaS are well and truly established ➔ Cloud is a “winner take all” market at a global level ➔ Will PaaS and SaaS consolidation follow the same path? Source: Gartner, June 2017

41. The Levels of Cloud Source: The Enterprise Cloud Blog

42. ➔ Vendor support ◆ Credibility of solution ◆ Established customer base ◆ Access to expertise ◆ Willingness to actively support you? Leverage a PaaS? ➔ Vendor lock-in ◆ Skills available to extend & maintain ◆ Missed opportunities ◆ Vendor roadmap ➔ Effort required to support ➔ Time to build

43. Examples of Commercial PaaS Platforms Source: Vertiba.com

44. Commercialising SaaS

45. Money Now or Later? The current licensing model ➔ Monthly recurring revenue ➔ break/fix support included ➔ Proactive management of underlying environment included ➔ Onus on supplier to ensure adoption vs Traditional software licensing model ➔ 100% license fee upfront ➔ 15-22% maintenance per annum ➔ break/fix support included ➔ Most other support additional cost ➔ Onus on customer to ensure adoption

46. Money Now or Later? ➔ Addressable market and how long it will take to “address” ➔ Viable alternatives & competing solutions ➔ Cost to service ➔ Effort to retain ➔ Effort to sell - you are selling a technology solution and trust

47. When to productise

48. ➔ Trials versus Demo’s ➔ Your customers mindset - in the midwest or NY? ➔ Customers sell to customers ➔ Be aware of competitors offering platform plays ➔ Think about your cost of sale ➔ Consistent sales language Other Points for Consideration

49. Buying SaaS

50. There’s an many apps for that

51. ➔ What is your end state ➔ Know which 10% of the features you’ll be using ➔ “Vendor X is great, though we only use 1% of what is possible” ➔ Adherence to product roadmaps ➔ Security is much more than having the data centre physically secure ➔ Who will help you implement, and ensure they are engaged early ➔ Availability of skills and training Product Selection

52. Negotiating ➔ Understand end of financial year, end of quarters ➔ Short term contracts are fine, but avoid a short term mindset ➔ Trials vs Demo’s ➔ Long term contracts often come with good financial incentives

53. Points to take away ➔ Be mindful of industry consolidation ➔ Big players are finally catching up, so decide when to align and compete ➔ Have a clear vision for what your “end state” will look like ➔ There is a lot of hype in the market right now, build and buy practical solutions that make functional and financial sense ➔ Many vendors will offer deals if pressed

54. #B2BSaaS @B2BSaaS

55. MORNING TEA ➔ Welcome to the B2B SaaS Show ➔ Keys to Success ➔ Selling SaaS Solutions ➔ Inbound Marketing Workshop ➔ Sales & Marketing Alignment ➔ Panel Discussion

56. Workshop

57. ➔ Melbourne girl with American ties ➔ Tolerable foodie (I hope) ➔ Colour-coder and organiser extraordinaire ➔ Podcast listener ➔ Collector of hockey bruises ➔ I believe that communication is all about giving and receiving YOUR FACILITATOR Jess Stewart Customer Success Manager Connect Labs

58. Inbound Marketing Guide The foundations for any inbound marketing strategy are your: ➔ Buyer personas ➔ Sales & marketing funnel

59. Buyer personas Semi-fictional representations of your ideal customers. Understanding your personas is crucial for: ● Marketing ● Sales ● Customer retention ● Product development

60. Segmenting your audience How you can segment your audience: ● Industry ● Direct sales and channel sales ● Company role ● Company size ● Combination of the above Differences in: ● Goals ● Challenges ● Behaviour patterns ● Level of experience/knowledge ● Uses of your product

61. Persona profiles Details: ● Job ● Demographics (age range, skews male/female, income range, urban/rural) ● Goals ● Challenges ● How they find and consume information ● Communications preferences How does your product help with their: ● Goals? ● Challenges? ● Pain points? Common objections to becoming a customer: ● Why wouldn’t they buy your product? ● What are their barriers to purchasing?

62. Let’s try this www.makemypersona.com

63. Buyer Personas Who your customer are and how you can help them Sales & Marketing Funnel How your personas move through the buyer’s journey

64. Buyer’s journey

65. Sales & marketing funnel ● Defines the action you want leads to take at each stage of the buyer’s journey ● Guides lead nurturing tactics ● Allows you to analyse the buyer’s journey and your conversion paths ● Gives clarity to the handover of leads between marketing and sales ● Helps to ensure that sales are given quality leads who are ready to buy

66. Sales & marketing funnel Lifecycle stage Definition Buyer’s journey stage Technology Visitor Visited the website Awareness (top of the funnel) COS/CMS (e.g. HubSpot)Lead Submitted a form, subscribed to the blog Marketing qualified lead Downloaded an ebook Consideration (middle of the funnel) Sales qualified lead Signed up for a trial, requested a demo CRM (e.g. Salesforce)Opportunity Talking to sales Decision (bottom of the funnel) Customer Is a customer Evangelist Recommends your product

67. Foundations for business growth Use your buyer personas and sales & marketing funnel to: ● Create an inbound marketing strategy ● Inform your sales process ● Determine which personas are most valuable to your business ● Engage with customers to increase retention and referrals ● Develop new products that your customers will love

68. #MELBHUG Join SLACK

69. ➔ Welcome to the B2B SaaS Show ➔ Keys to Success ➔ Selling SaaS Solutions ➔ Inbound Marketing Workshop ➔ Sales & Marketing Alignment ➔ Panel Discussion GUEST SPEAKER Kat Warboys Senior Marketing Manager - Sales Enablement HubSpot

70. Things to watch out in 2017/18 ➔ Channel distribution ➔ Account-based marketing ➔ Targeted communications ➔ Doing away with lead forms ➔ Human email marketing ➔ Joint events with others

71. PANEL Future of tech, SaaS and marketing Soumya Indurti Founder & CEO Connect Labs MODERATOR

72. PANEL Future of tech, SaaS and marketing Kat Warboys Senior Marketing Manager HubSpot Alex Papli Dan Graziano Technology Consultant State of Matter Head of Monetisation Sitepoint Ann Pocock Marketing Manager, APAC Accenture

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Technology, Sales & Marketing Tips for B2B or SaaS Businesses

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