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Nuts and Bolts of Marketing & selling SaaS products to US customers from India for First Timers

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The relevancy of this session is greatest to Early and Mid-stage entrepreneurs going from $0-5K MRR to $50K MRR selling to US MSB. This session is NOT meant for discovery or product market fit but I have inserted the discussion at the end.

The blog is organised as below Product Market Fit / Pricing as step 0; Followed by Inbound Sales and Marketing and then finally Outbound Sales and discussion on tools.

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Nuts and Bolts of Marketing & selling SaaS products to US customers from India for First Timers

  1. 1. Nuts & Bolts of selling to US customers from India Suresh Sambandam, OrangeScape, KissFLOW
  2. 2. Phase Relevance ● After Product-Market Fit ( $1K to $5k MRR) ● Until getting to 'Growth Execution'($50K to $100K MRR) ● Essentially getting to the next 10X growth
  3. 3. B2B Customers Categorization ● SOHO: Small office Home Office - 1 to 10 employees ● VSB: Very Small Businesses - 10 to 50 employees ● SMB: Small & Medium Sized Business - 50 to 500 employees ● Mid-Market : 500 to 5000 employees ● Enterprises: 5000+ employees
  4. 4. B2B Product Category Relevance ● SaaS B2B SMB/Mid-Market - Yes ● SaaS B2B Enterprise - Partial ● SaaS B2B SOHO/VSB - Partial ● Classic Enterprise B2B - No
  5. 5. Role of Product
  6. 6. Marketing Product Sales (New / Repeat) Customer Success Bring Engage Convert Succeed Marketing Product Sales Customer Success The Model
  7. 7. 1)Category Creator 1)Novel Approach to an existing well understood category 1)Low cost alternative
  8. 8. Freemium vs Free Trial
  9. 9. Pricing
  10. 10. Website - Website is your core asset - Strong in house team needed - Say ‘NO’ to outsourcing of website - Minimum Team - Developer - Creative Designer - Automation Engineer
  11. 11. - Perpetual A/B - Multiple Landing Pages - Self Ads
  12. 12. SEO - Do it Slowly but Steady - Don’t alert Google - Build Backlinks (Naked and Anchor) - Directory Listing - Identify and track the keywords that matter - Improve Google Crawl Frequency
  13. 13. Adwords - Needs one dedicated person - A specialist and someone with number crunching / finance background - Potential Hires can be found at eCommerce companies
  14. 14. Adwords - CPS = Cost Per Signup - $10 to $25 (for Search Ads) - $2 to $10 (for Display Ads)
  15. 15. Adwords - Target countries Australia Austria Bahrain Barbados Belgium Brazil Canada Sri Lanka Chile Taiwan Colombia Cook Islands Czech Republic Denmark Ethiopia France Germany Ghana Hong Kong India Indonesia Ireland Israel Italy Kenya Kuwait Lebanon Lithuania Malaysia Mexico Morocco Oman Netherlands Norway Peru Philippines Poland Portugal Qatar Saudi Arabia Singapore Vietnam South Africa Spain Switzerland Thailand United Arab Emirates Egypt United Kingdom United States Uruguay Venezuela
  16. 16. Content Marketing - Develop a theme - One that can sustain for long time - A fresher can do it after 1 month of training - 10:80:10 Principle - Have a simple metric to track - Link it to performance - 2+2+2+1
  17. 17. Sample Internal Email
  18. 18. Email Marketing - Show using LinkedIn - Database Creation can be Outsourced - Not using Email Marketing Software
  19. 19. Tools we are using - ChargeBee - Intercom - Mixpanel - Pipedrive - Google Analytics - Full Story - Sidekick - Zapier - IFTTT - KiSSDrip (Internal) - KiSSSync (Internal) - Various AppScripts (internal)
  20. 20. Multi-language - Have the framework in place - We stayed with English for 12 months - Then Spanish based on demand - Then Brazilian Portuguese - Hindi / Tamil - Say “NO”! (this is not the palace to show your passion)! This might be different for your product!
  21. 21. Other Marketing activities - Re-targeting - Content Re-marketing using OutBrain
  22. 22. Sign Up Qualification A contract between - Marketing - Product - Sales Define it without ambiguity!
  23. 23. Channels we ignored - Events - Road shows - Reselling Partners - Referral Partners - Affiliate Marketing
  24. 24. Founding Team Commitments in Early Days
  25. 25. Role Definition - Catching - Coaching - Closing
  26. 26. Opening the communication - ‘Welcome Email’ - Improved ‘conversation’ by 10X Email Type # of Email # of Replies % Conv. Welcome Email 582 16 2.74% Alternative to Welcome Email 560 131 23.39% http://kissflow.com/kissu_kissu/ditch-your-welcome-email/
  27. 27. Data Mining ● First name ● Last Name ● Title ● Company Size (SOHO / VSB / SMB / MidMarket / Enterprise) ● Board Phone number - Done by a outsourcing company - Found through Elance - Costing around Rs. 5 - 10 / signup
  28. 28. Region Mapping ● 3 Shifts o 7pm to 3am o 9am to 7pm o 11am to 1am (Founding team timezone) ● Lead Assign done programmatically - no manual ● Based on Timezones
  29. 29. Sales Funnel
  30. 30. Sales Team needs one Tool
  31. 31. Recurring Billing Payment Gateway Related Party Transaction
  32. 32. Monthly Metrics Review ● Conversion Ratio ● Organic Traffic Growth w/wo spikes ● Conversion through Paid vs Organic ● Conversion by Online Assets ● Organic Traffic by Source ● Signup Trend Paid vs Organic vs Source ● Paid traffic by Source ● CPS for Paid and Overall ● CAC fully loaded ● MRR Growth with New and Repeat split ● Customer Count and User Count growth ● A-ARPA trend 12 months

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