1. A screenshot paints a thousand words.
B2B MARKETING FOR A SAAS COMPANY
Josef Trauner (@josef_trauner) Oct 2013

2. What is Usersnap
• Create seamless screenshots in the
browser
• Webapplication In-App Bug Tracking
• No Plugin
• ….
• This shouldn‘t been marketing slides ;-)

3. WHAT IS USERSNAP
IN-APP BUG TRACKER

4. The Team
Florian Dorfbauer
CEO
Gregor Dorfbauer
CTO
Josef Trauner
COO
Robert Aistleitner
Developer
Benedikt Reiter
UX/UI
Erik Bovee
Business Dev
Today talking about marketing….

5. Marketing done by developers
• All three of us have a tech. background!
• Why is complicated?
– No Patience
– No Compiler
– Non deterministic (500 visits -> 480 visits)
– No state machine…

6. Marketing done by developers
coding
compile/deploy
time
signup
time
trial
customers

7. Roles as a founder
Stakeholder
• Fast Growth
• Low cost
• Optimizing
• …
Developer/Marketing/Doer
• Perfect code!
• Perfect slides ;-)
• Perfect blog post
• Perfect Pricing
• …

8. What we have done
• Focus on marketing stuff
– No business dev.
– no product dev
– no comporate dev
• Focus: How we can increase our current
customer base!

9. Step 1: Funnel
Visitors usersnap.com
Try usersnap (understand the product)
Sign up for trial
Using usersnap and benefit from it
Become a customers

10. What we have done
• 2 weak points
– Optimize the funnel
• Not our main focus
• Done some easy UX/UI modifications
• Usersnap is a no-brainer!
– OPEN UP the funnel
• Strategy how you can open up the funnel (TOPIC
FOR TODAY)

11. Open the funnel strategy
•
•
•
•
•
•
•
•
Content marketing
Google Adwords
Integration Partners (Co-Marketing)
Conference attendance
Quora/Stackoverflow
Lead Nurturing Mails
Discount codes
PaaS Provider AddOn Stores

12. Content Marketing
• Only works with high quality content
• Write your Expertise (and only your
expertise)
• User experience should be: „They know
what they are doing“

13. Google Adwords
• Complex for B2B
– Audience is small
• especially Developer Focus:
– Using Adblocker
• got a lot of spam signups

14. Integration Partners (Co-Marketing)
• Usersnap is connected to a lot of 3rd party
tools!
– Most of them have a marketplace
– Mention you in a newsletter
– Mention on their SM channels
•
•
•
•
•
•
http://www.pivotaltracker.com/help/thirdpartytools
https://basecamp.com/extras
http://www.redmine.org/plugins/usersnap
http://www.zendesk.com/apps/usersnap
http://www.fogcreek.com/fogbugz/extras.html
http://www.ontimenow.com/addons

15. Conference attendance
• Must Have:
– At least one talk
– exhibition stand
• Very expensive
• Hard to select the right conference

16. Quora/Stackoverflow
• Give valueable answers
• Most of them like your anwser regardless
if you are promoting your product if you
give at least a valueable answer!
• Disclosure is very helpful
• Works really very well

17. Lead Nurturing Mails
• Should/Must look handwritten
– Growth of response rate: ∞ ;-)
•
•
•
•
Remove all the HTML stuff
Add „sent from my mobile“
Ask for sharing with their colleagues
30min-1d-3d-1w-1.5w-4w(before trial end)5w(trial end)

18. Discount codes
• artificial limiting/shortage
• Promote us on twitter… and you will get
20% off
• Non-profit organisation: Put a badge on
your site (we are using usersnap.com)

19. PaaS Provider AddOn Stores
• Heroku, EngineYard, Cloudcontrol
– SignUp
– Invoicing
– Metering
• Co-Marketing

20. Fazit/Summary
• B2B is not B2C
• optimize your funnel BUT don‘t focus to
hard on that!
• Try to measure things fast
• Know things which cannot(hard) be
measured

21. Contact
usersnap.com
jt@usersnap.com
@josef_trauner