We just created a mega-guide to SaaS marketing, covering 41+ tactics and case studies. Here are the highlights. : Entrepreneur


Hey guys! So we just published a gigantic resource for learning how to market a SaaS business. It’s a long-ass 14k word guide with 41+ tactics, 50+ case studies, and pretty much everything you need to know to take your SaaS from 0 to 100.We’ve received amazing feedback (both positive and constructive) over the past two days, and a bunch of people also asked me to post this here, so here it goes. I made a somewhat Reddit-friendly summary of just a handful of the strategies. Hope you find this useful!Strategy #1 – Get your SaaS featured on online mediaGetting that sweet, sweet, TechCrunch mention can have a ton of benefits for your SaaS. You get the social proof of hanging that “Featured On” section on your landing pages, immediate traffic, chance to impress new investors, and so on.A lot of companies invest a ton of money in RP agencies and get “Eh” results at best. See, what most of those agencies do is send a generic press release to their media list, and call it a day.They get you results? Good! They don’t? Well, you get the canned “the media wasn’t interested in your story, unfortunately.”Want to DIY your PR AND get much better results? Here’s how:The idea is, you need to find people who wrote about your competitors and send them a pitch they can’t refuse.Since they already covered your competitor, that means that they’re interested in your type of software/niche.As long as your product is good and your pitch spot-on, they just DON’T have a reason NOT to write about you.So, that brings us to step #1: Create a list of your competitors.Then, Google their names with the following search query: -site:[competitor’s website]Or, a real example:asana -site:asana.comWhat this does is, it gives you a list of website that talk about your competitor excluding their own domain.For each media feature you find, extract the following information:Media Name. i.e. Huffington PostArticle Name. i.e. “Asana launches new automation features”Journalist Name. i.e. MadeUp Mc JournalistsonLink to the ArticleScoop. What’s the article about?Then, find each journalist’s email. To do this, use one of the gazillion email finder tools out there. Some of our favorites are:ClearBit ConnectHunter.ioSnov.ioFinally, send a personalized email to each journalist. Here’s the template we like to use:Subject: Your Article on [Topic]Hey [Name],I saw that you wrote about [Company They Covered]’s new [Feature / News].Thought that you might be interested in covering [Your Software Name]. We’re like [Company They Covered], but with a different focus. What really makes us stand out is…[Feature 1][Feature 2][Feature 3]If you want to check it out, I created a special promo code that should give you free access to the software: [promo code]Let me know your thoughts!Best,[You]Beware, though, that each email you send should be:1 – Personalized. Don’t just send the same canned email to everyone. Actually understand the points the journalist is covering, and focus on those exact points in your email.Good Example:Hey [Name],I’m writing to you about your article on [Company X]. You mentioned how you didn’t like [Feature] about [Software]. We agree – [reasoning why this feature is bad / incomplete / whatever].At [Company Name], we have a very similar product as [Company X], but we managed to make the [feature] a lot better by [how]. We thought you’d be interested in checking it out! Just use this promocode, and you’ll get a lifetime free account to give it a try!Awful Example:“Hey Sir / Madam,I’m writing to you in regard to your article on [topic]. Very good article – super comprehensive! I, too, own such a SaaS product. Thought you’d want to give it a look too: 2 – Short and to the point. A lot of CEOs we’ve worked with think their product is a LOT more than it actually is. Instead of focusing on the product in their email, they write like a long-form essay on what’s the mission of the company, what features they’re working on, etc.Newsflash: no one cares. Stick to what features you have and how they differentiate you from the competition.Strategy #2 – Cross-promote with complementary productsThis strategy isn’t as common, but with the right partner, it can really get you results.The idea is, you find a partner that has something you want and offer an exchange. Some things you could swap are:Product Feature Posts – Both parties create an article featuring the partner company’s product, and advertises it to their audience.Email Blast – Send an email to your entire user base pitching the product. Make it convincing, and talk about how the partner’s product compliments yours (and suits the user’s needs).Advertise on Facebook – Create an ad on Facebook promoting the partner’s product and target your user-base. To do this, extract the names/emails of your users, and upload them as a custom audience on Facebook.Now, since all that is pretty vague, let’s cover a real-life case study.Case Study: Hired & PocketPocket, if you haven’t heard of them, is an app for saving articles for offline reading. A TON of their users are techies & IT people.Hired, on the other hand, is a reverse job board. Companies apply to developers, and devs get to pick where they want to work.So, the two made a deal:Pocket would blast an email promoting Hired.com to their audience of 1.7+ million peopleIn exchange, Hired would let Pocket hire several developers for free.Here’s what the email blast looked like.The deal was a win-win: Pocket saved themselves 5-6 figures for hiring costs (Hired.com charges up to $15K+ per successful dev hire), and Hired.com got 40,000+ registrations.Strategy #3 – Create a micro-siteA micro-site is a small web-based tool that solves a very specific need that your potential customers might have.Then, you market the hell out of this tool and upsell your main product when possible.For example, HubSpot’s website grader is a separate website/tool that helps you understand how well your website is optimized in terms of…General performanceMobile optimizationSEOSecurityIt’s safe to assume that anyone that cares about how well their website performs could end up using one of HubSpot’s gazillion tools.And then, of course, when you land on their tool, you get an upsell for giving HubSpot a try.According to the book Traction, the website grader was used by over 3 million websites since it’s launch, and HubSpot gets a very decent number of leads from it every month.Want another micro-site example?If you dabble in SEO, you’ve probably heard of UberSuggest.In 2017, Neil Patel acquired it for $120,000, completely revamped the old design, and is now using it to generate leads.Sure, the tool is 100% free, but if you want to get the most out of it, you have to sign up, and once you do, you get an email from Neil upselling his agency.ConclusionI hope you guys found this useful!As I mentioned before, this post is a Reddit-friendly list of highlights of our mega-guide to SaaS marketing, which covers 41+ strategies and case studies similar to the ones above.If you enjoyed reading this, I’d recommend checking it out!EDIT: Wow, I am really impressed by all the positive remarks! I really want to thank you all for the constructive feedback. Reddit is more helpful than expensive editors and advisors IMO.EDIT 2: Wow, wow, triple wow. I can’t believe someone decided it was good enough to give it a platinum award. Thank you so much!


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