Post on 17-Jul-2015
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SaaS Marketing Analysis
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Disclaimer
I am in no way affiliated to Meshfire, Inc. This analysis is solely based on marketing channels, available to everyone. I cannot guarantee to include everything. Comments and suggestions are welcome. Please send to till@tillcarlos.com
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What can I learn here?
● How to write relevant articles on a corporate blog
● How to push PR as a CEO
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Contents
1. Content marketing2. PR3. JV & integrations4. Social media5. Word of mouth6. Email marketing7. Conclusion
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Target market
Twitter users, mostly teams who need to work against campaign goals. Why is the pricing then
so inexpensive (8 usd/m)?
I asked their CMO to learn that they target marketing teams of B2C products.
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Metric drivenThe new analytics shows the user how the completion of their task cards leads to increased engagement, who the top engagers are, what their top tweets are, and how many impressions their content received.
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Onboarding
Easy, simple. Samuel Hulick would love it.
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What is Meshfire
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Content Marketing
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Blog
Good: more than 40 articles over 2.5 years Some have helpful
content, many just reviews of PR mentions
http://www.meshfire.com/my-favorite-spammers/ - best practice: article about twitter spam and how it occurs
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FAQ
Good, concise FAQ that explains the product
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FAQ on Zendesk
Looks like the Zendesk forum is not in use.
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Meshfire's content marketing
● [+] Blog is well written and informative and updated often
● [+] Good FAQ● [-] No other content marketing or repurposing
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PR
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● Mostly by the CEO, Eli Israel, who was featured a couple of times about social media and entrepreneurship
PR by the CEO
Like in this article on forbes.com
Like in this article on VentureBeat
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CEO PR leverage
● [+] Eli Israel, the CEO, is known successful SaaS.
● [+] Articles about his knowledge on the blog build trust are and insightful
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JV & Integrations
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Integrations
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Meshfire's JV marketing
● [+] Necessary integrations are done to operate the software
● [-] The integrations are not used to drive traffic
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Social Media
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Retweets / shares like that is what the audience likes
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facebook user groupGood method to help users meet and share knowledge
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Twitter"If you have 5,000 followers but also follow a similar amount it becomes less impressive." (from the Meshfire blog, link)
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Twitter communication
A lot of direct replies for customer support
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Meshfire's social media marketing
● [+] Twitter account is well-maintained● [-] No other channels
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Word of Mouth
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Customer testimonials Some people tweet their statistics with images
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Blog posts
Reviews on blog posts are used on their website!
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Email Marketing
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After trial signupThey use intercom.io (as you can tell from the header and the style)
This picture should link to the video
Personally, 29 minutes is too long for an introduction video
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Welcome email (cont)
Great actionable steps to pick up the first-time user
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Engaging emails
This was sent after 4 days of not using Meshfire
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This email comes on the same day
This was sent after 6 days of not using Meshfire
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Another welcome email? I don't feel special with getting this email right away (no further action taken), and without my first name (placeholder missing)
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Meshfire's email marketing
● [+] Great welcome email to help the user get started
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Conclusion
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General notes
● A best performing marketing channel is not clearly visible
● The software looks complete but underpriced
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Marketing ideas
● Improve twitter profile● Better syndication for content marketing● Statistics from the whole user base as content
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Can you check my SaaS?
Yes, if you have a marketing budget but are not sure if your actions are effective.
What is your URL? Send it to me: till@tillcarlos.com
For more SaaS marketing content
subscribe to my blog on tillcarlos.com!