Beyond AdWords & eMail: Guerrilla Marketing for SaaS Lead Generation

copyright © 2008

Beyond AdWords & eMailBeyond AdWords & eMail

Guerrilla Marketingfor

SaaS Lead Generation

Guerrilla Marketingfor

SaaS Lead Generation

Apr 10, 2023

2copyright © 2008

ArgumentArgument

– Ray LaneKleiner Perkins

“The Coming Service Revolution”on SandHill.com, 2005

This idea is giving some ISVs heartburn.The rest are transitioning to SaaS.

“Customers are in control,

[and] they are demanding

… more accountability for

results.”

“Customers are in control,

[and] they are demanding

… more accountability for

results.”

Apr 10, 2023

3copyright © 2008

AccomplishmentAccomplishment

– Johann Wolfgang von GoetheMan of Letters

“It is not enough to have knowledge; one must also apply it.It is not enough to have wishes; one must also accomplish.”

“It is not enough to have knowledge; one must also apply it.It is not enough to have wishes; one must also accomplish.”

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AccountabilityAccountability

– Dr. Raymond StantzFuture Ghostbuster

“Personally, I liked the university. They gave us money and facilities. We didn’t have to produce anything.You’ve never been out of college. You don’t know what it’s like out there. I’ve worked in the private sector. They expect results.”

“Personally, I liked the university. They gave us money and facilities. We didn’t have to produce anything.You’ve never been out of college. You don’t know what it’s like out there. I’ve worked in the private sector. They expect results.”

Apr 10, 2023

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Guerrilla TopicsGuerrilla Topics

• Minimizing CACs

• Leveraging Your Expertise

• Flexing Other People’s Muscle

• Spending Other People’s Money

• Tracking, Catching & Warming

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Minimizing CACs

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CACCAC

• What Is Your Customer Acquisition Cost?

• Marketing = Advert, Brand, Lead Gen

• Sales = COGS (base + incentive)

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Target MarketTarget Market

SuspectProspectQualifyInteract

DemonstrateProposeCommit

Negotiate

LeadLead

Win

CustomerCustomer

Copyright ©2007 keychainlogic




Negotiate

LeadLead

Win

CustomerCustomer


Tech Services Rev GenTech Services Rev Gen

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Negotiate

LeadLead

Win

CustomerCustomer





Negotiate

LeadLead

Win

CustomerCustomer


Tech Services Rev GenTech Services Rev Gen

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• Minimizing CACs

Leveraging Your Expertise

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GivensGivensLet’s Agree:

You’ve IDed These Already…

TargetTargetMarket(s)Market(s)


End UserEnd UserPain(s)Pain(s)


PricePricePointsPointsPricePrice

PointsPoints

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GivensGivensLet’s Agree:

You’ve IDed These Already…





PricePricePointsPointsPricePrice

PointsPoints

CompetitiCompetitiveve

AlternativAlternativeses

CompetitiCompetitiveve

AlternativAlternativeses Points ofPoints of

DifferenceDifferencePoints ofPoints of

DifferenceDifference

EconomicEconomicBuyersBuyers

EconomicEconomicBuyersBuyers

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“We are all experts in our own little niches.” – Alex Trebek

Challenges of the New Brand:

Software or Solution?

Vitamin or Aspirin?

Expertise Expertise Credibility Credibility

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• Guerrilla Tactics Demonstrate Expertise

• Print: articles, whitepapers, editorials, blogs, press releases, newsletters, interviews, etc.

• In-Person: panel discussions, presentations, seminars, webinars, etc.

• Interactive: surveys, workshops, user groups, tweets, blogs, videos, etc.

• Audience Is Key: Who Has What Pain?

Expertise = CredibilityExpertise = Credibility

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• Minimizing CACs


Flexing Other People’s Muscle

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Think DifferentThink Different

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• Minimizing CACs



Spending Other People’s Money

Apr 10, 2023

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Add ValueAdd Value

Apr 10, 2023

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Transcript of Beyond AdWords & eMail: Guerrilla Marketing for SaaS Lead Generation