SaaS marketing requires services expertise. Allow us to explain why.
SaaS falls into the relatively new category of ‘intangible product’. Like other intangibles – downloadable music, web hosting, mobile apps, telephone services, for example – SaaS has no physical nature. It can’t be seen or touched or tasted.
However, SaaS can, like other intangible products, be experienced which is why it is commonly given away for a period of time, or with limited functionality. Even though SaaS is generally considered to be a low-involvement purchase, being able to experience the software achieves three things:
- It removes the uncertainty for buyers
- It creates the perception of ownership and of there being a switching cost
- It gives users, whether of the free solution or a paid version, the ability to serve as referees.
In many respects, SaaS is more a service than a product. Certainly, the software coding is what customers purchase however it is the ancillary services – the help desk, customer support, ongoing product enhancements, and associated content marketing offerings – that drive loyalty and retention.
All of these things present challenges for product marketers. Marketing intangible products and services is distinctly different to marketing hardware or software. Relationships, references and responsiveness are of the utmost importance.
Our Expertise and Services
We help global technology vendors with their SaaS marketing in Australia and Asia Pacific.
We do so by assisting them to build brand, position and differentiate themselves in an already crowded marketplace, develop and qualify leads, win new business, and retain clients.
We do this by:
- Writing, editing, directing, producing and disseminating relevant, educational content (blog posts, white papers, case studies) that will aid SEO, attract visitors, generate leads, and assist buyers in making smart decisions.
- Creating lead magnets that will enable tech clients to capture the data they need to qualify leads and remain at the forefront of their targets’ buyers and influencers.
- Identifying influencer and partnering opportunities that will amplify content, build authority, and thereby gain quality website links.
- Creating email campaigns that help targets progress through the sales funnel.
- Activating and optimising social media channels to build networks, participate in conversations, demonstrate leadership, share curated and created content, and engage stakeholders.
- Developing and executing content marketing strategies which span the media you own (your website, blog and social media accounts) and, through partnerships, syndication and guest blogging, those you don’t so as to reach and engage new audiences, build awareness and credibility.
- Building the profile of individual experts so that they (and your business) become recognised as industry thought leaders.
- Developing research-based campaigns that help tech businesses better understand their targets’ wants and needs.
- Developing key messages and value propositions that align technology and business.
- For global vendors, localising content and executing sponsorships and events in the Asia Pacific.
- SaaS marketing planning.