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5 Steps to Map Marketing Content to The Buyer’s Journey

Posted by Lauren Van Mullem

9/12/18 9:25 AM


Here’s how to DIY your marketing cartography in 5 simple steps. 

  1. Answer this question: Who are your best buyers now?

The answer, or answers, to this question is what you use to create a buyer persona – a fictional character representing your ideal client. This persona should have a gender, an age, a profession, and yes, even a personality.

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Topics: SaaS Content Marketing, SaaS Growth, Buyer Persona

17 Companies that Are Actually Getting SaaS Content Marketing Right

Posted by Christina Clemens

8/22/18 11:30 AM

The SaaS Marketing Journey -- that arduous road that sees newcomers to your business become active promoters of the products you offer -- is a complicated beast, to be sure. However, just because the tasks ahead pose a significant challenge to your SaaS business, it doesn’t mean that success is beyond your reach. In fact, a number of companies have wisely leveraged SaaS content marketing to gain customers and boost awareness.

Following the successive stages of the SaaS Marketing Journey, we’ll touch base on the best practices of just a few of the companies who have optimized their content marketing efforts.

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Topics: SaaS Marketing Journey, SaaS Content Marketing, SaaS Growth

5 SaaS Startups Using Customer Success Content to Educate Current Customers

Posted by Christina Clemens

8/14/18 11:25 AM

Somewhere along the line, we lost the idea to “Give the people what they want!” As marketers and as startup founders, that idea has always been our guiding star. But along the way, that simple message tends to get diluted, becoming “Give the people what we think they want,” or even worse, “Give the people what will make us the most money.”

What happens all too easily is that the people don’t get what they want, or get what they want at first, then find themselves saddled with a version of your SaaS that doesn’t deliver what they need at all.

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Topics: Customer Success, startup, SaaS Content Marketing, SaaS Growth

7 SaaS Content Marketing Mistakes to Avoid

Posted by Katy Katz

7/30/18 11:28 AM

When implemented in the right way, SaaS content marketing can be one of the most powerful tools to build your product’s awareness and foster a devoted customer base that will ultimately comprise enthusiastic promoters of your message.

However, while the SaaS community has largely embraced content marketing as a primary engine for driving a business forward, there are still a number of ways in which even the most experienced companies can mishandle its principles.

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Topics: Content Marketing, SaaS Content Marketing, SaaS Growth

How to Nail the First Step to Scalable SaaS Growth: Customer Research

Posted by Trevor Hatfield

12/6/17 10:46 AM

By Nichole Elizabeth DeMeré & Trevor Hatfield

We’re in the midst of writing our SaaS Growth Playbook – a zero bullshit, actionable guide to growing SaaS businesses that are set up to scale from the start. It’s an ambitious undertaking, because so much has been written about this. Really great books like The Startup Owner’s Manual (currently highlighted and bookmarked past recognition on our desks), The Lean Startup and Lean Analytics, Value Proposition Design, and that whole “Jobs to be Done” thing? Is that a book yet? Because it seems like every founder we’ve spoken with in the last two months can’t stop talking about it.

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Topics: SaaS Playbook, SaaS Growth, Customer Growth

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