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How To Present An Operating Plan To Your Board

An operating plan is a way for the management team to communicate the performance of the business to the board. A proper plan can be presented in just two slides: one slide showing the ARR growth and related metrics (also called a walkforward) and one slide showing the lineitems on the P&L.

When presenting the operating plan to the board, be sure to provide both strategic and financial context. Communicate the thought process behind the numbers, not just the numbers themselves. Instead of simply reading off the metrics, overlay what strategies and considerations drove the company's performance and how you will hit the forecasted numbers.

Dave Kellogg @ Kellblog business

The Three Layers Of Your Martech Stack

There are many highly specialized tools in a SaaS company's marketing-tech stack. Understanding the different layers can help ensure the data ties together between each system. The three layers are (1) the data foundation, (2) the segmentation layer, and (3) the activation layer.

The data foundation layer enhances the profile of a prospect by aggregating both first and third-party data. The segmentation layer then provides marketing a way to group the audience into segments for prioritization or tailored messaging. Finally, the activation layer controls all communication touchpoints marketing has with the audience.

Jess Cody @ Clearbit marketing

How To Use Webpage Intent To Identify Ready-To-Buy Accounts

Not all intent data is created equal. There are typically three levels, and each subsequent level is less and less informative. To properly funnel prospects, create a matrix that scores the intent level based on the data that is captured.

First-party intent data represents the direct interaction between your audience and your brand, such as a demo request or webinar registration. Second-party intent data is collected and traded between channel partners, such as sharing leads from a comarketing campaign. Lastly, third-party intent data is collected and sold by outside entities that don’t have a direct relationship with your audience.

Jess Cody @ Clearbit marketing

2022 Spending Benchmarks For Private B2B Saas Companies

SaaS Capital received about 1,500 responses for their annual survey asking B2B SaaS companies what percentage of their revenue is spent on differnet line items. Interestingly, equity-backed companies spend twice as much on Sales, but only three percentage points more on Marketing than boostrapped companies.

Nick Perry @ SaaS Capital finance

Content Growth Framework—How To Operationalize A Content Engine

Content calendars are not content strategies. An effective content strategy follows a four-step framework that outlines who your audience is and how your content will reach them. The four phases to follow are 1) Research, 2) Creation, 3) Distribution, and 4) Optimization.

Researching your audience, your industry, and your channels is where you should spend the most time. To find the right fit for your content, create a matrix that ranks the audience fit against how competitive the channel is. High-engaging content best aligns with your audience and is distributed across channels with the least competition.

Ross Simmonds @ Foundation Marketing marketing

The PLG Startup’s Practical Guide To Positioning

Your positioning will make or break your go-to-market strategy. A product-led company with a strong positioning will shorten its experimentation cycle to find an organic growth channel. This is because the quality of your positioning dictates how well your messaging resonates with your audience, and ultimately influences whether they will engage with your product.

To better position your product, follow a five-step framework to guide your messaging. Throughout your website, your copy should describe your target audience, the known pain point in the market, and your key differentiator. This article provides a great example of Dropbox’s positioning.

Jenna Crane @ Openview Labs copy

What HubSpot's Highest Performing Blog Posts Have In Common & Why These Elements Work

Successful blog posts have more than just a compelling header to capture your audience’s attention. It must hook a reader with an intro that describes 1) who it's for, 2) what they'll get out of it, and 3) why they should care.

The reader should be able to scan each section and highlight the key points without reading the entire text. Use listicles and featured snippets to create scannable sections for your reader. Then add visually rich elements to keep your audience engaged as they work through the entire post.

Martina Bretous @ HubSpot content

Your Guide To AI And PLG

In the age of AI, software companies will have a harder time differentiating on the basis of product features alone. Instead, building a community is becoming the new moat. In this article, learn how Jasper took a community-led approach to growing the company.

Kyle Poyar @ Openview Labs tech

82 SaaS Retention Techniques to Reduce Churn

SaaS companies must reduce their churn before accelerating their growth, or they risk filling a leaky bucket. This article walks through 82 methods to improve retention. (This is SaaS Weekly’s first guest author post on our blog page).

Vishal Rewari @ Optiblack retention

Key Takeaways From Openview’s SaaS Benchmark Study

To achieve an efficient growth rate, B2B SaaS companies should double down on reducing their Customer Acquisition Cost (CAC) and increasing their Net Dollar Retention (NDR). At the top of the funnel, companies can leverage reverse trails in a PLG sales motion to keep their acquisition cost low. By allowing users to try premium features during the trial, companies are maximizing the upfront value for users and increasing the likelihood they will convert through usage paywalls.

In addition, the first step to increasing NDR is to reduce churn. Companies can use personalized messaging and reactive discounting to save at-risk customers. At the same time, companies should be targeting healthier customers to create expansion opportunities through upsells, upgrades, or cross-sells.

Kyle Poyar @ Openview Labs growth

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