Startups must adapt their go-to-market strategies as they grow, ensuring that customer acquisition cost (CAC) stays below lifetime customer value (LTV). A company's CAC target will determine its GTM strategy and which market segment it targets (i.e. SMB, Mid-market, or enterprises). To continue growing, SaaS companies must periodically reassess and adjust their GTM strategies, including moving upmarket and adding new sales tools or approaches.
Designing effective self-serve products with a quick 'time to aha' moment (shoot for 15 minutes) is crucial for successful user activation in product-led growth. This article walks you through six methods for achieving this goal and helps you match the tactics to different PLG models. In addition, the article explores the common pitfalls to avoid when creating self-serve experiences.
SaaS investment decreased significantly in 2022, with an 82% YoY drop in capital invested and a 61% YoY drop in deal count. The decrease in investment is attributed to rising interest rates and expensive growth, prompting VCs to emphasize efficiency for their portfolio companies. However, some investors remain optimistic about the long-term prospects of SaaS companies, particularly those with AI components.
Understanding the differences between ARR and GAAP revenue is crucial for both operators and investors to make informed decision-making about a SaaS company’s financial health and trajectory. This article explores what those differences are and the implications of choosing one definition over the other when looking at the growth rate.
B2B SaaS founders should prioritize treating content marketing as a long-term investment by aligning their content strategies with business goals and focusing on revenue-impacting metrics. To gain stakeholder buy-in, it is crucial to present quantitative and qualitative evidence demonstrating the value of content marketing. Founders should also continually optimize and repurpose content, leveraging their resources to achieve better results and drive sustainable growth for their business.
Current attribution models overvalue organic search, direct traffic, and paid search, while undervaluing social media, podcasts, and word of mouth. Companies should adopt a hybrid attribution model to more accurately measure marketing success. The focus should be on channels that customers actually use to discover products, like social media, podcasts, and communities.
Are you expanding your team with remote employees? Here’s a great resource guide that covers different pay strategies, like location-based, location-agnostic, and hybrid models, which can help you create a fair compensation policy for your team members. It’s a great resource for making sure you're paying your remote workers fairly while keeping the company's best interests in mind.
I often find words are easier to sell than code. In my past life (I'm not that old, 24 actually), I would spend months writing lines of code without writing a single piece of content, only to find that there was no audience to showcase my work. In this article, I walk you through the lessons I learned from my failed SaaS startups that led me to write SaaS Weekly.
Here are the key takeaways: 1) Value starts with your content, not with your product—that’s how you build trust, 2) Lead with your story, not with your solution—it saves you time building a product, and 3) Build an engaged audience base first before writing a single line of code.
Being the core Systems of Records comes with several strategic benefits. Some of these include having a sticky customer base, growth through vertical expansion, and the ability to create an ecosystem around your platform. One company that executes this strategy well is Workday.
Workday has consistently taken market share in the Cloud ERP market, with strong penetration in Fortune 500 and Global 2000 companies. Historically, the company's sales motion has been expansion focused by investing in channel partners and vertical-specific solutions. But more recently, Workday is betting on its Workday Extend ecosystem to drive future growth.
In today's environment, the 'growth at all costs' mantra has been replaced by 'profitable growth.' To achieve this, SaaS companies must optimize efficiency across various business functions, such as Sales & Marketing, R&D, G&A, People, and Pricing & Packing.
There is a whole list of strategies to execute (this article covers 40 of them), including improving Sales & Marketing efficiency through better quota attainment and product-led growth and reducing G&A expenses through vendor contract renegotiation and automation. Discover the other strategies SaaS companies can use to drive profitable growth. I highly recommend the read!
Are you looking for a masterclass on TAM? Understanding and accurately evaluating your Total Addressable Market (TAM) can significantly impact your company’s go-to-market strategy and your expectation for future growth. This article explores the common ways to calculate TAM (price x quantity), TAM considerations for Vertical SaaS companies, and how you can extend your TAM through expansion dollars.
To craft compelling customer case studies, focus on presenting generalizable lessons that apply across your customer base. Be sure to highlight your company's role in the customer's success and support your narrative with relevant data. By doing so, you'll craft engaging case studies that resonate with prospects, showcasing the value of your product and building trust with your audience earlier in the sales funnel.
There are a handful of common marketing strategies to acheive sustainable growth. I’ll skip over the few you know already, but the strategies that stood out to me were: 4) Build a community around the product, 5) Go after earned media, and 7) Develop a growth loop.
Building an effective pricing page is a core component of a product-led growth strategy. By implementing a 5-step framework that involves competitive research, user preferences, and continuous optimization, you can craft a pricing page that resonates with your customers and drives higher conversions. This article walks you through the best practices to keep in mind and examples of effective SaaS pricing pages.
When going toe-to-toe against industry incumbents, honing in on your company’s core values can give you a leg-up when winning over customers. For JumpCloud, that meant crafting its go-to-market motion around transparent product pillars that resonated with its target audience.
Guided by the company’s 'Freedom and Openness' principle, JumpCloud launched with a freemium model that was truly ungated, which helped the company build trust with users. As the JumpCloud scaled, the company combined its PLG motion with a sales-assisted strategy that allowed customers to access support and sales demos throughout their evaluation journey.
