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# 3 Will Blow You Away
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Saas Trends 2022 The path towards creating a successful marketing strategy for your SaaS begins with the right mindset.
A recent HubSpot study showed that 85 % of SaaS businesses struggle with their demand generation programs
45% SaaS Founders struggle with slowed revenue.
70% of all start-ups fail due to premature scaling.
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Not All SaaS Founders Are Created Equal Most SaaS founders lack the time, resources and budget to systematically market and grow their sales opportunities. Sales are not accelerating quick enough to reach ARR targets and they do not have a proven system to scale marketing and sales. Inconsistent brand marketing leads to slow sales. Investing in powerful branding and marketing right from the start will help you create more meaningful conversations around your product and capture demand rather than just leads.
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Your Sales Pipeline ≠ Your Mental Health 49 % of SaaS founders report struggling from a mental health condition and a majority of these founders say that they are feeling overworked, struggling with fatigue and suffering from continual stress. 72% feel pressure to deliver 59% are working 12+ hours a day, including marketing & sales Despite all their efforts, business is disorganized, always pivoting and is not accelerating fast enough.
49% Struggling with Mental Health
72% Struggling with Pressure
59% Are Overworked
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The Struggle is Real Scaling your SaaS is challenging. Don't worry though, you are not the only one struggling! Most software entrepreneurs struggle to scale revenue, so Acquisent created a Marketing Framework that helps grow ARR predictably. When you systemize marketing, you feel less stressed and have more fun growing your business
Entrepreneurs are paying for marketing that doesn't add net new sales
Time is being wasted on the wrong target accounts
Marketing and Sales are producing low quality sales opportunities
Inconsistent sales growth negatively impacts Founders' SaaS valuation
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How do I grow ARR to $5M, $10M and $100M ARR? Keep reading to find out...
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Removing Roadblocks to Revenue Growth By implementing a Marketing Framework that helps grow ARR predictably you will be able to increase sales and scale your business. When it comes to scaling your B2B SaaS Marketing, a great place to start is by collecting customers' data. Collect data -> Map personas -> Target the right people -> Grow your Sales pipeline
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What Most SaaS Marketing Teams Get Wrong It's not about complicated strategies, it's not about how many leads your business generates, or how many Sales Reps you hire - it's about clear messaging that speaks to an audience and a good follow-on journey that gives them enough information to take a step towards a purchase decision. Follow the 3 simple steps to scale your ARR.
Step 1
Step 2
Interview your customers
Map out several personas
Step 3
Create personalized content
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Step 1: Interview Customers By interviewing your top 20 current customers to uncover their emotional triggers, you can create meaningfully intelligent and emotional personas for Decision Makers, Influencers and Users typically involved in every one of your deals. This will drive your sales, marketing and customer success by getting clear on what is a good prospective target organization, who are the best stakeholders to engage and how to manage client relationships.
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Step 1: Interview Customers Your goal is to have a variety of different titles join you so you can get a complete overview of how you help teams grow. Here's a sample of product-defining questions you need to ask … Prior to implementing {{Your SaaS}}, tell me about your day-to-day operations? Prior to implementing {{Your SaaS}}, what challenges was your business experiencing that frustrated you to the point of purchase? Why did this frustrate you? After purchasing {{Your SaaS}}, how was life different in your day-to-day operations? When you purchased our software, you likely were shopping around for alternatives. What were the 3 defining criteria to go with {{Your SaaS}}? Rank them in order of priority please. Why was criteria #1 particularly of importance to your team? Where can we improve as a company with respect to trends in the industry? What constructive criticism can you share with us about our client onboarding process?
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Step 2: Create & Map Personas Each persona will have a unique selling proposition and executive summary. Their story will guide your organization’s targeted communication and outreach strategies across different sales funnels and marketing channels.
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Step 2: Create & Map Personas No matter the industry you work in, all deals that are at least +$10,000 per annum require the input and approval of multiple stakeholders within a company. Generally, there is a Decision Maker (Budget Authority), an Influencer (Persuasive Authority) and a User (Champion Authority). Your goal with persona interviews is to understand all of these players so that you can create a compelling journey for them in your marketing and selling process. The User (Champion) is the person that will use your SaaS to save time, save money and improve other areas of the business. However, the champion does not have power to make buying decisions, so they will champion your SaaS to their manager (influencer) who has a bigger picture of the business. Yet the manager is not enough to sway because he has no budget to allocate, so he goes to influence the decision maker to get the funds for the project approved.
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Step 3: Create Content That Converts Prospects need to be nurtured across the funnel, from top to bottom. The type content and its format needs to change at each step of the funnel. You don't have to create content in new subjects each time, rather, repurpose the content you already have into different formats. See images below. Convertible content is creating personalized content for decision makers, influencers, and users using simple messages that derived from your interviews with them. When we say personalized, we mean communicating the value that our SaaS specifically provides to that unique persona (Decision Maker, Influencer & User).
Personalized Infographics
Comparative Overviews
Case Studies
White Papers & Lead Magnets
Multimedia for LinkedIn
Testimonials
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Step 3: Create Content That Converts All marketing materials should follow this framework to converting them to a meeting ….
1
3 Introduce the pain you are looking to solve
2
Expand on the problem & how it affects other areas of their business
List the value items your SaaS provides your target customers
4
5
Include a testimonial that highlights ROI from your SaaS. Content for Decision Makers should include a testimonial from a decision maker, same for users and influencers.
Describe much money/time can you save the average customer
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Why You Should Implement These 3 Steps
Grow ARR through persona-based communications Identify your most important accounts Create an ideal customer profile (ICP) Gather insights on your accounts Craft your messaging and persona-specific value proposition
The 3-Steps Works for All Founders
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“Acquisent brought MYLE to the next level. Their demand generation program & marketing advice were the key to developing $25K pre-sales backlog in 2 months & $50K in actual new revenue by end of year.” Paul Vital, CEO, MYLE
“We’re impressed with their work - their team has excellent training. Acquisent delivered the job when it was due and in the context of what we wanted. Effective, knowledgeable, and reliable partner.” Charles B, CTO, FitConcierge
“Acquisent helped us plan and execute our market outreach and revenue generation strategy for various markets. They are very meticulous and proactive and we are very glad to have them as our partner.” Chandan Kumar, CEO, BeCloudReady
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