November 30, 2023
The Best SaaS Conferences You Can't Miss In 2024
Explore must-attend conferences in 2024, including the renowned SaaStr Annual. Follow SaaSMQL for insights into SaaS events 2024.
If you’re targeting mid-market or enterprise companies, you can't rely on a single channel to drive engagement and qualified leads. Here we share examples of campaigns with solid ROI and show how to integrate different channels into a unique workflow.
The COVID pandemic has put an immediate pause on live events and conferences, forcing B2B marketers to quickly re-allocate their budget in order to hit pipeline and revenue goals. If you’re targeting mid-market or enterprise companies, you can't rely on a single channel to drive engagement and qualified leads. You must engage several decision makers per account on multiple channels, online and offline. Here we share examples of campaigns with solid ROI and show how to integrate different channels into a unique workflow.
An integrated marketing campaign is a marketing program that leverages multiple channels simultaneously, while maintaining a cohesive message and objective. The difference between multi-channel marketing and integrated marketing is that integrated marketing uses all of your different channels for the same objective and with the same message. You may be running campaigns on Facebook, LinkedIn, Webinars, etc -- but the key is how do you make them play together?
The goal of an integrated marketing campaign is to create a unified and seamless experience for prospects to interact with your brand. It is designed to ensure that all messaging and communications strategies are consistent across all channels and centered around the customer.
If you are an enterprise or mid-market SaaS company, you need to be running your marketing across multiple channels. In the SaaS buyer’s journey there’s multiple decision makers and stakeholders involved in the process, and the journey from prospect to customer can be quite long. If you’re not leveraging multiple channels to reach your customers, there’s a high chance you are missing out somewhere.
It’s highly unlikely that a prospect would see your ad on Facebook and immediately convert. They first need to become aware that your product/company exists, then they might engage and learn more, and then finally sit down with your Sales team. Throughout all of these stages, the goal is to have different “touches” across several channels. For example someone might (1) download some of your content on LinkedIn, then (2) they see your ads on Facebook, then (3) they sign up for marketing emails, then (4) you send them a nice direct mail package requesting a meeting, then (5) they request a demo. Meanwhile, you are retargeting these prospects across social media channels and possibly OOH/digital ads.
Here are two examples of niches we targeted in our own ABM efforts at SaaSMQL. Instead of broadly targeting types of companies, we narrowed down to the specific person at a specific type of company, with a specific problem, and looking for a specific result.
Niche #1
Niche #2
It’s important to define your program goals ahead of time, preferably per niche. For example, you want to target 800 accounts, your goal is 35% engagement, and you want to book 65 meetings with a $5M pipeline goal. Once you have these goals in mind, you can work on the budget.
To define your budget, work backwards from your goals using your conversion rates. You’ll want to use these win rates to understand your Customer Acquisition Cost and make a realistic calculation of the budget you’ll need to reach your goals. Once your budget is defined, divide it between your target niches.
In 2022, certain offline channels are becoming less and less available. Companies have adapted to the circumstances by increasing their investments in digital channels, but that also saturates the market and increased cost per lead. Now is the time to get creative and try other channels. For example, Quora Ads are not as popular as Facebook and Linkedin, bringing the overall cost per click down significantly. The best combination involves both digital and offline channels, because while the digital channels are important, also having an offline touch makes it more likely that a prospect would convert. Below are some examples of digital and offline channels. Once you’ve chosen your channels, you will need to build assets. All of your assets should be consistent in messaging and branding across each channel.
Before launching your program, you will want to draft a funnel map for the campaign. The funnel map should match your engagement stages (cold, aware, engaged, opportunity, closed), and include all of your channels. Segment your channels by funnel stage, and visualize how they interact with each other. For example, your billboard might not directly bring in conversions, but if someone sees your billboard 10 times in 2 weeks and then receives a cold email or direct mail package, they will immediately recognize your brand. You can estimate engagement rate and conversion rate from each stage, and use that information to help allocate your budget for each channel. You can forecast your funnels using your estimated conversion rates and win rates.
If you live in San Francisco or New York City, you have probably seen one of Brex’s giant billboards or subway ads. Brex is a startup that provides corporate credit cards for other startups, and went from a $0 to $1B valuation in just under 2 years, (valued at $2.6B recently). They spent $300k to cover San Francisco with ads on billboards, taxi cabs, bus stops, buildings, and more.
From the Founders:
“The thing about billboards is you have to buy a lot of them to work, because marketing is about repetition. It’s about awareness and people hearing about you many times and it’s really hard to attribute, but a lot of times when we went to do outbound, we reached out to our customer, and we talked to them, they’re like “Oh, I saw your billboard already.” We had actually a higher response rate on outbound emails because we did this billboard campaign and that was super powerful.”
These out-of-home ads had an incredible impact on other channels. When the Brex team began reaching out to prospective customers after the campaign launched, most of them had already seen the billboards or other OOH ads. They also saw a higher response rate on cold outbound emails.
But the campaign didn’t stop there, it also involved a lot of targeted digital and display ads that ran at the same time. These ads carried the same message and branding, and served as a complement to the billboard campaign. Around this time Brex also launched a podcast called “Brex in the Black”, which is “a crash course in financial operations” and one of the only podcasts about finance and accounting in startups. This podcast appeals to their biggest niche, the startup CFO.
Rounding out these efforts, Brex also launched a webinar series paired with email marketing. These billboards, out-of-home ads, podcasts, and webinars complement Brex’s digital marketing efforts and help maximize awareness for the young company.
Explore must-attend conferences in 2024, including the renowned SaaStr Annual. Follow SaaSMQL for insights into SaaS events 2024.
In this comprehensive guide, we'll equip you with the tools and knowledge to get started with ABM, delving into how ABM works, key components of successful campaigns, and best practices for marketing to high-value accounts.
If you’re a small business in the SaaS space, the marketing landscape can seem overwhelming. There are countless platforms and apps out there that claim to help your business grow, but not all of them will be right for you.
As a SaaS company, you know that the success of your business depends on the number of new customers you get. You also know that it's getting harder and harder to get those leads because your competition is fierce.
If you’re a SaaS professional, you already know that events are an invaluable resource for small-business networking, SaaS lead generation, and even getting out of your comfort zone.
No matter what stage your SaaS startup is in, landing a whale–a big client that will account for a majority of your revenue–will help you generate the ARR required to keep growing. At this year’s SaaStr, the team at SaaSMQL showed hundreds of SaaS leaders an effective way to do just that. 🐳
Last year we shipped over 27,000 boxes on behalf of our clients. and learned a few lessons along the way. In this article, we’ll lay it all out for you.
SaaS demand generation is an essential part of getting new customers and growing your business, but it's not easy to do well. Read these 7 precious tips on how to build a powerful SaaS demand generation machine.
Let's take a look at the components of a great SaaS direct mail campaign that you can implement today to spur new growth.
In this piece, we will explore 15 of the most common mistakes beginners make with SaaS Marketing, and how to avoid them, so you can save time and energy lost by following ineffective methods.
What does it actually cost to get a new customer? This is a vital metric to master if you are looking to scale up your business in the near future. If you are a SaaS startup looking to build a predictable customer acquisition engine, or a SaaS Company that is ready to scale, this article is for yo
Demand generation is the most crucial role for every SaaS company. Startups need to get on board with key strategies that promote SaaS lead generation, and generate a consistent pipeline to feed the growing sales team. Do you have all the necessary elements in place to run a successful demand gene
In the following guide, we walk you through the basics of ABM and customer lifetime value — and why CLV is so critical for an effective account-based marketing strategy in the world of SaaS ABM.
SaaS demand generation can be complicated, but there are many ways to get your product to the front of your potential customers’ minds. Here we’ll go over some SaaS lead generation techniques that you can use to increase sales and beat the competition.
This article will discuss why direct mail marketing is so important for ABM's success and how to create an effective campaign. We'll also share some tips on measuring the success of your direct mail marketing campaigns.
SaaS direct mail is also a powerful way to reach decision makers and influencers at companies that aren’t currently using your product or service. When used as part of an account-based strategy, your integrated direct mail has the ability to amplify your results exponentially.
In this article we explain why it's so important for SaaS companies to use outbound strategies and the six steps you need to follow in order to execute effective outbound campaigns.
If you are serious about growth in 2022, and who wouldn’t be with what the global economy just endured, then plan to attend at least one of 2022’s Top 12 SaaS Conferences.
When it comes to SaaS growth, you want to make sure that you are putting your best foot forward. This means working with the best account based marketing agency possible. How do you choose?
We have compiled a list of the top platforms for every SaaS companies interested in launching and scaling their Account-Based Marketing strategy.
Nurturing enterprise accounts requires continuous education through multiple channels before they might see a need for your solution. Here we discuss the most effective ways to use multiple channels to nurture your target accounts.
The shift to virtual events in 2020 and 2021, along with uncertainty about when live events will resume, makes this year’s budget planning a bit tougher than others. However, you can use the same methodology to set your team up for success in 2022.
HubSpot and Marketo are considered the #1 and #2 marketing automation softwares in the world. ActiveCampaign, on the other hand, is a powerful and easy-to-use marketing automation & sales CRM platform designed for small businesses on a budget. How do you decide which is right for you?
You might have a golden list of accounts that the sales team wants to focus on, but you don’t have the budget for a shiny new ABM platform. Jasmine Chung, Demand Generation Manager at Openprise, showed us how they are doing it at their company and the results they are seeing.
Intellimize used SaaSMQL’s expertise to launch targeted ABM campaigns, integrating Direct Mail with automated emails and LinkedIn ads to engage with 800 accounts within their ideal customer profile. Their investment generated $4.6M in ARR pipeline.
Looking for some no-nonsense SEO tips to boost your site’s search engine rankings? We sat down with Aaron Moskowitz, Director of SEO at Golden Hippo, and covered 5 easy-to-implement tactics that help increase your website's ranking and boost inbound traffic.
By tracking and taking action in improving essential metrics you can position your team for better performance and productivity. Here we provide some insights into what we believe are the most important KPIs every young B2B SaaS company should track as soon as revenue streams arise.
Here we explain step-by-step how at SaaSMQL we are able to consistently generate over $1M in new sales pipeline every month by using a targeted direct mail approach. We also discuss mistakes to avoid during the process and how to track the campaign performance.
Direct mail is the best-performing direct response channel, bringing in results “10 to 30 times better than email”. Most companies don’t leverage direct mail because it's hard to execute, and requires plenty of time and resources. Here we will go over the 7 steps to launching a direct mail campaign.
In a recent webinar for DemandGen Club, Arun Sivashankaran (Founder & CEO of FunnelEnvy) shared the good, bad, and ugly from his years of experience with B2B demand generation teams tackling account based analytics & personalization.
How do you know which programs are generating qualified leads and pipeline, and which aren’t? How can you make sure a lead is tagged correctly throughout the entirety of their buying journey? Here we discuss the basics of B2B marketing attribution.
Modern ABM marketers are seeing direct mail emerge as an effective channel for B2B companies to engage and convert target accounts. When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through noise and reach prospects.
Your marketing “tech stack” is the set of technologies your organization uses to execute and analyze marketing across the customer lifecycle, and scale your business. The key goal of your marketing tech stack is to measure the impact of your marketing activities - making difficult processes easier.
Given the special nature of a direct mail package, it’s no wonder the average response rates are higher than email. Receiving a nice gift right at your desk in the middle of the work week is memorable, and shows that the sender made the effort to do something different.
A strong Demand Generation program allows a company to predictably scale the number of Opps sourced by simply increasing marketing spend. Whether you’re just starting out or have been running Demand Gen programs for years, here are a few core “sins” that your team should avoid at all costs.
Intent data can tell you when your target accounts show strong buying signals, allowing you to target the right people at the right time. Yet, many sales and marketing teams still aren’t sure how to include this new type of data in their workflows, let alone incorporate it into actionable programs.
Scaling is hard. You can have the best sales team in the world, but if they’re not focusing on the right accounts, their work likely won’t amount to new clients for your business. When you focus your efforts on ideal target companies, you maximize the campaign’s efficacy and conversion.
The lead handoff process is one of the biggest bottlenecks for every company trying to grow their sales pipeline. Marketing has invested money and resources to generate qualified leads, but they are not always properly assigned to the Sales team and followed-up with.
Low confidence in marketing attribution and ROI often causes SaaS companies to cut investments on demand generation. By tracking your CAC and the value of each stage of your marketing funnel, you can allocate your budget to drive real growth.
When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through the noise and reach your ideal contacts.
Learn how to build effective Account-Based Marketing campaigns using LinkedIn Ads. We'll present specific examples and step-by-step instructions on how to target your named accounts and drive qualified leads.
In this video you'll learn how you can leverage intent data to increase conversion on your ABM campaigns and engage with your target accounts. We'll provide an intro about buyer intent data, the difference between 1st party data and 3rd party data, and how to track customers' offsite behaviors.
In this video you’ll learn how to draft a demand generation budget starting from your revenue goals. We’ll discuss about funnel metrics, Customer Acquisition Costs (CAC), what line items should be considered when creating the budget, how to forecast your ROI, and what tools can help you.
In this video you'll learn how to build the right target account list. By focusing all your efforts toward the ideal accounts, you'll maximize campaign's efficacy and conversion.
In this video we'll share lessons on how to generate pipeline sponsoring third-party conferences, how to best manage follow-ups and track results, and how to scale the strategy to 100+ events per year. We'll also discuss about best practices on how to run your first user conference successfully.
Direct mail has been emerging as an effective channel for B2B companies to engage and convert their target accounts. When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through the noise and reach your ideal contacts.
The 8 most common sales mistakes that I frequently notice in venture-funded SaaS startups. These include adding territories too early or hire a bunch of AEs when there is no pipeline. Avoiding these early mistakes will impact your ARR from the beginning.
Marketing is no longer incentivized to simply generate leads at the top-of-the-funnel and throwing them to sales. The metrics that matter now are account engagement, number of opportunities generated, pipeline ($) and revenue.
Demand generation entails generating sales opportunities for your company's products or services. A good demand generation engine can help a company engage new prospects, generate interest online and offline, and attract prospects, which are then converted to leads and turned into sales pipeline.
SaaSMQL is an Account-Based Marketing agency that helps SaaS startups scale recurring revenue with high-impact multichannel campaigns.
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