Before spending a dollar on marketing campaigns, we work with our partners to evaluate:
Target Buyer Personas
Depending on the nature of the SaaS and cloud solution, there will be multiple stakeholders involved in a purchase decision, from executives and finance to IT administrators and internal ‘super users’. Successful providers have the tools and materials to speak to value and overcome objections across all potential influencers.
From web, social and email to inbound and outbound tele-orgs, the range of channels to reach a customer is broad. Additionally, each of those channels continues to be impacted by technology shifts (the app the kids are on these days is the network of future adult buyers) including artificial intelligence (AI) solutions like interactive bots and real-time call facilitation tools. We work with partners to define how to execute, test, measure and react to changes in the channel landscape for SaaS and cloud solutions today and into the future.
Buyer Lifecycle Triggers
With SaaS and cloud services, ‘try before you buy’ is often an expectation, but that doesn’t mean the product will do all the selling work. Potential customers need to be guided through and across a set of milestones and triggers in their evaluation process through a combination of proactive and reactive messaging including feature education and guidance, financial scaling implications and prospective integrations that increase value and stickiness.
While self-guided discovery, evaluation and purchase may be the ‘holy grail’ of a SaaS offering, the reality of increasingly integrated systems, both cloud and on premise, means that many customers can’t fully evaluate a solution without clarifying critical question sat the right time. This can be supported through multiple models, from creating sales engineering subject matter experts who assist in a live process (phone or chat), to partnering with integrators who deliver more comprehensive professional services. Regardless, the goal is to ensure the potential barriers to conversion are identified in the selling process and the right enablers are in place to turn question into conversion.