Let’s be clear… when it comes to your SaaS marketing plan, finding inspiration in the work of others is very different from copying them outright.

The American playwright Wilson Mizner famously said: “If you copy from one author, it’s plagiarism. If you copy from two, it’s research.”

So as a SaaS provider, if you copy the pricing pages, free trial sign-up form, viral expansion loops, and follow-up email sequence from several different SaaS vendors, you’re not plagiarizing them… you did “research” and now you’re implementing your learnings, right?

I call shenanigans on that… and here’s why.

[Read more...]

So far in 2013 I’ve helped 21 SaaS providers from around the world boost customer acquisition and lower their SaaS churn rates.

And in just about every instance I found myself asking them the same questions.

The fact that these questions were not easily answered or – if they were – that the answers were ignored, often shed light on the underlying cause of several different problems my SaaS provider clients faced.

From stagnating growth, to unacceptable churn, to a less-than-acceptable ROI on AdWords and other paid traffic spend, it became clear to me that we have a problem.

And this problem isn’t small or to be ignored.

To the contrary, it is resulting in SaaS provider executives – just like you – going back to their investors and board with less-than-stellar results, for Founders and CEOs of SaaS companies who know they have the best product out there pulling their hair out at the lack of new customers or the super-high churn rates.

And for the SaaS CMO and Marketing teams who have implemented rigorous A/B testing programs that are functioning properly but not resulting in statistically significant lift, the crisis is mounting.

What is going on here?!?!?!

Simple… you’re attracting the wrong audience and here’s why.

[Read more...]