In this episode of B2B Nation, we talk to Paul Cowan, CMO of FreshBooks, about marketing software-as-a-service (SaaS) applications to small businesses. SaaS marketers tend to move more quickly than other B2B tech marketers, and that’s especially true of those targeting SMBs.
Small businesses move fast, make decisions more quickly and look for ways to easily research and compare technology solutions before making a purchase decision. They lean heavily on experiences, from the buying experience to the product experience, when evaluating vendors. And small businesses tend to grow, which means some SaaS vendors have a built-in level of churn, as their customers sometimes outgrow their platform.
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Paul also talks about how Google’s end of support for third-party cookies will force some SaaS vendors to rethink some of their favorite marketing tactics, and the importance of brand value when buyers can so easily compare and contrast products with just a click.
2:08: How do SaaS marketers think differently about tech marketing?
5:00: The connection between your product experience and your marketing
8:17: How can SaaS vendors protect against customer churn?
12:59: Are your SaaS users aware of all of the features available in your product?
15:23: What happens when your SMB customers outgrow your SaaS application?
17:41: How much does brand value still matter in the modern buyer’s journey?
21:27: Which business strategy is right for your SaaS application?
24:00: Where do you think is the next disruption SaaS marketers need to prepare for?