LESSONS LEARNED BUILDING SAAS FOR SMBs
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LESSONS LEARNEDBUILDING SAAS FOR SMBs
1999
Immediacy of data – real-time decisions
Managed by “experts”kept updated
Pay as you go –low up front costs
The SaaS value proposition
TODAY
What did you see?
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PPCDisplay Chat Web Site
SEOMarketing AutomationListings Social
Awareness
Search on a search engine
Site visit
Reviews
Call or in-personvisit leading to
purchase
Retargeting
CONSUMERS ARE EVERYWHERE
“The Funnel” is the wrong analogy
CUSTOMERS ARE ENTERING & EXITING THEIR JOURNEYS CONSTANTLY
WHICH TACTICS ARE A PRIORITY FOR YOU?
My business website
Email marketing
Social advertising
Social media management
Search engine marketing
Search engine optimization
Content marketing
Mobile advertising
Display advertising
Management of online directories
TAKE AWAY:Average local business is trying 8+ tactics
Source: ReachLocal market survey
ARE YOUR MARKETING EFFORTS EFFECTIVE?
Source: 2016 Small Business Marketing Trends Report
TAKE AWAY:Nearly half of local businesses don’t know if their marketing efforts are effective.
Yes
I Don’t Know
No
Source: Small Business Marketing Trends Report
HOW DO YOU MEASURE AD EFFECTIVENESS?
TAKE AWAY:Even though they ask customers, those insights rarely make it into optimization and planning
Majority = aren’t doing it or manually tracking
We ask customers how they found us
We use call tracking with unique phone numbers
We rely on reports from our vendors
We use software that tracks the source of leads
Other
Source: ReachLocal market survey
Planning Execution Analysis
CompletionOPEN LOOP
CLOSED LOOP
Track customers from lead source, all the way down to the transaction level and effectively close the ROI loop on their marketing programs.
Today’s SaaS solutions need to help local businesses
TAILOR THE EXPERIENCETO THEIR AUDIENCE.
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WINNING IN LOCAL
FOCUS
WINNING IN LOCAL
COACHING
INTEGRATION ENGAGEMENT
This product is awesome
AThis sales
rep is awesome
B
Iam
awesome
C • I understand the value
• I am excited to try this
• I feel empowered
• I will recommend you
• I can succeed
FOCUSmake your customers look good
COACH CONCIERGEAccountability
Instruction
Insights
Overly optimistic
Whatever you want
Here’s the data
COACHINGkeep accountability in the relationship
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Social ads + PPC = better together
Source: ReachLocal market survey
64% of local businesses are more likely to use a marketing system when integrated with core business systems
Clearer view of actual ROI
(actual billings per client)
Richer customer profiles
(confirmed client contact details including emails for drip
marketing, addresses, etc.)
Lower churn(Further embedding ReachLocal
solutions into client business process)
Source: ReachLocal market survey
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INTEGRATIONbecome part of the ecosystem
CHURN
Benchmark Monthly Churn Rate Annual Churn Rate Product Type
Best 0.5% 6%SaaSMiddle 2% 22%
Worst 3% 31%Best 4% 39%
Media SolutionsMiddle 5% 46%
Worst 15% 86%
• Log-ins• Pages/session• Time spent on site
USER ENGAGEMENT TYPICAL KPIs• Activity time• Visit frequency• Key actions for value prop
Annual Churn = (1 - churn rate) ^ 12
• Exclude growth• Types: Budget,
User, Cohort
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ENGAGMENTaligned with your value proposition
FOCUS ON CLIENT SUCCESS
PROVIDE CLOSED LOOP ROI TO HELP DELIVER BETTER EXPERIENCES
COACHING SHARED ACCOUNTABILITY
INTEGRATION INTO THEIR ECOSYSTEM
ENGAGEMENT ALIGNED TO VALUE PROP
RECIPE FOR SUCCESS WITH LOCAL
THANKS
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