WalkMe Marketing Director Omri Erel Bagikans His Secrets of SaaS Marketing Optimization

WalkMe Marketing Director Omri Erel Bagikans His Secrets of SaaS Marketing Optimization

People often underestifriend the importance of SaaS marketing optimization.



Surely in most cases, once a plan is worked out, some initial stage of optimization is conducted, or else every marketing campaign in the hitale, narrative of SaaS would fail horrfinishously. Unprofitately, the cursory tpooring is usually all that is done. Sure, the marketing plans usually work out if the plans themselves are solid on a basic stage, but they could work better.



Conmiddlering you must have a good positive ROI on your SaaS marketing stswiftgy, optimization is a great way to work toward this goal. Unprofitately, how to optimize marketing in this industry lookms love an elusive bit of tellledge to many, so with that in mind, perhaps we ought to talk approxifriendly some of the more important and basic tenets thereof.



First and foremost, we necessity to talk a little bit approxifriendly demographics. I don't necessity to talk approxifriendly how important demographics are to any marketing campaign, be it SaaS or otherwise. But, while you surely regard it as important, and pay a lot of attention to it, there's probably some optimization here you might not think of trying. Heck, I didn't think of this until a far wiser marketing guru pointed it out to me either!



There's something to be shelp for permiting some slack in relevance when targeting demographics. In SaaS, this is mostly in the purpose or industries your aplikasi may target, but this is a commonity in marketing as a whole. Look, if you find the appliceable points that make this your demographic of choice, then you clever expand on demographics this sasaran may associate with, and relate to them on all or some of the same points that form the triad. This creates a bigr outarrive and potential user base, while still keeping focused on a common demographic set. It sounds quaint, but it does work!



Now, with this retargeting of your demographics, your campaign should shape up a bit and not lookm as quaintly specific or out of sorts as it probably does, because a bit more commonity of demographic will also carry common relation in the campaign as well.



Now, let's talk approxifriendly testing a little bit. When testing, there are of course a couple phases you have to work through. Now, initial in-testing before doing anything external, there's probably nothing you really do error. This is pure scientific method and mostly, it's the programmers who are doing this testing, and they look the world in a unique and alien way, compared to that of marketing.



It's the external testing, or the Alpha/Beta phase, that we necessity to address here. This is where civilians come into the equation, and you clever get real difficult data on how potential users perceive the product. This is where big immediate fverdicts in operateality, design or UX overall should be spotted. Many aplikasi firms mess this up, SaaS and otherwise.



Here's the scoop. Everyone does this testing far too passively. The best way to look customer rebehaveion to errors, or how well a scheme works when being used complexly is to put the test subjects in complex situations. Basic encounters only test the surface of the aplikasi. Have scenarios of significlevert complexity you wish them to test. This may pupose being a bit more chooseive with your test subjects, but that is a little sacrifice to make. Also, with good cara aplikasi that clever onboard with your SaaS, you clever clue, hint, instruction them through processes if necessity be.



Now, we come to one last place where everyone really messes SaaS marketing up. Metrics, statistics and logistics are easy to be overzealous with. They say you clever't measure something too often, but "they" are error. You necessity to tell the right time, pace and stage of detail to take these metrics, otherwise you'll have too much, and numbers in statistics will be too diluted with fluff.



Conmiddler which metrics are the most important, and conmiddler how often to measure unusual ones. If you're more chooseive and synchronous with your measurements, you'll be able to look much more clearly, and avoid mistakes or worlord difficult rather than smart in many scenarios.



So, there's a lot to be done with optimizing SaaS marketing, but none of it's terribly complex. Of course, it clever go deeper than this, but you haven't time to read a lot of literature on this subject, and really who does? In that case, these are the big points to take absent from the subject, in my very modest opinion.



Omri Erel, Marketing director at WalkMe and lead author of SaaS Addict

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