SaaS Marketing Strategies Your Competitors Use To Crush You

in this video I'm going to talk through in this video I'm going to talk through seven SAS marketing strategies seven SAS marketing strategies seven SAS marketing strategies competitors are using to crush you and competitors are using to crush you and competitors are using to crush you and even if they're not you should consider even if they're not you should consider even if they're not you should consider adding some of these strategies to Your adding some of these strategies to Your adding some of these strategies to Your Arsenal I'm Rob Walling I've started six Arsenal I'm Rob Walling I've started six Arsenal I'm Rob Walling I've started six companies I've had multiple exits I've companies I've had multiple exits I've companies I've had multiple exits I've written three books on building startups written three books on building startups written three books on building startups and I've invested in more than 100 of and I've invested in more than 100 of and I've invested in more than 100 of them so to start us off I'm not going to them so to start us off I'm not going to them so to start us off I'm not going to be covering what I call the big five SAS be covering what I call the big five SAS be covering what I call the big five SAS marketing strategies these are SEO marketing strategies these are SEO marketing strategies these are SEO content cold Outreach integration content cold Outreach integration content cold Outreach integration marketing and pay-per-click advertising marketing and pay-per-click advertising marketing and pay-per-click advertising or PPC as many call it these are the or PPC as many call it these are the or PPC as many call it these are the standard five marketing approaches that standard five marketing approaches that standard five marketing approaches that many many B2B SAS companies should many many B2B SAS companies should many many B2B SAS companies should evaluate and usually it's one two or evaluate and usually it's one two or evaluate and usually it's one two or three of these that should be your first three of these that should be your first three of these that should be your first experiments as a SAS founder or a SAS experiments as a SAS founder or a SAS experiments as a SAS founder or a SAS marketer so I'm not going to dive into marketer so I'm not going to dive into marketer so I'm not going to dive into those here in fact if you want to see a those here in fact if you want to see a those here in fact if you want to see a video that does deep dive into any one video that does deep dive into any one video that does deep dive into any one or all of those marketing approaches or all of those marketing approaches or all of those marketing approaches feel free to post a comment and we will feel free to post a comment and we will feel free to post a comment and we will take it under advisement so let's kick take it under advisement so let's kick take it under advisement so let's kick us off with number one which is versus us off with number one which is versus us off with number one which is versus or alternative to pages for great or alternative to pages for great or alternative to pages for great examples of this head to the footer of examples of this head to the footer of examples of this head to the footer of userlist.com and you'll see they have userlist.com and you'll see they have userlist.com and you'll see they have alternative 2x competitor alternative to alternative 2x competitor alternative to alternative 2x competitor alternative to Y competitor and then they have all Y competitor and then they have all Y competitor and then they have all alternative pages and you can click down alternative pages and you can click down alternative pages and you can click down there and see a huge list of how they there and see a huge list of how they there and see a huge list of how they compare to their competitors and if compare to their competitors and if compare to their competitors and if you're doing it right alternative Pages you're doing it right alternative Pages you're doing it right alternative Pages can and will rank in Google in essence can and will rank in Google in essence can and will rank in Google in essence this is kind of an SEO play that when this is kind of an SEO play that when this is kind of an SEO play that when someone types in alternative to XYZ tool someone types in alternative to XYZ tool someone types in alternative to XYZ tool that you rank on that first page or that you rank on that first page or that you rank on that first page or hopefully in the top three then they hopefully in the top three then they hopefully in the top three then they find your product and they start

find your product and they start find your product and they start exploring versus pages are similar to exploring versus pages are similar to exploring versus pages are similar to this this is where you say my product this this is where you say my product this this is where you say my product versus ex-competitor my product versus y versus ex-competitor my product versus y versus ex-competitor my product versus y competitor and this works better if you competitor and this works better if you competitor and this works better if you are a very well-known company and people are a very well-known company and people are a very well-known company and people are actually searching on your brand and are actually searching on your brand and are actually searching on your brand and and it's bottom of the funnel right this and it's bottom of the funnel right this and it's bottom of the funnel right this is where someone knows that the problem is where someone knows that the problem is where someone knows that the problem they're trying to solve they know that they're trying to solve they know that they're trying to solve they know that they're maybe down to two or three tools they're maybe down to two or three tools they're maybe down to two or three tools they're trying to compare and if you they're trying to compare and if you they're trying to compare and if you want to rank for that and you want to want to rank for that and you want to want to rank for that and you want to you know basically have your message in you know basically have your message in you know basically have your message in front of their eyes at that moment front of their eyes at that moment front of their eyes at that moment that's when you kick out versus pages so that's when you kick out versus pages so that's when you kick out versus pages so alternative twos can be a little higher alternative twos can be a little higher alternative twos can be a little higher up in the funnel and those can bring you up in the funnel and those can bring you up in the funnel and those can bring you traffic even before you are a heavy traffic even before you are a heavy traffic even before you are a heavy brand name but you're almost brand name but you're almost brand name but you're almost piggybacking on the brands of your piggybacking on the brands of your piggybacking on the brands of your competitors strategy two is using competitors strategy two is using competitors strategy two is using captera you know captera it's that site captera you know captera it's that site captera you know captera it's that site that ranks in Google that maybe is a that ranks in Google that maybe is a that ranks in Google that maybe is a little annoying because you search for little annoying because you search for little annoying because you search for best XYZ software you know best best XYZ software you know best best XYZ software you know best marketing automation software and marketing automation software and marketing automation software and captera often ranks in the top five for captera often ranks in the top five for captera often ranks in the top five for a lot of these terms and they're a lot of these terms and they're a lot of these terms and they're essentially a directory of software essentially a directory of software essentially a directory of software Solutions of SAS companies and other Solutions of SAS companies and other Solutions of SAS companies and other types of software and you yourself can types of software and you yourself can types of software and you yourself can use captera if you get some reviews you use captera if you get some reviews you use captera if you get some reviews you get your customers to you know give you get your customers to you know give you get your customers to you know give you positive reviews and then it's positive reviews and then it's positive reviews and then it's essentially a pay-per-click model so you essentially a pay-per-click model so you essentially a pay-per-click model so you do need some budget to rank in captera do need some budget to rank in captera do need some budget to rank in captera and to do well but the buyers who come and to do well but the buyers who come and to do well but the buyers who come through captera are extremely well through captera are extremely well through captera are extremely well qualified and they are basically looking qualified and they are basically looking qualified and they are basically looking to make a purchase decision and so the to make a purchase decision and so the to make a purchase decision and so the cost per click in captera might be high cost per click in captera might be high cost per click in captera might be high but the conversion rates are also but the conversion rates are also but the conversion rates are also extremely high and there are several extremely high and there are several extremely high and there are several companies in tinyseed which is my companies in tinyseed which is my companies in tinyseed which is my accelerator that I run for SAS that are

accelerator that I run for SAS that are accelerator that I run for SAS that are making captera work in fact I'm doing a making captera work in fact I'm doing a making captera work in fact I'm doing a session in the next week or two at an session in the next week or two at an session in the next week or two at an event that we're running called event that we're running called event that we're running called microcomp remote and it's focused on microcomp remote and it's focused on microcomp remote and it's focused on early stage SAS marketing approaches early stage SAS marketing approaches early stage SAS marketing approaches that's from November 1st through the 3rd that's from November 1st through the 3rd that's from November 1st through the 3rd and I'm sitting down with Iran galberin and I'm sitting down with Iran galberin and I'm sitting down with Iran galberin he's the founder of gym desk and he's he's the founder of gym desk and he's he's the founder of gym desk and he's having amazing success with captera and having amazing success with captera and having amazing success with captera and our whole session we're gonna do about our whole session we're gonna do about our whole session we're gonna do about 30 minutes on how he's utilizing captera 30 minutes on how he's utilizing captera 30 minutes on how he's utilizing captera if you're interested in attending that if you're interested in attending that if you're interested in attending that head to Microsoft remote.com and pick up head to Microsoft remote.com and pick up head to Microsoft remote.com and pick up a ticket we're also going to have the a ticket we're also going to have the a ticket we're also going to have the co-founder of forget the funnel the CMO co-founder of forget the funnel the CMO co-founder of forget the funnel the CMO of crisp and the VP of marketing at of crisp and the VP of marketing at of crisp and the VP of marketing at sparktoro joining me to do some talks on sparktoro joining me to do some talks on sparktoro joining me to do some talks on early stage marketing early stage marketing early stage marketing microcomprevote.com if you're interested microcomprevote.com if you're interested microcomprevote.com if you're interested strategy number three is virality and strategy number three is virality and strategy number three is virality and they're they're Strong by reality and they're they're Strong by reality and they're they're Strong by reality and there's weak virality now there's really there's weak virality now there's really there's weak virality now there's really really strong virality which is where really strong virality which is where really strong virality which is where you have like Facebook virality friends you have like Facebook virality friends you have like Facebook virality friends invite friends automatically you have a invite friends automatically you have a invite friends automatically you have a viral coefficient that's greater than viral coefficient that's greater than viral coefficient that's greater than one etc etc in B2B SAS strong virality one etc etc in B2B SAS strong virality one etc etc in B2B SAS strong virality is even been weaker than that right so is even been weaker than that right so is even been weaker than that right so they're strong in Weak virality and B2B they're strong in Weak virality and B2B they're strong in Weak virality and B2B SAS strong is where you have something SAS strong is where you have something SAS strong is where you have something like sinewell which is electronic like sinewell which is electronic like sinewell which is electronic signature or savvical which is a signature or savvical which is a signature or savvical which is a scheduling and calendaring app and when scheduling and calendaring app and when scheduling and calendaring app and when I send either of their links out it kind I send either of their links out it kind I send either of their links out it kind of says hey you're signing this via of says hey you're signing this via of says hey you're signing this via savvical so when I send the link out to savvical so when I send the link out to savvical so when I send the link out to a new person who has never used signwell a new person who has never used signwell a new person who has never used signwell or Savvy cow they obviously see the site or Savvy cow they obviously see the site or Savvy cow they obviously see the site that they're on right they can see the that they're on right they can see the that they're on right they can see the domain name and they're aware of this domain name and they're aware of this domain name and they're aware of this amazing scheduling experience or this amazing scheduling experience or this amazing scheduling experience or this amazing document signing experience that amazing document signing experience that amazing document signing experience that is a pretty strong viral Loop because is a pretty strong viral Loop because is a pretty strong viral Loop because for every new customer that signs up for every new customer that signs up for every new customer that signs up almost inevitably they're sending it to

almost inevitably they're sending it to almost inevitably they're sending it to one five or hundreds of other people the one five or hundreds of other people the one five or hundreds of other people the weak SAS viral Loop is where you have a weak SAS viral Loop is where you have a weak SAS viral Loop is where you have a powered by link my last startup was an powered by link my last startup was an powered by link my last startup was an email service provider and we had a email service provider and we had a email service provider and we had a little email capture widget that you little email capture widget that you little email capture widget that you could embed on your website and to that could embed on your website and to that could embed on your website and to that we added powered by drip at the bottom we added powered by drip at the bottom we added powered by drip at the bottom and that powered by link sent us some and that powered by link sent us some and that powered by link sent us some traffic it was a viral Loop but it was traffic it was a viral Loop but it was traffic it was a viral Loop but it was definitely weaker than you know the definitely weaker than you know the definitely weaker than you know the previous strong examples I gave many previous strong examples I gave many previous strong examples I gave many apps don't have this ability but if you apps don't have this ability but if you apps don't have this ability but if you have a free plan a free trial or a have a free plan a free trial or a have a free plan a free trial or a really low priced plan you could really low priced plan you could really low priced plan you could consider making that include a powered consider making that include a powered consider making that include a powered by Link in the communications or in any by Link in the communications or in any by Link in the communications or in any type of visual elements that are on the type of visual elements that are on the type of visual elements that are on the lower price plan encouraging some people lower price plan encouraging some people lower price plan encouraging some people to upgrade to get rid of those and to to upgrade to get rid of those and to to upgrade to get rid of those and to capture that virality on those lower capture that virality on those lower capture that virality on those lower price plans strategy number four content price plans strategy number four content price plans strategy number four content marketing with proprietary data and so marketing with proprietary data and so marketing with proprietary data and so this is publishing findings by mining this is publishing findings by mining this is publishing findings by mining data in your app it's mining user data data in your app it's mining user data data in your app it's mining user data anonymously and the first time I saw anonymously and the first time I saw anonymously and the first time I saw this done really really well was this done really really well was this done really really well was MailChimp and they would put these blog MailChimp and they would put these blog MailChimp and they would put these blog posts and these reports out mining a posts and these reports out mining a posts and these reports out mining a billion emails that had been sent in the billion emails that had been sent in the billion emails that had been sent in the past three weeks or five billion emails past three weeks or five billion emails past three weeks or five billion emails sent in the past month and they'd say sent in the past month and they'd say sent in the past month and they'd say here average open rates here average here average open rates here average here average open rates here average click rates spam rates and at times they click rates spam rates and at times they click rates spam rates and at times they would even break it down by country or would even break it down by country or would even break it down by country or by by industry really interesting stuff by by industry really interesting stuff by by industry really interesting stuff that they obviously had at their that they obviously had at their that they obviously had at their fingertips and it was all anonymized so fingertips and it was all anonymized so fingertips and it was all anonymized so there was no privacy issues and they there was no privacy issues and they there was no privacy issues and they turned it into fascinating content turned it into fascinating content turned it into fascinating content working that really only a company with working that really only a company with working that really only a company with that type of reach could do another that type of reach could do another that type of reach could do another example is the microcomp state of

example is the microcomp state of example is the microcomp state of independent SAS report where we survey independent SAS report where we survey independent SAS report where we survey hundreds and hundreds of bootstrapped hundreds and hundreds of bootstrapped hundreds and hundreds of bootstrapped and mostly bootstrap SAS Founders and we and mostly bootstrap SAS Founders and we and mostly bootstrap SAS Founders and we get their thoughts on hiring and where get their thoughts on hiring and where get their thoughts on hiring and where their mrr is and their growth and their mrr is and their growth and their mrr is and their growth and marketing approaches they're using all marketing approaches they're using all marketing approaches they're using all types of questions and we put together types of questions and we put together types of questions and we put together this pretty amazing report that helps this pretty amazing report that helps this pretty amazing report that helps you know those mostly bootstrap SAS you know those mostly bootstrap SAS you know those mostly bootstrap SAS Founders but it's also a form of content Founders but it's also a form of content Founders but it's also a form of content marketing right it's also a way to to marketing right it's also a way to to marketing right it's also a way to to show that microconf is a leader in this show that microconf is a leader in this show that microconf is a leader in this Space strategy number five is free tools Space strategy number five is free tools Space strategy number five is free tools also known as engineering as marketing also known as engineering as marketing also known as engineering as marketing this one of course is popular among this one of course is popular among this one of course is popular among makers developers designers and even makers developers designers and even makers developers designers and even folks these days doing it via no code folks these days doing it via no code folks these days doing it via no code Builder's gonna build right makers want Builder's gonna build right makers want Builder's gonna build right makers want to make realize that free tools have to to make realize that free tools have to to make realize that free tools have to be marketed too you can't just push it be marketed too you can't just push it be marketed too you can't just push it out on the internet and expect people to out on the internet and expect people to out on the internet and expect people to find it so it's almost like a second find it so it's almost like a second find it so it's almost like a second product even if it's free that you have product even if it's free that you have product even if it's free that you have to then go market usually these free to then go market usually these free to then go market usually these free tools are an SEO play and you're trying tools are an SEO play and you're trying tools are an SEO play and you're trying to rank for a term like free website to rank for a term like free website to rank for a term like free website grader free website speed test free SEO grader free website speed test free SEO grader free website speed test free SEO rank tracker and you truly do have a rank tracker and you truly do have a rank tracker and you truly do have a free tool that you're giving away and if free tool that you're giving away and if free tool that you're giving away and if you rank in Google then that creates you rank in Google then that creates you rank in Google then that creates that flywheel of traffic and then and that flywheel of traffic and then and that flywheel of traffic and then and then you're essentially promoting your then you're essentially promoting your then you're essentially promoting your own product I have two really good own product I have two really good own product I have two really good examples of this one is hubspot's famous examples of this one is hubspot's famous examples of this one is hubspot's famous website greater one of the co-founders website greater one of the co-founders website greater one of the co-founders of HubSpot darmash has spoken many times of HubSpot darmash has spoken many times of HubSpot darmash has spoken many times about this and talked about how much about this and talked about how much about this and talked about how much traffic that's generated for them traffic that's generated for them traffic that's generated for them another example is SEO testings free another example is SEO testings free another example is SEO testings free rank tracker they actually just launched rank tracker they actually just launched rank tracker they actually just launched it a few weeks ago and are having quite it a few weeks ago and are having quite it a few weeks ago and are having quite a bit of success and interest in that a bit of success and interest in that a bit of success and interest in that tool as well I have two more strategies tool as well I have two more strategies tool as well I have two more strategies to share with you but before I do that I to share with you but before I do that I to share with you but before I do that I want to remind you that marketing want to remind you that marketing want to remind you that marketing strategies and marketing tactics and

strategies and marketing tactics and strategies and marketing tactics and driving a bunch of traffic without driving a bunch of traffic without driving a bunch of traffic without having a really solid funnel that's having a really solid funnel that's having a really solid funnel that's converting well can be a waste of time converting well can be a waste of time converting well can be a waste of time because you can drive a lot of leads in because you can drive a lot of leads in because you can drive a lot of leads in and then if you're bleeding them out at and then if you're bleeding them out at and then if you're bleeding them out at the trial phase or at the conversion the trial phase or at the conversion the trial phase or at the conversion phase to customer you know there's a lot phase to customer you know there's a lot phase to customer you know there's a lot of places where you can basically have a of places where you can basically have a of places where you can basically have a leaky bucket and you don't want to waste leaky bucket and you don't want to waste leaky bucket and you don't want to waste your time focusing on that so to make your time focusing on that so to make your time focusing on that so to make sure your funnel is performing at its sure your funnel is performing at its sure your funnel is performing at its peak check out a companion video to this peak check out a companion video to this peak check out a companion video to this one it's called best customer one it's called best customer one it's called best customer acquisition funnels for SAS startups we acquisition funnels for SAS startups we acquisition funnels for SAS startups we put that out just a couple months ago put that out just a couple months ago put that out just a couple months ago it's very much in the spirit of this it's very much in the spirit of this it's very much in the spirit of this video it's highly relevant highly video it's highly relevant highly video it's highly relevant highly focused it makes great use of your time focused it makes great use of your time focused it makes great use of your time and it'll help you take a look at your and it'll help you take a look at your and it'll help you take a look at your funnel to make sure it's optimized funnel to make sure it's optimized funnel to make sure it's optimized before you dive in to driving traffic before you dive in to driving traffic before you dive in to driving traffic using the strategies I'm sharing in this using the strategies I'm sharing in this using the strategies I'm sharing in this one strategy number six is influencer one strategy number six is influencer one strategy number six is influencer marketing and this may sound ridiculous marketing and this may sound ridiculous marketing and this may sound ridiculous and like something you should do with a and like something you should do with a and like something you should do with a b2c company but even B2B SAS can use b2c company but even B2B SAS can use b2c company but even B2B SAS can use this essentially it's affiliate this essentially it's affiliate this essentially it's affiliate marketing but it's not affiliate marketing but it's not affiliate marketing but it's not affiliate marketing in the way you're thinking marketing in the way you're thinking marketing in the way you're thinking typically you think of affiliate typically you think of affiliate typically you think of affiliate marketing as setting up an affiliate marketing as setting up an affiliate marketing as setting up an affiliate plan and hoping Affiliates sign up plan and hoping Affiliates sign up plan and hoping Affiliates sign up that's not what this is this is setting that's not what this is this is setting that's not what this is this is setting up an affiliate plan and then going out up an affiliate plan and then going out up an affiliate plan and then going out and recruiting influencers in your space and recruiting influencers in your space and recruiting influencers in your space so if you're an email service provider so if you're an email service provider so if you're an email service provider you go find people teaching others how you go find people teaching others how you go find people teaching others how to do email marketing or how to start in to do email marketing or how to start in to do email marketing or how to start in for product businesses and course for product businesses and course for product businesses and course businesses you know talking to Makers businesses you know talking to Makers businesses you know talking to Makers anyone who would need an email list anyone who would need an email list anyone who would need an email list anyone who is teaching those folks how anyone who is teaching those folks how anyone who is teaching those folks how to build one there are going to be an to build one there are going to be an to build one there are going to be an influencer that may want to make 20 30 influencer that may want to make 20 30 influencer that may want to make 20 30 Commission on your recurring SAS fee and Commission on your recurring SAS fee and Commission on your recurring SAS fee and if you're in a different space let's say if you're in a different space let's say if you're in a different space let's say you're selling legal software well you're selling legal software well you're selling legal software well obviously you'd look for the legal obviously you'd look for the legal obviously you'd look for the legal influencers people who have podcasts influencers people who have podcasts influencers people who have podcasts websites about law software legal Tech

websites about law software legal Tech websites about law software legal Tech they are out there you know there's they are out there you know there's they are out there you know there's events that do this influencers events that do this influencers events that do this influencers sometimes you know they may want to get sometimes you know they may want to get sometimes you know they may want to get paid up front for advertising and paid up front for advertising and paid up front for advertising and oftentimes as a mostly bootstrap SAS oftentimes as a mostly bootstrap SAS oftentimes as a mostly bootstrap SAS founder you don't have that budget but founder you don't have that budget but founder you don't have that budget but if you can work out affiliate deals this if you can work out affiliate deals this if you can work out affiliate deals this is where it comes down to having such a is where it comes down to having such a is where it comes down to having such a strong Network I have to talk about that strong Network I have to talk about that strong Network I have to talk about that like don't build an audience but build a like don't build an audience but build a like don't build an audience but build a network because if you have a network of network because if you have a network of network because if you have a network of influencers who are already warm and influencers who are already warm and influencers who are already warm and you're not doing cold Outreach it can be you're not doing cold Outreach it can be you're not doing cold Outreach it can be a real leg up and an unfair advantage in a real leg up and an unfair advantage in a real leg up and an unfair advantage in a space the seventh and final strategy a space the seventh and final strategy a space the seventh and final strategy is in-person events you may have started is in-person events you may have started is in-person events you may have started your SAS company to have a great your SAS company to have a great your SAS company to have a great lifestyle and make 10 20 grand a month lifestyle and make 10 20 grand a month lifestyle and make 10 20 grand a month and replace your full-time day job and replace your full-time day job and replace your full-time day job without leaving your house right make without leaving your house right make without leaving your house right make money while you sleep and those are money while you sleep and those are money while you sleep and those are great businesses right those are great businesses right those are great businesses right those are lifestyle SAS businesses but there are lifestyle SAS businesses but there are lifestyle SAS businesses but there are many spaces where the annual contract many spaces where the annual contract many spaces where the annual contract values are so high that they absolutely values are so high that they absolutely values are so high that they absolutely justify going to in-person events and justify going to in-person events and justify going to in-person events and oftentimes Founders don't want to do oftentimes Founders don't want to do oftentimes Founders don't want to do that and so if you go to those events that and so if you go to those events that and so if you go to those events where the influencers are speaking where where the influencers are speaking where where the influencers are speaking where your potential customers are there and your potential customers are there and your potential customers are there and if you're selling to the government or if you're selling to the government or if you're selling to the government or education construction firms legal you education construction firms legal you education construction firms legal you know there's these big industries that know there's these big industries that know there's these big industries that aren't always online and you can reach aren't always online and you can reach aren't always online and you can reach them at these in-person events nothing them at these in-person events nothing them at these in-person events nothing like an in-person meeting to get you like an in-person meeting to get you like an in-person meeting to get you know a connection and a conversation know a connection and a conversation know a connection and a conversation going if your ACV your annual contract going if your ACV your annual contract going if your ACV your annual contract value is twenty thousand fifty thousand value is twenty thousand fifty thousand value is twenty thousand fifty thousand a hundred thousand dollars it's a hundred thousand dollars it's a hundred thousand dollars it's absolutely Justified to spend ten absolutely Justified to spend ten absolutely Justified to spend ten thousand dollars going to an event thousand dollars going to an event thousand dollars going to an event because it will pay itself back if you because it will pay itself back if you because it will pay itself back if you land even one contract if you enjoyed land even one contract if you enjoyed land even one contract if you enjoyed this video I'd love it if you'd hit the this video I'd love it if you'd hit the this video I'd love it if you'd hit the like button subscribe to the channel we like button subscribe to the channel we like button subscribe to the channel we have tons more videos just like this

have tons more videos just like this have tons more videos just like this coming out every week we're shipping coming out every week we're shipping coming out every week we're shipping tactical summer high level but it's all tactical summer high level but it's all tactical summer high level but it's all about building launching and growing SAS about building launching and growing SAS about building launching and growing SAS companies I'll see in the next video [Music] [Music] thank you thank you thank you [Music]