SaaS Marketing Bites from Powered By Search – Détails, épisodes et analyse

Spotted this on a SaaS homepage headline recently:

"Supercharged software that delivers results"

If this sounds confusing to you, it's because it is. 

"Hyperliquid water. That gets you wet" 

Great! Now why should I buy it? 

Here's the 2 part secret to writing great headlines for SaaS landing pages: 

Be opinionated. Be specific.

1. Be opinionated

So much of B2B SaaS is vanilla. There are so many exciting flavors out there but we so frequently choose the one that's most palatable for the most people

The end result is that it's not particularly attractive to anyone in particular

Wonder why Basecamp have done so well all these years? 

It's not just because they have a good product and were around before a lot of the other players

It's because they've consistently shared their opinions and attracted people who strongly believe the same things that they do

This comes through in everything they do including their homepage headlines

2. Be specific 

The key problem with the headline that I shared at the top of this email is that it doesn't really say anything about what the result is going to be for me if I use the product

The indiscriminate use of 'results' leaves me thinking: OK. But. Like what?!

Why does this matter? 

Because no-one in B2B buying looks at just one product. They're considering multiple products at any one time

If you fail to be specific about the benefits of your product over the other products they're considering, you're leaving yourself open to interpretation

And who's going to do that interpretation? Either your buyer will piece together the narrative themselves or your competitor will do it for them

Neither way is particularly helpful

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

A lot of agencies view their clients as a problem.

"They ask so many questions"
"Why do they always want a call?"
"Why do I need to build a business case"

Jeez. With a mindset like that is it any wonder that the average LTV is ~ 3 months? Many of our clients have been with us for 3 years.  No, you read that right: 3 years. Not 3 months.  What do they see with PBS that they don't with other agencies?  I believe there are three components that matter: 

1. We have a differentiated methodology  

Plenty of marketing agencies execute aspects of SaaS marketing work but Powered By Search is the only agency that takes a holistic approach to marketing by fully addressing:  Attraction – going from obscurity to dominance in your marketConversion – eliminate friction in your conversion machineEngagement – go from loose engagement to locked-in prospects We’ve found that if you only execute one or two of these three stages, you might see some results, but you won’t be able to predictable decrease CAC and increase QPC and LTV To see how we’ve implemented this model across a variety of different companies, check out some of these case studies:

How Powered by Search Helped iWave Achieve a 7-Figure Revenue Growth from Paid Media in Under a Year
How we helped Loopio increase demos by 41% quarter over quarter and achieve consistent growth
How We Helped PointClickCare Get Over 2000 Leads with LinkedIn Ads

2. We're the only fully specialist B2B SaaS marketing agency who can support companies between $10M-$100M ARR

We work exclusively with B2B SaaS companies that sell to enterprise customers. Unlike most SaaS marketing agencies, we’ve developed a proven process optimized to navigate the complexities of longer customer journeys and are familiar with the nuanced challenges you’re currently facing Why does this matter?  If an agency works with SaaS companies, ecommerce companies, and service businesses, they probably apply a “one-size-fits-all” marketing approach to all their clients A one-size-fits-all agency might drive some results, but it probably won’t drive the best results as the process isn’t designed for the nuances of your customer’s journey, and the employees in the agency probably don’t specialize in SaaS marketing

3. We prioritize our the health of our internal team

"Wait. Isn't this meant to be about why clients stay?" 

Absolutely but marketing agencies are notoriously tricky to hire because your ROI depends largely on the people executing the process  If the talent working on your account constantly changes, you’ll inevitably lose some time, money, and ground on competitors as they learn the nuances of your business We prioritize exclusively hiring experts. So instead of hiring a robust client management team, we pay top dollar for the talent that’s actually executing your marketing strategy You can check out our LinkedIn profile to see our employees’ impressive backgrounds for yourself We also realize that the experts we’ve hired could find another job tomorrow, so we prioritize their well-being and cultivate a workplace they enjoy This strategy has worked out well – looking at our Glassdoor reviews, you’ll see the average team member stays with us for two years This means you won’t have to build new relationships with new account managers every few months or worry about losing ground on competitors as new team members learn about your business

To see if Powered By Search is the best agency for your needs, book a call with us today

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: The “Boomerang Method” Remarketing Strategy for SaaS

The vast majority of B2B remarketing strategy uses “one-size-fits-all” messaging. But as we’ve seen, there are more efficient remarketing strategies for SaaS.

The best remarketing strategies for SaaS, segment audiences based on the specific actions they take on site, and then present them with content that matches their intent.

From there, by expanding your retargeting strategy beyond just the trial or demo signup phase, you can encourage more product usage and tier upgrades while reducing customer churn — all of which will result in increased recurring revenue that makes your efforts worth it.

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

We here at Powered By Search often get many messages asking what are some of the best questions to ask during a customer interview. So in this episode, we'll be breaking down some of our favorite questions and best practices you should keep in mind when conducting such interviews. 

Some of the topics we touch on in today's episode include:

• Word-for-word questions you can use for your next customer interview
• Body language and expressions to avoid during the interview
• What to do when the interviewee gets emotional 

By the end of the episode, you'll know exactly how to conduct the best customer research interview.

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: The 3×10 Method: How to Improve Marketing ROI 89% Without Spending More

Most B2B SaaS marketers are dealing with companies where the economic outlook is uncertain and they are being asked to achieve the same pipeline goals or improve marketing ROI but with less budget.

It’s only natural that companies are trying to outweather economic turmoil by reducing costs and, as we discussed in previous articles, marketing is one of the first expenses to be cut.

But if you’re a marketing leader, even after you’ve made all the cuts and brought costs in house, you’re still expected to hit pipeline goals every month.

While there’s a number of strategies to do that in a good time, there are fewer ways to do that in a bad time.

In fact there are only three possible ways to grow your pipeline during a recession:

1. Get more customers
2. Get more revenue from each customer
3. Acquire customers for less money

Great! So you’ll just go and do that.

But how?

In this episode we’ll outline:

• The key reasons that marketers fail to predictably hit pipeline
• A framework you can use to produce outsized returns by simply making small gains in each of the above areas
• A set of examples for achieving each of those small gains

By the end of the episode, you’ll understand how to create predictable growth in a down market and deliver eye-popping returns with little to no additional investment.

If you’d like to uncover strategic growth opportunities like this article outlines and grow with little-to-no additional investment in your marketing, book a marketing plan session with our team here

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

There are huge revenue opportunities right now in going after your competitors customers. Here's how you can make the most of that

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Retention is one of the best growth levers in the next 12 months

The market is slowing and we're likely going to see an increase in CAC and a decrease in QPC (quality pipeline contribution)

That means that everything is going to feel more expensive for growth and marketing teams

But every cloud has a silver lining: you still have the LTV growth lever

If you can retain customers for longer, you're able to invest more to acquire new customers

Even in a good year, that's great news but in the bloodbath that next year looks likely to be, it's fantastic news

Here's two examples that I loved!

Find me on LinkedIn

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

• Masterclass: How to build an antifragile marketing org for 2023
• MARC THOMAS on LinkedIn
• Get help with your pricing and packaging strategy for 2023

Pricing and packaging are huge value drivers in a SaaS business and right now, you could be missing out on a huge amount of value
 
Many SaaS companies will set prices and then forget about them – after all, there are so many more obvious levers to pull to grow a company
 
But given the challenges that 2023 will likely throw at all of us, is it worth considering how to optimize pricing to increase revenue as quickly as possible? 

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Your 2023 marketing strategy probably won't work

It's probably perfect based on what happened in 2022

You're doing all the right things

You've done the math and worked out that the budget balances

And then *CRUSH*

Recession's coming and your CFO tells you your budget's being cut

Now your growth goals don't look so realistic 

Here's 6 things you should be doing right now: 

1. Consolidating marketing technology spend into better products that go further for you – you're likely paying for multiple products with overlapping functionalities 

2. Cutting underperformant ad spend – we generally find 40-60% of ad spend is ineffective when we start working with clients. How would you like 40% of your ad spend back? 

3. Using email to revive dead deals – it's not just a sales activity. Sales have likely forgotten about all those dead deals. But 2023 is going to create a whole lot of changing pain points. Imagine priorities have changed and now your product is top of the list! That's 'free' revenue for anyone who emails at the right time with the right offer 

4. Using email to move customers to annual deals – many of your customers are looking for a price saving right now just like you are! Offering annual upgrades for customers can be a great way to get cashflow for you and align their incentives to yours. Twist: offer additional capacity or months free vs cutting your cost to them 

5. Revisiting your messaging to align to customers pain points in a recessionary environment – I made the point earlier but your messaging should be changing in response to your customers changing pain points too. If they're not feeling it yet, they're about to. So get to work on understanding them today! 

6. Repurposing the inefficient ad spend as investment in fresh creative, campaigns and additional pain point focused content – everyone's got wasted ad spend. If you took that 40% ad spend you found and reinvested into new or improved campaigns, what could you achieve? Likely significantly more! 

Focus on decoupling investment and returns this year. You do that by increasing quality pipeline contribution, decreasing customer acquisition cost and increasing life time value 

Don't get rekt. 

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Resources mentioned in this episode: 

• SaaS Scalability Self Assessment - use this to work out where the weaknesses in your strategy are
• Marc's teardown of Pendo's amazing messaging
• Pendo.io
• Pendo's Ads on LinkedIn

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

 1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

 2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

 3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

 4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.