marketing strategy

Is SaaS Blogging a waste of time?

I get it. You write blog posts – making sure they’re focused around a long-tail keyword – and they’ll get rankings and bring in traffic. Maybe not a ton of traffic, but a dribble of visitors each week… and some of those visitors will sign up for a free trial. Nice theory, shame about the reality. The reality is that,…

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PPC Strategy

Stop me if you’ve heard this one before

You’ve probably heard this story before, but it’s important. It goes like this… A ship’s engine wouldn’t start, so the captain called a retired engineer. The engineer came over, asked about the problem, put his hands on a few pipes to see if they were warm, took out a small hammer, tapped it on a valve and the engine started…

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marketing strategy

The one thing that really sucks about SaaS marketing

There’s a problem SaaS marketers have that most marketers don’t. What is it? Well, rather than explain directly, I’ll give you a story… A few years ago, an English journalist interviewed New England Patriots owner – and massage parlor enthusiast – Robert Kraft. Kraft was asked whether he’d be interested in buying an EPL club. His response was interesting: he…

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marketing strategy

My bizarre Biden bet

Don’t worry, this isn’t going to get political… Earlier this week, I bet Biden won’t win the election. Why? Because… He’s heavy odds-on to win. There are so many things that can go wrong for him.  These are the kinds of bets I love: I have multiple ways to win, but only one way to lose. And it’s why I…

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ppc

Google Ad formatting – the rich get richer?

Have you looked at Google’s search results recently? If so, you might have noticed the big difference between the top ad and the next 3 ads.  Here’s a screenshot for the search “amazon seller software” As you can see, the top ad gets two lines of text and multi-line sitelink extensions. The next 3 ads – Junglescout, Sellics and Zonguru…

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onboarding

Is your SaaS onboarding folklore or “folk bore”?

When Taylor Swift put out her latest album – Folklore – the twitter hot-takers jumped all over it.  One of the less imaginative put downs was, “Folklore? More like folk bore.” My take? It’s a grower. During each listen, a different song stood out. And, before too long, there were 5 or 6 songs I really liked.  But I only…

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PPC Strategy

You want Caressa Dick, because Ivana Humpalot?

I was watching the UK gameshow, Pointless, the other day. One of the contestants said the name of the Metropolitan Police Commissioner was “Caressa Dick.” He was close. Her actual name is Cressida Dick. (“Caressa Dick” sounds like a character in an Austin Powers movie. Maybe a close friend of Ivana Humpalot?) Sadly, “close” doesn’t pay the bills and it…

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data analysis

The Most Heartbreaking Metric in SaaS

I have a question for you. Imagine a SaaS company where… So what’s their conversion rate? Most SaaS founders or CMOs would say it’s 15% of 4.5% – i.e. 0.675%. That’s the percentage of visitors who became customers. That’s the most important number, right? The conversion from click to paid. Well… It’s a very important number, for sure. But, there…

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landing pages

How to use a zwischenseite to increase your SaaS signups

Those Germans… they have a word for everything. One of my favourites is “zugzwang.” It literally means “compulsion to move.” In chess, it’s used to mean a situation where any move you make will destroy your position. And, because you’re forced to make a move – you can’t just pass – you end up self-destructing. Another German chess term is…

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