Here’s how to translate your customer data into a killer marketing strategy without it feeling like trying to decipher a fortune cookie without the Oracle’s help. (Based on how Ignore No More sets up marketing strategy for clients!)
How can your SaaS give customers what they need if you don’t know who your customers are? Or what they want from you? That’s where customer insights come in!
We ditch the useless “I think the customers are…” rigamarole and dive headfirst into the Matrix of your target audience. We're talking in-depth interviews to uncover their deepest desires, their biggest challenges – basically their Morpheus-level guiding principles.
Forget "one-size-fits-all" marketing. It’s about crafting best-for-you strategies that resonate with your ideal audience like the perfectly choreographed fight scene between Neo and Morpheus did with all of us!
Here’s how that looks in practice for a company like yours—even if its super duper niche-specific:
Here’s how that went down for a company in a similar spot
Image Charts was in the big leagues. Eight years down the lane, half of their big-name clients were still there but little to no new ones showed up.
When they wanted our growth strategy agency sparkle on their brand, we started by looking at who they thought their target audience was.
INM magic changed their messaging and website to match their actual target audience and boom!
Website traffic went whoosh from 8.6% to 8.3K in a month! A victory sweeter than Morpheus dodging bullets.
Now that we're armed with a treasure chest of customer insights, it's time to level up your brand positioning and ideal customer profile (ICP). This is where the real knowledge download happens.
We use your unique data to craft a brand position that speaks directly to your target audience, basically giving you the power to bend the marketing Matrix to your will.
Next, we create a detailed ICP – a blueprint of your dream customer, complete with demographics, firmographics, and even their deepest desires (psychographics, people!). Knowing your ICP is key to unlocking product-market fit (PMF).
For instance, stuck with a video conferencing platform that's hemorrhaging users? We can analyze your churn rate, pinpoint your weaknesses, and help you dodge the Agent Smiths of stagnation with a strategic pivot or niche-down.
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For established scaleups with a user base already in the system, churn analysis becomes your weapon of choice. We analyze why users choose to unplug. By understanding their reasons for leaving, we gain valuable intel to improve customer retention and keep them firmly on your side.
This might involve reaching out to these virtual refugees and offering them a second chance. We can then use their feedback to identify glitches in your strategy and patch any holes before more users decide to download a different reality.
Drawing on the intel gleaned from customer insights and churn analysis, we develop a concise marketing plan. This plan acts as your personal roadmap to achieving marketing nirvana, keeping you laser-focused on what truly matters in the B2B SaaS world. Think of it as the navigational program that helped Neo dodge bullets – but for marketing dominance.
For instance, for a communication and collaboration platform, you’d need to be laser-focused on what truly matters:
For ambitious Bootstrap SaaS companies on a growth trajectory, selecting the most effective marketing channels is paramount.
We do that by wielding a data-driven approach to identify the channels most likely to yield a surge of new users.
However, the true secret sauce lies not just in the what but also in the who and how. Remember, Neo needed more than just guns to survive the Matrix – he needed the right training and the right targets.
Understanding the Who—Decoding Your Ideal Customer within the Matrix
Now, we enter the real meat of the Matrix.
We'll meticulously analyze customer intel:
Everything that sheds light on your ideal customer, your crewmate in the fight for market share, comes into play.
We'll also delve into:
This intel helps us crack the code of their decision-making processes and understand what makes them tick.
Imagine, for example, your ideal customer for a CRM platform like Salesforce is a mid-sized bootstrapped company's Sales Director. We'd craft a targeted approach, utilizing channels and messaging that resonate with their specific needs and challenges in the Matrix of corporate sales.
New startups seeking PMF (Product-Market Fit)? Fear not, young Neos! We recommend exploring use cases most relevant to your offering.
Once paying customers enter your ecosystem, we can revisit these steps and integrate their feedback to further refine your ICP.
This ensures your marketing plan is built on intel harvested from the real world, targeting the right audience on the right channels, maximizing your impact and minimizing wasted resources.
Analyzing Use Cases
Next up, we'll crack the code of these use cases via manual reviews and data analysis.
Manual review is the analysis of qualitative data, such as customer interviews, surveys, and customer support interactions, for understanding user context. For instance:
Next up is the leveraging of quantitative data to identify user behavior patterns. You can do that by tracking user activity within your SaaS platform or by analyzing session recording. For instance:
Hacking the Matrix—Linking Use Cases to Marketing Channels
By prioritizing use cases and aligning them with specific job titles within the Matrix, we can pinpoint the most effective marketing channels.
Imagine a strategic network with use cases for a communication and collaboration platform on one side branching out to connect to various job titles like Marketing Manager and Product Manager.
On the other side, these titles are linked to their most receptive marketing channels – content marketing firewalls and social media ad campaigns.
This digital map becomes your roadmap to free the people still within the Matrix with the right message, ensuring maximum impact.
Seeing Through the Illusion: Decoding Your KPIs
Without KPIs, measuring the success of your marketing efforts is like trying to navigate the Matrix blindfolded. Collecting and analyzing this vital data can help gauge the effectiveness of your deployed programs across different channels. This intel allows you to tailor your marketing efforts for what resonates most with your ideal customer profile (ICP).
Here's a glimpse into the arsenal of KPIs we might deploy for a Slack-like but Bootstrap SaaS B2B company:
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We don’t like to toot our own horn…okay, we totally do! So, here’s the INM magic sparkle on full display like Trinity’s Ducati-driving skills:
With DropEvent, Jeremy knew he had a winning product on his hands. However, he didn’t know what his customers needed, loved, or wanted from it. He also wanted to leverage his platform to B2B audiences. INM’s magic connected those dots with stellar email marketing—and a gazillion other things that you can read about here.
Legend Keeper’s loyal customer base was out there waiting to be enchanted—and heard. INM sprinkled its magic and pulled out consistent messaging and laser-focused ICP. Once that happened, Legend Keeper was ready to storm the castle!
Teleprompter had thousands of happy users, but needed to get the word out to even more ears. INM bespelled potential users with dazzling content and other magics. The result was a better ranking high-traffic website after just two months.
Our customer-centric strategy always puts your ideal customer at the forefront. We also help you:
Not sure if your brand is headed the right way? Let us help!
Grow your B2B SaaS business by understanding your ideal customer and developing a targeted marketing strategy that resonates with their needs.
A SaaS agency is a marketing agency specializing in helping B2B software-as-a-service companies achieve growth
A growth marketing agency or growth agency focuses on data-driven strategies to achieve sustainable growth for your business.
You’ll need a marketing agency for your business growth if you're looking for a strategic partner to help you reach your target audience and achieve your marketing goals.
Need to build a marketing plan but don't know where to begin?
Here's our B2B SaaS Marketing Plan Matrix template to get you started.
A bit overwhelmed by all the marketing directions you could go?
Here's a handy template to help you narrow down, plan, and organize your marketing channels so you can focus on the next best steps.
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We’ll be in touch in a jiffy to get your company’s marketing sparkly and spiffy.