- Great marketing is when more people know
about you today than they did yesterday.
If you're operating a SaaS business,
if you're working on growing the SaaS business,
if you're like some revenues and you're trying to get to say
like a million ARR, a little bit above that,
one of the biggest things you really need to figure out
is how do you scale your SaaS marketing?
How do you actually get more people knowing about you today,
than they did yesterday?
So in this video,
I'm gonna walk you through all the levers
that you have to scale your SaaS marketing.
Intro. (upbeat music)
What's up everybody?
Welcome to Unstoppable, I'm TK and on this channel,
I help SaaS founders like you, navigate the path
to the next stage of growth,
navigate the path to product market fit.
So if you're new to our community, welcome,
be sure hit the subscribe button
and that bell icon,
so that you get notified every single time I drop a video
like this, with the TK energy.
Also if you're already a member of our community,
welcome back, it's really awesome to have you here.
So you might be building out your SaaS business.
And you might be wondering,
okay, we have a certain number of leads that are coming in.
And we have a 20% close rate, because on average,
everyone's got a 20% close rate,
if you've got enough lead volume coming through,
and the only real thing you need to figure out now
is how do I actually increase the number of people
that know about me today?
How do I get more leads?
Now leads and lead generation is not a very sexy topic,
but it happens to be the lifeblood of your business.
So I'm gonna dig through the three principles to follow
to actually scale your SaaS marketing,
so you get more leads, more customer conversations,
and accelerate your growth.
So if you're excited to dig into that,
I'm gonna take everything that I know
from my own SaaS journey,
from my ToutApp journey, from my Marketo journey,
both different scale SaaS businesses,
and walk you through everything that I know.
So if you're excited to dig in,
go ahead and smash that like button,
no seriously just smash the like button
'cause it means a lot to us.
And then let's go into principle number one.
Actually, before we go into principle number one,
let me just walk you through kind of the lay of the land.
If you're looking to actually scale
your SaaS marketing, right?
There a couple of factors you need to think about.
The first thing is your TAM.
This is your Total Addressable Market,
everyone that you're going after,
everyone in the world that could be using your software,
then as you have your core marketing functions,
you're gonna first start off with friends and family,
then you're gonna go into inbound.
Inbound is when people are coming to you
and raising their hand.
Maybe they download a lead magnet, maybe they see an ad,
and then they come in, and they say,
"Hey, I'm interested in your software,"
then you actually go into outbound.
Outbound is when you are cold emailing people,
this is what my software ToutApp did back in the day,
you're cold emailing people and saying,
hey, do you need this software?
Are you interested in this? You want to solve this problem?
Can we get on a phone call. Right?
And then after that,
once you have inbound and outbound all figured out,
you switch into this like world dominating,
allbound, where you're everywhere.
Now, here's the thing.
When I come across a lot of SaaS startup founders,
what I find more often than not,
is they're trying to do everything.
They're trying to run ads.
They're trying to do inbound,
they're trying to do outbound,
they're trying to be everywhere,
all at once, they're doing content marketing.
They're doing everything, and what they end up doing
is they're end up being neither here nor there.
And so you actually get mixed results
from your marketing spend,
your ads don't quite convert, your outbound emails,
no one responds to and they just put you into the spam.
And that's not what you want in the early days
of your SaaS business.
So the first principle I always say,
for people that are going through
my unstoppable go-to-market program,
where we actually help you build your sales
and marketing machine for your SaaS business,
the first thing I say is start with friends and family,
find all the people that are in your ICP that you know,
or is one degree of separation away
and get introductions to them
or reach out to them and say,
"Hey, we're solving this problem,
would you be interested in trying this out
and giving us feedback and buying?"
And put them into the sales process.
So you always start with friends and family.
Once you've got some wins from that,
then you go into inbound.
Inbound is when you create a lead magnet,
and then you say,
okay, we're gonna go on social media,
let's just say LinkedIn,
'cause a lot of B2B buyers are over there.
And we're gonna share some thoughts
and we're gonna link them to our lead magnet,
they're gonna discover us, and then we're gonna enter them
into our sales conversation.
You can also add ads to inbound, you can say,
I'm gonna run a bunch of ads,
that points to my lead magnet,
which people will then download
and then they'll enter into our sales process.
So the first stage of this I always say is,
don't try to do everything,
start with friends and family,
and then scale into inbound.
Once you've got inbound humming,
and how do you know it's humming,
you get about 70% conversion rates
on your lead magnet pages,
because you've got your messaging just down,
and so on and when your ICP looks at it and says,
"Oh My God, this is totally me".
"I want to learn more".
And then they sign up
and they enter your sales process.
Once you have that down,
then you can actually start to expand into outbound
using the messaging
that has actually generated the inbound leads.
Because what happens is,
you're no longer using your own words at that point.
You're using the words of the people
that have already become customers.
In using their words
and their stories to actually do outbound,
which increases your chances
of actually communicating effectively,
when you do outbound.
So you always start with friends and family,
then you do inbound.
And then you go into outbound.
And before I go into the next one, the next stage,
can we just pause here for a second.
I want to make sure you're getting the pattern here,
right, why do I make it where you got to start
with a core friends and family,
then really get inbound working,
and then get outbound working?
The core pattern here,
the core thing here is your message,
your strategic narrative, if you will,
your manifesto, if you will.
This is your core thing of like,
we solve this problem.
Here's why it's important and urgent.
Here's our unique view on why it's important
and urgent enough to solve now
and here's why we're the best ones to do it.
That's your core message, right?
In your marketing, in your sales,
and everything you're not really gonna know
you're gonna have a thesis around this,
but until you have quality customer conversations,
and sales conversations,
and you actually close some of those,
and you actually earn their trust,
until you have all those things,
you won't really know that.
And the core pattern here,
is to really hone in on that message
as you go from friends and family, to inbound,
then to outbound.
And you start to actually get this on
why this is so important to sales and marketing, right?
In scaling your SaaS marketing.
Can I just get a yes
in the comments below if you're shy, just smash
that like button if you haven't already.
Now, let's go into allbound.
Once you've got your honed-in message
once you've got your manifesto, if you will,
that's what we call it in our program.
Once you've got that
and people are converting into your inbound lead flow,
you're running outbound on it
and people are saying, "Oh My God,
yes, I want to get on a meeting because is super important".
That's when you can go into allbound.
Allbound is this thing of conversation dominance
where, you for people that are
in this Total Addressable Market,
in your Ideal Customer Profile
for these people, no matter where they go,
what social network they go into,
or what ads they are looking at, you're there.
Because you're just so sure this is for them,
and you're using just the right messaging,
and you're so there's so much conviction on
that messaging because it's been battle-tested,
you can actually spend more money on that messaging,
and you're not gonna lose it.
You guys starting to see this?
So often, when I work with founders
and early stage teams,
they try to do allbound right in the beginning,
they try to do a little bit outbound,
they try to do a little bit of inbound,
they run ads, they do all of these things,
they do events, but they haven't honed in on their message,
and therefore a lot of dollars,
a lot of effort get wasted,
and they end up being neither here nor there.
This is why I always coach people
to say let's get your friends and family first,
hone in on your message.
Use that to do inbound,
get your inbound, working in, hone in on your message.
Once your inbound is running, then go to do outbound
and hone in on your message. Once you've got all this going,
then double down to really scale this more.
And what ends up happening
that way is you actually know how to methodically scale
your SaaS marketing,
you end up honing in on your message really well
using the words that your customers are telling you.
And then you get to scale your business faster
and more and more and more people end up
knowing you today than they did yesterday.
So now you know how to actually scale your SaaS marketing,
in a methodical way
and then the steps to follow to do that.
What you might not know,
is how do you actually hone in on your message?
How do you create this thing called a manifesto,
which is what I call and what I coach, my founders,
the founders that I work with actually create,
to hone in on their message.
So this is why if you're actually in the stage
where you're building a SaaS business,
you're in the early stages,
you're building out your SaaS marketing
or SaaS sales, you wanna create that machine,
you wanna go from some revenues to a million ARR,
then I encourage you to check out my 45-minute training,
on how to build an unstoppable sales and marketing machine.
It's completely free.
All you need to do is follow the link below
or just go to tkkader.com/saas-training,
tkkader.com/saas-training.
It's a 45 minute training, is completely free.
I walk you through exactly
how to revamp your sales and marketing machine.
Use these principles that I just showed you here,
so you can accelerate your growth,
so that you can scale your marketing,
so that more people know about you today,
than yesterday consistently.
If you got value from this video please
smash that like button, means the world to me
and my team, we put a lot of effort into these videos.
Also, if you have a friend that's a startup founder,
or a teammate that would get the value from this video,
please share it with them, it will mean the world to us,
we want to spread our message
and help as many SaaS founders build
and scale their SaaS businesses.
I also drop a video every Sunday, Wednesday and Friday.
So if you're new to the community,
be sure to hit that subscribe button and that bell icon,
so that you get notified.
And lastly, remember everyone needs a strategy
for their life and their business.
And when you are with us, yours, it's gonna be unstoppable.
I'm TK and I will see you in the next episode.
(upbeat music)