I've been in the SaaS marketing space for about 12 years now, and I'm constantly learning new things about what it takes to help companies grow. It's not always easy, but there are plenty of tips and tricks that can help you get ahead in this business if you know where to look. In this article, I'm going to share some of my favorite ones with you so that you can avoid some of the pitfalls I've experienced along the way.
What I've learned while running a SaaS marketing agency
Running a SaaS marketing agency has taught me a lot. It's been a rollercoaster ride, but I'm glad I took the plunge. Now that I'm up and running, here are some of the key things I've learned along the way:
- How to work with SaaS businesses
- How to market SaaS businesses
- How to find clients for my services (and how not to)
- How to sell services in general
- How to build a personal brand
- How to network
- How to attract and retain clients
- How to manage my time
- How to run a business from home
1. Not all SaaS businesses are the same
As a SaaS marketing agency owner, I've spent the past few years learning about the needs of different SaaS businesses. While many software companies are similar in their sales and marketing approach, some key differences make each company unique.
- Not all SaaS businesses have the same budget or size (i.e., small business vs. enterprise).
- Not all companies sell from the same stage in their sales funnel (i.e., lead generation vs. account-based marketing).
- Different companies have different goals when it comes to increasing revenue or growth.
2. What clients care about
When you're talking to a potential client, they want to hear about how you can help them grow their business. They want to know that your marketing strategy will be targeted and effective and that you have the experience necessary to make it happen. They also want reassurance that this isn't some fly-by-night operation run by people who don't know what they're doing (which could be true). To put your best foot forward in these situations, it helps if you have a clear understanding of what motivates your clients so that when someone asks, "what makes this different than any other SaaS agency?" or "why should I choose you over another company?" the answers are obvious and easy for them to believe.
Here are some questions that can help you better understand what your clients care about:
-What is the most critical aspect of growing your business?
-What do you want to achieve with your marketing strategy?
-How will we measure success?
-What are some of the biggest challenges you're facing now?
-Why did you decide to outsource this work in the first place?
3. What they don't care about
One of the most important things to remember is that your marketing agency's clients don't care about vanity metrics. They don't care about how many followers you have or how much engagement your content gets on social media. They care about whether or not your services are effective for them and their business, so focus on those results instead of something superficial.
You don't need to be a marketing agency to understand these concepts. If you're running your own business, keeping these things in mind can be useful.
The same principles apply to your business. You want to make sure that you're providing value, not just trying to get attention. People will notice and come back for more if you provide value and focus on results.
4. Don't overspend on advertising
So you want to advertise. I get it—advertising seems like a great way to scale your business and get results, but it's also expensive, and you need to know that your money is being spent wisely.
Before you start spending, ask yourself if you have a solid strategy in place for your ads. Are they targeted toward the right audience? Are they meant for the buyers or the end users? Do they resonate with them? And when it comes time for ad creation, remember that design matters as much as copy and messaging. Once finished with an ad campaign, monitor performance closely so that changes can be made before things go too far off track or the budget gets blown out of proportion by poor planning and execution.
5. Put in the work
There's no getting around the fact that you have to be willing to put in the hours if you want to succeed as a SaaS marketing agency owner. If you aren't willing to give up some of your personal life, then this isn't the right career path for you. But it is possible to strike a balance between working hard and enjoying your life outside of work—and that's something many people don't realize until they've been at it for a while.
So how do we find this balance? First, we need some rules:
- Don't overwork yourself
- Take breaks when needed (but don't take too many)
- Make stipulated time for family & friends
6. Keep a firm hand on the tiller
As an agency owner, you need to be able to make decisions. You need to be able to make tough decisions and quick ones too. You need to be able to make the right decision and then stand by it—no matter what other people say or do.
You also need to ensure that your team members are making the best decisions they can on their part. And if they're not, you have the ability (and responsibility) to step in and make some changes so that everyone is working towards that common goal—a successful product launch!
7. Be prepared to explain things many times
You will have to explain what you're doing over and over and over again. You'll have to explain it to customers, prospects, investors, partners, and even your own team members. The problem is that most people don't understand what a SaaS marketing agency does. Many people in your industry will think you're just a digital marketing agency or an SEO agency because those are the things they know about - not knowing that there's more to it than just these two things.
The good news is that this isn't an issue with you or your business but rather with how others view your industry as a whole! If they knew what it entailed, they would understand why this happens so often and wouldn't think twice about needing more information from time to time when needed.
I hope this post has given you some insights into what it's like to run a SaaS marketing agency. We've learned so much over the years, and I'm grateful that our clients allow us to share with them (and now with you!). If you're interested in learning more about how we can help your business grow, please visit our website or contact us directly via email.
