The Techy Side of SaaS Marketing → Real Use Case

Techy side of SaaS Marketing

This blog post is an attempt at presenting the techy side of SaaS marketing through the eyes of user (Jon Snow) and what happens behind the scenes. In this example, we took a client that has a b2b SaaS application. We are presenting the most important tools that are used in marketing. 

We divided the journey into two parts. One that is visible to the client (customer facing platforms) and the other business side where things are tied together.

Jon is unaware.

The EmotionsJon is unaware.
The StoryJon, a small business owner, is constantly experiencing the same issue in his business process. It’s costing him money, but he has never done it differently. Jon is unaware of the solutions.
The ActionsAt this point only pure chance can save Jon.
Customer facing platforms/
Business facing platforms/

Jon becomes aware about his problem.

The EmotionsHe becomes aware about his problem.
The StoryHis team is growing in size and experience. The processes are getting optimized. The issue is becoming more and more obvious. He becomes aware of his problem.
The ActionsHe starts being more susceptible to topic related content.

Jon watches our video on the topic.

He reads our blog.

Customer facing platformsSaas User Journey Youtube   SaaS User Journey Landing Page
Business facing platformsSaaS user journey Google tag manager

Tracks customer actions and routes the data to the correct ‘data bins’.

SaaS user journey optimization Zoho Page Sense

Records visitor sessions and actions.

SaaS user journez Google Analztics

Gets the traffic data aggregated and analyzed

Jon is becoming solution aware.

The EmotionsSaaS User Journez John 3
The StoryHe starts looking for a solution. Jon is just curious at first, but gets more and more systematic in his search. He is gathering information about what can be done. Jon is becoming solution aware.
The ActionsJon visits our website often.

He is targeted by our Facebook ads.

He subscribes to our newsletter.

Customer facing platformsSaaS User Journey Landing Page   Mailchimp-Logo SaaS User Journez Facebook Ads
Business facing platformsAll platforms from previous step and

SaaS User Journey Zoho CRM

A user is created in our CRM and collects all of the communication here.

Jon is product aware.

The EmotionsSaaS User Journey Jon finds a product.
The StoryJon finds out there are actual services helping businesses overcome the exact problem he is trying to solve. He lists the products he is considering. Jon is product aware.
The ActionsJon visits our pricing page.

Jon does more research and often sees our SEO articles and Google Ads.

He starts a chat with support.

Customer facing platformsSaaS User Journez HTML5   SaaS User Journey Google Ads   Zoho_SalesIQ
Business facing platformsAll platforms from previous steps. 

Jon starts testing the products.

The EmotionsSaaS User Journey Support during trial
The StoryJon is optimistic and determined. He can see a bright future and will certainly make a purchase. He starts testing the products.
The ActionsJon opt-in for a free trial.

Jon arranges an onboarding call with sales.

He chats with support during the trial.

Customer facing platformsRuby_On_Rails_Logo   Calendly-Logo   Zoho_SalesIQ
Business facing platformsAll platforms from previous steps. 

Mixpanel_full_logo

Used to observe the key actions of the user and trigger communication flows in other apps.

Jon is considering between competitors.

The EmotionsSaas User Journey Onboarding
The StoryBut, there are so many options … He is considering between competitors by comparing the features, getting a feel for the brands, and quality of the service.
The ActionsJon completes the onboarding flows.

He starts receiving email messages with content adapted to the phase of his onboarding.

Customer facing platformsAppcues-logo   Mailchimp-Logo
Business facing platformsAll platforms from previous steps. 

Jon has made the decision.

The EmotionsSaaS User Journey Monthly Plan
The StoryJon has made a decision. He has picked us as his winner.
The ActionsJon makes a purchase. He chooses a monthly plan.
Customer facing platformsStripe-Logo
Business facing platformsAll platforms from previous steps. 

Jon becomes your evangelist.

The EmotionsSaaS User journey Purchase
The StoryWhat would it take for him to start making referrals?
The ActionsEmails, educational content, referral programs, …
Customer facing platformsRuby_On_Rails_Logo   Appcues-logo   Mailchimp-Logo   SaaS User Journez Facebook Ads   SaaS User Journey Google Ads
Business facing platformsAll platforms from previous steps. 

Techy side of SaaS Marketing – Binding it all together. 

Honestly, for most SMEs marketing stack IS NOT mission-critical. This means there are probably multiple solutions that fit your needs. So choose the ones you master and move faster.

Test of time. The digital environment is constantly changing.  New trends & tools are sent out daily. Technology can be an advantage, but it can also be a millstone around your neck if you hop on every “new thing.” So choose your battles wisely. 

Single source of truth.. There are simply too many tools, and getting the data from them in one place costs too much. However, having solid web analytics and product analytics can still get you very far. Even if you don’t get the data from all other platforms, just make sure you pick the right Northstar. 

Also, analysis and design costs should stay small since the advertising budget is small (for an idea, experiment). Use open-source tools & spreadsheets instead of fancy visualizations  or dashboards (unless you need to impress your VC).

The EmotionsThe StoryThe ActionsCustomer facing platformsBusiness facing platforms
Jon is unaware.Jon, a small business owner, is constantly experiencing the same issue in his business process. It’s costing him money, but he has never done it differently. Jon is unaware of the solutions.At this point only pure chance can save Jon.  
He becomes aware about his problem.His team is growing in size and experience. The processes are getting optimized.

The issue is becoming more and more obvious. He becomes aware of his problem.

He starts being more susceptible to topic related content.

Jon watches our video on the topic.

He reads our blog.

Saas User Journey Youtube

SaaS User Journey Landing Page

SaaS user journey Google tag managerSaaS user journey optimization Zoho Page Sense
SaaS user journez Google Analztics
SaaS User Journez John 3He starts looking for a solution. Jon is just curious at first, but gets more and more systematic in his search. He is gathering information about what can be done. Jon is becoming solution aware.Jon visits our website often.

He is targeted by our Facebook ads.

He subscribes to our newsletter.

SaaS User Journey Landing PageMailchimp-LogoSaaS User Journez Facebook AdsAll platforms from previous steps.
SaaS User Journey Zoho CRM
SaaS User Journey Jon finds a product.Jon finds out there are actual services helping businesses overcome the exact problem he is trying to solve. He lists the products he is considering. Jon is product aware.Jon visits our pricing page.

Jon does more research and often sees our SEO articles and Google Ads.

He starts a chat with support.

SaaS User Journez HTML5

SaaS User Journey Google Ads

Zoho_SalesIQ

All platforms from previous steps. 
SaaS User Journey Support during trialJon is optimistic and determined. He can see a bright future and will certainly make a purchase. He starts testing the products.Jon opt-in for a free trial.

Jon arranges an onboarding call with sales.

He chats with support during the trial.

Ruby_On_Rails_Logo
Calendly-LogoZoho_SalesIQ
All platforms from previous steps. 

Mixpanel_full_logo

Saas User Journey OnboardingBut, there are so many options … He is considering between competitors by comparing the features, getting a feel for the brands, and quality of the service.Jon completes the onboarding flows.

He starts receiving email messages with content adapted to the phase of his onboarding.

Appcues-logo
Mailchimp-Logo
All platforms from previous steps. 
SaaS User Journey Monthly PlanJon has made a decision. He has picked us as his winner.Jon makes a purchase. He chooses a monthly plan.Stripe-LogoAll platforms from previous steps. 
SaaS User journey PurchaseWhat would it take for him to start making referrals?Emails, educational content, referral programs, …Ruby_On_Rails_LogoAppcues-logoMailchimp-LogoSaaS User Journez Facebook AdsSaaS User Journey Google AdsAll platforms from previous steps. 

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