Marketing automation is a critical part of all your lead generation and customer conversion efforts.
As the founder of Saturn Funnels, I talk to SaaS founders constantly. I hear countless stories about how they tried Google Ads, Facebook, LinkedIn, and cold email outreach driving to their home page or a free-trial landing page. I’ve asked them “How many trials did you generate?” and “How many of them became your customers?” “Zero” is the answer I hear all too often.
After a brief chat, it becomes clear why:
The lead-flow is not ready to try their app, let alone become a customer.
They have no marketing automation or a framework in place to nurture them to be ready.
— Greg Bardwell, CEO & Founder
No one becomes a customer of a SaaS now-a-day with one visit to your site. It takes 8-10 educational touches over months.
The SaaS that does grow consistently is constantly engaging prospects, capturing leads, through email nurturing, retargeting, and lead magnet offers. This is all managed, measured, and executed with marketing automation.
To grow your SaaS you need AUTOMATED ENGAGEMENT – both timed and behavior-based are critical.
Yes! It seems like a lot when you are starting, but you can start small and build your processes over time for every step of your customer’s journey. Marketing automation can make it easy and possible for you.
Here are two examples of SaaS companies and how one fails and the other succeeds.
Drives 100 people into a trial with Facebook ads. Sounds great, no doubt! But only 10 people did “something” and only three logged in more than once. Zero were converted to customers, but they spent $1,778. Again, Zero return on investment (ROI). What could have gone wrong? Well, none of their trials were engaged. Prospects felt like they were not ready because there was no “education.” Overall, they were not comfortable and did not trust the company.
With targeted Facebook ads, they generated 100 leads with a lead magnet where they capture their email. Then over the next six months, these leads were nurtured with email marketing automation to educate and generate trust. Ultimately, 25 of those 100 went into free trials and 10 became paying customers. This same company also retargeted all the visitors and generated more leads driving down their overall cost of customer acquisition. Spending $2,000 in total and getting 20 customers. Definitely, a great ROI for most SaaS businesses.
In my years of working with SaaS founders, I hear Company A’s story week after week. Their most common denominator is they have no clear process on how to capture and nurture leads. Company B, on the other hand, is using a marketing automation platform and process to generate lead flow and trial flow to make happy users. They generated interest on their investment over time with better customer understanding (analytics) and more customers for less cost.
To truly systematically grow your SaaS, you have to have a framework to generate lead and customer flow and use marketing automation to capture, measure, and nurture your leads, trials, and customers. Be with them in their entire customer journey.
Here to help,