SAAS MARKETING GUIDE BY: JUSTIN TALERICO PROSPECT MARKETING SaaS prospect marketing is concerned with defining, distributing, and validating (via testing) the company’s story and product value proposition. Point of view, messaging and reach impact brand and demand-generation programs that ultimately get reflected in customer acquisition cost (CAC) and capital efficiency. Core Prospect Marketing Values ‣ Focus only on the ideal customer profile (ICP) ‣ Test anything and everything that has sufficient volume CUSTOMER MARKETING SaaS customer marketing focuses on educating, retaining, and expanding existing customers. Key customer marketing success metrics include engagement and inbounds, with longer-term metrics like churn and upsell revenue. Because revenue retention and expansion are so critical to SaaS growth, customer marketing is a key pillar to capital efficiency. Core Customer Marketing Values ‣ Assume no product knowledge ‣ Keep an outsider's perspective
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