SAAS MARKETING GUIDE BY: JUSTIN TALERICO tagged by industry; company size or revenue; title or role; journey stage; maturity stage; buying authority and so on. The value of versioning assets by segment cannot be overstated as it results in higher engagement; higher inbound rates; and faster deal velocity. Segmentation is resource intensive in that it multiplies streams of content and the mechanics around delivering those streams. In SaaS, the upsides of specificity outweigh the cost of execution. Email Measurement Third-party email measurement is limited to sends, opens, and click-throughs relayed from the sender. Conversion data (post click) is often the advertiser’s responsibility (which can also provide a check and balance for the click-through counts). House email measurement can be richer with insight into reading, specific clicks, and pass along, in addition to sends, opens, and clicks. Keep in mind that opens are driven by subject line and preview, while reads and clicks are driven by the effectiveness of the email itself. Email Technology House-list email technology can range from small business tools like MailChimp or Emma, to HubSpot, to enterprise marketing automation platforms like Marketo, Pardot|Salesforce, or Eloqua|Oracle. Regardless of the email tool, the objective is to produce quality emails that will have value for their recipients. Useless or low-value emails will result in unsubscribes at best, and spam reports at worst. To maximize continued deliverability and engagement, maintain high standards. EVENTS On- and off-line events make personal connections and establish brand and thought leadership. Events can be used as both brand and lead-gen vehicles. It’s important to note that events must be fully executed to realize full value. That means that the event itself becomes the focal point for many other supporting campaigns — email marketing to prospects and customers; personal outreach to prospects and customers; environmental graphics; promotions; social campaigns; and so on. Off-line events are also excellent opportunities to interview for customer case studies, videos, or testimonials while everyone is in the same place. 22 Execute Better. Grow Faster.