using marketing signals to identify and sell to high-growth companies
TRANSCRIPT
Using Market Signals to Sell to High-Growth Companies
Dawn Poulos VP, Marketing, Mattermark
Kurt BilaferGlobal VP, Sales and Customer Success
@dawnpoulos @Bilafer
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Topics We Will Cover
• Your SaaS Business Isn’t Unique• Why It Pays to Target More Strategically• Leverage the Power of Market Signals• Why ICP + Market Signals = SaaS Growth• How WePay Used Market Signals
(watch the recorded presentation for context)
Your SaaS Business Isn’t Unique
Your SaaS business isn’t unique.(You have the same problems as other people do.)
YOUR SaaS BUSINESS ISN’T UNIQUE
Why it pays to target more effectively
WHY IT PAYS TO TARGET MORE EFFECTIVELY
High
growth companies
Custom
er look-alikesCustomerUp-sell
WHY IT PAYS TO TARGET MORE EFFECTIVELY
0%
10%
20%
30%
40%
<$2.5M $2.5-$5M $5-$10M $10-$15M $15-$25M $25-$40M >$40M
37%
25%23%23%
17%18%
13%
27%
13%
18%15%
18%
8%9%
Bottom 50% Growers Top 50% Growers
Median ~16%
Profitability More revenue per lead Shorter sales cycle
WHY IT PAYS TO TARGET MORE EFFECTIVELY
WHY IT PAYS TO TARGET MORE EFFECTIVELY
Jason Lemkin,Saastr
“A great VP Sales will double or triple the value of your leads ”
Leverage the Power of Market Signals
Market signals Business growth
LEVERAGE THE POWER OF MARKET SIGNALS
A market signal can be an indicator of growth in a business.
Employee growth Rounds raised
LEVERAGE THE POWER OF MARKET SIGNALS
Smart sales and success teams see signals as growth opportunities.
LEVERAGE THE POWER OF MARKET SIGNALS
WHY ICP+ MARKET SIGNALS = SaaS GROWTH
WHY ICP+ MARKET SIGNALS = SaaS GROWTH
Ide
al C
ust
om
er
Pro
file
(IC
P) DEMOGRAPHICS
ROLE
PAIN POINT
GROWTH
EMPLOYEE
FUNDING
How WePay Used Market Signals
GROWTH STARTS BY IDENTIFYING YOUR BEST CUSTOMERS
# Em
ploy
ees
0
125
250
375
500
Gro
wth
Sco
re
0
1000
2000
3000
4000
10/1/13 1/1/2014 3/1/2014 8/1/201412/1/2014 6/1/2015 2/1/2016
Growth Score Employees
Sell Here
Not Here
GROWTH STARTS BY IDENTIFYING YOUR BEST CUSTOMERS
THEN DISCOVERING LOOKALIKES
AND USING TREND DATA TO REACH OUT AT THE RIGHT TIME
Mon
ths
14
16
18
20
22
Seed to A A to B B to C C to D D to Late
Average Number of Months Between Funding Rounds for SaaS Companies
FINALLY, PROVIDE KILLER CS SO YOU CAN RIDE THEIR GROWTH
•Leverage the power of market signals
•Identify your VIP customers and create your ICPs
•Deliver targeted selling and CS
@dawnpoulos @Bilafer