About this course
According to a leading market research firm, the enterprise software market is expected to grow to over $600 billion by 2023. This presents great opportunities for current and aspiring marketers, students of business administration, and startup founders. But the enterprise SaaS space is truly unique. Success has nothing to do with a product going viral.
For enterprise SaaS marketing initiatives to succeed, a specific set of skills, practices and tools need to be in place. It’s almost a science.
This course aims at covering the basics of what marketing in enterprise SaaS is, what tech stack is required, and what skills and processes are considered state of the art and up to date.
Syllabus – What you will learn from this course
Module 1: Enterprise SaaS and the modern marketer – AKA: Death of a generalist
SaaS Marketing is different than traditional enterprise software selling and the differences vary by the type of SaaS sales model.
Regardless of whether a company sells a SaaS or on-premise solution, the goal is the same – maximize revenue and minimize the cost of acquiring customers. With a SaaS solution however, the role of marketing within the sales process changes and here is how. We’ll discuss the sales process, how marketing and sales can work together in customer centric sales process, account based marketing and team structures.
Module 2: Goals, metrics and OKRs
What are the specific marketing objectives of a B2B enterprise software company? We’ll discuss tasks, quotas, marketing attribution, improvements in KPIs, and other performance-based benchmarks used to measure marketing success.
Module 3: The tech stack
In this module we’ll show you how your business can navigate the martech landscape to build a lean, productive marketing stack, and how some of the fasted growing software companies are building theirs.
Module 4: The buyer’s journey
The most successful companies know the B2B Process has been completely transformed by buyers. Together we’ll map that journey and see how companies can successfully navigate it to a sale.
Module 5: Beyond acquisition
Recurring revenue is the lifeblood of a modern SaaS model. We’ll analyze and discuss the role of the customer success organization and ABM approaches that can help marketers drive cross-sell, up-sell, and retention.