{"id":46913,"date":"2024-09-24T15:27:41","date_gmt":"2024-09-24T19:27:41","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=46913"},"modified":"2024-09-30T14:09:27","modified_gmt":"2024-09-30T18:09:27","slug":"marketing-principles-for-saas-brands","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/marketing-principles-for-saas-brands\/","title":{"rendered":"5 Must-Know Marketing Principles for SaaS Brands Who Refuse to Play Small"},"content":{"rendered":"

Yep, you guessed it: We live in a \u201cdynamic world\u201d of \u201crapidly changing,\u201d \u201cever-evolving,\u201d and \u201cincreasingly complex\u201d digital landscapes.\u00a0<\/span><\/p>\n

But here\u2019s the thing: all those clich\u00e9 and AI-generated turns of phrase are, regrettably, true. That\u2019s why you need to (queue David Bowie) \u201cturn and face the strange Ch-ch-changes.\u201d\u00a0<\/span><\/p>\n

Yes, the competition is fierce. So, to stand out, there are a few key strategic principles you can implement to stay ahead in the industry. Let\u2019s chat about them.\u00a0<\/span><\/p>\n

1. A Manually Verified TAM Is Foundational<\/span><\/h2>\n

If your SaaS product dominated the industry and had no real competitors, what is the maximum amount of revenue you could generate? Estimating that potential demand for your product is your Total Addressable Market, or TAM.\u00a0<\/span><\/p>\n

The simplest equation for calculating TAM is:<\/span><\/p>\n

Average revenue per customer \u00d7 Total number of potential customers in your target market<\/span><\/p>\n

(If you\u2019re not sure how to best source the data for calculating TAM, check out Directive\u2019s<\/span> three-part YouTube series<\/span><\/a>.)<\/span><\/p>\n

A clear and <\/span>manually verified<\/span><\/i> TAM is a crucial foundation for SaaS marketers\u2014it will drive your entire content marketing approach.\u00a0<\/span><\/p>\n

Wait, why manually verify?\u00a0<\/span><\/p>\n

Relying solely on black box advertising and automated tools or algorithms will lead to skewed insights. The data provided can sometimes misclassify companies and industries or otherwise give inaccurate or outdated info. If you want to target legit potential buyers, manually verify your TAM.<\/span><\/p>\n

And by manually verify, we mean manually search each company on your TAM list and check out their website. According to Syed Wasif A., head of digital marketing at Confidential, \u201cWithout this step, there’s a risk of including companies that don’t belong to the chosen industry, have been acquired, or encounter issues like website redirects or 404 errors. Taking the time for thorough manual checks helps maintain the integrity of your data.\u201d<\/span><\/p>\n

Once you\u2019ve identified and manually verified your TAM, upload that data to <\/span>Salesforce<\/span><\/a> and tag it appropriately. This process will help you accurately report on market share, track performance metrics, and visualize a solid marketing strategy.<\/span><\/p>\n

Knowing your TAM can ensure that your content reaches the right audience, maximizing the ROI of paid media and minimizing wasted impressions.<\/span><\/p>\n

2. You Need Better Content, Not More Content<\/span><\/h2>\n

With a TAM, you know <\/span>who<\/span><\/i> to market to. Now make sure you\u2019re offering up <\/span>quality<\/span><\/i> content to that audience.<\/span><\/p>\n

There tends to be this floating notion among content marketers that <\/span>quantity<\/span><\/i>\u2014a constant flow of digital ads, emails, and social posts\u2014equals success. But if you\u2019re producing a bunch of content that lacks substance, it\u2019s going to dilute your brand\u2019s message and fail to resonate with your target audience.\u00a0<\/span><\/p>\n

Here\u2019s the deal: The market is already saturated with repetitive, uninspiring, unreliable, and low-quality content. Don\u2019t add to the garbage pile. Instead, take the time to create content that you and your team can stand behind.<\/span><\/p>\n

Aim to entertain, inspire, and educate your audience. You can play around with different formats\u2014from <\/span>case studies<\/span><\/a>, podcasts, and webinars to blogs and social media posts (<\/span>like this one<\/span><\/a>). Once you\u2019ve generated this content, ask yourself: are you proud of it? Do you believe it adds genuine value to your audience? If not, go back to the drawing board.\u00a0<\/span><\/p>\n

Here are a few tips to improve your content:<\/span><\/p>\n