How to Align SaaS Content Marketing and Product Management

Create a sustainable system for acquisition and retention

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Nichole Elizabeth DeMeré
Nichole Elizabeth DeMeréMakerPro@nikkielizdemere · B2B SaaS Consultant
Hi all, this is my first e-book! Let me know your thoughts. 💛 I've talked about how Inbound Marketing Alone Isn't Sufficient for SaaS Customer Success and this book goes into more detail about that. Both were inspired by @LincolnMurphy's explanation of The Success Gap, which can be a HUGE problem for SaaS startups/companies if it isn't addressed.
@nikkielizdemere great! Cannot wait to read it. :)
Ramin
RaminHiring@ramin · marketing, Close.io
@nikkielizdemere Super interesting topic, looking forward to read this!
Osman
Osman@osmanify · Growth and product.
Great topic. It came at just the right time as we're trying to align our content marketing to our product strategy and highlight some of our upcoming features.
Nichole Elizabeth DeMeré
Nichole Elizabeth DeMeréMakerPro@nikkielizdemere · B2B SaaS Consultant
@osmanify Hi Osman, that's great! As @LincolnMurphy points out, "There is often a gap between the functional completion of your product and the customer’s Desired Outcome." This is important to note, because the educational materials that are necessary for your customers to help them reach their Desired Outcome might not have anything to do with features, as Desired Outcome can exist outside of features.
Francois Le Nguyen
Francois Le Nguyen@flenguyen · Purpose Driven Problem Solver
Brilliant! Thanks for taking the time to write and share your insights on this important gap that exists in the product management process! Was curious to know whether or not you touch base on how 'Product Marketing' should fit into this value and communication channel?
Nichole Elizabeth DeMeré
Nichole Elizabeth DeMeréMakerPro@nikkielizdemere · B2B SaaS Consultant
@flenguyen Hi Francois, I talk about "SaaS Content Marketing" (rather than the more generalized "Product Marketing") and I'm posting a blog entry on Inturact soon that will detail and provide visuals for the "SaaS Content Marketing Approach" that @trevorhatfield, @katykatztx, and I have developed; in it I talk about how Customer Success Content Marketing picks up where Inbound Marketing leaves off, and when you've got both, you've got the full approach to SaaS Content Marketing. Also, another article I wrote may apply - shared it above, but in case you missed it: Inbound Marketing Alone Isn't Sufficient for SaaS Customer Success.
Alex Chuang
Alex ChuangHiring@alexchuang72 · Managing Director, Launch Academy
Congrats Nichole! These are excellent topics. Most entrepreneurs spend too much time focusing on acquisition, but forget about retention and monetization. Happy to promote it via Launch Academy's private network.
Nichole Elizabeth DeMeré
Nichole Elizabeth DeMeréMakerPro@nikkielizdemere · B2B SaaS Consultant
@alexchuang72 Thanks, Alex!
Michael Kawula
Michael Kawula@mikekawula · Entrepreneur, Author, Inc 500 Alum
This was awesome. Surprised that the study showing that increasing retention had a 6.71% impact on the bottom line and not more. We've been focusing a lot on our onboarding process making consistent tweaks the last 3 months and have benefited with a big jump in our conversion rate from trial to paid and less support inquires. Great stats in this post.
Nichole Elizabeth DeMeré
Nichole Elizabeth DeMeréMakerPro@nikkielizdemere · B2B SaaS Consultant
@mikekawula Thanks, Mike. Focusing on onboarding is so important - it can have a tremendous impact on churn.