📝 From The Blogs
There's a clear distinction in content marketing between content for SMBs and content for Enterprise. Moving upmarket means moving upmarket with your content as well. But moving upmarket actually means moving down the funnel. Since much of SMB is self-serve (free trial, freemium, low tier plans), content is largely top of funnel. Thought-leadership, SEO focused, traffic-earning posts will do the trick. Enterprise is the exact opposite. Long sales cycles, complex dynamics, and big budgets require bottom of funnel content to help accelerate the sales cycle and push people to conversion.
What's fascinating to me about InVision's growth is the insanely tight alignment between product value and growth levers. All the individual and team plans including the free plan allow for unlimited collaborators on prototype projects. That means no matter what plan you’re on besides enterprise, anyone inside or outside your organization can comment on and edit design prototypes. WHICH MEANS that they made a fundamental decision to allow essentially unlimited users because of the collaborative nature of the product itself. Not only is this a competitive advantage and an amazing way to increase user growth, it also allows designers to collaborate with non-designers — something so nuanced but so important to their growth.
Messaging is so hard to nail down. It's especially hard when you have to deliver a very abbreviated version on your landing page to make a great first impression and drive a conversion. Pedro is a fantastic CRO with a mix of design and marketing expertise.
While marketing is still marketing, there are so many nuances that make SaaS a tough beast to wrangle. Is SaaS really different than other kinds of products and companies? Yes. But it's important to call out that they're not just disadvantages. Marketing SaaS has it's advantages as well.
If you're a founder, this is a MUST read. Hiring your first marketer will either be a huge regret or a pivotal success. And it's all dependant on who they are and how they fit into your business. Don't hire too low and risk a lack of strategy. Don't hire too high and risk the inability to execute.