📝 From The Blogs
This is the story of Everhour, a bootstrapped company who reached $1 million ARR in three years. Make sure to read the "Find your promotional channel" section. Everhour is a prime example of how marketing and growth has to be tied back to the nature of the product. Partner directories and SEO were great channels for them — not because they just happened to work — but because it aligns with the nature of the product and the way that people search and buy that kind of product.
This is a fundamental article for understanding SaaS and the buying behaviors you have to understand in marketing a SaaS product. SaaS is essentially subscription software. And it's indicative of a larger shift in buying behavior in the market that goes far beyond software. It's not surprising that Tien left Salesforce — the pioneer of SaaS — to start Zuora.
Goal setting is hard. Like, really hard. You always hear the startup stories about how a team reached a revenue milestone and it'll list all the things they did, but it never goes into how they set out to do those things in the first place. In fact, startups almost never talk about how they make decisions, especially when it comes to growth. No one wants to air dirty laundry and talk about the thing that didn't work. Goal setting does exactly that, it forces you to take an honest look at how things are going. It's painful, but necessary.
This article is really all about doing a content audit. How do you assess what's going right and what's going wrong? How do you decide on what to do next? They go into detail about what they call CAPs. Focusing on content audit points (CAPs) for a particular metric, instead of broad data, can help you flush out qualitative issues that might otherwise go unnoticed. Specifically, they look at the starting point, low point, high point, anomalies, waves, and the support point.