📝 From The Blogs
Several months ago I had the urge to sit down and write my little heart out about SaaS marketing. I wanted to put something together that I could reference for myself, but figured other people might find value in it too. This is my ebook. No forms required. No popups. Just content. It's not perfect — it's just good enough I think. Let me know what you think?
The first step to growth is "achieving" product/market fit. Without product/market fit, growth tactics will go in vain. Superhuman is a prime example of a product that is SO great that it organically produces referrals and customer advocacy at scale. These four questions are the key to understanding how to create a great product, who the product is for, and how to market to them: (1) How would you feel if you could no longer use Superhuman? (2) What type of people do you think would most benefit from Superhuman? (3) What is the main benefit you receive from Superhuman? (4) How can we improve Superhuman for you?
If you're in a B2C SaaS company with a widely-available product or marketplace, this is a must-read. Why do you need a growth team? What's the difference between growth and marketing? These are questions that Andrew answers. My main takeaway is how everything starts with a KPI. Don't start with a notion of "I need more revenue!" or "I need to start building a growth team" and instead start with "Which KPIs do I need to focus on and how can I architect a growth team to focus on them?"
The AARRR framework is the best representation of all the different stages and pieces of the funnel involved in growth. It's an end-to-end model of growth in all its phases. If all your time is spent on Acquisition and nothing else, something is wrong. The entire funnel has to be considered. Want to introduce a free trial? You have to consider the whole funnel, not just conversion.
Here's an interesting concept: Use math to figure out the inputs you need to make to double your MRR. Using the rule of 72, you can begin to reverse engineer what your KPIs need to create a waterfall effect down the funnel and ultimately result in a doubling of revenue.