How I know about SaaS Marketing
I've
been marketing technology since the days of the mini-computer, so when
several years ago I took on the challenge of marketing a
software-as-a-service (SaaS) solution, I thought, "How different can
this possibly be?"
Both SaaS and on-premise applications share
similar marketing objectives:
- generate qualified leads
- establish
positive visibility in the market
- support the sales effort with
effective tools.
What I discovered, however, is that despite
similar objectives, and even similar tactics, marketing
SaaS solutions requires a different strategy. It targets
different audiences, it presents different messages, and it requires
different processes.
At
SaaS Marketing Strategy Advisors, I share my experience with SaaS
companies marketing solutions to enterprises. These companies run into
the same hazards I've encountered in acquiring and retaining customers: overlooking key
decision-makers, ignoring key elements in describing their value, and
pushing inappropriate programs and processes beyond their limits.
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Peter Cohen, Managing Partner
SaaS Marketing Strategy Advisors founder and managing partner, Peter Cohen, has more than 25 years’ experience developing and implementing successful customer acquisition strategies for technology companies, including ATG, Authoria, Buildium, Computervision, Constant Contact, Davox/Concerto, Lotus Development, IBM, Progress Software, Red Bend Software, and Xactly.
He specializes in developing practical marketing solutions that fit the SaaS model and have a quantifiable business impact.
Peter speaks regularly on the topic of SaaS marketing at industry events, including functions hosted by the Massachusetts Technology Leadership Council, SaaS University, and the MIT Entrepreneurs Forum. He publishes a newsletter and blog, both entitled "Practical Advice on SaaS Marketing."
Peter has designed and supported marketing strategies for a broad range of SaaS and on-premise solutions including:
- email and social media marketing solutions
- talent management applications
- ecommerce applications
- design and manufacturing automation systems
- office productivity applications
- mobile device management software
- contact center solutions
- web conferencing systems
He also has first-hand experience in rolling up his sleeves to implement marketing programs.
In addition to his professional responsibilities, Peter has been involved in development activities for the Taft School, and he's a member of the board of the Bay Colony Rail Trail Association.
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