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In: Marketing

Irina Weber wrote this entry on the Mention Blog. To beat the competition, you should spy on your competitors’ every marketing move. Tracking competitors’ search rankings, content, social mentions, emails, and anything else they do to boost business. If they are a public company, I also like to listen in to the quarterly conference calls. And let’s not forget tools such as Google Alerts…

William Harris wrote a great article about how content marketing is nothing without good promotion. There are a lot of people furiously writing great blog posts, spending hours a day, hoping that an insane amount of new customers will magically find their content and purchase their app, solution, merchandise or something else. It doesn’t work that way. Promotion was important before content marketing became to hip, and it will be important long after we move on to the next big growth strategy.

Marketers were invited by Scott Brinker to send in a single-slide diagram of their marketing technology stack, showing the different marketing software products that they use in their work and how they are organized in a way that makes the most sense to them.

In the digital-age, the long goal is to establish an industry-spanning platform, rather than merely products. It’s platforms that yield the lucrative flywheel of network effects, complementary products and services and increasing returns. The payoff is market power and huge profits.

The role of the marketing team within SaaS has stretched from simply awareness and creating interest, to guiding customers much deeper into the funnel.

The scope of marketing activities has broadened significantly. The most sophisticated marketing plans today deploy at least nine disciplines, ranging from content marketing, to evangelist recruitment, to customer lifecycle marketing, to cohort conversion analysis. B2B marketing has become radically more complex.

As the SaaS revenue model evolves, so are the metrics that SaaS companies use to monitor their growth. After all, if the metrics you’re using don’t reveal the most accurate picture of your business, what’s the point?

Being a “Digital” Marketer (i.e., proficient in email, SEO, SEM, online display, content, nurturing, social, etc.) isn’t enough in the modern competitive landscape. Today’s leading marketers and marketing departments are evolving into “Data Marketers.” In other words, you will need to be proficient in the use of first party buyer data and third party data to build a better understanding of your target buyers.