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LESSONS LEARNEDBUILDING SAAS FOR SMBs

1999

Immediacy of data – real-time decisions

Managed by “experts”kept updated

Pay as you go –low up front costs

The SaaS value proposition

TODAY

What did you see?

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PPCDisplay Chat Web Site

SEOMarketing AutomationListings Social

Awareness

Search on a search engine

Site visit

Reviews

Call or in-personvisit leading to

purchase

Retargeting

CONSUMERS ARE EVERYWHERE

“The Funnel” is the wrong analogy

CUSTOMERS ARE ENTERING & EXITING THEIR JOURNEYS CONSTANTLY

WHICH TACTICS ARE A PRIORITY FOR YOU?

My business website

Email marketing

Social advertising

Social media management

Search engine marketing

Search engine optimization

Content marketing

Mobile advertising

Display advertising

Management of online directories

TAKE AWAY:Average local business is trying 8+ tactics

Source: ReachLocal market survey

ARE YOUR MARKETING EFFORTS EFFECTIVE?

Source: 2016 Small Business Marketing Trends Report

TAKE AWAY:Nearly half of local businesses don’t know if their marketing efforts are effective.

Yes

I Don’t Know

No

Source: Small Business Marketing Trends Report

HOW DO YOU MEASURE AD EFFECTIVENESS?

TAKE AWAY:Even though they ask customers, those insights rarely make it into optimization and planning

Majority = aren’t doing it or manually tracking

We ask customers how they found us

We use call tracking with unique phone numbers

We rely on reports from our vendors

We use software that tracks the source of leads

Other

Source: ReachLocal market survey

Planning Execution Analysis

CompletionOPEN LOOP

CLOSED LOOP

Track customers from lead source, all the way down to the transaction level and effectively close the ROI loop on their marketing programs.

Today’s SaaS solutions need to help local businesses

TAILOR THE EXPERIENCETO THEIR AUDIENCE.

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WINNING IN LOCAL

FOCUS

WINNING IN LOCAL

COACHING

INTEGRATION ENGAGEMENT

This product is awesome

AThis sales

rep is awesome

B

Iam

awesome

C • I understand the value

• I am excited to try this

• I feel empowered

• I will recommend you

• I can succeed

FOCUSmake your customers look good

COACH CONCIERGEAccountability

Instruction

Insights

Overly optimistic

Whatever you want

Here’s the data

COACHINGkeep accountability in the relationship

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27

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Social ads + PPC = better together

Source: ReachLocal market survey

64% of local businesses are more likely to use a marketing system when integrated with core business systems

Clearer view of actual ROI

(actual billings per client)

Richer customer profiles

(confirmed client contact details including emails for drip

marketing, addresses, etc.)

Lower churn(Further embedding ReachLocal

solutions into client business process)

Source: ReachLocal market survey

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INTEGRATIONbecome part of the ecosystem

CHURN

Benchmark Monthly Churn Rate Annual Churn Rate Product Type

Best 0.5% 6%SaaSMiddle 2% 22%

Worst 3% 31%Best 4% 39%

Media SolutionsMiddle 5% 46%

Worst 15% 86%

• Log-ins• Pages/session• Time spent on site

USER ENGAGEMENT TYPICAL KPIs• Activity time• Visit frequency• Key actions for value prop

Annual Churn = (1 - churn rate) ^ 12

• Exclude growth• Types: Budget,

User, Cohort

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ENGAGMENTaligned with your value proposition

FOCUS ON CLIENT SUCCESS

PROVIDE CLOSED LOOP ROI TO HELP DELIVER BETTER EXPERIENCES

COACHING SHARED ACCOUNTABILITY

INTEGRATION INTO THEIR ECOSYSTEM

ENGAGEMENT ALIGNED TO VALUE PROP

RECIPE FOR SUCCESS WITH LOCAL

THANKS