Using Market Signals to Sell to High-Growth Companies

Dawn Poulos VP, Marketing, Mattermark

Kurt BilaferGlobal VP, Sales and Customer Success

@dawnpoulos @Bilafer

Click to watch the recording of this presentation

Topics We Will Cover

• Your SaaS Business Isn’t Unique• Why It Pays to Target More Strategically• Leverage the Power of Market Signals• Why ICP + Market Signals = SaaS Growth• How WePay Used Market Signals

(watch the recorded presentation for context)

Your SaaS Business Isn’t Unique

Your SaaS business isn’t unique.(You have the same problems as other people do.)

YOUR SaaS BUSINESS ISN’T UNIQUE

Why it pays to target more effectively

WHY IT PAYS TO TARGET MORE EFFECTIVELY

High

growth companies

Custom

er look-alikesCustomerUp-sell

WHY IT PAYS TO TARGET MORE EFFECTIVELY

0%

10%

20%

30%

40%

<$2.5M $2.5-$5M $5-$10M $10-$15M $15-$25M $25-$40M >$40M

37%

25%23%23%

17%18%

13%

27%

13%

18%15%

18%

8%9%

Bottom 50% Growers Top 50% Growers

Median ~16%

Profitability More revenue per lead Shorter sales cycle

WHY IT PAYS TO TARGET MORE EFFECTIVELY

WHY IT PAYS TO TARGET MORE EFFECTIVELY

Jason Lemkin,Saastr

“A great VP Sales will double or triple the value of your leads ”

Leverage the Power of Market Signals

Market signals Business growth

LEVERAGE THE POWER OF MARKET SIGNALS

A market signal can be an indicator of growth in a business.

Employee growth Rounds raised

LEVERAGE THE POWER OF MARKET SIGNALS

Smart sales and success teams see signals as growth opportunities.

LEVERAGE THE POWER OF MARKET SIGNALS

WHY ICP+ MARKET SIGNALS = SaaS GROWTH

WHY ICP+ MARKET SIGNALS = SaaS GROWTH

Ide

al C

ust

om

er

Pro

file

(IC

P) DEMOGRAPHICS

ROLE

PAIN POINT

GROWTH

EMPLOYEE

FUNDING

How WePay Used Market Signals

GROWTH STARTS BY IDENTIFYING YOUR BEST CUSTOMERS

# Em

ploy

ees

0

125

250

375

500

Gro

wth

Sco

re

0

1000

2000

3000

4000

10/1/13 1/1/2014 3/1/2014 8/1/201412/1/2014 6/1/2015 2/1/2016

Growth Score Employees

Sell Here

Not Here

GROWTH STARTS BY IDENTIFYING YOUR BEST CUSTOMERS

THEN DISCOVERING LOOKALIKES

AND USING TREND DATA TO REACH OUT AT THE RIGHT TIME

Mon

ths

14

16

18

20

22

Seed to A A to B B to C C to D D to Late

Average Number of Months Between Funding Rounds for SaaS Companies

FINALLY, PROVIDE KILLER CS SO YOU CAN RIDE THEIR GROWTH

•Leverage the power of market signals

•Identify your VIP customers and create your ICPs

•Deliver targeted selling and CS

@dawnpoulos @Bilafer