in Marketing, Podcast, Startup Basics, Video

Everything about Landing Pages

#StartupBasics | Series by Insights Alley (Hosted by Arun Verma)

S01E09 -Everything about Landing Pages

Guest: Oli Gardner, Co-founder of Unbounce

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In this episode of #StartupBasics, we discussed:

– The Story of Oli from his early career to co-founding Unbounce.

– What is a Landing Page?

– Types of Landing Pages

– What to use a Landing page for ? in early-stage startups?

– Components of a Landing Page:

  • Headlines, Copy & Structure of Information
  • Page navigation & folds
  • Media components: pictures, graphics, videos
  • Forms & CTAs

– 5 Second test

– Purpose of Heading & Subheading & Headline Flip Method

– Long form vs short form explanation text

– Attention Ratio

– How to use images/graphics in your landing page?

– How to use Forms and CTAs?

– Wistia’s Benchmarking Data:

– How to use testimonials in your landing page?

– Testimonial Creation Customer Interview script:

  • Which things have changed in your business because of our product/service?
  • How have they changed?
  • Can you describe how it feels to see that change?
  • If you were to quantify the change, what metrics have changed and by how much?
  • Do you have any examples of before and after in the form of photos?
  • Would you be willing to record a video testimonial?
  • May I have a photo of you or whoever uses the product/service, actually using it?
  • I’ll also need the name, role, company name (if it’s a client), and links to any published materials documenting your use case.

– Landing Page Optimization & AB testing

– Importance of Segmentation

– What should happen after the landing page?

– How to manage your landing pages at scale?

Resources mentioned:

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Best of Insights Alley from 2018

#StartupBasics | Series by Insights Alley (Hosted by Arun Verma)

S01E08 – Best of Insights Alley from 2018

Part 1:

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Part 2:

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Part 3:

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Understanding SaaS Metrics

#StartupBasics | Series by Insights Alley (Hosted by Arun Verma)

S01E07 -Understanding SaaS Metrics

Guest: Nick Franklin, Founder & CEO at ChartMogul

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In this episode of #StartupBasics, we discussed:

– The Story of Nick from his early career to Zendesk & now ChartMogul.

– Metrics to track in very early stage of your startup: How many people are signing up? Are they logging in? Are they coming back to the product? How often they login back?

– Metrics vs KPI

– Different type of metrics buckets reflecting different parts of your business:

  • Product Usage Metrics
  • SaaS Business Metrics
  • Financial/Accounting

– The upside of using subscription analytics tools for your SaaS Business metrics

– MRR & ARR:

  • Understanding MRR & ARR in detail
  • Importance of MRR
  • Two ways to think of ARR
  • How to calculate it?

– The number of Customers/Accounts & ARPA/ARPU:

  • How to calculate it?
  • It’s significance
  • How segmentation brings more meaning to your metrics

– CAC:
The best customer acquisition method is by word of mouth

– LTV:

  • Understanding Customer Lifetime Value
  • How to calculate it?

– Customer Lifetime Period & Payback Period

– Churn:

  • Understanding Churn & Churn Rate
  • Types of Churn

– Benchmark for these Metrics
Matrix Partner’s Annual Private SaaS Company Survey

– CAC to LTV Ratio:
David Skok’s Lecture on CAC to LTV Ratio

– Health & Sustainability of your SaaS Business

  • Cash in the Bank, Burn Rate and Runway
  • Churn Rate & SaaS ceiling

– Overlooked Metrics

– The relation between SaaS business metrics & product usage metrics.

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Pricing Strategy for B2B & B2C SaaS startups

#StartupBasics | Series by Insights Alley (Hosted by Arun Verma)

S01E06 – Pricing Strategy for B2B & B2C SaaS startups

Guest: Patrick Campbell, Co-Founder & CEO at ProfitWell

 

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In this episode of #StartupBasics, we discussed:

– The Story of Patrick from his early days to Price Intelligently & now ProfitWell.

– Importance of Pricing strategy in your business.

– Free Trial vs Freemium
Freemium is not a Revenue Model, it is instead an acquisition method.

– What type of Pricing strategies are there? Problems with them & which is the best strategy?

  • Cost+Markup
  • Competitive Benchmarking
  • Value Metric based pricing

– How to find the Value Metric?

  • We are able to measure value now that we are creating for our users like we were not able to do 10 years ago.
  • Thinking of value metric in very basic fundamental things.
  • How to find your value metric – Step by step process, with an example for a CRM.

– How to find the exact price point in early-days?

  • Understand that human beings think of value on a spectrum.
  • What questions to ask to find out the right initial price point?

– How to update pricing?

  • Pricing complexity & how often?
  • Your price is the exchange rate on the value you are providing to your customers.
  • Probably you are not great at pricing right now.
  • Treat pricing as the growth lever as it deserves to be treated as.

– What to do with old customers with old pricing?
What not to do? and what to do?

– About One-time fee, Add-on and service fee from your customers.

– How to make kick-ass pricing page?

  • Think in terms of user persona that come on your page.
  • Align everything based on the different buckets of different personas
  • Self-serve vs Contact Sales: Understand the unit economics of each plan/persona pairing.

– Pricing Localization: How to do it? with examples

– What to test and optimize in your pricing strategy?

  • Don’t A/B test your pricing, unless you are Amazon.
  • The pricing strategy of Drift vs Intercom

– What to test and optimize in your pricing strategy?

– Reflecting brand in your pricing

– How to start now when you did not any of this stuff from starting?

– Pricing of ProfitWell itself

– Pricing is a Process, not a magic bullet.

 

Resources mentioned:

 

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Sales for early-stage B2B SaaS startups

#StartupBasics | Series by Insights Alley (Hosted by Arun Verma)

S01E05 – Sales for early-stage B2B SaaS startups

Guest: Steli Efti, CEO of Close.io

 

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In this episode of #StartupBasics, we discussed:

– The Story of Steli from ElasticSales to Close.io

– Basic principles for Sales for B2B SaaS Founders:

  • “Sales” is nothing less nothing more than result driven communication.
  • We all have experience in selling, thus embrace it.

– For Sales in early-stage, you need to try to learn & generate as many insights about your product as possible.

– In Early-stage, you need to seek validation for the product from users.

  • Understand to differentiate between actual validation and just mere enthusiasm.
  • Ramp up the difficulty of validation, willingness to buy is a much better validation, than just if they are ready to use it.
  • Even better than a willingness to buy, would be: Ask for money right now and see if that works. You can give them a lifetime money-back guarantee.

– Understand how the customer thinks and what customers seek, and then decide how to approach in your first meeting with your customer.

  • Strategy depends a lot on the type of buyer.
  • Optimize first meetings with prospects for maximum insights, feedback & validation.
  • Understand your skills also, how you could communicate better: Either use Wireframes of the product or do a presentation of slides or do customer development interviews?
  • Examples of how to approach differently with the different type of buyers.

– Start with your network – for your initial customers.

  • It is easier to sell to them, given your product actually creates value for them.
  • Also, use this opportunity to ask them, how should you sell and market to people like them, if they are a good buyer and use case for your product.
  • From your network, take feedback not only on the product but also what is the best way to sell to your ideal customer for your product, as there are so many channels/methods for selling/marketing software products.
  • In the beginning, your selling channels are not going to be scalable, that’s okay. But keep thinking, how would you transition from this way of selling to a repeatable, scalable and predictable way of selling over time.

– Understanding Outbound & Inbound and what is the right way of selling your product.

  • Inbound – The leads come to you, for example – Blog, Content, organic search, etc
  • Outbound – You go to the leads, for example – Cold emails, cold calls, etc
  • Here also, understand how your typical buyer buys products?

– In Inbound, if you do it right, the quality of leads is high with high relevancy.

  • Inbound is very good but it takes time to build an inbound lead engine and it is very hard to predict.

– In Outbound, the problem is people don’t like cold emails or calls, you have to face aggression and rejection very much.

  • It is also a game of volume and funnel, you have to email/call/reach out a big pool of prospects to then finally be able to convert only a fraction of them.
  • But the beauty of Outbound is: It is very predictable.
  • And you can cherry pick the best prospect for yourself to reach out to.

– Typically, the Inbound model can work for both high price-tag and low price-tag deals.

– But Outbound model should only be deployed if it makes economic sense to your startup/product, as outbound is a major labor intensive, thus expensive, and the deal you get from outbound should justify the cost of your outbound sales team.

– As a thumb rule, usually, Outbound should be for larger deals and inbound for smaller deals (price tag)

– If you think, Inbound can work for you, start to invest early in it, as it takes time for an inbound engine to start generating leads consistently.

– Outbound, you can start with from even day 1.

 

– For any sales meeting, the first step is to truly qualify the prospect. The first meeting is about truly understanding the customers – about them, their needs, their problems.

  • Think of the Sales process as if you were a doctor. You are a doctor and your prospect is a patient.
  • An example of how thinking of your sales process like this makes complete sense.

– There needs to be a balance on selling to your customers, the ultimate vision of your product/startup and what you currently have and can deliver in immediate future.

  • Failing to deliver on the promise of future features makes your relationship toxic with your customers.
  • Talk about the value you can give them today, its okay to talk about the vision. But in the current state of the product, customer don’t get any value, then it is a dangerous way to sell them today. You can although ask for a deposit (which should be fully refundable) for when that future arrives for them.

– Ideal customer profile & non-ideal customer profile – what it is? why is it important?

– Product-led growth vs Sales team

– When and How to hire your first salespeople. Senior or junior salesperson?

– Steli’s highest ROI advise for founders and teams doing sales.

 

Resources mentioned:

 

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