Empower Your Business with airSlate SignNow's Saas Conversion Funnel in Canada

How to create outlook signature

hey Chris yeah and today we're going to talk about the cess marketing funnel and while many of you will know this very well it's convenient to review it if you're coming from a more traditional marketing background and this isn't going to be a deep dive into every facet of the funnel think of it as a high-level overview and in subsequent videos we'll explore each of these stages in more detail but it's kind of good to set the baseline now if there's one takeaway you should get from this video is the fact that as I says marketer you really are responsible for the entire funnel now who wants funnel cake so much of marketing has been focused on lead generation that it's easy to forget the the broad and view that a modern marketer must assume so before jumping into that funnel let's take the 60,000 foot view your course as building blocks if you will and these are as you can see acquisition monetization and retention acquisition is a classic traditional légion monetization means converting your trials to paid customers as well as upselling your customers and how you price your solutions here is key and then retention as you know churn can kill the life of a SAS company so you have to keep your churn in check so let's move on now to you know the SAS marketing funnel and this is how I like to depict it for convenience I flipped it on its side and it's a classic top down and we'll just do it on the side yeah the top labels refer to the stage and these are classic you get visitors to your website you don't have to convert a percentage of those to trial users and a percentage of those trial users to paid users etc a classic funnel now at the bottom of the funnel I've labeled it with the kind of focus or activity that you need to take from a marketing point of view and that's what we will cover yeah I really like structuring my marketing organization around this funnel even at a campaign level you can discuss on a weekly basis what you're doing for each of these different stages and to see if those campaigns actually moving the needle for these different phases of your final so we'll start at the left and work our way through to the right and the left we start with lead-generation now this is classic marketing I'm not going to go into any depth here but we all know you have to attract visitors to your site so this is classic you know drop or funnel leads that you are generating for your site now that you have the visitors we have to move them to the next step which is conversion conversion optimization really is a science unto itself but it's critical that you succeed yet it's an area that I particularly enjoy working on if you're paying to get the traffic it would be a real shame not to be converting them so you have to make sure you have an efficient funnel yet and note that for year for most companies this isn't about converting your visitors to paid customers you're converting your users into a trial and then as a marketer you must be sure that you have compelling content and strong call to actions to get them to take that next step of not only just creating a trial but then moving on to the next step of the funnel which is converting them from trial to paid customer now the marketing focus here and what determines that it's all about product fit if the users trial is going well and the product meets their needs they should all things being equal convert to a paid customer and as a marketer you need to wear your product hat for this and ensure that product fit and providing the right onboarding experience helps you convert this person into a paid customer pricing also plays a fundamental role you and will certainly have more videos just on pricing alone so from the paid phase we now go to the retain phase and your focus year is all about product value and what makes the SAS business so interesting is the fact that every month your buyer is a prospect again they have to make a decision every month they reevaluate in your solution to see if it still meets their needs and the equation in their mind is rather simple if the value they're receiving is greater than the price that they're paying they're going to stay and if not they're going to leave so as a marketer it's imperative that you continue to demonstrate product value to your customers you can't once they become a customer this can be in the form of guided tours and drip campaigns etc and it should absolutely influence your roadmap and your product features and once again you can see the close alignment of marketing and product management finally moving on a retained customer can hopefully be a happy customer and your marketing focus shifts to that of loyalty now loyal customers can be your greatest evangelist not only is there the upsell opportunity but they can also generate new business on your behalf and you're going to use things like Net Promoter Score and things like this to really get them on your side and make sure that you are delivering value and converting customers into loyal customers so as I said it may seem somewhat obvious but it does serve to illustrate how SAS marketing takes on a much broader role than traditional marketing you really should consider structuring your weekly marketing team meeting to make sure that all the activities focused somewhere along this funnel as usual I hope you've enjoyed this video please follow like subscribe etc and until next time be unconventional