1 of 17

Marketing & Sales

Insights

1

2 of 17

Funnel

2

Promote

Transform to lead

Close

Sales / Demo / Follow ups

Landing page / Website / Form

Organic Search / Paid

Anton Hörl

3 of 17

Promote

Paid

  • Facebook Ads
    • Create a Facebook paid campaign with a landing page
    • Ads with product pitch
    • Remarketing

​

  • Google Ads
    • Create a Google Ads campaign with a landing page
    • Ads with product pitch
    • Remarketing

​

  • Linkedin Ads
    • No experience from my side on that
    • Maybe LinkedIn Message Ads

I think this is not necessary for vacay at the moment.

But you can try it out and calculate customer acquisition costs. If it is worth it you have a scalable Marketing channel

3

Anton Hörl

4 of 17

​

Promote

Cold-Mailings / Messages

  • Collect email addresses
    • Web-Scraping from platforms where contact details from psychotherapists

are etc.

  • Use a mailing software and send bulk emails to email-addresses with elevator pitch
  • Create templates for these emails and test different versions
  • Tell a story in the pitch and state value you create
    • Advantages for customer: Savings in time, money they make, better service they can provide ...
  • Use Cold-Messages for Linkedin/Xing and contact decision makers
    • Prepare templates
    • Followup

4

Anton Hörl

5 of 17

Promote

Fairs / Events / PR

  • Go to fairs
    • Print Folders
    • Roll Ups
    • Flyers
    • T-Shirts
    • Give Aways
    • Product-demo
  • Speak on events
    • Pitch-Events for startups
    • Conferences in the field
  • Prepare a PR Deck / Google drive folder for journalists
    • 50 words pitch
    • 100 words pitch
    • 250 words pitch
    • …
    • CI / Mockups etc.

5

Anton Hörl

6 of 17

Promote

Social media / Content Marketing

  • Twitter
    • Give Psychotherapists insight to new studies etc. on Twitter
    • Every 10th posts should be advertisement
    • Maybe also works for Instagram
  • LinkedIn
    • Share your posts
    • Create target group relevant content
    • What is interesting for them (Put yourself into their shoes)

6

Anton Hörl

7 of 17

​

​

​

​

Promote

Website

  • Blog
    • Constantly post on your Blog with keyword optimized posts
    • Use Keyword planner from Google in order to generate keyword ideas
    • Make a list of keywords and based on this generate topic ideas
    • Example:
      • Keyword “digital tools for psychotherapeutic treatment”
      • Topic: 5 ways a digital tool like STATUS relieves psychotherapists
    • Use a keyword tool like Yoast (https://de.wordpress.org/plugins/wordpress-seo/). Hints for keyword usage etc.
    • Or hire freelancer on upwork or fiver and provide them material for writing blog posts
    • Give the pieces of Content which helps them
      • A draft for a specific checklist

7

Anton Hörl

8 of 17

  • A/B tests for promotion actions
    • What works / What does not work
    • Constantly iterate
    • How many Leads per € spent are generated on which channel -> Adjust accordingly
    • Define a budget and test different spendings -> How big is the ROI on the specific Marketing Action
  • Use Google Analytics
  • Use Google Search Console for SEO
  • Excel Sheet to track all KPIs

Controlling / Testing

KPIs for SaaS

​

  • CAC - Cost of customer Acquisition
  • CPI - Cost per Inquiry
  • Organic Visitors
  • Paid Visitors
  • Conversion rate website
  • Conversion rate DEMO -> Close

​

Adjust accordingly to KPIs and compare to benchmarks (Research)

8

Anton Hörl

9 of 17

Transform

Website

  • Call to Action
    • CTA form on bottom of every page with the following fields:
      • Name
      • Clinic
      • E-Mail
      • Phone number!
      • Maybe size of clinic etc.
      • Maybe Calendly link to book a Demo right away
      • Maybe Newsletter signup

​

(The less fields the better)

​

  • Landingpage
    • Problem you solve
    • Value you provide / benefits
    • Features
    • CTA
    • Look for good landing page templates and adjust to them

9

Anton Hörl

10 of 17

  • Ideally you have somebody in the team who calls or writes the clinic or psychotherapist who made an enquiry.
  • Follow-Ups are important - That is where the money is.
  • Make an appointment for a DEMO.
  • Templates for emails can be made - can be automated with a CRM.

Transform

First sales interaction

10

Anton Hörl

11 of 17

Transform

Sales presentation

  • DEMO
    • Tell a story (Why do want to solve the problem)
    • Start with the team (One of our mentors, he experienced the problem first hand)
    • Problem
    • Solution (That is why we came up with STATUS)
    • Advantages
      • Quantify advantages (How much money does the clinic save or make with STATUS)
    • Features (Switch to a quick product demo)
    • Pricing at the end
    • 20-30 min length max.

11

Anton Hörl

12 of 17

Close

After the DEMO send the potential customer an offer and close the deal.

    • Another call is probably needed for this.
    • Maybe mention that he can try the software for free for 1 month / 2 months / 3 months.
    • Or maybe let the customer play around with a demo account and dummy data for a few days.
    • Sales resources: Close.io blog: https://blog.close.com

12

Anton Hörl

13 of 17

CRM

    • I used an Excel sheet to manage customer status, notes, contact details etc.
    • But there are also CRMs on the market
      • Hubspot
      • There are also open source CRMs

13

14 of 17

Pricing

  • SaaS pricing strategy (Research on that topic)
  • You do not need to state the prices on the website but you most certainly have to show them in the DEMO because the potential customer will ask

14

Anton Hörl

15 of 17

Retain customers

  • Retain (Provide long term contracts for customers (3 years+)
  • Use testimonials on website with a statement from them
  • Measure customer satisfaction
  • Customer success management
    • Write down feedback and keep developing the product
  • Display Updates
    • Show the users when a update is done. To prove them you are working on the product

15

Anton Hörl

16 of 17

Growth hacking

  • Recommendation marketing
    • Give customers discount if they bring in other customers
    • Provide a form for that maybe on the website
    • Send the link of the landing page via a newsletter to existing customers

16

Anton Hörl

Example Tesla

​

Tesla, the electric car company, has changed its referral program throughout the years to reflect its growing customer base. They originally offered customers $1,000 to refer a friend, but have since changed their strategy to give Tesla owners who refer multiple people to be eligible for even better prizes, such as an exclusive Powerwall 2 battery. Even better, the first person to refer 20 people in their region–North America, Europe, or Asia-Pacific–receives a free Model S or Model X. Other referral rewards included invitations to exclusive parties and the opportunity to purchase other special edition products not available to the public.

17 of 17

Q&A

Thank you :)

17

Anton Hörl