Sunday, 15 July 2018

Experts Reveal of B2B Brand Thought Leadership Content for the Customer's Journey


    \
       Thought leaders earned the respect of others and are the true leaders within the industry. It is a go-to authority for their insights on development, expertise and practical knowledge. It requires willpower, knowledge along with your time and energy to develop a solid reputation and earn the respect of your audience. They have the information about trending issues and contributes meaningfully to the industry. They are well-known to deliver consistent and exceptional results that build the solid foundations in the industry.
      Thought leadership plays an important part of a content marketing strategy. Brands need for strategic thought leadership content along with product and purpose-orientated messaging. Content establishes the brand as an authority in a specialized field or business. It could be the answers to the biggest questions on the mind of the company's customers. It gives an organizations unique perspective to the public so that prospects can think of the company when they are ready to buy. So, your marketing efforts will be powerful when your expertise matches the interests of the audience they are trying to reach.
       Often, the business owners are the only source of thought leadership in the organizations. But, encourage the new member in your organizations as a thought leader to bring a unique way of answering the questions.  Allow him to look at the emails when they have answered the toughest questions for customers or others in the organization for inspirations. The company wants the insights and ideas. It is like telling the story. An internal or external marketing resource can turn it into something customers can read. Also, it needs to be a consistent schedule. The content marketing using thought leadership are effective if the company publishes the new information on a weekly/ bi-monthly basis and one team member should be responsible for ideas.

Thought Leadership Content: 
Great thought leadership treats blog content as valuable as the polished ebook. Whitepapers and ebooks are used to highlight and demonstrate the expertise of thought leadership to the target audience. It usually takes a comprehensive look at a subject and designed for some attentive reading time.  It is defined as the distinctive, authoritative, provocative and provides insights into the industry. It is the kind of information people in the industry are eager to consume and share. You have to stand out the thought leadership content when it doesn't require a lead gen form. So, the content that makes the customers call you. It can be achieved by including the new formats and distribution mechanism. The experience, tools, and effort will help you to move forward faster than your competition,
  1. Experience: the depth, insight, and knowledge you have on your industry
  2. Tools: Content Marketing, blog, and social channels
  3. Effort: Time and effort you are willing to put to stay on top of the news and drive the trends in your industry. Also, it includes nurturing the relationship with an influencer and relevant media outlets.

The Influence of Thought Leadership Content: 
The Thought leadership content that influences B2B decision makers relates to the topic they are currently working are having these properties,
   * 3-4 pages of content
   * Snack-sized content, consumed in 1-2 minutes
   * Short videos
Excellent-level thought leadership development content requires planning and input from SME's. It must attract and compel the reader for conversion. The study shows that the organization based on thought leadership content including the C-level executive are over 80% agree their trust level increased after engaging with it.

 Follow these steps to implement the thought leadership in your company,
    1. Identify your company to be known:  Thought leadership specifically for the digital and innovation areas. It is the combination of value, strategy, and purpose.
   2. Select the people in your Organization: Once you identified the areas to be known for, you need select the appropriate people to raise the company to profile in the areas. Companies have to look at the expertise, potential to speak, write and contribute on the topic etc.,
   3. Focus on Development: The appropriate people have to be trained for broader thinking. It allows them to present their ideas in the conceptual levels through models, research and stories.
  4. Provide the support and opportunity to Customer: Company needs to provide ongoing support and opportunities that add value to employees and customers.

Here are the best examples of industries thought leadership content,

    1. Openview Labs is an example of B2B expansion stage software company. It brings founders and other experts to help SaaS companies find product-market fit, generate the demand and develop the organizational structure. They publish the wealth of valuable information covers the product development, customer success, marketing, finance, sales exit strategy and much more for starting and growing the business.



2. The most effective content marketing is to help others. So, educating others helps to solve the problems and it is also the most effective reliable approach. The CRM software company  Pipedrive using its blog to publish a consistent stream of valuable advice by posting the useful articles about the sales industry to educate their customer and provide act on advice for small businesses,

    Generally, the content market project has in common goal that how skillfully they link thought leadership with the overall goals. As a result, they are breaking the consequential material turns their sites into destinations for repeat visitors. The thought leadership content has the following features,
     1. Thought leadership content marketing starts with thinking rather than the straight line process
     2. Thought leadership content is effective and leading to the conversation
     3. It will help to grow the customers and partners
     4. Educating the markets on emerging trends and opportunities

The things to follow to become the best thought leader are,

 1. Thought leadership is a Professional Boost:  The thought leadership is a day job for business owners who focus their efforts on the production and dissemination of content. Professionals embrace thought leadership because they want to elevate their standing in the profession and attracts new business. If you want to become a high performer in your field, then you are expected to advance the conversation and present an engaging point of view. The primary cost of thought leadership will be your time. As you create content and engage with social media, you will get busy and accelerate your opportunities and potentially multiply your earnings.

 2. Develop your Personal Brand: Your personal brand is the combination of your personality, reputation, expertise, and history. So, your personal brand needs to be different from the company brand. The robust social media presence helps you to develop the personal brand by sharing the educational content and conversation around hot topics that will you differentiate from your competitor.
3. Write for the Press Release: Media is a powerful source for boosting your ranking. HARO(Help A Reporter Out) connects with a journalist who is interested to talk with people in the industry. Press Release strategies are used by businesses at every occasion from the creation of a product to the great endeavor.
These are some essential components in the press release that can distribute in the media. Those are,
   .* Captivating Headlines: Headlines are crucial for click-through rate on social media and search engines. The perfect headlines must be around 100 characters or less suitable for social media and the people to scan it.
    * Simple and Straight Forward Message: PR should be easy to pick it up and understand your news. It should get to the point in the first paragraph. So, keep your release on one page.
    * Highlight the Message for your Target Audience: The important thing in PR is to highlight someone will benefit from your PR. So, Research the audience and understand who you are addressing before you prepare the press release. For example, your target audience in the C-Suite of the technology industry then crafts your release that concerns about to come up in the course of their day-to-day business.
    * Include a Quote: It helps your audience appeal and branding yourself as a thought leader. So, include the quotes that are relevant and explaining the impact your announcement in the industry.
    * Include the CTA: The goal of the CTA is to engage readers and motivate them to act. So, include the CTA which are appropriate to their action in positive language.
    * Optimize for SEO: Search engine is an integral part of crafting the perfect PR. So, choose the long tail keyword contains your industry and demography like India's Business Software Services, Newyork's financial software services etc.,
    * Include the Graphic Elements and Social Sharing Links; Graphics, bullets, charts, video will help you to engage more people in your story. Plus, the releases with images receive more views than text-only releases. Make it easy to share your PR by including the sharing buttons or links at the bottom of the PR. The Pitchengine helps you to distribute your PR on social media.
      In the end, Proofread your release at several times and remember that the release and distribution service should be very keen on the grammar rules. Consult an editor or Associate Press Stylebook(APS) for the current rulebook before releasing to the press.   
4. The Thought Leadership Opportunities:  The simple way of getting the TL opportunities are,
   1. Start with Your Positioning: 
   * The distinct value your company provides that intersect with your customer needs
   * Bring the simplicity and security to the chaos of mobility
   2. Follow with their priorities
    * What problem does your customer need to solve, why and what caused the problem.
    * Enable remote access to applications with colleagues and increase the mobile workforce.




Saturday, 30 June 2018

The Top Secrets in B2B Lead Generation Strategy

   


        B2B lead generation is the right combination of an offer, CTA, and landing pages to access and nurture your audience. Lead generation requires the certain amount of time, effort, and money. But, with the proper tools and knowledge, you can speed up the process and makes the life lot easier. A key part of the process is having the right CTA that draws your audience to your offer.
         According to the research,  B2B businesses using the landing pages to generate new sales lead for future conversion. B2B content strategy drives your site moving the leads toward the designated goal. If you don't have many leads, there is a disconnect somewhere in your content. So, discover how to create content that effectively captures leads and drives them down your sales funnel. Companies using content marketing in the marketing strategy saw a conversion rate six times higher than the competitors. A well-considered content marketing strategy and well crafted and high-quality content is the root of success for many B2B companies.
Craft Content that Wins:  Before you begin to write any of your content you want to review, what you are already sharing to get a sense of what your audience finds are important. The goal is to get the attention. So, you need to focus on two key areas: keywords and virality. When the customer performs searches, they are looking for a solution to their problem. Make sure that you know what problems are and demonstrate that you have the answers. There are 3 types of contents available when creating the content for your business apart from the original content. Those are
     * Curated Content: You and your audience will benefit when you curate content because it allows you to,
     - Demonstrate your ability to analyze and add value to the content topics
     - Organize the information to make it easier to understand
     - Provide a viewpoint on an old idea to make it usable
     - Inspire trust in you as a thought leader
     - Create content that supplements your original content that provides quality and quantity
The key to curating the article is to be able to quickly find the content that will be most valuable to the audience.
    * Repurpose the Content: When you repurpose the other people's content, you can change the format, update the material or both, Repurposing helps you,
      - Spread the idea: to extend the reach of ideas by giving new audiences the chance to see it
      - Provide a variety of Formats: You can increase the reach of the content
      - Makes cost-effective: By repurposing the other peoples content, you can save the cost of original research.
    * Social Curation of content: An another popular way to create content is to share links from other relevant sources of news on social platforms. This type of content is popular because your audience cannot spend all time searching sites such as twitter or facebook. You can use the tools feedly(www.feedly.com) and buffer(www.buffer.com) to find interesting social content to curate.
     Keep in mind the following things when Crafting the Content for your audience,
1. Build Buyer Persona: To get a concrete idea of your audience, you need to answer these questions,
    * What is your audience pain points?
    * What does your audience want to learn up to their performance or their company?
    * What sites and social network does your audience frequently find your content?
    * What kind of content liked and shared?
    * What will their needs at each stage of the funnel?
Once you know your target audience, it is easier to create content. Also, you will discover that your audience will segment into particular sector based on your answer to the questions.
 2. Tell Stories that Build Value: Approach each piece of the content with dedicated content strategy. What do you want the content to do? Will you help someone to start out? How can your content educate someone to take the next step and become a lead? Answering those question will guide you on what type of content to create? Collaborate with influencers. They will ease the journey from passive to engaged lead.
3. Pay Careful attention to your Brand:  Your Brand needs authority, credibility, and personality. Prospects won't stick around and become leads unless they feel an attachment to your company. So, you need a content marketing strategy that focuses on specific topics and issues your audience will care about.
4. Demonstrate Value: Use the factual information to prove the value of your product or service. How many people have used your product or service? Are sales doubling? Use the answer to those questions as proof points? What other number and facts can you use to enhance your credibility?

Here are the best ways to generate the qualified leads with content marketing,
1, Offer Lead Magnets with Facebook Ads:  Facebook provides you with a huge audience that is available to see your message 24 hrs a day. It is very easy to use platform that helps you target your audience in a deep and rich way. By targeting and paying for Facebook traffic, you can amplify your message well beyond the organic sharing. You need to be strategic and look at the posts that are getting more engagement.  Facebook allows you to choose different aspects of your audience including,
        * Demographics - choose the location, age, and gender
        * Interests - You can choose to target the people who use services or tools that relate to your industry
  For ex, If you sell the website design, you might find people who are in the process of starting the business. So, you would target the people who are the business owners, entrepreneurs, executives etc.,
        The lead magnet is the valuable piece of content related to your target audience. Whatever content you chose, it must be valuable enough for them to give you their information., You must make your leads to easiest step possible and sign up for the email list. This way you can build a strong relationship outside of the platform. Facebook's advanced technology has made targeting qualified leads much easier.
2. Insert content upgrades: Content upgrade is the less intense lead magnet and it is proven way to double email opt-in rates. A visitor who is consuming your content will be nicely interrupted by a box offering the more valuable information. To get the most leads, your upgrade should be relevant to the content you're discussing. Embed the lead boxes repeatedly into your content page. Wishpond's conversion rates are recorded 1,650% conversion increase from their usual blogging strategy.
3. Guest blogging; A guest post is a post that has been written and accepted for publication to a popular blog. It exposes that writer to people who might not be aware of the company's brand. Write for a guest blog in their niche or industry. It is very effective because you're collaborating with sites that have succeeded in capturing your target audience attention. Follow these steps to capture the leads through guest blogs,
  * Research popular blogs or podcasts in your target leads niche
  * Brainstorm evergreen ideas that will benefit from your audience
  * Create a lead magnet connected to your email marketing service
To build a great lead magnet, it has to be highly relevant to the content of the guest post and the overall theme of your target blog. It can help you in several areas,
     - Company Brand Awareness:  It can help the new audience find your brand
     - Personal Thought Leader status: It can demonstrate your knowledge and expertise as well as serve as a sample your writing skills.
     - Product and Service Exposure: It drives the sales of product or service that is discovered when readers go to your site after reading your post.
     - Link building: You are building the links to other popular sites.
     - Social Proof: It demonstrates that another blogger deems your content worthy of a posting on his or her site.
     - Traffic: New readers visit your site and spend time on it
     - Sharability: It has the great potential for having your content shared on a social platform
4. Long Tail SEO: People who search on google are intently seeking for your content. But to convert the qualified leads, you must be selective with keyword choice. The more specific keyword is better. It is important to rank for long tail keywords that your target leads are searching for and you need to satisfy their search with relevant and thoughtful content. When visitor realizes that you have what they are looking for, they become more likely join your email list.
5. Publish high-quality content on LinkedIn: LinkedIn is the #1 social media network for the B2B lead generation conversion. To grow your business brand on linkedIn, you need to develop and publish high-quality content that your audience or connections desire. Just make sure every article you publish on LinkedIn is the best content. With LinkedIn, you have the opportunity to build authority among your fellow peers.

And, These CTA best practices help you optimize your lead generation,
 1. Be clear and to the Point CTA:  When you promote an offer, avoid the tricks and be crystal clear and specific about what you are offering. And your CTA should convey a compelling benefit of receiving your order. The Download Now or Get a Free Trial does a good job in a specific offering of your business.
2. Design a CTA should stand out: Your goal should be to have as many sets of eyes on that CTA as possible. Use the contrasting colors and images that the CTA light up and you can use that knowledge to create the feelings and emotions you want in your audience.
3. Make your CTA clickable: Design and style icon to entice someone to click. Consider a 3-D appearance, motion graphic or color change when a visitor scrolls over them, or simply shape your CTA to distinguish them from other content. All it makes your audience to click.
4. Link your CTA to the specific landing page: A call to action creates the opportunity to send an interested audience member to a page that will convert them into a lead. Your landing page has one main focus - to capture leads. So, remove all the links and information that could distract people from your offer. You should have one clear-cut page with one purpose: your offer.
5. Use the Thank you Page and Emails: When a person completes the form on your website, they are typically redirected to thank you page. Your B2B customers gave the contact information indicating that they are truly interested in your offer. Use your Thank you channels to promote your offer and related content.





Friday, 15 June 2018

The Best SaaS Growth Hacking Strategies You Must Try



           The fastest growing SaaS companies put the customer needs first. They listen to their customer's needs and understand their goals, behavior, and challenges. Effective growth requires a framework for extracting customer insights. There are two sides of smart growth framework,
     * Lean Strategic Planning: It is the process of regularly reviewing the performance against goals, extracting insights from the customer, continually updating the buyer persona & customer profiles, then developing new growth strategy ideas on the back of customer understanding.
     * Agile Execution: It is the process of prioritizing growth strategies in the backlog, developing new hypotheses, executing small-scale tests, analyzing performance, scaling up success and documenting lessons learned from failures on an ongoing basis.
         The highest performing SaaS companies growing at rapid pace. These companies are growing at an average pace as 56% per year, there initial public offering(IPO) has been doubled over the last 12 years, and the industry as a whole grow to $78 billion per year sector. This type of growth hacking has allowed creative founders, developers, marketers through the sheer virtue of experimentation - trying any and all tools, techniques, and strategies at their disposal to grow their businesses. The unique, inventive, cost-effective ideas with the goal of providing all the information that you can use to grow your own SaaS business.
The Key Metrics to Measure and analyze are,
  1. Customer Churn: As SaaS businesses are based on annual subscriptions, maintaining your existing customer is equally important than acquiring a new one. Churn help you better understand the retention by specific insight on activity across specific date or time periods.
  2. Revenue Churn: If subscription price is variable depending on the number of seats or users a customer pays for, the customer churn rate is vastly different than the churn rate if some customers generate more revenue than others.
 3. Customer Life Time Value(CLV): It is the average amount of money that your customers pay during their engagement with your company. This metric provides businesses with an accurate portrayal of their growth in 3 steps.
      * Find your customer lifetime rate by dividing the number 1 by your customer churn rate. For ex, if your monthly churn rate is 1%, your customer lifetime rate would be 100(1/0.01=100)
      * Find your average revenue per account(ARPA)  by dividing a total revenue by the total number of customer. If your revenue was $100,000 divide it by 100 customers and your ARPA would be $1000 ($100,000 /100 = $1000)
      * Finally, find your CLV by customer lifetime rate with ARPA. Here $100,000 ($1000 * $100 = $100,000)
 4. Customer Acquisition Cost: It shows exactly how much it costs to acquire a new customer and how much value they bring to your business. To calculate CAC, divide your total sales and marketing spend by a total number of new customer you add during given time, For ex, if you spend $100,000 over a month, and you added 100 new customers, your CAC would be $1000.
 5. Customer Engagement Score: It can provide you with how engaged your customer is - how often they are logging in, What they are using your software for, and other contributing metrics that indicate the likelihood they will or will not churn.
 6. Leads by Lifecycle Stage: A basic lead is a prospect who's starting to do his or her research exactly where they are in the buying process.
   Marketing Qualified Lead: A prospect who has takes additional research steps, such as downloading ebooks and returning to your website.
  Sales Qualified Lead: A prospect who has moved beyond the initial research phase is most likely evaluating vendors, and worth a sales follow up.
     Having a firm grasp on your lead qualification definition(MQL. SQL) will help identify and where leads getting stuck in the funnel.
7. Lead to Customer Rate: It shows you how well you are generating sales-ready leads and improving over time. It outlines, how many leads turn into paying customer. It is easy to calculate. Take your total number of customer for any given month, divide it by a total number of leads, and multiply that number by 100. For ex, 5 customers in a month with 500 leads would result in 1% lead-to-customer rate.

The 4 crucial components of growth hacking are,
      * Attracting New Visitors
      * Converting them to Identifiable Leads
      * Closing Sales and
      * Delighting your User

                                Attract New Visitors 
1. Create Viral Sign up Process: Customer acquisition doesn't have to happen one user at a time. Think about how you can leverage one user or subscriber, and double or triple the impact. Most sign up forms requires user information like name and email address. But, you can experiment with viral sign up forms and ask your new signees to share the signup form with a couple of friends. There is good chance you'll see big net gain signups when adding the social media integration and asking for 2-3 shares.
2. Targeted Press Release: Publishing your post on TechCrunch or Venture Beat could have a huge impact on your growth. Be smart enough your outreach, and stand a chance of success,
    * Write a short and sweet PR
    * Focus on the story of your brand
    * Personally reach out to a small number of relevant journalists
3. Build an Influencer List: If you want to grow your audience quickly, network with people of the established audience. Create a list of influential people in your industry, and start engaging with their content, commenting on their ideas, and when you have established a rapport, share your own content with them.
    Remember your influencer has,
      * an audience that matches your buyer persona,
      * to benefit from your content
    When you have a blog post, ebook, infographic or free trial to promote, send each person on your list a tailor-made email. You need an intriguing subject line to stand out from the crowded inbox, from there make your email concise, demonstrate your knowledge of the influencer and explain why your product/offer/resource relevant to their audience.
4. Leverage Q&A sites: Question and Answer sites lets you engage with potential customers in the discussion, and discover what they want from your product. It lets you raise awareness for your product and drive targeted traffic back to your site.
Here are a few of particular importance,
     * Quora is the powerful tool for improving the SEO
     * Inbound.org is the HubSpot's inbound marketing platform
     * Growthhackers is Q&A site dedicated entirely to the noble art of growth hacking
     * Stackoverflow is world renowned Q&A site for the developer.
5. The Skyscraper Technique: Link building is an important part of optimizing your website for search engines. This technique is amazingly as simple as,
    * Find a piece of content in another website relevant to yours which has been shared and linked to a lot
   * Publish a piece of content to your own website that is much better(longer, more detailed, better presented)
   * Reach out to all the people that linked to and shared that content, telling them about the piece of content.

                     Convert to Identifiable Leads
6, Exit Intent Popup: If some of your pages suffer from a big bounce rate (a higher number of people exiting from the page), enlist the help of exit intent popup. When the user clicks the back button, hit them with a message promoting free guide or resource. If it got the broad appeal, there is a chance they might just engage with it, and give you the email address.
7. Retargeting: It is the relatively new form of advertising that makes people show ads to people who have performed a specific action on your website. The key thing to bear in mind when considering retargeting campaign is "Do we have an easily understood value proposition?" If the answer is yes, the retargeting will work well in the given time. It is also classified as,
      * Email retargeting
      * Social Email retargeting
8. The Illusion of Truth Effect: The simple way to reinforce a message is to repeat it. The more we find exposed ourselves to a message, the more familiar it becomes. It is called an illusion of truth - Where we find ourselves more likely to trust and believe through sheer virtue of its familiarity. It is really useful in all manner of marketing context - allowing your business to reinforce its value proposition and those of free resources and downloads, by simply repeating a core message.
9. Micro Conversion: Free Trails, Signups, and sales are the crucial conversions and heart of the businesses. It also requires the biggest commitment and the greatest level of trust. You can also earn the trust from gradual stages - driving visitors towards a major conversion with a series of smaller micro-conversion. Instead of diving the user to the sales offer, start by encouraging the user to signup to your mailing list, or download a free guide. Make their experience rewarding and beneficial as much as possible.
10. Sales Funnel sensitive Landing Pages: Visitors will come to your website at all manner of different channels and looking for all different types of information. In order to maximize the chance of  securing a conversion, you need to tailor your offers to their individual needs and create multiple landing pages
   So, Your landing page should consider,
        * Buyer persona: what their basic needs and pain?
        * Channel: where did visitor come from?
        * Sales Funnel Stage:  Are they looking to buy or in need of some basic information?
        * Past Engagement: Have they downloaded other offers before?

                                    Close the Sales
11. Anchored Pricing: Our attitude towards prices can be influenced by myriad different factors - most notable being the context in which we engage with prices. For ex, $100 shirt seems to be expensive compared to a $50 shirt, but place the same shirt next to $2000 suit, and suddenly, it doesn't seem to be costly. You can easily leverage this by opening the pricing page with the most expensive option. Making all other packages seem more affordable in comparison, and driving up the average spend.
   By introducing useless price points into your pricing structure, it is possible to frame your highest price points in a more desirable way. This SaaS pricing of Product can easily incorporate into your own pricing.
12. Setup Automate Email WorkFlow: Once you have a lead in your contact database, it is important to focus on moving them through the buying process. An excellent way to do this is with the automated email workflows. Before you create an automated workflow, what is the goal of the workflow? how will this workflow move the lead further through the buying process?

                             Delight your User
  13. Send Behaviour Based Email: Behaviour based emails are great SaaS growth hack that can help you retain more revenue and customer, and its pretty simple. First, you need to setup with a piece of software like Intercom or Autosend. These pieces of software track how users are using your application, and give you the ability to send out custom message based on the behavior. 
For ex, You could send email to someone who hasn't logged in after a month, ask him if they need a help. For someone using the software frequently and taking lot of manual steps, you might email them to let him know there's a premium feature that could reduce their time spent in the software and help them to get work done faster if they upgraded.
14. Track your user's Success Milestone: A success milestone is any form of success between your business and user. By tracking these milestones, you can engage with users when they are most grateful to your brand and help reinforce positive relationship. You prove that you care about the success of individual users, and you take the time to recognize their success.
         To understand how you are doing as a company, and how you can improve and grow, you need to understand how well your customer is doing with your service. The best startups are those with the best understanding of their customer's journey, their goals and their success indicator. There are some indicators of customer success that are universal. Here the things to track and measure the churn,
  1. The frequency of login:  It is better that customer more regularly login to your website/ product. But, how regularly your customer will login to your tool depends on what your tool is.
  2. Product Utilization: It is the good indication of the value of your customer is getting from your service. Are they using all the feature or only small percentage of tool's full functionality? The more feature they are using, the more they are integrating into the workday.
  3. Support Engagement: This is the good indicator of customer health. Are they submitting lots of support tickets, viewing your website FAQ or engaging support services? Some engagements are a positive sign. But, the continual request could be a sign that they aren't achieving their goals with your service, and are at risk of churning.
    


Thursday, 31 May 2018

The Definitive Playbook for the Best Customer Experience by SaaS Companies



          Healthy SaaS businesses show a consistent ability to upsell the product to their customers every year.  The cohort analysis which divides the customer base or the dollar net retention both measures the fantastic understanding the health of your business. The health of any SaaS company is directly tied to its churn rate - the percentage of customers who cancel the product or service after a certain period of time. When your software isn't providing enough value, customers take their business elsewhere. When the churn rate is high, your business is at risk. The customers churn because of poor service that could have been entirely prevented. The potential indicators of the need to transform customer experience include,
    * Customer retention efforts that aren't working
    * Difficulty of cross-selling and upselling to existing customers
    * Declining Customer Life Time Value (CLV)
    * Low or declining Customer Satisfaction Score or NPS
    * Low Employee Engagement
    * Thread of new entrants that disrupt the established industry
   Transforming customer experience requires a strategy  - a vision for what the organization wants the experience to be and a plan to make it happen. The lack of clear strategy is the biggest obstacle to customer success. Customers leaving your business can crush your revenue. The four most common causes of customer churn are,
   Bad Customer Service: If you don't prioritize support and work to deliver excellent service to your customers, then it is only going to cost you money and customers. The study found that almost 9 in 10 customers have abandoned the business because of poor customer experience. The bad customer service can be a huge loss for your business and the great customer service can be a huge win. The customers are willing to pay for better customer experience.
   Bad Onboarding: Two of the most important milestone in the life of the customer are,
       * The moment they sign up for your product, and
       * The moment they sign up to achieve their first success with your product
 A disproportionate amount of your customer churn will take place between (1) and (2) which can crush your retention rate. It is your job to make that transition as fast and smooth as possible for your customer, and that is where great onboarding comes in.
  Lack of On-going Customer Success: While onboarding gets your customer initial success, your job isn't done there. The changing need, confusion about new features and product updates, extended absence from the product and competitor marketing could leave your customers away. If your customers stop hearing from you, and you stop helping them get value from your product throughout their entire lifecycle, then you risk making that lifecycle much shorter.
  Natural Causes: Not only the customer abandons you because you failed. There are some other reasons like,
       Sometimes,  customer go out of business
       Sometimes, operational or staff changes lead to vendor changes
       Sometimes, they simply outgrow your product or service
  These may happen in all the businesses. So, Here are the things to do to reduce the churn,
1. Point out the red flag metrics so that to catch the natural churn before it happens
2. Do constant customer development to help you understand the customer changing needs and goals so that to shift your strategy to address them
3. Conduct customer exit surveys to get an idea of exactly why natural churn is occurring and anything you can do to prevent it
4. Learn how to get more survey responses to get to know your customers better
        High touch Saas companies that experience a lot of churns or non-renewal aside from misleading sales practices, the main culprit is the customer onboarding process. Regardless of whether it's a high touch or low touch scenario, 100% of the time, the problem is that the SaaS vendor either doesn't know what the customer wants or the prospect's desired outcome is.
Definition of On-boarded Customer:  Even though, there is no universal definition of onboarding, prefer to consider a customer "on boarded" as one of the following potential states,
    1.  They have achieved the initial success with their product ( consider the First value delivered -FVD)
    2. They haven't gotten actual value yet, but for the first time outside of your sales and marketing, they see the real value potential in this relationship with you. The proverbial "Aha" moment everyone speaks of.
        So, What initial success does my customer need to achieve when all parties understand that the breadth and depth of use will continue to evolve and expand over their lifetime as a customer? that's is the important question to keep the top of mind as you go through his process.
Successful On-Boarding:  Successful onboarding does not revolve around your company goals. Instead, it focuses on meeting the company's goals. It is all about communicating value early on. SaaS companies have short amount time to show their customer how to get most out their product. In-app messaging is the great tool for SaaS startups to communicate value to their customers, specifically pointing out the most valuable features. It can be used to deliver the message at strategic times like "did you know about this feature?
      SaaS companies need to monitor closely how on-boarding is going? If customers aren't using certain features because of they don't know about the product or they don't understand how to use them, these customers need to be targeted. 70% of the churn could be avoided if businesses solved the customer problem during the first interactions. Another important part of onboarding is to gain feedback. SaaS companies have to remember that communicating their value doesn't end with onboarding. It is a continual process. Here are the things to keep in mind for the best customer experience,
 1. Attract the Right Prospects to Signup:  When it comes to conversions, making the signup process as seamless as possible is typically given. Make it mandatory to include business email, name and phone number. This can go long way to ensure that you are attracting the qualified prospects from the get-go.
 2. Keep the Engagement Level High for SaaS Customer: It provides the strong foundation for lowering the churn rate over time. Engagement means SaaS customers finding value from your product. It is important to conduct a bi-annual survey to your customer. Talk to your customer support team and get their feedback. Adding integration also provides more value for your product. Consider sending the customer summary email that tells how your business has benefited them. It serves as the direct reminder of the customer benefiting from your service.
 3. Monitor the Usage: A lack of usage is the leading predictors of future cancellations, so users must monitor closely.  SaaS companies need to be proactive and reach out customers directly whether in the form of an automated email or even phone call.
 4. Improve the Software's Most Important Features Continually: SaaS companies eventually find that customers will not use your product in a way that you anticipated.  You will come to learn that some features you didn't think were important. So, it is necessary to get feedback from your customer so that you can continue to refine and improve your software's most important features.
 5. See-Think-DO-Care Framework: Customer are classified by journey stages were based on the way users engage with the company website. Those are,
    See Stage: In this stage, users are absolutely new to the website.  They are not showing any commercial intent but might respond to an engaging message
    Primary Goal:   Brand Awareness
    Target Metrics:  Incoming Traffic, Conversion to Registrations, Cost-per-lead, Visit-per-depth, bounce rate and traffic acquisition cost
    Think Stage: In think stage, user visited the website but left without registering. These users are ready to buy but at the moment they are looking around and choosing between several products.
     Primary Goal: Showing Positive/Bright Side of the product
    Target Metrics: Conversion to Registration, Cost per lead
   Do Stage: In do stage, users are registered on the website.  At this stage, prospects are within an inch of purchasing. To make the last step, they need a unique product and favorable purchase conditions.
     Primary Goal: Purchase
     Target Metrics: conversion to first payments, Customer Acquisition Cost, conversion to paid users
  Care Stage:   In this stage, customers become paid users. Loyal customers are the most valuable asset of any company and their motivation should be properly maintained.
   Primary Goal: Retention and upsell
   Target Metrics: Retention Rate, Number of account upgrades
  Overlapping the Customer Journey stages and buyer personas profiles give you the following matrix


 6. User Engagement Strategies for SaaS Product:   SaaS businesses must aim to educate and entertain their users to boost satisfaction and retention. Customers are the lifeblood of your business. To retain your users, experiment with different engagement strategies to improve retention.
  Send Triggered Messaging: Communication plays important role in customer relationships. So, email to customer welcome messages, product updates and occasional thank you note. Triggered messaging takes advantage of customer behavior to automatically deliver a personalized experience.
  Engage with In-app chat: It is an effective tool to provide one-to-one help to your customer. You will learn what features users find difficult, and you can ask users specific questions about their engagement. Some in-app platforms offer the capability to segment the users. You could identify key behaviors hindering customers from achieving full product adoption.
 Grab the Attention with Tutorials: After customer make a purchase, it is important to provide continuing education. An informed customer is more likely to find success with the product, as a result increasing your return rate. Blogs, ebooks, and guides are the most common form of educational tools used by businesses. It is a cost-effective tool and gets the job done.


  

Tuesday, 15 May 2018

How to Optimize SaaS Product and Service Page for Customer Success?



      Successful SaaS businesses figured out how to quickly establish themselves as an authority through effective digital marketing techniques including the utilization of content marketing and the best SEO software for startups. Brands that are able to introduce their product and educate the audience first are the ones who rise to the top, while the rest slowly fizzles out. Build a rich educational content around the core aspects of your product, and most importantly, show how it delivers value to prospective users.
Illustrate Knowledge of your industry:  Create valuable content that answers your customer needs. SaaS startup needs to emphasize why they are an authority in the industry. The great way to showcase brand's value is to illustrate the brand's knowledge in their field. Blogging improves your website's relevancy for improved rankings and will educate your audience that helps your readers to customers. Let the journalist in your industry know about your SaaS product and if it offers an unique value, people should know about it.
Co-ordinate Low touch, High-velocity Sales, and High touch, Lower velocity Sales: Customer retention starts with on-boarding. Understanding where customers encounter issues helps you improve the processes and allows you to resolve problems. Many SaaS companies have a variety of daily signups. It is crucial that sales and marketing are able to identify high potential leads to offer those leads best fit onboarding consultation and to deliver the right level of support during the on-boarding process.
General Tips and Myths for SaaS Success: 
1. Create Sales Presentation focused on customer Success: When you love the product you are selling, it is easy to fall in love with different features. Your customers want to know how your product can help them, not how many features it has. Share success stories from customers who have been able to achieve goals similar to your prospect's goals and it will increase your conversion rates. To successfully share the stories, follow the situation, solution, success formula
     - Tell a story about a satisfied client using the client own words to illustrate the situation. Imagine one of your client asking for help; how would you articulate their challenge or problem
    - The solution can be delivered in your own words. For ex, This is what we did to help client X.
    - The success has to be in the client words. This is because only your client words can adequately express how wonderful your product/service/solution is.
2. Create your ideal customer profile for B2B SaaS Leads: An ideal customer profile is the description of an organization which gets significant value from using your product/service and provides significant value to your company. It is how to create an ideal customer profile to attract high-quality-sales-leads.
3. Give Product Demo that Sells:  Structuring successful demo is something you will get better with the experience. When you are demoing the feature, always give your prospects the big picture first. They should never watch your demo something and not know what the purpose of it is. So, here are the best ways to automate your sales pipeline management and achieve these things,
  - You give them the context of what it is you are about to show them and help them to understand how they will benefit from this.
 - You have engaged them by making them say something,
 - You've confirmed that the feature you will demonstrate is actually relevant to them, ensuring you make the best use of the time you have with your prospect.
    An effective demo as much an art as a science. You must have the competency and passion. As Maya Angeloy stated, "People will forget what you said,  People will forget what you did, but People will never forget how you made them feel". Make your prospect feel great about you and your product.
4. The product doesn't Sell itself: If you want to sell successfully, focus on creating a desire for your product and deliver the value.
Design Issues of SaaS Application: 
        There are four important aspects of your website design. Those are,
Layout: User Interface has a lot of things, how you put them together in a way that makes sense is what we called layout. With new trends, new user habits and multiple devices to consider, nailing good layout crucial to the usability of your app.
Product WorkFlow: It is what we get something to get done. How do I do it? The less time it takes the more UX points we win.
Visual design: It is not enough that products just work. It is important to look attractive too. If it is attractive, it will be used very frequently.
Forms: It is important for generating the leads from your website. Every UX designer needs to design the form that is easier to fill. We can't live without them.
     There is a product feature that brilliantly drives growth or there's a feature that's so on-point with the needs of the target user that buzz becomes inevitable. SaaS development pretty much goes hand in hand with agile methodology. Rapid iterations make constant opportunities, as there's always an upcoming development cycle to aim for with new feature that can change the game. Here are the best methods to develop the features in your SaaS product,
      1. By compiling the feedback and data identifies the features that will drive growth. By truly understanding your users want that eventually find useful and drive SaaS growth.
     2. From other product users, you can get a lot of incremental ideas and use the tool in your business or your customers, to validate that the product really solves what it's supposed to be. After implementing the product feature, make sure you have analytics in place to see if the feature really drives growth in your business.
    3. SaaS features that help user to perform a specific task easily and quickly. Ideally, this will be the task the user does regularly. It is often better to focus on small improvements than to chase new feature.
   4. Send them a survey including three to five of the features you are thinking about building. But, you haven't gotten around yet, it is a great way of validating something people actually want. This process works if you don't have ideas narrowed down.
   5. The best way to go SaaS product is by closely monitoring your users to understand the behavior and identify the gaps. Look your users who signed up in the last four weeks and identify where they get stuck and drop out or differs from what you expected. These gaps become the foundations for new feature ideas that lead to prototypes and validation.
   6. An excellent way to identify the growth driving features for your SaaS product is to reverse engineer your ultimate goal. Identify your desired KPI to measure your success and make sure it is realistic and achievable.
Designing a SaaS Product: It does not just require an idea for the SaaS Product on the Web. It requires a clear plan of how it will work and which features you will support. It also means a lot of UX planning from the wireframing to detailed mockups. Here are the best ideas to keep in mind during your build of a website,
 1. Above the Fold Value Proposition: Value proposition communicates what makes your business unique? What do you do better than everyone else? It is the one-sentence selling point to the visitor that sums up your entire product. In other words,
      What you do + Why you do it best = Value Proposition
FreshBooks described the Value Proposition as,


2. Call to Action: It tells the user to do some action. Most call to action in SaaS websites to tell the user to sign up. It asks for an email address, which leads to a free trial. Others ask users to login using facebook or twitter. You can also see that "Get Started" button. Do some testing and see what call to action message works best.
3. Product Pictures: It is important that your website has the pictures of your software so that your user can see each feature of the product along with its screenshots. Some people want to read about the features, while others will want to see them. But most people want both of them. So, write about the features that look with your software.
4. Easy to find Contact Information:  Typically, Contact Us information posted at either at the top or bottom of the website. Wherever you decide to post yours, make it visible and clear. Visitors should be able to find your telephone number quickly. If they cannot find contact us right away, they will simply leave your website. It is best to highlight your telephone number on the homepage. It increases conversion and sales.
5. Product Demo: Some visitors want to try your product right away without having to sign up for a free trial. Visitors want the ability to try out a product without having to go through the technical work. Generally, demos are best served when they are just a click away. Make it easy, clear and simple. For users who use your demo, try upselling them by having a small text box reminding that they can sign up for a free trial.
6. Free Trial Offer: Free trails are those who want to use their data and test your product with businesses. The trial period could be two to four weeks that don't require a credit card. Some company's offer their product for a month before they decide to continue the subscription. So, it is common for all Saas companies to offer a trial.


Monday, 30 April 2018

7 Best SaaS Tips & Ideas for your Business Growth and Retention



Definition of  Software-as-a-Service:  Cloud computing changing the way in which software is developed and delivered to customers. The data of users are stored on cloud servers and vendors are able to upgrade their product without the need of requiring the customer to upgrade software. When the custom-made software is developed, the core product is then sold to the customer. SaaS programs tend to be available on a subscription model. When working with SaaS providers, you will get technical support updates, as well as subscriptions which allows you to cancel at any time.
       SaaS companies success completely depends on acquiring and keeping users in your product. So, use your product to acquire, retain and grow your customer base. As the SaaS business model depends on personalized in-product customer experience. It requires a deep understanding and ability to influence user behaviors inside into your product. Also, it requires a product-led go-to-market strategy that guides marketing, sales, customer success and product teams to put customers in front.
       Digital transformations have bought all businesses online, the SaaS businesses are already digital and service based, they now need to prioritize the customer experience to succeed. Digital transformations make it possible for companies that experience and more efficiently and effectively engage users and customers in the product. Word of bad customer experience leads Software-as-a-service company on a downward spiral. But, meaningful and memorable customer experiences can rapidly lead to growth and market domination. For that reason, the growing number of SaaS companies offer self-service freemium products and free trials. So, the customer can explore, navigate and actually use the product. And that every department and process across the organization with the fuel needed to deliver personalized in-product customer experience.

Customer Acquisition Model: The subscription economy provides an immediate option to signup for a product freemium or free trial. Allowing prospects to try a product improves the buying experience and provide SaaS companies with relevant behavioral data that helps them personalize that experience.

Tips to Create successful SaaS Business in the Industry:
1. Follow KISS(Keep it Simple, Stupid): SaaS products are often self-served and need to be self-explanatory, simple, clean and highly intuitive. 
2. Offer Several Packages: The entry point of SaaS offering should be free, but limited in usage volume, functionality and/or time.
3. Define, Analyse & Control:  In their actions, SaaS users share invaluable information about their use of products and their needs and behavior. Data reveals what functionalities are popular or aren't being used and also helps to segment users and define packages. It is important to define a test(A/B testing) and monitor the effective improvement after making changes.
4. Be committed to Customer Success:  Professional services increase revenue and stickiness and reduce the churn rate. It increases deployment time and cost of sales and reduces the margin. The main goal of the SaaS company is to defend and grow its recurring revenue from existing customers. To achieve this, customer success team needs to continuously monitor their customer usage levels, send them product updates and satisfaction surveys and invite them to customer advisory board session among other things. The customer success team should be trained and capable of selling.
5. Monitor your Dashboard: SaaS companies continually should monitor the Key Performance Indicator(KPIs). The most important measurement are monthly recurring revenue, churn rate,  cash flow, customer acquisition cost ratio, customer lifetime value etc.,
6. Growth is King: For SaaS companies with typical gross margins of greater than 70 percent, valuation mainly depends on annual growth rate. The average SaaS company is growing at about 25 percent per year is generally valued at around four to five times its forward revenue. The clear message is: If you have the means to do it, you should invest heavily in growth.
7. Show a Path to Profitability:  Good SaaS companies must show a path to profitability - essentially prove the business model is fundamentally sound( per KPIs above) and that they plan to be profitable in the next one or two years or at least can do so while maintaining at or above average growth rate.

SaaS Marketing: SaaS marketing is a complicated process. The user learns about, signup for, and uses the product all in the same domain which gives us a lot of data about how they interact with our content and services. Identifying the key actions that need to be taken or key pages that need to be seen to get the most out of the program will help identify bottlenecks in usage. If you have determined the product-market fit, then you are ready to start marketing,

The SaaS Marketing Journey

Graphic originally from http://www.inturact.com.

 Organize the Buying Journey: When companies use customer lifecycle framework rather than product life cycle, they can reevaluate their own process to ensure that organizational goals are aligned with customer needs and expectations. These in-product behaviors deliver a relevant experience to each user, which helps acquire, retain and grow the customer base. 

Ideas to Try for your Business Growth and Retention: Every new idea for boosting the customer growth and retention should be feasible with the resources you have, it is not always strategic to pull them off core functions to work on the latest growth idea. There's still room for low cost, easy to implement techniques to improve the growth and retention of your SaaS Product.
1. Call the New Prospects When they Sign Up: If you are a B2B SaaS startup, you need to be calling all your free trial signups immediately. Every phone call is an opportunity for customer development.  Because that person went through your marketing funnel, you will get feedback on whether your website is performing well. The insights you learn from these calls can be turned directly into hypotheses for experiments to run on your SaaS onboarding funnel.
      Customer journey consists of online and offline interactions. Digital touchpoints can happen outside of a product or in-product. SaaS companies focus on customer journey and interactions outside of their product to free trials and signups that focus on in-product customer journeys.

2. Try Win-Back offer for expired Trials: When you launch your product, users may like your MVP product, but not pull the trigger on moving over to you. However, as you develop your product into a more fully featured solution, those initial prospects might be just ready to move over. So, SaaS providers send several emails to dormant trial accounts after a year, offer them another 30 days trail by highlighting what has changed in the meantime.
3. Sending the summary of "What has happened this week in your SaaS" via email - Many SaaS products works day in and day out on your behalf. Depending on what your application does, you can send out emails highlighting the number of issues closed, the number of conversation tracked or leads generated,
4. Retargeting Customer Trials with Customer Success Content: It is a powerful way to get your past clients get them come back to visit your website. Saas companies use retargeting to get back to their site so they can sign up. Alternatively, you can advertise customer success stories that highlight the type of value that people can expect to get from your product.
5. Offer an Onboarding Package: Depends on your SaaS, your customer may need your service before they get started. Offering the onboarding package like"done for you" to new customers can be a way to smooth the path to success. Each optimization results in more customers using your product, more word of mouth referrals, and higher lifetime value.
6. Build a sticky SaaS Product: SaaS should be a product that becomes part of someone's daily routine. Something they can't do as good or enjoyable a job without it. Something they need and love it. It's a kind of solution that includes a superior customer experience. Having a product that isn't sticky just means that you have a churn problem. Increase the stickiness by reducing the time to value. It is the velocity of the customer seeing the value of your product - how long does it take them to get to those ah-ha moments that make them see the benefit. So, it is important to think from a customer perspective.
7. Pricing Strategy for your Business: For the SaaS business, you have to figure out the best price for your service. Different types of SaaS businesses use several types of pricing strategies. If you are starting new SaaS business, the best approach is to explore different pricing strategies used by others so that to position your pricing model to better appeal to your target audience.
Types of SaaS Pricing:
  1. Clear & Transparent Pricing: Being completely transparent about your pricing and expenses can be a great way to stand out from the crowd.  
  2. Per User Pricing: Charging per user is another pricing strategy you can use. It is suitable for SaaS that promotes team-based services.
 3. Feature-Based Pricing Model: Offering different pricing plans with access to more advanced features is the most popular strategy used by SaaS businesses.
 4. Usage Based Pricing; It is a pay as you go pricing is a strategy used by many SaaS businesses in the email marketing industry.
    Choose the strategy that fits your business plan depending on the service or product that you offer. As a business, you need to evolve with technology and economy to sustain growth.

Sunday, 15 April 2018

What is called Result-Oriented B2B Content Marketing Strategy?



      B2B Organizations are extremely committed to content marketing. Agile content marketing is all about creating content smarter. The successful agile program is able to produce high-quality content that delivers results more effectively and efficiently. One thing is to create good content. Another thing is to use your content to sell your products and services. That's why it is important to have the strategy behind each of content you write. When you are creating the content for your website, focus on what's important, and ask yourself a few questions like,
       * What are you trying to accomplish?
       * What kind of content( specific to the industry/role) will help you to achieve the goal?
       * When are you going to publish the content?
           Once, you have the answers to these questions, create the mini-plan for your content marketing strategy. For example, if you want to reach out the executive to buy a new and contact for assistance. Start thinking of questions they may have right now, and prepare the content that answers those questions. Choose the right topic for your target lead gets understandable, edgy, trigger emotions that make a promise and easy solution for their problem. Here are the common reasons for B2B content marketing failures,
            * Lack of Refined Strategy
            * Bad Content Promotion
            * Inadequate SEO efforts
            * Expectations are Set too High
        Reach them out through email. Facebook, social media and PR or another way. Squeezecmm    helps you to get brand new, meaningful and deep insight into your content performance through content taxonomy. Make a list of ways to reach out your audience. Decide on what you want people to do once they read your content. Be sure to add the call to action at the end of your content.
    Content marketers have huge opportunity to guide prospects in their journey and ensure that their company is on the shortlist for the first conversation with sales. Executive buy-in for content marketers is cited in the content marketing institute.  To lead successful content marketing, you need stakeholders and executives to understand why are you doing and what are you doing. That's why you need to tie directly with business objectives and present in a language that resonates with your executives. Uncover the pain points in each area of the organization and figure out the ways in which content marketing can help sales, services, product management, finance and support services.
When it comes to B2B content marketing, thought leadership falls into 3 major categories,
     1. Product Thought Leadership: They are expert in How to's, Best practices and strategy about how a product or service can transform a business.
     2. Industry Thought Leadership: These people are expert in a fresh point of view on news, trends and the future of the market, offering ideas for new ways to achieve success.
    3. Organizational Thought Leadership: These people work in leading the company culture, talent development, and other internal advantages.
Measure the Success: 
      By tracking the results, you come to know exactly how people see and react your content. Based on the results, you can make appropriate changes and respond accordingly. The Net Promoter Score or NPS measures customer experience and predict business growth. This proven metric provides the core measurement of customer experience management programs around the world.
NPS Calculation: You can calculate the NPS using the answer to the key questions. Customers are asked to rate on the 11 point scale the likelihood of recommending the company or brand to a friend or colleague. On a scale of 0 to 10, how likely they recommend the company's product or service to a colleague or friend? Based on the rating, customers are classified as detractors, passives, and promoters.


DETRACTORS: They gave the score lower or equal to 6. They are not particularly interested in product or service. They won't purchase again from the company and potentially damage the company's reputation.

PASSIVES: They will give the score 7 to 8. They are somewhat satisfied with your product or service but easily switch to competitor's offering if given the opportunity. They won't spread any negative word of mouth, but they are not enthusiastic enough about your products or services to actually promote them.

PROMOTERS: They will give the score of 9 to 10. They love the company's products and services. They are enthusiastic and repeat buyers recommend the company's product and services to other buyers.

     Net Promoter Score provides a simple and straightforward metric that can be shared with front-line employees. The Net Promoter Score is helpful that can be used as a motivation for the employees to provide the best customer experience possible. Higher Net Promoter Scores tend to indicate a healthier business, While lower Net Promoter Scores indicate to dig deeper into potential customer satisfaction and loyalty issues.
Use of Net Promoter Score for Business:  The balance of detractors and promoters would indicate a company's potential for success. It costs much more money to win back a detractor as opposed to simply keeping promoters on board.

       NPS needs to be part of a broader ecosystem where the entire organization lives and breathes by it. Marketing, sales, operations and customer service should have the strong commitment to improve the customer experience and to get the cross functional-adoption of the program. The front employees need to able to act upon real-time feedback and insights from the customer to the rest of the company. The data needs to be analyzed periodically. It is important to dissect the data and figures out the root causes of its detractor's experiences or the factors of success that turned simple customers into promoters.
Things to Consider when developing the Agile Content Marketing strategy :
1, Company Goals: The starting point of agile strategy should be sitting down with the management, executives or department heads make sure the content team is aligned with the business goals. It may include increasing brand awareness, generate leads, or promoting the new product etc., It is important to understand the program objective and ensure they are working toward every asset produced.
2. Develop Agile Editorial Calendar: It must reflect an extensive industry knowledge and have a strong content strategy behind it. The content team should research and create a list of core keywords and queries based on the topics your target audience interested. Next, determine the keywords and topics will achieve program goals. Focus your efforts on the keywords and topics that have the most potential to drive the desired results. Prepare for development of in-depth assets like ebooks  or case studies into the topics around in industry related stories or company changes etc.,
3. Optimize the Content Generation Process: You need to ensure the efficient and effective content generation process in your organization at every time. There are 3 crucial elements,
      * Content  Ideation,
      * Content  Production &
      * Content Promotion process
    In Content Ideation, encourage everyone to contribute ideas. To perfect the production of good content ideas use these techniques in the content creation process such as Writing down the content ideas, content-creation-tactics, content-creation-tools etc., In the production process, you must know what makes the great piece of content. Attractive headline entices readers hook them in, and the body filled with actionable and engaging information. Tell your story in a compelling way to achieve the goals. Finally, In the production stage, establish a routine workflow of sharing the content and identify the best channels to promote the content.
4.  Analyze the Metrics: Metrics depends on the program goals. If you are writing content geared toward bringing quality organic traffic to the site, focus on the session, users, new users, time on site and bounce rate etc., If it is intended to acquire leads for the organization look at the metrics like CPC, CPL, Conversion rate and Lead quality etc., For the engagement, check out social shares and brand mentions etc.,
5. Pivot your Content Strategy: Validate your content that helps to make progress toward your program goals or alert you to the fact that the strategy isn't working. Interpret the performance metrics and pivot the strategy accordingly. Push back the topics in the evergreen editorial calendar to make room for timely pieces of content related to products or other company events.
6. Account Based Marketing(ABM): Account-Based Marketing helps to retain and grow customer bases for top executives. One of the inherent traits of an ABM strategy is the nurturing effect created by ongoing, personalized efforts dedicated to a selected group of current customers. Satisfied existing customers are prequalified and likely have entrenched systems or processes they're not quick to change as long as the needs and interest are met by the current provider. For B2B marketers, there are some resources required to maintain and grow the customer relationship than attracting and acquire a new one,

7. Customer Life Cycle Management: For Saas subscription company, the winning customer is the first step of the journey in Customer Lifetime Value. So, it is important to shift the focus from buying journey funnels into customer lifecycle management. Develop a clear customer engagement strategy that marketers extend the experience for engaged and converted customers on the front end to one that will grow the loyalty and satisfaction on the back end.  Answering these questions can help you determine the best engage your customers,
      * What do new customers need to implement and become proficient at using our solution?
      * What are the new roles/people you need to engage?
      * Are that achieve the desired outcome?
      * How can you get them more value?
      * How easy it to do business with you over time?
    Onboarding a customer is the critical stage for a new customer. Delivering the content, tools, resources generate excitement and anticipation for using your solutions. Marketers proactively work with new customers by helping them facilitate change and see the added value will help to increase retention. Interactive content and personalization are the best tactics used for keeping the customers for life.