In this year's SaaS Marketing Report we examined 22 different marketing programs that companies typically implement. We dove into great detail in regards to their implementation, cost, effectiveness and expectations for future investment. In this blog I would like to examine the top 10 and bottom 10 programs in terms of implementation by SaaS companies and ask the question: Do these results represent the results in your company? If not, why not?
The following is a summary of this research reports results. The percentage in parentheses is the % of companies that stated they implement this program in their marketing mix.
Top 10 Most Implemented Programs:
1) E-Mail Campaigns (60%+)
2) Trade Shows (60%+)
3) Search Engine Optimization (60%+)
4) Webinars (50%+)
5) E-Mail Newsletters (50%+)
6) PPC Campaings (50%+)
7) White Papers (50%+)
8) PR Programs (40%+)
9) Official Business Blog (40%+)
10) Trialware Software (40%+)
Bottom 10 Least Implemented Programs:
1) Micro-blogging (<1%)
2) Social Bookmarking (<5%)
3) Press Tours (<5%)
4) Podcasts (<10%)
5) Web-based Banners (<20%)
6) Marketing Oriented/Community Forums (<20%)
7) RSS Feeds (<30%)
8) Print Advertising (<30%)
9) Analyst Marketing (<35%)
10) Direct Mail (<35%)
* Results from Softletter 2009 SaaS Marketing Report
The key trend that jumps to our mind in looking at these results is that the traditional marketing programs of Print Advertisement, Direct Mail, and Analyst Marketing are in the bottom 10 and the top 10 are dominated by web-based marketing programs like E-mail, Web-Advertising, Webinars, White Papers and Trial Ware. The exception to this is Trade Shows which continue to be an expensive but necessary, and still effective, form of lead generation. In the SaaS market buyers are internet savvy and they typically use the internet as their primary vehicle to find and do due diligence about potential software solutions.
How do these results compare to your company? I would like to hear from you.