Hack#1: Marketing Start at… Contacts

Hack#1: Marketing Start at… Contacts

 
 
 
 

Mrigank Tripathi

 
 
 
 

May 24, 2020

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Mrigank Tripathi

 
 
 
 

May 24, 2020

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On the 9th of May, SaaSBOOMi’s first Virtual session happened. It was a great feeling for all of us, but marked something special for me. I had been in the throes of helping build out PeopleStrong after they acquired my last venture — and it felt good to get fully reconnected with the SaaS world in India. When we started it as a weekend project — we ideated around what was needed, and I opted for helping put together a session on what were 5 tactical hacks that could be used by SaaS businesses of all sizes to get their marketing engine firing — especially since most dont have a lot of capital to support them!
So we went about looking for folks who could talk to the world and had some hacks that they could share quickly. 1 hour, 5 rapid fire sessions. All have to be meaningful. Tough, but not impossible.
I spoke with many people, and finally zeroed in on 5 stellar folks who together could revv up any engine:
  1. : Founder and CEO of Adyogi. He would be speaking about how to generate Contacts.
  2. : Head of Marketing at InterviewMocha. How to get your content marketing engine going!
  3. : Startup Partnerships and Growth at Freshworks. How to use Virtual events to help you nurture and grow.
  4. : CEO of AdPushup and a fellow volunteer at SaaSBOOMi. He helped us understand everything there was to understand about Retargeting.
  5. : Pipeline Marketing manager at Chargebee. To help us understand how to run Google Adwords smoothly and effectively.
In all honestly, the sequence was different, but now when I look back — I think this would be the right sequence to go through it. I thought it worth while to put up some of the decks & learnings from each of these steps. In this blog — I will be sharing what Anshuk spoke about at SaaSBOOMi #Growth about generating contacts.

Generating Contacts is a good way to
generate a consistent funnel:

 
 
 
If one thing stood out in this presentation, it was the fact that you can get to your target audience when they are not even searching, and then nurture them into potentials and clients. Its something that maybe 90% of us would not have thought of. We believe that everything comes from Google, and content gets us up the ranks thats that.
No.
page1
 
 
 
You can get a lot of connects if you know how.
page2
 
 
 
The important question is the one at the bottom of this slide: how can I generate 10K+ relevant contacts using Fb for my SaaS business? The operative work here is Contact. Not leads.
Why is that important? Because the number of people actively searching for the specific issue is much lesser than the total universe that might be feeling the pinch in some form or the other (and might not even know it).
page3

This approach helps you understand who might need you — today / tomorrow

 
 
 
Great. So now all you gotta do is this:
setup
 
 
 
It all starts with the Pixel. I think this should be a familiar enough concept to most — but eitherways, its just good to reaffirm that Fb is no different.
pixel setup
 
 
 
Now comes the intersting part, where a lot of us would be making mistakes. We treat Fb the same as Google. It doesnt work that way — because these guys have some possibility of getting interested in your product, but arent already, as they have not been on that journey. So Nurture. Dont sell.
focus
 
 
 
The other really great about Fb is that it allows you the ability to ‘curate’ your contact audience from your most successful audience. You can create Lookalikes
Pixel setup

One of the greatest hacks that Fb can provide

 
 
 
and finally — when you execute the campaign, use ‘Conversion’ as a metric and not ‘Clicks or Contacts’
configure
 
 
 
So hopefully now you understand why this specific hack is so important to SaaS companies? It helps you generate a much higher contact base that can be tracked, nurtured and brought closer to your product from much earlier in the game than someone clicking an ad on Google, landing on your page and bouncing off.
I loved this hack. The next steps are really about generating the type of content that can be used to nurture these Contacts into Leads. For that — Sai has already written it up here: Go check it out.
Next blog will be on Nivas’s Virtual events session & Ankit’s Retargeting session. Last one on Shri Mithran’s Google ads session. Do share your thoughts on this one..
 
 

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