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CRO Confidential: What It Really Takes to Be Successful in Enterprise SaaS Sales with Christian Smith, CRO of Splunk

SaaStr

Splunk is a 20-year-old Enterprise software giant that has accomplished many things — a 2012 IPO, a $28B+ Cisco acquisition in 2023, and $3.7 Over the years, Splunk has expanded its offerings through acquisitions and product development. billion of ARR last year, with a market cap of $25.7

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Bad leads cost you money

Practical Advice on SaaS marketing

But does downloading a white paper or signing up for a webinar really count as an inquiry from a qualified prospect? White papers, newsletters, webinars can all be effective cultivation tools. It's really just a cost-effective way to stay on a prospect's radar screen. You should see what works best for your organization.)

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Winning SaaS customers requires patience

Practical Advice on SaaS marketing

Publishing an insightful white paper, a blog post, benchmark data, or some other valuable content reinforces your credibility and makes a positive impression. It's part of the customer acquisition costs that make the SaaS business model so challenging. A "one and done" approach won't work.

SaaS 113
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Don't hate your website

Practical Advice on SaaS marketing

But it’s really just one part of a comprehensive customer acquisition strategy. Email, webinars, and white papers might be part of these efforts that nudge people forward with their evaluation. Don’t blame the website To fix a broken customer acquisition process usually means more than just fixing the website.

AWS 100
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The 5 Marketing Channels of Great SaaS Companies

Tom Tunguz

Content marketing takes many forms: blogs, white papers, social media engagement, eBooks, videos and so on. Internet/mobile paid customer acquisition varies in effectiveness by the type of product. Given these costs, it’s often hard to back into a reasonable cost of customer acquisition from a dedicated event.

Scale 129
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Customer Operations - An Idea for Maximizing Efficient Growth in SaaS Companies

Tom Tunguz

They measure their performance and optimize customer acquisition to maximize return on investment. If you’d like to read more about RevOp theory, Radius published an excellent white paper on the topic. The creative marketing functions produce the fuel – the campaigns, the positioning, the art. But why stop there?

SaaS 120
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SaaS solutions for business are not an impulse buy

Practical Advice on SaaS marketing

If it requires several weeks or months to make a purchase decision, build a customer acquisition process that extends over several weeks or months. A gung-ho marketing team posts a compelling white paper on its web site. Dozens download the paper daily, providing their email address to do so. Good luck with that.

Business 100