Dan Martell - November 09, 2020


3 Cutting Edge SaaS Marketing Strategies That Work In 2021


Episode Stats

Length

10 minutes

Words per Minute

197.5698

Word Count

2,130

Sentence Count

137

Misogynist Sentences

1

Hate Speech Sentences

1


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

Transcript

Transcript generated with Whisper (turbo).
Misogyny classifications generated with MilaNLProc/bert-base-uncased-ear-misogyny .
Hate speech classifications generated with facebook/roberta-hate-speech-dynabench-r4-target .
00:00:00.000 Hey there, Dan Martell here,
00:00:01.100 serial entrepreneur, investor, and creator of SaaS Academy.
00:00:03.320 In this episode, I'm gonna share with you
00:00:04.960 three of my favorite new, not used,
00:00:09.060 powerful marketing strategies for you to kickstart the year.
00:00:13.300 And be sure to stay to the end where I'm gonna tell you
00:00:15.420 how to measure your activity and productivity
00:00:18.120 when it comes to marketing
00:00:19.400 so that you don't waste your time, energy,
00:00:21.240 and hold your team accountable.
00:00:23.160 Number one, let's get into it.
00:00:30.000 So I have the privilege of coaching hundreds of SaaS founders
00:00:40.400 to help them grow, scale, and achieve what I call the perfect exit.
00:00:44.700 Now, that doesn't mean selling your company.
00:00:46.060 It could mean hiring a CEO to run it.
00:00:47.660 But for most of my clients, it means a strategic acquisition or going public.
00:00:51.880 Now, one of the things that I support them on
00:00:54.300 is essentially introducing them to what is working in the market today.
00:00:58.840 And the reason why I have that visibility
00:01:01.660 into the most advanced marketing strategies out there
00:01:04.180 is because I coach so many clients
00:01:05.800 and many of them are literally
00:01:07.220 the world's best marketers out there.
00:01:10.080 They're the folks that have written the books,
00:01:11.480 they have these software products,
00:01:12.720 and just by coaching them,
00:01:14.160 I'm learning the top strategies and tactics
00:01:17.040 that's getting them the biggest result.
00:01:18.600 So what I wanna share with you
00:01:20.200 are the three most powerful marketing funnels,
00:01:24.360 tactics, strategies that you can implement
00:01:26.080 in your SaaS company today to get results.
00:01:29.700 Number one, challenge funnels.
00:01:31.900 So you may have seen people run ads for these,
00:01:35.400 but essentially it's a 20-day, 7-day, 14-day challenge
00:01:40.100 that helps your potential customers understand
00:01:44.460 what it is that you do in your product
00:01:46.580 or help them get better results
00:01:48.060 in the problem space that you solve.
00:01:50.620 So I have clients like ClickFunnels that's notorious.
00:01:52.780 I think they're adding 1,200 new customers a week
00:01:55.720 in their Challenge Funnel, the One Funnel Away Challenge.
00:01:58.320 If you wanna go to onefunnelaway.com, you'll see it there.
00:02:00.960 I've got other clients like Trevor at Carrot,
00:02:03.940 Kane at Coach Catalyst, Justin at TubeSift.
00:02:08.880 Probably since I've taught the Challenge Funnel
00:02:13.600 Builder Framework at my intensive in Atlanta,
00:02:17.180 many of them have deployed their Challenge Funnels
00:02:19.640 or are getting incredible results.
00:02:20.900 Here's why it's so powerful, okay?
00:02:22.920 So the idea is you wanna do a compressed amount of time,
00:02:25.720 teach your prospect to get an outcome. It's from point A to point B. The way I've heard it described
00:02:32.440 is, you know, if you're on this mound and you've got to go down the valley and cross it, there's
00:02:37.820 this body of water to get to the top of using your software, which is the result that they're
00:02:41.940 trying to achieve. Your challenge funnel should be the boat that helps them cross that pond of
00:02:47.940 water. Okay. So some of the challenge funnels out there is the one funnel away challenge I just
00:02:52.520 mentioned. It could be the customer retention challenge. It could be the first 10 customer
00:02:58.840 challenge. It could be the webinar challenge. So Omar at Webinar Ninja has challenges crushing for
00:03:05.200 them. And here's the reason why I love challenge funnels. Number one is it pays for your cost to
00:03:11.880 acquire a customer, at least the CPA side, the cost per acquisition. It funds your growth. Huge
00:03:18.280 incentive. Just that alone should be worth considering doing. The second one is it activates
00:03:23.900 and onboard your customers and kind of indoctrinates them into the way you think and what they need to
00:03:29.200 get ready to use your software in the biggest way. If you have an email marketing tool and they don't
00:03:33.820 have their email sequences written out, that would be a perfect challenge to support them. And you
00:03:39.660 can charge anywhere from $50 to $97. I have some clients that charge $200 for their funnel or their
00:03:45.260 challenge funnel. But the big idea is that whatever outcome you help them achieve, it gets
00:03:51.780 them ready to use your product. And then my favorite part is that it has built-in support
00:03:57.520 from the community and built-in community from just being part of this challenge funnel
00:04:01.980 that's going to increase the success rate of your new customers and improve your retention rate
00:04:08.180 because they're part of a tribe. They're part of a movement. They're part of something that's
00:04:12.520 exciting. People need deadlines. If you're going to lose weight, you need a deadline. You need a
00:04:17.020 challenge. You need a race. You need 30 days, 60 days, 90 days. I would argue that the shorter
00:04:22.320 your challenge funnel is, the better. But that is probably one of the most powerful ways that you can
00:04:27.100 not only get paid to run ads to acquire perfect fit customers that will eventually transition
00:04:33.640 in your software, because that's the last module in your funnel. It's essentially presenting them
00:04:37.780 the solution to go faster, to use your technology,
00:04:40.380 to be able to get better results.
00:04:42.600 So it'll help them ascend, it's called the value ladder.
00:04:45.340 We wanna get them into the challenge funnel
00:04:46.900 and then ascend them into your software
00:04:49.200 so they can get bigger and better results.
00:04:51.240 Number two, LinkedIn prospecting.
00:04:53.480 So this is something I taught my clients a few months ago.
00:04:55.800 The idea is leveraging LinkedIn to reach out
00:04:59.760 and connect with your perfect fit customers.
00:05:01.620 But this is the problem most people do
00:05:03.440 and you probably get a bunch of these messages on LinkedIn
00:05:05.480 They're just spammy, hey, I'd love to get on a call,
00:05:08.060 blah, blah, blah, blah, blah.
00:05:08.680 So I'm gonna walk you through the four-step process
00:05:11.860 that I taught my clients to make sure that you do it
00:05:13.960 in a way that doesn't come off as schemey,
00:05:16.460 doesn't make you feel like a used car salesman,
00:05:18.480 and is actually value add for your potential prospects.
00:05:22.340 So number one is you just wanna do a connection request.
00:05:24.480 If all you did on a daily basis
00:05:26.040 was to search for ideal prospects,
00:05:28.760 your perfect fit customers, those targets in your market,
00:05:31.140 and just connect requests.
00:05:32.440 You'd be surprised how many of them see who you are.
00:05:34.360 They go, oh, he's the founder of this software.
00:05:35.820 It's in my space.
00:05:36.740 I'm going to accept.
00:05:37.880 So you start with a connection request.
00:05:39.680 The second and the big idea that a lot of people miss
00:05:42.220 is create a industry group, okay?
00:05:44.740 So create a group on LinkedIn
00:05:46.080 and invite them to that group.
00:05:49.040 And the way to make the group really work
00:05:51.280 is to name it something that would be attractive to them.
00:05:54.760 Give it a name.
00:05:55.420 Sometimes it's like, you know, the role they're in.
00:05:58.920 So like maybe they're the director of purchasing.
00:06:01.380 So it'd be called the Director of Purchasing Alliance, right?
00:06:05.640 So that could be the name of your group,
00:06:07.100 but something that would come off as attractive,
00:06:09.840 that they would wanna be part of that.
00:06:11.260 If they felt like they joined this group,
00:06:13.200 they were gonna learn from other people that are like them.
00:06:15.560 Birds of a feather flock together.
00:06:16.880 People wanna be part of a tribe.
00:06:18.660 And the truth is you can just create it, invite them.
00:06:20.960 You can start with a dozen members.
00:06:22.100 You can get to 50 members.
00:06:22.860 Eventually you'll have a thousand prospects
00:06:25.700 supporting each other and you're the connector.
00:06:28.140 So that's the second they invite into a group.
00:06:29.840 Number three, I want you to give them a resource
00:06:32.060 that you actually think can be helpful,
00:06:33.420 like a quick download, like a free thing, no opt-in,
00:06:35.980 straight to the PDF, straight to the template,
00:06:38.600 straight to the resource, straight to the blueprint,
00:06:40.360 whatever it is, just give it to them as a value add.
00:06:43.480 Because then all of a sudden now you connected,
00:06:45.760 you invited them to a group
00:06:46.780 that's gonna improve their situation
00:06:48.120 and connect with other people like them.
00:06:50.040 You sent them a resource that you've created
00:06:51.580 that's really valuable.
00:06:52.780 And then the fourth message around that should be,
00:06:55.580 hey, do you need help with this?
00:06:57.680 Love to get on a quick call
00:06:58.640 to see if we can be helpful.
00:06:59.860 And you'd be surprised how much pipeline
00:07:01.560 that could generate for you.
00:07:03.880 So LinkedIn prospecting is here.
00:07:05.980 It's today.
00:07:06.960 Go try it out.
00:07:07.880 Number three, vanity marketing.
00:07:09.980 Okay, so I love the idea of vanity marketing.
00:07:12.780 And the way this works is essentially
00:07:14.160 using a marketing platform.
00:07:16.040 You can call it a podcast.
00:07:16.980 You can call it your blog.
00:07:17.760 You can call it a platform if you have an event.
00:07:20.200 And it's inviting your prospects
00:07:22.600 to actually be on the podcast.
00:07:25.060 Ooh, what a crazy idea.
00:07:26.700 Imagine this.
00:07:27.260 You create your kind of dream 100 customer list.
00:07:31.080 These are the people that if I had these as customers
00:07:33.300 that it would just create like a lighthouse,
00:07:35.740 like a beacon of light for everybody else to say,
00:07:38.640 hey, these people are using this software
00:07:40.240 so they must be credible.
00:07:41.340 It's gonna create super credibility.
00:07:43.460 And your ask of those potential clients
00:07:46.180 is to be invited to the podcast so you can interview them.
00:07:50.420 And it's industry specific, super nerdy inside.
00:07:53.760 Why?
00:07:54.000 Because if I'm the ops person of an e-commerce company,
00:07:57.080 I want to listen to a podcast of a person that interviews other operations people at the top
00:08:02.040 e-commerce companies. And typically what happens when you're doing those interviews is they're
00:08:06.920 going to ask, they're going to say, Hey, what is it? What does your software do anyways? How does
00:08:09.940 it work? Tell me about it. Super interesting. I'd love to learn more. And that is your in,
00:08:13.720 that is your opening to do a quick discovery, see if there's a needs assessment and then move
00:08:18.080 them forward. So the other part that I love about the vanity marketing strategy, if you're going to
00:08:22.220 do a video podcast or the easiest one's an audio podcast or even an email interview. I've done that
00:08:27.480 many times where I'll do an email list of questions. Here are the eight questions. They answer them and
00:08:31.920 I publish it as a blog post. You can also use it for your customers that are purple. So I've shared
00:08:38.200 this in the past in customer success. We have red, yellow, green, and purple customers. Purple
00:08:42.580 customers are referenceable customers. They're the ones that you want to bring on to your stages,
00:08:47.580 interview on your podcast to create case studies.
00:08:51.060 They're natural case studies that are created
00:08:52.860 by doing vanity marketing.
00:08:54.820 You're appealing to the person's vanity, their ego,
00:08:57.760 because a lot of these folks,
00:08:58.700 especially if you sell to like a very specific role
00:09:01.460 in a company, they're never asked to be on a podcast.
00:09:04.100 So your hit rate could be literally 85, 90%
00:09:06.580 of getting these people.
00:09:08.080 And if you wanted to go crazy,
00:09:09.200 like my buddy, John Lee Dumas,
00:09:10.520 you could go daily with your podcast
00:09:12.600 and do five prospects a week, seven prospects a week,
00:09:15.740 and really dial it up to blow this up.
00:09:18.540 It's also a really great way to extract case studies.
00:09:22.040 And one of my coaching clients,
00:09:23.380 David Crisello at Jetpack Workflow,
00:09:25.000 he actually transcribed the interviews
00:09:27.560 that they did on the podcast
00:09:28.480 and created a number one selling book on Amazon
00:09:31.640 for his niche of accountants.
00:09:34.020 So you can repurpose the content.
00:09:35.980 It is a powerful strategy.
00:09:37.780 Vanity marketing is just at the infancy
00:09:40.100 of the distribution of it.
00:09:42.640 And it's an idea for today, so go after it.
00:09:44.880 So three hot marketing strategies for this year
00:09:47.560 that you can implement today.
00:09:49.140 Number one, challenge funnel.
00:09:50.520 Number two, LinkedIn prospecting.
00:09:52.140 And number three, vanity marketing.
00:09:54.220 As I mentioned at the beginning of this episode,
00:09:55.560 I wanna share with you an exclusive resource
00:09:57.440 called the Precision Scorecard.
00:09:59.420 It's the exact same framework that I use
00:10:01.420 to coach my clients to help them get clarity,
00:10:03.740 accountability, and performance out of their team
00:10:06.700 by showing them how to measure your goals
00:10:08.780 on a quarterly, monthly, and weekly basis
00:10:10.860 to hold everybody accountable
00:10:12.860 in moving your marketing metrics forward.
00:10:15.160 So if you deploy any of these strategies,
00:10:16.940 you wanna click the link below
00:10:18.320 to download your copy of the Precision Scorecard.
00:10:20.600 That's got the template you can swipe and copy
00:10:22.260 to build out the funnel around these numbers
00:10:25.420 and the strategies so that you make sure
00:10:27.480 that they're moving those marketing metrics forward.
00:10:30.220 And if you liked this video,
00:10:31.000 be sure to smash the like button,
00:10:32.900 leave a comment and let me know
00:10:34.240 what was your biggest takeaway from this episode.
00:10:36.860 And as per usual, I wanna challenge you
00:10:38.640 to live a bigger life and a bigger business
00:10:40.600 and I'll see you next Monday.
00:10:42.860 I can edit it.
00:10:44.860 Yeah, you're going to have to edit it.