Automation SaaS-Your software-as-a-service (SaaS) company already uses automation, even if you call it something else. It’s nearly impossible to run any SaaS product without incorporating automation. As a marketer, understanding how your SaaS company can utilize automation to reach more customers in less time and with less effort is the key to reaching a new level of efficiency that will help you grow your business.
Prior to working at Fox and Guess, I was the head of growth for some of the San Francisco Bay Area’s up-and-coming SaaS startups. My role involved launching new products, growing the customer base, and increasing customer engagement and global brand awareness. By creating a scalable marketing automation machine, we were quickly able to get into the high seven figures.
Let’s start at the beginning: Marketing automation is simply a way to make manual processes automatic. The increased efficiency opens the doors for new processes. You can deliver personalized messages to your customers using any outreach platform you want, from social media and email to direct mail and push notifications.
When used correctly, marketing automation can help you reach a broader audience during the right time of the buying cycle so you end up with more conversions using fewer resources. So, how do you create a marketing automation process for your SaaS company?
Step 1: Determine the life cycle funnel for your product.
Your SaaS life cycle funnel refers to the process that your prospect takes when they convert to being a customer of your company. Understanding this framework for your customers is essential so you can have a better understanding of the different stages a customer encounters along their journey with your company.
There are various life cycle frameworks. Here are just a few examples:
• Acquisition, Activation, Retention, Referral, Revenue (AARRR).
• Awareness, Interest, Desire, Action (AIDA).
• Reach, Engage, Activate, Nurture (REAN).
You can also create your own, based on your product and how your customers interact with it. I recommend that you start defining the life cycle for your company by focusing on one primary buyer persona. Build a life cycle around that persona, from the customer’s first interaction with your company until they become a happy, converted customer.
Step 2: Define your metrics for every stage of the funnel.
Now that you have your funnel, you need to clearly define what metrics you’ll use to determine how effective your process is. Here are some examples to get you thinking for an AIDA life cycle (but don’t limit yourself to only these):
• New email subscribers.
• Unique website visitors.
• Referral traffic (use urchin traffic monitor codes — UTMs — to easily identify what sources people are using to find your website).
• Engagement on social platforms.