I got an opportunity to share my learnings with aspiring SaaS founders, fellow and aspiring SaaS marketers, and product folks. This is the deck I used for the workshop.

1. B2B SaaS Marketing

2. About us
Chirayu Akotiya
Head of Growth, Anaek
Ex-Head of Growth, MyOperator
Ashad Hassan
Head of Marketing, Xeno

3. Software as a Service
(SaaS)
SaaS Marketing

4. Topics that will be covered today
● Intro to Product Marketing
● How to make B2B Marketing more effective & personal?
● Key metrics every B2B marketer must measure
● Prioritising the metrics according to the stage of your startup
● Conducting marketing experiments & how to learn from them
● Marketing Secrets that led to the growth of Xeno, MyOperator & Anaek

5. What is Product Marketing?

6. PRODUCT
MARKETING
MARKETINGSALES
PRODUCT
MARKETINGSALES
PRODUCT
Product Marketing
5 years back Today

7. Without product marketing, your product won’t
achieve its maximum potential in the market.

8. ● Helps you understand your customers
● Allows you to target your buyer personas
● Teaches you about your competitors (products and marketing tactics)
● Ensures your company’s marketing, product, and sales teams are all on
the same page
● Helps you position the product in the market
● Boosts revenue and improves sales
Product marketing …

9. Responsibilities of a Product Marketing team?
• Sales Enablement
• GTM Strategies
• Lead Generation
• Product Launch Strategies
• Conversion Rate optimization

10. Ideal Team Composition

11. Acquisition
Marketing Team
Product
Marketing Manager
Engagement
Marketing Team
Retention
Marketing Team
Digital Marketers,
Content Marketers,
Graphic Designers
Analytics manager
(Product Analytics),
Onboarding team
Lifecycle marketing
manager

12. Metrics

15. Teams responsible for each stage
Acquisition Activation Revenue Retention Referral
● Marketing
● Sales
● Customer
Success
● Sales
● Marketing
● Product
● Sales
● Customer
Success
● Product
● Marketing
● Customer
Success
● Product
● marketing
● Marketing
● Customer
Success
● Product
Product Marketing spans across all 5 stages

16. Strategies for each stage
Acquisition Activation Revenue Retention Referral
● Paid advertising
● Content
Marketing
● Social Media
Marketing
● Cold Outreach
● Partner
Program
● In app
messages
● Triggered
Emails
● Drip Sequences
● User
Engagement
Tracking
● Product
tutorials
● Pricing
Strategies
● Free Trial
● Demos
● Sales
Enablement
● Loyalty Program
● Product
Updates
● Feature
Additions
● Customer
surveys
● How to
Resources
● Referral
Program
● Affiliate
Program
● Product Invite
Features

17. How MyOperator grew from $10k ARR to
$3.5mn ARR
• Marketing channels mix
• How did we prioritise experiments?
• Focus on customer success

18. Questions?

19. Thank You!
Connect with me on akotiya.chirayu@gmail.com.