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Using Market Signals to Sell to
High-Growth Companies
Dawn Poulos

VP, Marketing, Mattermark
Kurt Bilafer
Global VP, Sales...
Topics We Will Cover
• Your SaaS Business Isn’t Unique
• Why It Pays to Target More Strategically
• Leverage the Power of ...
Your SaaS Business Isn’t Unique
Your SaaS business isn’t unique.
(You have the same problems as other people do.)
YOUR SaaS BUSINESS ISN’T UNIQUE
Why it pays to target more effectively
WHY IT PAYS TO TARGET MORE EFFECTIVELY
H
igh growth companie
s
Cu
stomer look-alik
es
Customer
Up-sell
WHY IT PAYS TO TARGET MORE EFFECTIVELY
0%
10%
20%
30%
40%
<$2.5M $2.5-$5M $5-$10M $10-$15M $15-$25M $25-$40M >$40M
37%
25%...
Profitability More revenue per lead Shorter sales cycle
WHY IT PAYS TO TARGET MORE EFFECTIVELY
WHY IT PAYS TO TARGET MORE EFFECTIVELY
Jason Lemkin,
Saastr
“A great VP Sales will double or triple
the value of your lead...
Leverage the Power of Market Signals
Market signals Business growth
LEVERAGE THE POWER OF MARKET SIGNALS
A market signal can be an indicator of growth in a
business.
Employee growth Rounds raised
LEVERAGE THE POWER OF MARKET SI...
Smart sales and success teams see
signals as growth opportunities.
LEVERAGE THE POWER OF MARKET SIGNALS
WHY ICP+ MARKET SIGNALS
= SaaS GROWTH
WHY ICP+ MARKET SIGNALS = SaaS GROWTH
IdealCustomerProfile(ICP)
DEMOGRAPHICS
ROLE
PAIN POINT
GROWTH
EMPLOYEE
FUNDING
How WePay Used Market
Signals
GROWTH STARTS BY IDENTIFYING YOUR BEST CUSTOMERS
#Employees
0
125
250
375
500
GrowthScore
0
1000
2000
3000
4000
10/1/13 1/...
GROWTH STARTS BY IDENTIFYING YOUR BEST CUSTOMERS
THEN DISCOVERING LOOKALIKES
AND USING TREND DATA TO REACH OUT AT THE RIGHT TIME
Months
14
16
18
20
22
Seed to A A to B B to C C to D D to Late
Average...
FINALLY, PROVIDE KILLER CS SO YOU CAN RIDE THEIR GROWTH
•Leverage the power of market signals
•Identify your VIP customers and create
your ICPs
•Deliver targeted selling and CS
@...
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Using Marketing Signals to Identify and Sell to High-Growth Companies

A great sales strategy will double or triple the value of leads. How? By enabling the early discovery of great companies and so you can ride their coattails to growth.

Join the Customer Success and Sales teams from WePay and Mattermark to learn how you can use growth signals and triggers to:

- Cut through the noise and discover high-growth companies before your competitors

- Improve the accuracy and speed of lead qualification

- Optimizing early sales activity to increase velocity

(watch recording at https://mattermark.com/webinars/using-marketing-signals-identify-sell-high-growth-companies/)

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Using Marketing Signals to Identify and Sell to High-Growth Companies

  1. 1. Using Market Signals to Sell to High-Growth Companies Dawn Poulos
 VP, Marketing, Mattermark Kurt Bilafer Global VP, Sales and Customer Success @dawnpoulos @Bilafer Click to watch the recording of this presentation
  2. 2. Topics We Will Cover • Your SaaS Business Isn’t Unique • Why It Pays to Target More Strategically • Leverage the Power of Market Signals • Why ICP + Market Signals = SaaS Growth • How WePay Used Market Signals (watch the recorded presentation for context)
  3. 3. Your SaaS Business Isn’t Unique
  4. 4. Your SaaS business isn’t unique. (You have the same problems as other people do.) YOUR SaaS BUSINESS ISN’T UNIQUE
  5. 5. Why it pays to target more effectively
  6. 6. WHY IT PAYS TO TARGET MORE EFFECTIVELY H igh growth companie s Cu stomer look-alik es Customer Up-sell
  7. 7. WHY IT PAYS TO TARGET MORE EFFECTIVELY 0% 10% 20% 30% 40% <$2.5M $2.5-$5M $5-$10M $10-$15M $15-$25M $25-$40M >$40M 37% 25% 23%23% 17% 18% 13% 27% 13% 18% 15% 18% 8% 9% Bottom 50% Growers Top 50% Growers Median ~16%
  8. 8. Profitability More revenue per lead Shorter sales cycle WHY IT PAYS TO TARGET MORE EFFECTIVELY
  9. 9. WHY IT PAYS TO TARGET MORE EFFECTIVELY Jason Lemkin, Saastr “A great VP Sales will double or triple the value of your leads ”
  10. 10. Leverage the Power of Market Signals
  11. 11. Market signals Business growth LEVERAGE THE POWER OF MARKET SIGNALS
  12. 12. A market signal can be an indicator of growth in a business. Employee growth Rounds raised LEVERAGE THE POWER OF MARKET SIGNALS
  13. 13. Smart sales and success teams see signals as growth opportunities. LEVERAGE THE POWER OF MARKET SIGNALS
  14. 14. WHY ICP+ MARKET SIGNALS = SaaS GROWTH
  15. 15. WHY ICP+ MARKET SIGNALS = SaaS GROWTH IdealCustomerProfile(ICP) DEMOGRAPHICS ROLE PAIN POINT GROWTH EMPLOYEE FUNDING
  16. 16. How WePay Used Market Signals
  17. 17. GROWTH STARTS BY IDENTIFYING YOUR BEST CUSTOMERS #Employees 0 125 250 375 500 GrowthScore 0 1000 2000 3000 4000 10/1/13 1/1/2014 3/1/2014 8/1/201412/1/2014 6/1/2015 2/1/2016 Growth Score Employees Sell Here Not Here
  18. 18. GROWTH STARTS BY IDENTIFYING YOUR BEST CUSTOMERS
  19. 19. THEN DISCOVERING LOOKALIKES
  20. 20. AND USING TREND DATA TO REACH OUT AT THE RIGHT TIME Months 14 16 18 20 22 Seed to A A to B B to C C to D D to Late Average Number of Months Between Funding Rounds for SaaS Companies
  21. 21. FINALLY, PROVIDE KILLER CS SO YOU CAN RIDE THEIR GROWTH
  22. 22. •Leverage the power of market signals •Identify your VIP customers and create your ICPs •Deliver targeted selling and CS @dawnpoulos @Bilafer

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