The document provides guidance on global sales and marketing strategies for SaaS companies targeting SMB customers. It discusses segmenting customers based on factors like size, industry, job role, and geography. It also outlines approaches for marketing, including content marketing, search engine optimization, paid advertising, and building referral programs. On the sales side, it recommends defining clear sales processes, focusing on qualified leads, and establishing account types based on size and effort. The overall document shares lessons on building successful global sales and marketing programs for the SMB market.

1. Global SMB GTM
Sharing lessons from

2. Part 0 : First things First

3. SaaS Opportunity SegmentsEnterprise
India/ Asia Global
SMB

4. Source: http://christophjanz.blogspot.in/2014/10/five-ways-to-build-100-million-business.html
5 Ways To build your business
Viral Loop
UGC leading to SEO traffic
Referral Loop
Inbound Marketing
Inside Sales
Inbound
Outbound
Enterprise Sales
Wine and Dine

5. http://christophjanz.blogspot.com/2014/11/three-more-ways-to-build-100-million.html
8 Ways
to build
your
business

6. B2B Customers Segmentation
SOHO
VSN
SOHO
SOHO
SOHO
VSB
SMB
Mid Market
Enterprises
Small office Home Office
1 to 10 employees
Very Small Businesses
10 to 50 employees
Small & Medium Sized Business
50 to 500 employees
Mid-Market
500 to 5000 employees
5000+ employees
In your context, you could classify this based on revenue.

7. The SaaS Model
Marketing Product Sales
(New / Repeat)
Customer Success
Acquire Engage Succeed Convert
Marketing Product SalesCustomer Success

8. Then = Funnel
Customers as an afterthought
Marketing
Sales
Now = Flywheel
Customers at the center
OLD NEW
ProductProduct
Customers
Marketing
Sales

9. SaaS-GlobalSMBMarket
Flywheel Global
SaaS
Model
Great
Product
Low
Price
High
Volume
Sell
Everyone
Sell
Online
Open
Pricing
Try
&
Buy

10. Part 1 : Marketing

12. Positioning
Vs
Marketing Slogan

14. Source: https://milesherndon.com/blog/what-is-brand-essence

15. Marketing Dimensions
X
z Y

16. Distribution
Vs
Creation

17. Team Organization - Chapters & Squads
Chapter Squad
- Organized around Skills & Capability
- Goals improve individuals
- Homogenous members
- Membership: 1 ONLY
- Budget: L&D
- Organized around Topics
- Goals to improve business
- Heterogeneous members
- Membership: 1 to N
- Budget: Marketing

18. Team Structure
Workflow Projects Collaboration
Organic
Paid
Email
Tech
Design
Content

19. Customer Profiles Targeted for each of the Squads
HR Software Purchase Software Finance Software
Industry NA NA NA
Company Size (Employees) <= 500 <= 500 <= 500
Job Level
(L2 = Manager,
L3 = Directors)
>= L2 >= L2 >= L2
Department HR Procurement Finance
Geography NA NA NA

20. The Absolute 5 Marketing Metrics
Visitors Signups
Customers CAC
(Customer
Acquisition Cost)
CPL or CPS
(Cost per Lead / Signup)

21. Who buys across SMB & Enterprise?

22. Region Share!

23. Freemium
Vs
Free Trial

24. Key metrics to watchout Caveats of freemium model
- Top of the funnel - trial conversions
- User Engagement
- Monthly Active Users / Any other
relevant transaction metric
- Free to paid conversions
- It’s a forever promise to keep
- Could turn out to be very costly in
support vs ROI
Free Trial vs Freemium

25. Customer Acquisition - Creating bottlenecks
Defining your top-of-the-mind problem.
● Enough visitors
● Enough trials
● Enough engagement
● Enough conversions
Rinse & repeat.
Of course, you can’t have enough of any of those.

26. 3 - Way Contract
8%

27. Remember!
You are building
2 (Two) Products!

28. Website Signup flow
- Great copy.
- Relevant Design.
- Fonts, Colors etc., etc.,
- Accurate T&C, Privacy Policy.
- About Us including who is behind it.
- Remember this is your first
salesperson.
- Delayed verification.
- Setup, demo data, onboarding
completion
Customer Acquisition - Hygiene stuff

29. SEO is Underrated !!!

30. Example:
Kissflow
Manual SEO
Tracking Sheet
(2014)

31. Adwords
● Needs one dedicated person.
● A specialist and someone with number crunching / finance background.
● Potential Hires can be found at eCommerce companies / Ad Agencies
Lessons learnt
● Focus on fewer countries. Primarily English speaking.
● More trial conversion <> better conversion. Measure revenue return.
● Measure CAC & LTV by channel.

32. Content Marketing
Vs
Marketing Content

33. Content Marketing
● Authenticity matters.
○ Content idea & first draft is founder’s work.
○ Take-away for audience.
○ Be consistent in content & frequency.
○ Build a subscriber list. And care about what you send to them.
● Stick to a theme. Or not.
○ Just the relevant problems you are annoyed with. ;-)
Lesson learnt
○ Distribution is the key.

34. Multiple languages
This might be different for your product!
1.
Stayed with English
for 12 months.
2.
Then Spanish based on demand.
3.
Then Brazilian Portuguese.
4.
Now we support more
than 10+ languages

35. Channels we ignored initially
(but did it later)
Events
Reselling
Partners
Referral
Partners
Affiliate
Marketing
Road
Shows

36. Monthly
Metrics
Review
● Conversion Ratio
● Organic Traffic Growth w/wo spikes
● Conversion through Paid vs Organic
● Conversion by Online Assets
● Organic Traffic by Source
● Signup Trend Paid vs Organic vs Source
● Paid traffic by Source
● CPS for Paid and Overall
● CAC fully loaded
● MRR Growth with New and Repeat split
● Customer Count and User Count growth
● A-ARPA trend 12 months

37. Reference - additional reading material
sixteenventures - Lincoln Murphy.
Chaotic-flow.com
Thomas Tungz

38. Part 2 : Sales

39. Sales team needs one tool
Shut out the excuse department.
● Pick a CRM & stick to it.
● Put all the data necessary in one place.
● No excuses for data hygiene.
● Define a clear lead stages process and write it down.
○ What is a qualified lead?
○ When would you assign 30% vs 50% vs 75% probability for opportunity?
○ Contact => Lead => Opportunity definition in your choice of CRM.

40. Define a sales process that works for you
This is extremely important
Learn from others but define your own sales playbook based
on the dynamics of your product, team, strengths and
weaknesses.
Many companies try to ape the sales process of someone else
and struggle miserably.

41. Initial Sales Team
● Founder as sales person vs. hiring a Salesperson
● Product Defines your sales team structure and roles
○ Application
○ Platform
○ APIs
● Understand who you need between these:
○ BDR, SDR, MRE vs. SMB AE vs. Enterprise AE

42. Motto “Target the one which could be opened”
What we need What we get What we are gonna do

43. F3 F2 F1
F4 F4 F2
F5 F5 F4
Form Attribute / Engagement Score
ClassAttribute/LeadScore

44. Opening the communication
● ‘Welcome Email’
● https://kissflow.com/marketing-processes/ditch-your-welcome-email/
Kissflow is *not* for everyone!!!

46. Account Types
Size / Effort Low Medium High
Mega
Large
Medium
Small
Cash cows
Treasure
Chest
Teaser
Potholes

47. Thank You!
Pay-it-forward contribution from