Choosing the right digital marketing and automation software is an important choice. It sets the stage for the future of your digital operations — what campaigns you run, what channels you focus on, and how you scale your marketing efforts are all affected by your choice.
When companies move to expand their marketing operations, their early steps are often impeded by a common question — “Should I hire a marketing person internally, or work with an agency?”
For software-as-a-service (SaaS) companies, their ability to educate their audience and convey value plays a defining role in their success. As the founder of an agency that has worked with SaaS companies selling into a wide range of industries, I’ve often found that the more effectively companies are able to communicate that value, the better all of their marketing initiatives become.
HubSpot and Pardot of the two most popular marketing automation platforms available today for SMB and mid-market companies. Our clients often have a tough choice deciding which will be the best fit for their business. Both offer a wide variety of features that cover the needs of most marketing operations.
Google Analytics is the industry standard for tracking website visitors and their behaviors. Even out-of-the-box, it provides deep insight into how people use your website. For SaaS businesses however, additional customization is necessary to get a complete view of how visitors interact with your website.
Do you really understand how your content affects revenue?
Let’s try a little thought experiment.
Does Chaos Reign in Your HubSpot Portal?
Over time, your Hubspot portal may start to get unwieldy. Badly named lists, random workflows that do too many things, and an undisciplined approach to data cleanliness can lead to larger problems down the road.
Committing to a marketing automation platform is just like selecting CRM, your selection impacts your business significantly from Marketing to Sales. From tracking your potential leads to sales opportunities and closed revenue, to marketing attribution and more, your marketing automation platform is the driving force.
Figuring out the best metrics to use for your SaaS KPIs can be a difficult task. Many companies spend their time searching for a “wonder metric” that rises above the rest to provide a flawless top-down view of their business. Unfortunately, that metric does not exist. There are, however, some metrics that come close, allowing you to simplify your operations while providing an in-depth look into the health of their business.