“It became apparent to us that when it comes to digital marketing for SaaS, the inbound model just doesn’t cut it. We locked ourselves in a room and went through many variations of the key strategies that should be included in SaaS marketing (there were lots of post-its and cups of coffee involved). And we came up with this model to highlight some important variations from traditional inbound marketing: 1) Customer success content is imperative to the consideration and decision phases, 2) the decision phase never really ends in SaaS, and 3) delight should be woven into your entire marketing strategy.”
— Katy Katz
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