Priscilla Tenggara, Senior Product Marketing Manager at Sellics, took the time to answer some audience questions after her presentation: Leveraging Product Marketing across the SaaS funnel at this year’s Future of SaaS Festival.
Priscilla discusses: how to determine if your current positioning is working, tips for running ads on social media, examples of positioning done right, plus more.
Check out the replay in the OnDemand section of our membership area.
Q: How do you determine if the current product positioning is working, and when to rotate it?
A: From the beginning stage of the funnel, I would look into the landing page traffic versus the conversion rate. If people are coming but aren’t converting, then it means you're not directly speaking to the commercial customers that you're aiming for.
Another way to look at it in the middle of the funnel is if people are converting and whether or not they're staying. Take a look at metrics like the increase in trial sign-ups, the metrics like daily active users or even monthly active users to see whether or not your users are really satisfied with the positioning that they initially bought into versus the product that they're experiencing.
The most telling metric at the end is the retention rate; are people renewing their contracts? Because all of that indicates whether or not what they signed up for was in line with what they expected when they tried the product.
Q: We're running our social ads only on LinkedIn for now; do you recommend any other social channels for ads? And do you have any tips?
A: It really depends on what your product is, and also whether or not your audience is on these channels. So for my tool specifically, we target businesses, but also our audience is essentially Amazon vendors and sellers. So they're also on Facebook and they're also on Instagram, ao we have ads on those two platforms as well.
Consider where you think your audience could be outside of work. Facebook and Instagram have much, much cheaper ads than LinkedIn, so if you know they’ll be on those sites, so I would really experiment and launch a few campaigns on those social platforms.
Q: Should educational content be created before launching a product that is currently at a minimally viable state, or should it be built alongside the product?
A: It depends on the number of resources you have. At my company, it's still a smaller startup. We have about 150 total employees, so resources are always really strapped, and when it comes to creating product materials, it really depends on the priorities.
For bigger launches, we always create one-pagers for the sales team or the customer success teams to have ready. For the smaller launches, perhaps when there’s a new feature built-in or something inside the product is updated, we tend to see what our customer feedback is. If we have a lot of questions regarding the new tool, or we see in the data that people aren't adopting the feature and that there’s really not much interaction on it, that signals we need to create some sort of educational material so that people understand the value of the new feature.
I’d wait until you get feedback from the customers, so they can signal you'll need to make a product like educational material. Otherwise, you’ll be spending time on something that might not be needed.
Q: Could you give us an example of a service that successfully positioned a product on the market?
A: Dropbox! When you go to their website the landing page clearly outlines the values users will gain. They also showcase the list of use cases that customers or users, in general, are able to do with the product, and lastly, it's segmented by audience.
So under Dropbox, it can be B2C where you're downloading Dropbox for personal use, or it could be B2B when you're using Dropbox as a company. That signifies very clear positioning, it shows that Dropbox is meant for both companies and also individuals, and it also clearly shows the values I would gain with each feature.
It's a very simple homepage, but very clear in how they position themselves against others in the B2B function and also in the B2C function.
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