What We Learned Building an R-Python Hybrid Predictive Analytics Pipeline
How to Market Your Startup to the Enterprise
1. BetterCloud Taylor Gould
VP of Marketing
How to Market Your
Startup to the Enterprise
April 9, 2014
Powering Cloud IT
2. GET IN TOUCH
@gouldtr
plus.google.com/+TaylorGould
linkedin.com/in/TaylorGould
My Background
VP of Marketing at BetterCloud
24th employee and 1st marketing hire at Cloud Sherpas
(now 900 employees, 100M annual revenue)
Background in digital marketing (SEO / PPC) on the
agency side, but have learned to market to the enterprise
over the past 4 years
7. QUESTION
Is your product a:
a. Painkiller
b. Vitamin
c. Piece of candy
Build a painkiller, e.g. a product that
solves a truly important problem for your
users.
Make sure you’re solving real problems,
not just providing a cool feature or tool
Our product team did extensive research
before even beginning to code
Research and Build
8. Built core “private alpha” group
advocated for us, served as case studies, spoke w/
investors, etc.
Research moved on from requirements to UX,
making sure we built the features the WAY people
wanted
Prototype / Alpha
9. Gathered list of 500+ Google Apps admins
interested in trying beta once it launched
Bunching installs in this way allowed us to jump to
#1 in the Google Apps Marketplace quickly
If your product is in a marketplace, see if there’s a
way to distribute your product privately before
launch
Beta Launch
BetterCloud - Management
10. Many things went wrong! Architecture didn’t scale
But most customers were very forgiving
Better to go through these architecture issues
during beta, rather than having paying customers
Significant Feature Launches
Response from a Customer after a
significant outage
“Dear David,
Thank for you for the information and we
really appreciate your open communications.
We love the product and are always excited
to see new developments.
All the best and keep up the great work!”
11. Repeatedly made customers aware that
BetterCloud would be a paid product with free
version eventually
Surveyed entire customer base in February 2013
to determine optimal price point. “Would you pay
X for BetterCloud?”, with X randomized.
Pricing and Enterprise Launch
Pricing Tip
If you’re in a newer market with no
pricing precedents, ask your customers
what they would pay for your product.
You don’t have to do what they say, but
at least you will have the information.
14. We manage a network of 9 sites, including a
number of microsites focused on certain themes
Solid base due to upfront investment allows us to
experiment with other channels
Focus on your “purchase” keywords first, but think
about related phrases that can bring potential
users into the VERY top of your funnel
SEO is Our Foundation
SEO Tips
SEO your entire funnel, not just
conversion keywords
You HAVE to blog and consistently
produce fresh content
15. Under-used pricing strategy for Enterprise
products
Great if a marketplace is your primary distribution
channel
If freemium is not an option, think about building
free or single-use lead-gen tools, like HubSpot’s
Marketing Grader
Freemium Model
Freemium Tips
Easier to add to free version than to take
it away
Force users to try paid version first
16. Incorporate potential channel partners into your
distribution strategy from the beginning
Partners work with hundreds of customers in your
target market. Get feedback from partners early
on if possible.
Channel Partners
Channel Tips
Get a partner’s attention by working with
one of their key customers
Or by solving one of the partner’s
problems! We built a reseller console
17. Great partners have great relationships with their
customers -> so they’ll try your product
Typically the largest customers all work with
partners, and while you can get a customer’s
attention, closing the deal without their partner’s
help may be difficult.
Channel Distribution
Channel Tips
More sophisticated partners may have
multiple teams you can work with
Make it as easy as possible to resell your
product
18. Ultimately, its most important to simply solve common problems that come
up in your market. If you do this, everything else falls into place.
Google recommends BetterCloud every time customers bring up certain
issues
Our channel partners install our product on every new customer domain
because it helps with deployment, and ultimately reduces burden on their
support teams (customers can do more on their own).
Focus on Solving Pain Points
21. Most enterprise products are expensive
The person deciding to spend this money is often
not the person that will use the product
Think about the “decision line” - users are below
it, purchasers are above it
User vs. Purchaser
22. Our users are IT people on the “front lines” - IT /
Sys Admins, IT Directors, Help Desk
They are overworked, pressed for time, and need
solutions to their problems ASAP!
The Users
23. BetterCloud uses a freemium model, so anyone can install
Person who installs often doesn’t have the authority to
purchase (esp. in orgs above 300-400 employees)
Purchaser typically doesn’t end up using the product
The Purchaser
24. You need to eventually convince both
We lead with users, by generating content relevant to them and offering a
free trial + free basic version
We then equip the user to convince the purchaser
Market:
features and immediate benefits to your true users, and help them solve
problems quickly
ROI, security, and long-term benefits to decision-makers
How do you market to both?
25. Below the Line
Below the Line Content
Is relevant to our users, not purchasers
Often helps our users solve a problem
Is almost never primarily about the app
BetterCloud
BetterCloud
BetterCloud
BetterCloud
26. Below the Line
Below the Line Content
Is relevant to our users, not purchasers
Often helps our users solve a problem
Is almost never primarily about the app
27. Above the Line
Above the Line Content
Is relevant to our purchasers, not users
Focuses more on ROI and benefits, not
the product
Is often not available on our websites,
and only distributed through users
$$
$
BetterCloud
Enterprise
Automate common tasks and focus
on higher-value work
Save money by purchasing
comprehensive product instead of
point solutions
Create granular sharing policies to
prevent public data exposure
Discover and correct inappropriate
Drive, Sites, and Calendar sharing
Manage group settings and
memberships
Schedule periodic password resets
Create and update users in bulk
Cost of
BetterCloud
Value to
Customer
Tangible
Intangible
$1-2 / user
/ month