Marketing audit for tech and SaaS

Marketing audit for tech and SaaS

by | May 4, 2023 | B2B Strategy, Chief Marketing Officer

Why a marketing audit for tech and SaaS companies?

    As we move along in 2023 I’m seeing more clients ask themselves ‘why are we doing what we’re doing?’. They ask that because they haven’t done a marketing audit for their tech or SaaS company.

    As a tech CMO, I always start with “well, what’s working and what’s not?”.

    Many of them just don’t know.

    Young business woman pondering a question, used to illustrate a marketing audit for tech and SaaS.

    If you don’t where to start, look at the info on my web page about marketing audits. This will give you a current foundation on how to go about a marketing audit for tech and SaaS companies.

    There are 3 brief audio/video overviews plus links to The 2023 CMO Survey and The 2023 State of B2B Marketing Budgets.

    Disclaimer: Yes, this page was created for a marketing audit service I offer. But it will show you how the pros do it.

    Go to marketing audit page
    Pie chart populated with human figures, used to illustrate market segmentation.

    Marketing audits must be tailored to market segmentation

    Why change? Why now?

    Marketing audits for tech and SaaS companies answer these questions. Especially critical in 2023, a marketing audit shows:

    ✔︎ where are we wasting money?

    ✔︎ how should I focus the marketing budget?

    If your company is a going concern, a marketing audit is an essential first step to creating a marketing plan. How can you plan for next quarter or next year when you don’t know what’s working, and what’s not?

    Marketing audits for tech and SaaS are different

    Marketing audits for tech and SaaS companies are different because the B2B buyer has very different motivations than the B2C buyer.

    Yet, the tech and SaaS buyer has very different motivations than the office furniture buyer.

    Buyer personas in different industry verticals have different purchase preferences. So your marketing audit must be tailored to your vertical.

    What works for office furniture buyers typically won’t work for tech or SaaS buyers.

    What is the state of your marketing?

    A systematic appraisal of your marketing is a sure way to help you explain the marketing budget.

    Every business is its own ecosystem. Marketing presents your ecosystem to the marketplace, with incentives to engage and dive deeper.

    The best way to determine the state of your presentation and incentives is to do a marketing audit for your tech or SaaS company.

    Of course, allocating resources to do a proper audit is difficult for many companies.

    That’s where market strategy consulting firms like mine come in handy.

    Most of our marketing audits cost between $10K and $15K, depending on your company size.

    We complete them in two weeks.

    Feel free to check out the details on our web page.

    Go to marketing audit page
    Why artificial intelligence in marketing?

    Why artificial intelligence in marketing?

    by | May 2, 2023 | Chief Marketing Officer

    Artificial intelligence adoption is the new frontier in marketing

    Who will win by using artificial intelligence in marketing?

    My clients are all tech and SaaS companies. A few are ready for artificial intelligence in marketing and sales; most are not.

    You see, many tech and SaaS companies still find the marketing basics challenging. For reasons of time and resources they have not yet mastered:

    • market positioning
    • company story
    • email marketing
    • content creation
    • social media marketing
    • dynamic websites with chat
    • digital marketing

    Because today’s artificial intelligence is fully dependent on what’s been created already.

    When an AI engine looks for answers to a question, it’s like a search engine on steroids. It hyper-zooms through lots of digital data and presents the most credible information.

    Today’s web information credibility is still ranked by search engines. Maybe in the future it might be different, but for now SEO is still the standard.

    For example, AI queries of the Library of Congress can only yield information that’s already been digitized in some fashion and has tags.

    Who will win the AI marketing game?

    Lots of tech and SaaS marketers will chase AI as the latest shiny squirrel. The global value of AI marketing is set to climb from $12 billion in 2020 to $108 billion in 2028.But let’s think about this. If you are not using data to analyze conversions today, will you really understand how to use an advanced data solution like artificial intelligence?

    Before AI, you need to master sales and marketing automation. It’s called full utilization. You will learn more about digital marketing by doing this, than by jumping into AI.

    blue holograph type image of data analysis using human hands and data points

    Digital marketing is like a river

    A river has flows, currents, abatements, abrasions, floor structure and much more that determine how and where it flows.

    If you are prospecting, which is a lot like fishing, whatever you put in the water will move (or not) according to all those variables and more. This will determine whether your prospect finds it.

    And the quality of your offering determines whether the prospect will take a second look, and perhaps engage.

    Why start? Why now?

    Venture capitalists have already invested $5 billion in 1,400 AI companies.

    Consumer brands are adopting AI rapidly. That’s because the numbers pencil out better for B2C than for B2B…for now.

    But marketing is all about quality, speed and timing. Shortening gaps in the engagement-conversion-deal process will be the #1 function of AI in business.

    However, if you’re in tech and SaaS marketing the time to start is 2023. If you don’t, you will most likely lose ground to competitors who use it. At least some of your competitors will set the pace in this new frontier. They are the ones will be saving time, money and effort by adopting AI.

    Where to start with artificial intelligence in marketing

    Training in artificial intelligence is like training for a sport. Start where you are today, build muscle and develop advanced skills.

    Here’s my suggested list:

    • master the basics (see above)
    • check to see if your automation platform(s) have native AI, or if you can connect with Zapier
    • make a list of your most time consuming tasks (content creation, personalization, analyzing large quantities of data, timing of offers, SEO, A/B testing, or something else
    • pick one task, and start researching how AI can help you save time and money

    Once you’ve proven the value of AI for that particular task, move onto the next one.

    And be sure to develop an AI marketing strategy for 2024!