One factor in case you are a first-time founder in SaaS that will appear as boring as you’ll be able to think about is … webinars.
You your self as a founder and even gross sales exec by no means go to them. They usually look like one thing you do, properly, later. If you end up greater.
However I’d problem that pondering with one easy rule: if even 2 certified prospects and/or 2 present prospects come to a webinar, that’s nice. As a result of consider webinars as scaleable methods to work together, as a human being, with teams. E-mail is ok and all, eBooks have their place, however there is no such thing as a human interplay there. No Q&A. And no probability to get to know the people behind an utility. 1-on-1 chats are additionally nice, however not solely are you able to solely achieve this many, generally prospects don’t need a 1-on-1. Generally they need a extra passive expertise, the place they’ll eat a demo and a dialogue with out having to reply a bunch of qualifying questions up entrance.
I’ll take it a step additional: Think about doing a webinar each week. And simply cancel it if nobody exhibits up. Even at little Group SaaStr, we do:
You possibly can alternate the format each week, however doing one each week will pressure you to do it and degree issues up:
- Some could be product demos. Do these each week. It may possibly’t damage.
- Some could be on your present prospects. A brand new characteristic replace, for instance.
- Some could be from trade consultants. These are at all times well-liked. Extra well-liked than you may suppose.
Provide you with a cadence, and see the way it goes. Power advertising and marketing and gross sales and product to enroll to do their justifiable share of them (perhaps that is all 1 or 2 individuals within the early days).
What I can let you know tends to not work is for those who don’t do it each single week, with out fail. 52 weeks a yr (OK, take off the vacations — let’s name it 50). In case you don’t, it begins to slip. It slips. Nobody desires to do them. And like skipping just a few weeks on the health club — you simply don’t see any outcomes.
Do a webinar with respectable content material each single week to your prospects and prospects, and worst case, you get a lift. One other probability for a prospect to drop in earlier than they purchase. One other shot at retaining your prospects, boosting your NPS, and listening to their considerations. One other probability to get your model and worth prop on the market. One other probability on your champion to inform others at their firm to return be taught.
And upcoming webinars are an amazing factor so as to add to each your gross sales and advertising and marketing drip campaigns. Don’t break up with a prospect. As an alternative, invite them to one thing that provides worth. That’s a good motive to achieve out once more. They usually could come. As an alternative of Mute-ing you.
It’s one hour per week, plus an internet kind and an invitation to your record, to do an honest webinar. Give it some thought that manner and it’s just about at all times price it.
(notice: an up to date SaaStr Traditional publish)
Revealed on Might 2, 2023