Product Marketing for SaaS Businesses and Digital Products

Name: Product Marketing for SaaS Businesses and Digital Products
Rating: 4.3 (110 reviews)

Learn SaaS Product Marketing, Digital Marketing, Content Marketing, SaaS Metrics & Analytics, Retention planning & more.

Created byRudranil Chakrabortty

Last updated 7/2024

English

What you'll learn

Learn the various moving parts of SaaS Marketing
Find out how Product Marketing works with SaaS Marketing
Learn Competitor Comparison, STP and Persona Building for SaaS Products
Understand Digital Marketing, Content Marketing, Onboarding, Retention in the context of SaaS Products
Learn the opportunities to apply analytics in different areas of SaaS Marketing
Understand SaaS Metrics - simplified to fit the context of Marketing
Gain the expertise via a series of animated short case studies custom prepared for this course

Course content

15 sections • 87 lectures • 9h 48m total length

Course Structure14:45
Analyze a real-world SaaS case study of CordRecord to identify a 30% usage drop and map onboarding, retention, pricing, and digital marketing to the course structure.
Pace of the Lectures1:11
Adjust the utility player's playback rate from 1x to 2.5x to tailor learning pace, and explore how pace relates to cohort exploration and segment overlap.
Marketing In-General3:59
SaaS Marketing vs Traditional Software Marketing5:52
The LandItRight Software (That I made Up!)8:00
Scene: Meet the LandItRight Team2:14

Scene: Competitor Analysis Discussion at LandItRight3:58
Analyzing competitor landscape at LandItRight reveals Big Pages, Converta, FlowFast, Perfect Target, and Master Optimize to guide landing page strategy and template offerings.
Step-by-Step Analysis of Competitors11:05
Learn to perform step-by-step competitor analysis for SaaS by capturing maturity, customer base, product strengths, and market segments in a structured template.
Real-world Analysis of Competitors17:33
Explore real-world competitor analysis for SaaS marketing by examining websites, pricing, features, traffic sources, and client markets. Use these insights to guide positioning and strategy in a crowded SaaS landscape.
Assignment on Competitor Analysis1:28
Explore customer relationship management competitors on g2crowd; perform a focused competitor analysis of two CRM brands (Salesforce, HubSpot, ActiveCampaign, or Zoho CRM) and identify two key differences.
Competitor Analysis Exercise

Scene: STP Challenges at LandItRight - I4:25
Scene: STP Challenges at LandItRight - II4:55
Concepts on Segmentation12:11
Explore segmentation, targeting, and positioning to identify valuable market segments for SaaS and digital products, guiding focused messaging and digital marketing strategies.
Concepts on Targeting11:01
Real-world Examples on Segmenting and Targeting6:14
Concepts on Positioning7:00
Learn how to position a SaaS landing page tool within the target market using a two-by-two matrix, focusing on ease of use, customization, integrations, and conversion optimization.
Real-world Examples on Positioning7:48

Audience Persona Introduction1:23
Scene: Persona Debate at LandItRight - I5:04
Scene: Persona Debate at LandItRight - II5:27
Persona Analysis Techniques13:36
Build a buyer persona model by grouping demographics, behavior, and reach strategies to tailor content, ads, and messaging for SaaS products targeting small businesses and enterprises.
Audience Persona - Template and Examples7:38
Scene: Persona Building - Enterprise Audience4:31
Enterprise B2B Persona Analysis6:22
Example of a Popular Persona Builder Tool5:42
Build an Audience Persona for a SaaS Product

SaaS Marketing Landscape Overview3:04
SaaS Marketing Landscape Details11:24
Introduction to SaaS Marketing Channels11:21
Google Ads and SaaS Channel Framework10:04
Google Search and SaaS Channel Framework4:59
Explore how organic search uses keyword-driven targeting and on-page SEO, including meta data and robots.txt indexing, to drive free traffic and conversions for SaaS products.
LinkedIn and SaaS Channel Framework6:56
Apply a four-factor framework to LinkedIn ads for SaaS by targeting digital marketers, selecting audience criteria, choosing ad formats, and setting goals, budget, and timing.
Facebook and SaaS Channel Framework5:33
Email Marketing and SaaS Channel Framework6:35
Scene: LandItRight Marketing Budget2:10
A General Overview on Marketing Budget6:13
Budget Calculation Example - Google Ads10:29

A Framework for Content Marketing for SaaS Products8:42
Short Content Types9:42
Videos and Long format blogs9:29
Leverage podcasts and long-form blogs to reach target customers with topic-relevant content and product demos, then grow authority and search engine optimization using skyscraper techniques.
Case Studies for SaaS Products6:11
Webinar Marketing for SaaS Products - I6:14
Webinar Marketing for SaaS Products - II6:12
Using Whitepapers for SaaS Products3:39
Discover how white papers strengthen SaaS marketing by showcasing technical, security-focused details that build trust, using DocuSign as an example of transparent, product-centric documentation.
Knowledge Universities4:50
Explore how SaaS teams build knowledge universities through courses, white papers, and certifications to boost credibility and purchase intent, with HubSpot Academy as a practical model.
Content Marketing Funnel4:02

Scene: Channel Analytics at LandItRight4:24
Introduction to SaaS Marketing Analytics6:07
Analytics Concepts: Google Ads13:31
Master funnel-based analytics for Google Ads and digital channels, tracking impressions, clicks, landing-page visits, and conversions, diagnosing anomalies and optimizing campaigns for SaaS products.
Analytics Concepts: Email Marketing4:49
Scene: Product Analytics Discussion at LandItRight2:50
Analytics Concepts: Product Analytics10:29
Analytics Concepts: Subscription Analytics4:15
Analyze subscription analytics across the free-to-paid funnel, identify churn, renewals, and ARR impact, and explore add-ons, upgrades, and retention strategies in SaaS marketing.

Scene: Sales Review of LandItRight4:06
Sales Enablement Overview - I5:08
Sales Enablement Overview - II6:24
Marketing to Sales Handover of Leads9:16
Coordinate marketing-driven lead generation with sales-driven qualification, using lead signals, scoring, and CRM handover to deliver sales-ready leads, supported by demos and value-based negotiations in complex SaaS purchases.
Sales Enablement Documentation9:41

Requirements

None

Description

Take a look at these various components of SaaS marketing:

That is a lot of stuff you need to learn to get hold of the SaaS marketing landscape,

Product marketing
digital/growth marketing
content marketing
Marketing Operations and Automation
Demand Generation
SaaS Marketing Analytics
and more

So, how do you suggest we should go about learning it? Well, I have an idea.

Let us do it for a SaaS company and learn along with the business. Meet LandItRight a SaaS business that sells a Landing page builder product. They have to start their product sales and marketing, and we have the liberty to listen to their meetings and then learn from them.

While the business doesn't exist in the real world, the situations discussed in the course are authentic. We study SaaS marketing situations; we do competitor analysis, learn pricing and positioning of SaaS products, promotions, analytics, metrics, and more.

I am Rudranil, and I have about a decade of experience in SaaS marketing, during which I have marketed more than 20 SaaS products. I am offering this course that comes with hours of content and material, an enormous discount, subtitles, lifelong access, and a 30 days refund offer. It means that you have zero risk in subscribing to the course.

I hope you do give it a try. Thank you.

Who this course is for:

Beginners of SaaS Marketing
Marketers who want to move to SaaS Marketing
Owners of new SaaS products who are planning to launch their product
SaaS enthusiasts

Product Marketing for SaaS Businesses and Digital Products

What you'll learn

Explore related topics

Course content

Warm Up6 lectures • 36min

SaaS Product Goals and Objective5 lectures • 29min

Competitor Analysis4 lectures • 34min

Segmentation, Targeting, and Positioning7 lectures • 54min

Building Audience Persona8 lectures • 50min

Pricing a SaaS Product4 lectures • 38min

Demand Generation and Digital Marketing11 lectures • 1hr 19min

Content Marketing for SaaS Businesses9 lectures • 59min

SaaS Marketing Analytics7 lectures • 46min

Marketing and Sales Collaboration in SaaS Products5 lectures • 35min

Requirements

Description

Who this course is for: