April 9, 2014
Powering Cloud IT
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BetterCloud презентация
Содержание
- 1. BetterCloud
- 2. GET IN TOUCH @gouldtr plus.google.com/+TaylorGould
- 3. 2011 About BetterCloud
- 4. Company growth story Inside our growth tactics
- 5. BetterCloud’s Growth Story
- 6. © 2015 BetterCloud, Inc. All Rights Reserved Growth Timeline BetterCloud’s Growth
- 7. QUESTION Is your product a: Painkiller
- 8. Built core “private alpha” group
- 9. Gathered list of 500+ Google Apps
- 10. Many things went wrong! Architecture
- 11. Repeatedly made customers aware that
- 12. BetterCloud BetterCloud BetterCloud Pricing
- 13. Inside Our Growth Tactics
- 14. We manage a network of
- 15. Under-used pricing strategy for Enterprise
- 16. Incorporate potential channel partners into
- 17. Great partners have great relationships
- 18. Ultimately, its most important to simply
- 19. How BetterCloud Markets to the Enterprise
- 20. Two Key Frameworks See, Think, Do User vs. Purchaser
- 21. Most enterprise products are expensive
- 22. Our users are IT people on
- 23. BetterCloud uses a freemium model, so
- 24. You need to eventually convince both
- 25. Below the Line Below the
- 26. Below the Line Below the
- 27. Above the Line Above the
- 28. See, Think, Do Framework Avinash Kaushik - kaushik.net
- 29. How We’re Using “See, Think, Do”
- 30. taylor.gould@bettercloud.com
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
Слайд 1
BetterCloud
Taylor Gould
VP of Marketing
How to Market Your Startup to the
Enterprise
April 9, 2014
April 9, 2014
Слайд 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
Background in digital marketing (SEO / PPC) on the agency side, but have learned to market to the enterprise over the past 4 years
Слайд 3
2011
About BetterCloud
© 2015 BetterCloud, Inc. All Rights Reserved
32M
50K
105
$47M
Founded
Organizations
End Users
Team Members
Venture
Funding
BetterCloud provides critical insights, automated management, and intelligent data security for cloud office platforms. By leveraging open APIs, BetterCloud securely connects with your data at its source, providing maximum control without requiring any cumbersome setup.
Слайд 4Company growth story
Inside our growth tactics
How we market to the enterprise
Q&A
©
2015 BetterCloud, Inc. All Rights Reserved
Agenda
Слайд 7
QUESTION
Is your product a:
Painkiller
Vitamin
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
Слайд 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
Research moved on from requirements to UX, making sure we built the features the WAY people wanted
Prototype / Alpha
Слайд 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
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
Слайд 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
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!”
Слайд 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.
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.
Слайд 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
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
Слайд 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
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
Слайд 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
Слайд 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.
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
Слайд 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).
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
Слайд 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
Think about the “decision line” - users are below it, purchasers are above it
User vs. Purchaser
Слайд 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!
They are overworked, pressed for time, and need solutions to their problems ASAP!
The Users
Слайд 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
Purchaser typically doesn’t end up using the product
The Purchaser
Слайд 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
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?
Слайд 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
Often helps our users solve a problem
Is almost never primarily about the app
BetterCloud
BetterCloud
BetterCloud
BetterCloud
Слайд 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
Often helps our users solve a problem
Is almost never primarily about the app
Слайд 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
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
