The relevancy of this session is greatest to Early and Mid-stage entrepreneurs going from $0-5K MRR to $50K MRR selling to US MSB. This session is NOT meant for discovery or product market fit but I have inserted the discussion at the end. The blog is organised as below Product Market Fit / Pricing as step 0; Followed by Inbound Sales and Marketing and then finally Outbound Sales and discussion on tools.

1. Nuts & Bolts of
selling to US
customers
from India
Suresh Sambandam,
OrangeScape, KissFLOW

2. Phase Relevance
● After Product-Market Fit ( $1K to $5k MRR)
● Until getting to 'Growth Execution'($50K to $100K
MRR)
● Essentially getting to the next 10X growth

3. B2B Customers Categorization
● SOHO: Small office Home Office - 1 to 10
employees
● VSB: Very Small Businesses - 10 to 50 employees
● SMB: Small & Medium Sized Business - 50 to 500
employees
● Mid-Market : 500 to 5000 employees
● Enterprises: 5000+ employees

4. B2B Product
Category Relevance
● SaaS B2B SMB/Mid-Market - Yes
● SaaS B2B Enterprise - Partial
● SaaS B2B SOHO/VSB - Partial
● Classic Enterprise B2B - No

5. Role of Product

6. Marketing Product Sales
(New / Repeat)
Customer
Success
Bring Engage Convert Succeed
Marketing Product Sales Customer
Success
The Model

7. 1)Category Creator
1)Novel Approach to an existing
well understood category
1)Low cost alternative

8. Freemium vs
Free Trial

9. Pricing

10. Website
- Website is your core asset
- Strong in house team needed
- Say ‘NO’ to outsourcing of website
- Minimum Team
- Developer
- Creative Designer
- Automation Engineer

11. - Perpetual A/B
- Multiple Landing Pages
- Self Ads

12. SEO
- Do it Slowly but Steady
- Don’t alert Google
- Build Backlinks (Naked and Anchor)
- Directory Listing
- Identify and track the keywords that matter
- Improve Google Crawl Frequency

14. Adwords
- Needs one dedicated person
- A specialist and someone with number crunching /
finance background
- Potential Hires can be found at eCommerce
companies

15. Adwords
- CPS = Cost Per Signup
- $10 to $25 (for Search Ads)
- $2 to $10 (for Display Ads)

16. Adwords - Target countries
Australia
Austria
Bahrain
Barbados
Belgium
Brazil
Canada
Sri Lanka
Chile
Taiwan
Colombia
Cook Islands
Czech Republic
Denmark
Ethiopia
France
Germany
Ghana
Hong Kong
India
Indonesia
Ireland
Israel
Italy
Kenya
Kuwait
Lebanon
Lithuania
Malaysia
Mexico
Morocco
Oman
Netherlands
Norway
Peru
Philippines
Poland
Portugal
Qatar
Saudi Arabia
Singapore
Vietnam
South Africa
Spain
Switzerland
Thailand
United Arab Emirates
Egypt
United Kingdom
United States
Uruguay
Venezuela

17. Content Marketing
- Develop a theme
- One that can sustain for long time
- A fresher can do it after 1 month of training
- 10:80:10 Principle
- Have a simple metric to track
- Link it to performance
- 2+2+2+1

18. Sample Internal Email

19. Email Marketing
- Show using LinkedIn
- Database Creation can be Outsourced
- Not using Email Marketing Software

20. Tools we are using
- ChargeBee
- Intercom
- Mixpanel
- Pipedrive
- Google Analytics
- Full Story
- Sidekick
- Zapier
- IFTTT
- KiSSDrip (Internal)
- KiSSSync (Internal)
- Various AppScripts (internal)

21. Multi-language
- Have the framework in place
- We stayed with English for 12 months
- Then Spanish based on demand
- Then Brazilian Portuguese
- Hindi / Tamil - Say “NO”! (this is not the palace to show your passion)!
This might be different for your product!

22. Other Marketing activities
- Re-targeting
- Content Re-marketing using OutBrain

23. Sign Up Qualification
A contract between
- Marketing
- Product
- Sales
Define it without ambiguity!

24. Channels we ignored
- Events
- Road shows
- Reselling Partners
- Referral Partners
- Affiliate Marketing

25. Founding Team
Commitments
in Early Days

26. Role Definition
- Catching
- Coaching
- Closing

27. Opening the communication
- ‘Welcome Email’
- Improved ‘conversation’ by 10X
Email Type # of Email # of Replies % Conv.
Welcome Email 582 16 2.74%
Alternative to Welcome Email 560 131 23.39%
http://kissflow.com/kissu_kissu/ditch-your-welcome-email/

28. Data Mining
● First name
● Last Name
● Title
● Company Size (SOHO / VSB / SMB / MidMarket /
Enterprise)
● Board Phone number
- Done by a outsourcing company
- Found through Elance
- Costing around Rs. 5 - 10 / signup

29. Region Mapping
● 3 Shifts
o 7pm to 3am
o 9am to 7pm
o 11am to 1am (Founding team timezone)
● Lead Assign done programmatically - no manual
● Based on Timezones

30. Sales Funnel

31. Sales Team needs one Tool

32. Recurring Billing
Payment Gateway
Related Party Transaction

33. Monthly Metrics Review
● Conversion Ratio
● Organic Traffic Growth w/wo spikes
● Conversion through Paid vs Organic
● Conversion by Online Assets
● Organic Traffic by Source
● Signup Trend Paid vs Organic vs Source
● Paid traffic by Source
● CPS for Paid and Overall
● CAC fully loaded
● MRR Growth with New and Repeat split
● Customer Count and User Count growth
● A-ARPA trend 12 months