SaaStock 2019 - thibaut de lataillade 2
•Download as PPTX, PDF•
0 likes•109 views
Presentation deck from SaaStock 2019
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to SaaStock 2019 - thibaut de lataillade 2
Similar to SaaStock 2019 - thibaut de lataillade 2 (20)
More from SaaStock
More from SaaStock (20)
Recently uploaded
Recently uploaded (20)
SaaStock 2019 - thibaut de lataillade 2
- 1. © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This presentation, including all supporting materials, is proprietary to Gartner, Inc. and/or its affiliates and is for the sole internal use of the intended recipients. Because this presentation may contain information that is confidential, proprietary or otherwise legally protected, it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. Thibaut Davoult, Livestorm Thibaut de Lataillade, Gartner Digital Markets Leverage Buyer's Journey to Perfect Sales and Marketing
- 2. 1 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Thibaut Davoult, Growth Lead @thibautdavoult Browser-based, online web conferencing software used to share real-time, live streams. Powers remote live meetings, product demos, sales webinars, online education, onboarding sessions and more. Livestorm 4.7 stars average rating 1000+ customers Trusted by Pipedrive, Intercom, Chargebee, and more
- 3. 2 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Thibaut de Lataillade, GVP @thdelataillade Top destination for SMBs to research and make software purchase decisions. Top destination for software businesses to acquire in-market leads from SMBs. 9M monthly visitors 1.1M verified ratings and reviews 84% share of organic search results
- 4. 3 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. SaaS Buyer's Journey @Gartner_DM @thdelataillade @thibautdavoult Identification Research Selection Purchase Adoption 28% 25% 25% 22% Time spent on each stage of the Journey *based on Gartner Research — Germany
- 5. 4 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Sam is a Team Lead responsible for scaling a SMB with employees that work out of several geo-locations What does Sam need? • A reliable webinar software to help with events at scale, such as onboarding, marketing events, etc. • Help to narrow his choices; what factors are most important to him? • Sam often evaluates the market and keeps a close eye on competitive products Meet Sam @Gartner_DM @thdelataillade @thibautdavoult
- 6. 5 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Identification What type of solution will solve our webinar hosting challenges? 60%+ Improving productivity Primary challenge is to identify the right technology50%+ @Gartner_DM @thdelataillade @thibautdavoult
- 7. 6 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Research What tools will meet my unique requirements? • Online research on websites / communities • User reviews as top, first-accessed information source • Compatibility with existing systems as top priority @Gartner_DM @thdelataillade @thibautdavoult
- 8. 7 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Be where the buyers are @Gartner_DM @thdelataillade @thibautdavoult
- 9. 8 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. What do my peers have to say about the solutions they use? Research @Gartner_DM @thdelataillade @thibautdavoult
- 10. 9 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Selection How can I narrow my options and make meaningful comparisons between products? • Test short-listed software through free trials • Involve other stakeholders • Evaluate pricing model and Total Cost of Ownership @Gartner_DM @thdelataillade @thibautdavoult
- 11. 10 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Purchase I’m ready to buy a solution. Three biggest factors that cause buyers to disqualify a purchase are: • Pricing too high / inconsistent • Concerns with user reviews • Low-quality sales pitches @Gartner_DM @thdelataillade @thibautdavoult
- 12. 11 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Adoption How can I make sure the new solution will be used properly? Assistance to complete the software implementation and integration Expect consistent and positive interactions with customer service, sales and help desk teams to meet goals 37% 61% @Gartner_DM @thdelataillade @thibautdavoult
- 13. 12 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Follow best-in-class conversion strategies Identification Research Selection Purchase Adoption Be visible where your buyers are • Online search results • Directory and Review sites • Online communities Establish your lead funnel • Set your lead flow process Focus on customer experience first • Make it easy to buy @Gartner_DM @thdelataillade @thibautdavoult
- 14. 13 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Learn more about our research on the software buyer’s journey Come see us at booth #G25 @Gartner_DM @thdelataillade @thibautdavoult
- 15. 14 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Thank you! @Gartner_DM @thdelataillade @thibautdavoult #SaaStock19 Stay connected with us:
Editor's Notes
- During the identification stage, users are looking for resources to help them solve a productivity issue that has been identified - Make sure that your solution is visible and available during the first steps of the initial problem-solving research. Software companies could be part of this research by contributing to discussions and topics related to the challenges of the industry. Online communities, like Quora and LinkedIn can be a great environment to share ideas. Livestorm Example: hosting effective meetings is a challenge for any company and Livestorm's name and value prop was visible in buyers' research. How? By sharing meaningful content about the industry, it’s challenges and possible solutions.
- Content creation Comparison sites Reviews acquisition for credibility Participation in online communities Lead generation Landing page with free trial Inbound Marketing Example: Livestorm focused on acquiring reviews from their first customers, continue participating in online communities with software related topics and created listings in established comparison sites (mention GetApp and Capterra). During the research stage, buyers are interested in testing different software solutions with their internal teams. Livestorm’s strategy included paid ads to push their free trial/demo and get buyers to test their software
- Lead generation and Reviews Free demos/trials through PPC campaigns Reviews acquisition on trustworthy marketplaces Product features enhancement NPS and testimonials Example: Livestorm invested in lead generation paid campaigns from day 1. In order to connect with relevant/high quality audience the company focused on reviews acquisition, NPS and testimonials, along with their lead gen efforts through paid campaigns.
- Automated signup/activation process Competitive pricing according to market’s standards Example: Livestorm adopted a self-serve automated purchase process and didn't hire a sales team until later on. The pricing and product complexity are two factors that will determine the need of a sales team. Livestorm's product is user friendly and it was very easy to close business without a sales team
- Fully automated Client Success Team Self- onboarding, but fully supported Example:Livestorm's onboarding process is fully automated, their client success is always available to help buyers with the implementation process. Customer support is one of the most important factors that lead to renewals and upsells.