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Ness Labs: Make the most of your mind
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A Summary of

SaaS marketing 101: marketing for growth and survival

by
Brian Kotlyar
Intercom
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Demand generation is the creation of systems that build awareness of your products with target customers. How to build a demand generation system:

Start With a Point of View

Your company needs a reason to exist besides the desire to make a lot of money.

Determine Your Positioning

  • What is your product?
  • Who is your product for?
  • What value does your business generate?
  • How is your way better than the old way?

Understand Your Customer

  • How do your target customers buy products like this today?
  • Where do they buy them?
  • Where do your target customers get their info personally and professionally?
  • Who does my target customers trust?
  • What time of year is most important and relevant to my target customers?

Generate Ways to Reach Your Audience

Think of all the ways you can reach your audience and write each idea on a giant list.

Win on Paper

  1. Determine if your ideas are worth pursuing by using simple math.
  2. Think of ways to optimize by theorizing outcomes using conservative assumptions.

You Only Need One Thing to Work

You don't need a complicated system like larger companies.

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