Success in Marketing Is All About How You Stack It


In the subscription economy, the most beloved companies understand that your 100th interaction with a customer is just as important as your first. SaaS companies like Box, Zendesk, New Relic, and Atlassian have grown quickly through word of mouth referrals because they’re loved and promoted by their customers. How are these SaaS elites doing this?

Of course, it helps to have a great product that solves a big problem, backed by excellent customer service, and low try-before-you-buy pricing. But fuel for high growth also comes from a killer marketing stack — a combination of tools that can work together to help companies engage customers wherever they may be. When combined with scalable technology and processes, it’s the secret sauce behind the growth and scale that Wall Street is rewarding.

The marketing stack your SaaS should have

So how do the rest of us benefit from the same tech stack that the SaaS leaders use to grow so fast? Here are a few essentials that are easy to use AND affordable:

  • Social media management (Buffer) — connect multiple social media accounts and schedule posts across Twitter, LinkedIn, Facebook and others (free & paid plans)
  • Image Creation (Canva / Sketch / Invision) — quick and easy ways to create and review the beautiful content that drives online engagement (free & paid plans)
  • Video Content Management (Vimeo / YouTube) — simple video content delivery platforms with advanced analytics and insights (free & paid plans)
  • Retargeting (Adroll) — display advertisements targeted only to users who have visited your site or have similar online profiles, which allows you to increase reach but reduce cost per acquisition
  • Website Optimization (Optimizely) — easy-to-use A/B testing platform to deliver dynamically-generated web and online content, and test messages, designs, and video (free & paid plans)
  • Slack— internal team messaging app that’s addictive and just works — helps teams stay on the same page from anywhere (free & paid plans)
  • Predictive Lead Scoring (Infer) — an algorithm-based lead qualification platform that provides a simple grade of 1–100 of every lead that arrives at a company — based on thousands of public and proprietary data points (moderate pricing)
  • Task Management (Asana) — free or inexpensive project management that helps agile teams divide and conquer (free & paid plans)
  • Web and Mobile Analytics (Mixpanel) — an easy way to track the lead funnel, revenue, events and more — without needing a Ph.D. (free & paid plans)
  • Customer Data Hub (Segment) — a data hub that makes it easy to personalize your marketing based on customer behavior, with pre-built integrations to over 100 tools (free & paid plans)
  • Marketing Automation (Autopilot)— easy and visual marketing automation that works across multiple channels including email, text and direct mail. Most tools are expensive and difficult to use, but newer more affordable solutions exist. (Disclaimer: this is our product.)

Technologies like those listed above are becoming more affordable and usable for any marketer or small business, not just for the tech elite. Yet as we learned in our survey, 44% of marketers not using automation software hadn’t even heard of it! However, this is changing — and as it does — expect to see industries emerge and expand while customer and brand relationships become more intimate. In the end, the best stack in the business wins.

We’re curious. What tools are essential to your marketing stack?

This post was originally published on Autopilot’s Liftoff Blog.