Many SaaS marketers are working diligently, but they're just not seeing the growth in marketing qualified leads (MQLs) they're looking for. On August 12, I hosted a sponsored Search Engine Journal webinar presented by Garrett Mehrguth, CEO of Directive. Mehrguth explored: Actionable ways to make SaaS brands more visible on search engines. Strategic methods to create brand impressions. The actual math of why today's marketing funnel is financially broken. Here is a recap of the webinar presentation. SaaS Marketing: How to Never Miss Your MQL Goal Again SaaS Marketing:
A Differentiated Approach Have you ever Banner Design felt powerless to grow your pipeline? Are you working hard but not getting results? You're not alone. Many marketers are going through the same things – for a multitude of reasons. But one of the main reasons is that things have changed with the funnel. In the old funnel, marketers had to run top-of-funnel awareness campaigns because consumers can't experience the brand without them. The old funnel versus the new funnel But then websites like Amazon and Yelp started growing by aggregating people's opinions about a product. And now people are able to take an interest in something, weigh their options, and then become aware of what's out there, and so on. In this new funnel, what's so important is understanding the reality that you're playing. So how can we adapt to this new reality as SaaS marketers? The Big Idea: Your Brand Is Better Than Your Website The big idea we need to embrace here is that your brand is now more important than your website.
That's not to say your website doesn't matter – it just matters less than your brand. Bottom of the funnel: websites no longer rank If you look at the B2C query [best day trading software], you will find four ads above the fold: B2C query Here, your click-through rate doesn't vary much from fourth to first place. Most of the time, your CPC works well. Below are SERP features and then various third party review sites. What's really interesting about this is that individual websites and their main pages are no longer ranked - and that's for a B2C query. Now, if you look at a B2B query for [best accounting software], you'll see SERP features at the top, four ads, and then PCMag.com, Capterra, and other review sites. B2B query QuickBooks, one of the most popular accounting software companies among business owners, has a very strong market share, but you won't see their website