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SaaS District podcast featuring Carly J. Cais

SaaS District: What Is SaaS Conversion Content And How to Create It with Carly J. Cais Podcast Feature

BY Carly J. Cais

February 9, 2022

Creating great Conversion Content that speaks to the needs of the buyer can mean adjusting it to incorporate a PLG motion in the business. Content always must work with the other elements of the business and work for a growing company – with the right inputs at the right time. It’s important to always evaluate what the created value is versus the effort to add it in.

RevvSpark Founder and CEO Carly J. Cais joined Akeel Jabber on the SaaS District podcast for the What Is SaaS Conversion Content And How to Create It episode.

In the episode, she shared:

What “Content” Actually Means

Content means anything visual and with words, such as sales copywriting, onboarding content, user guides, and more. It is driven by effective words, imagery, and layouts that help convert customers into deeper relationships with you. Conversion content is content that moves the viewer into the next phase of their journey, such as signing up for a newsletter, reading a blog post, or getting them to sign up for a demo. It is important to ensure that there is a robust feedback loop between the product team and the team creating content.

“For different SaaS companies that have different products, if you’re selling to Enterprise versus mid-market versus a PLG play, your content needs are going to be quite different because you have to match the content to the needs of your audience,” Carly shared.

Adding a PLG Motion Into Your GTM

Creating content that is self-serve is essential to ensure a robust feedback loop between new users and the product team. Companies that have been focused on mid-market to Enterprise are starting to add in a PLG motion to capture the smaller end of the market. The buyer has evolved over the last five years, where they have become more educated on the options they have today and the internet has grown. Companies want to make sure they have enough information on their website to allow customers to self-serve, control the message, and reduce friction in the process.

Top 3 Effective Techniques For Growing A B2B Business

One of the top three effective techniques for growing a B2B SaaS business is via outbound campaigns. Outbound campaigns involve reaching out to lists of potential buyers and developing a relationship with them to pitch your product or service. It is important to weigh cost versus value when starting out.

“One of our top three is going to always be outbound: it’s why we don’t call ourselves a ‘marketing content company’ because people think of marketing as inbound. We really stress outbound: you have to be able to initiate conversations with potential buyers.”

To hear about the rest of the definition of “content,” adding a PLG motion into your business, and the other 2 effective techniques for growing a B2B company, click the below to listen to the podcast episode.

Also – receive a free gift just for listening:

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About SaaS District

SaaS District is a Podcast for Entrepreneurs & Investors. We interview top SaaS founder, leaders, investors, SaaS CEO’s and SaaS marketing experts to help you in scaling your SaaS business. We release new SaaS podcast episodes every single week by host Akeel Jabber. Every new episode covers actionable insights from growth hacking to SaaS buyer personas and everything in between from proven SaaS founders, SaaS businesses and SaaS experts.

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