case studies | Pixels and Clicks

If you are a SaaS company already selling to individual customers and SMBs how different would it be if you had to sell to enterprises?

Will you be able to fit into the enterprise IT stack, deliver the same results that you have demonstrated for your smaller users with the same basic featureset?

Or is it a fool’s errand?

Let’s find out.

To understand how different small businesses are from enterprises think about a NASCAR and an F1 race.

According to Top Gear,

F1 cars are made in labs by white coated mad scientists. NASCARs are knocked up in medieval foundries by men with mallets…NASCAR has hammers and spanners, an F1 driver can tune his car on the go…When an F1 driver brakes…his body is tormented by a force of 5g. Brake discs are made by firing carbon atoms at a cobweb of rayon…Over in NASCAR they make do with slabs of cast iron….if NASCAR is the Big Bang F1 is particle physics.

At its most fundamental level selling a SaaS product is the same whether to an individual or to an enterprise. You have to identify your ideal customer, demonstrate that you product has value, remove risk, and make it easy to use.

But when you get down to brass tacks the differences are akin to a NASCAR vs.F1 race.

Here’s what I see the difference is between them (H/t to Steli Efti for his insightful Quora answer) [Read more…] about So you want to onboard enterprise SaaS users without losing your sanity? Do this

This post is second in the series of posts dealing with content marketing collaterals and conversion. This first post about landing pages is here . Updated on 20 Jan 2017.

Love a good yarn? Of course you do. You are human.

Stories are the best way to grab people’s attention, whether they are your neighbors or enterprise technology buyers.

And when it comes to stories, JRR Tolkien’s Lord of The Rings ranks up there amongst the best.

When you are using content marketing to reach out to your ideal clients, no collateral can match the effectiveness of a crisply written story, also known as case study, in persuading them to begin the sales conversation with you.

That’s why a good case study (or a customer success story) is worth its weight in gold. The Eccolo Media 2015 B2B Technology Collateral Survey Report found out that 31% of the respondents- the third highest- considered case studies to be extremely influential in providing purchase information.