Getting To A Strategy: 5 Tactical Things Any SaaS Marketer Can Do

Originally posted on Medium. 

And it’s none of these:

  • Hire people
  • Hire agencies
  • Spin up ads
  • Buy swag
  • Book a conference

And if you’re going to spend money, I recommend spending it on content creation & promotion.

About a year ago, after my 2 year run with Mailgun, I joined Assembla as their marketing leader. My entire year at Assembla was spent on getting to a strategy and so as I close my chapter with Assembla, I’d like to take the time to share my experience.

Assembla is a 10 year old SaaS business acquired by Scaleworks in early 2016. Scaleworks is a venture equity provider that acquires, invests in, advises and operates B2B Saas companies. You can read more about the vision and beliefs behind Scaleworks here.

What I really like about the Scaleworks model and the reason I decided to join this mission was that these B2B SaaS companies had a proven product, a healthy customer base and were generating revenue. The challenge was this: How do you take what currently exists and turn it into something that can scale?
And to scale, you need a strategy. So looking back, these were some of the fundamental things I did to help the Assembla team get to a strategy.

1. Understand the metrics of the business

If you’re an avid runner and want to qualify for the Boston Marathon, just trying to physically run faster won’t get you there. You have to understand how your body works and what it needs to get more fuel. This is the fun, science part.
My first month at Assembla was spent studying our entire business metrics sheet which we based off of a model similar to this:

I spent most of time understanding top of funnel metrics in Google Analytics; understanding things like:

  • Where is traffic coming from?
  • What are the top landing pages?
  • Which keywords do we rank high for?
  • What are people doing on our website?
  • How many visits does a user have before they convert?

After studying these numbers, I was able to understand what our brand was known for.

Was it valuable traffic though?

This is super important to understand. When I first started at Mailgun, one of the top performing keyword phrases we ranked for was “free email server” and so even though it brought in traffic and trial conversions, it didn’t necessarily bring any revenue generating trials.

At Assembla, we faced a similar problem. We ranked #1 for “free svn.” The next step was to understand what these users were doing that converted off of these keywords.

To connect the dots, we built a custom dimension in Google Analytics that pulled in Assembla’s unique IDs directly into Google Analytics. See this article on how to set up a custom dimension.

From here, I was able to tie back where users were coming from and run that report against our revenue report.

Even though you can’t see which keywords a user converted on in Google Analytics, you can see which page they landed on. I then used a tool like Moz to see which keywords each landing page ranked for. So for example, for users that landed on directly, I knew exactly which keywords they likely converted from.

Understanding your funnel metrics is foundational before you hire a team, hire an agency, spin up paid marketing programs. It’s impossible to show value of your programs if you can’t measure them against your revenue reports.

2. Close the gaps with lowest conversion rates

When you look at your funnel, look at conversion rates for each step in the funnel. Before you jump to driving demand, understand where your funnel is leaking and close those gaps. For example, a simple SaaS funnel looks like:

Web traffic > Trials
Trials > Activations
Activations > Paid Subscriptions

At Assembla, we had a major gap between trials and activations. So instead of trying to drive more visitors to our website or try to get trial users to choose a paid plan, I wanted to implement an onboarding program drive more app usage out of our trial users. The natural progression from here is to drive paid plans out of active trial users.

When implementing an onboarding program, you want to make sure you trigger emails or in app messages based on what users came to do in the app and on the behaviors they’re taking in the app (or lack of). For example, when a user signs up for Assembla, they can create a project or add a repo.

If they didn’t do either of these in a certain time frame, we would trigger an email on how to do that. We captured this data by making API calls from our database and dropping values into Intercom. After we implemented onboarding, we increased the paid conversion rate from 1.5% to 2.5%.

Similarly, I implemented an onboarding program at Mailgun that reduced the time it took a user to start paying us from 7 months to 1 month. You can read about it here.

3. Generate some content and test messages

Even though you’re nowhere near a strategy, it doesn’t hurt to start testing messages in the market based on the data you’ve collected. (I also recommend doing this in parallel to talking to customers which I get into after this section)
Choose one direction to go with and build content around it. I’ve written about the importance of content in the past and my stance on it hasn’t changed. For Assembla, we went all in on project management for software development teams and one niche audience we focused in on was game developers. Some articles we published around this were:

Distribute content in the channels you’re already generating valuable traffic from. Go to your referral URLs and see which links are bringing the most traffic and conversions. If they’re influencer blogs, reach out and ask to do another blog post. If they’re larger networks like Stackoverflow, see what type of advertising opportunities are available.

I also recommend googling some keyword phrases you think you’re target audience is using and see which URLs come up on the first page. This is a good way to find some content opportunities.

So what did we learn?

Assembla essentially has two products built into their platform, project management and a version control tool. In the beginning stages of my testing, we went all in on project management. It was great that we did because well, we failed and we knew exactly why we failed. What I found was that project management was a competitive category, everyone was in that category. It was expensive to compete.

In addition, we found that our happy, active customers didn’t choose us for project management, they chose us for version control, particularly Perforce and Subversion. And we only found this out by surveying and talking to our customers.

This was a better place to be not only from a competitive standpoint but also from the perspective of why users actually loved Assembla.

4. Understand who you your customers are (by talking to them)

This might sound a bit like a no brainer but I’ll be honest with you, as someone responsible for growth, there’s a bit of pressure to start generating more traffic and leads and so it can be tempting to completely skip this part.

Talking to customers and people just like your customers is crucial to your success. Pull a report of your highest MRR customers and study them. You can use tools like Clearbit or Hubspot Insights to pull data about your customer such as the job title of your users, which industry they’re in, annual revenue, etc so you can start building buyer persona profiles.

The next step is the interview. Our leadership team each took responsibility to talk to customers and we tried to work within the same interview framework so we could compare notes.

The interview is not about your product. The interview is to understand the person by asking questions around what they do, what challenges they’re facing, what is valuable to them, how they measure success, etc.

Don’t make the interview about your product! This is not a product feedback session.

Interviews can take a long time to schedule so in parallel, you can run an automated survey that triggers when a new customer signs up for a paid subscription asking why they chose you and as well as asking non converted trials why they didn’t choose you. You can use this data to supplement your interview data.

Talking to customers is your source of truth. When you come to a strategy and people want to challenge you on it, you can always come back to what your paying customers told you and no opinion can argue with that!

5. Develop the story (and put it into a pitch deck)

One of the scariest yet most liberating thing a business can do is decide on a strategy. Scary because once you’ve decided who you want to be, it requires a lot of discipline to stay on course. Liberating because you now know what you can say no to.

After analyzing all the data we had collected over the year in conjunction with doing some market research, we came to a strategy that we all felt confident to stand behind.

The next step was to develop our story. Often times businesses will develop a story before doing all the leg work around building a strategy. Without the strategy, it’s impossible to develop a story everyone believes in.

We attempted to build a pitch deck before we had a strategy and it was a complete failure. Fast forward 6 months, we used the same framework to build the pitch deck we previously failed at yet our story finally made sense.
We worked with Andrew Raskin to build our pitch deck after reading his article here.

Once you have your strategy down and your story developed, it becomes the foundation to your business that all teams should align to. From sales to customer success, all teams should focus on tactics that only builds off of that foundation.

What a fun, challenging (and at times intense) year I had at Assembla. Wishing the Assembla team the best of luck as they go out and execute on their strategy, the leader in Enterprise Cloud Version Control #ECVC. Rock on!

Now on to Qualaroo, a real-time insights platform and service that helps businesses discover why prospects and customers make decisions. Check us out here:

How I Built An Automated Onboarding Program Using Intercom

I published a version of this post on the Mailgun blog here.

During my 2 year run as head of marketing for Mailgun, I worked on some amazing projects that had positive impacts on the business (you would hope, right?)

One of the these projects was increasing usage by our existing customers. Mailgun is an email automation service enabling developers to quickly integrate email into their application. Similar to other SaaS companies, Mailgun offers a free tier  allowing users to send or receive 10,000 emails free per month – after that, you are charged on a per email basis.

Integrating Data into Intercom

We started using Intercom back in 2012 mostly to engage with users logged into the control panel to ask for product feedback. Intercom is a great platform toengage with your customers within your dashboard. As we monitored users logging into the control panel, we noticed most of our users log in once when they sign up and never log in again. This is mostly due to the fact that Mailgun users use the API pulling data directly into their application. Because of this, we really didn’t get a good insight into customer health meaning that just because they weren’t logging into the control panel didn’t mean they didn’t actually use our product.

We weren’t using the potential of the Intercom platform. What we needed was more data about our customers in the platform. I gave the problem I was trying to solve to one of our developers and beginning of 2015, we started to pull data about our customers into Intercom. According to our developer,  we did this by using Apache Spark and Hadoop to read our event feed and produce nightly data aggregations that we import into Intercom using their API and Python’s Requests module. The Apache Spark API is great and SaaS applications like AWS’ Elastic MapReduce make it easier than ever to take advantage of these tools.

We pull in attributes like sign up date, number of emails sent and more allowing us to intelligently engage with our users based on their profiles.

Onboarding Emails Based on User Behavior

Now that we had data about Mailgun users within Intercom, we were able to set up a series of onboarding emails based on actions that our customers did or did not take.

In order to use Mailgun, there are a series of actions a user must take to use our product. For example, the first action is to add a domain. If a user does not add a domain within 24 hours we will see the attribute in Intercom as “domain=has any value.” If no value, a user will receive an email for “add domain.” If true, they will not receive an email.

Here is a diagram of how our onboarding emails are set up.

Decreased time from Free to Paying Customers

We track the length of time it takes for a user to start paying (sending over 10,000 emails). If you see below, you will notice that when we implemented onboarding emails, we decreased the time for a user to start using Mailgun from 4 months to less than a month.

Time To Usage

Helpful Tips

I’ve been doing customer marketing for over 10 years and have never used a product where I, as a marketer, am enabled to engage with our customers in an intelligent way without having to engage a designer or developer for every customer engagement (pulling lists, building a design). We have templates built within the platform and our data is automatically populated via API.

To maximize on your on boarding program, I recommend:

  • Make them personable. I sign emails either from myself or our support team. Here is an example:

Onboarding Blog Post Send Email

  • Include helpful articles. If you spend time building your documentation and help center articles, now is the time to share them.
  • A/B test your emails. We thought many of our users would prefer text emails but it turns out HTML performs better. Also, test different subject lines.
  • Respond. This is very important because if you don’t respond then it defeats the purpose of making them personable. Often times we get support related questions and because we integrated Intercom with Zendesk (our ticketing system), I can easily send the request to Zendesk and a ticket will automatically be generated and assigned to an email expert.

I hope you find this information useful as you build your on boarding program. If you have questions, please leave them in the comments below and I will get back to you.

Back to Basics with Becky Hammon


I had the sincere pleasure of watching Becky Hammon speak at the Rackspace Headquarters this morning. With the new gig as the assistant coach for the San Antonio Spurs and the very recent win of the Summer League, Becky has been hitting headlines left and right. It was no surprise she packed the Rackspace Events Center with standing room only as Rackers flooded in with much anticipation to see her speak in person.

What I loved about her speech, or really about her story, was how authentic it was. Sometimes I think we expect these leaders and these people that are breaking barriers to tell a flashy story. In reality, to be a leader like her, starts with a solid foundation. The Spurs organization is a prime example of having a solid foundation that you can build off of and it’s no surprise that she is now one of those building blocks.  If I had to keep it to five things, here’s what I took away.

To earn respect, you need to listen and serve first.

Becky has been on many teams throughout her lifetime. And no matter how good she is or what her experience was, when she moved to a different team, it was like starting new again. She was still the new person on the team and always had to earn the respect of her teammates. When you ask her about how you earn that respect, she said multiple times “you listen and serve your teammates.” She even said if that means grabbing t-shirts and water bottles, that’s what you did. When she played overseas, it was even more important to show your service because of the language barrier; she needed to show her teammates how much she cared for them through her acts of service.

Trust your heart to make tough decisions and don’t look back.

When Becky wasn’t asked to play for the US Olympic team, she had the option to sit at home and watch the Olympics over some BBQ, or she could go play for Russia. As a girl that grew up in South Dakota, she is as American as you can get so going to play for another country was definitely a tough decision she had to make. So how does she handle tough decisions like this one? She literally said “pray, listen to your heart and depend on your circle of family and friends that have your best interest at heart.” When she made the decision to go play for Russia, she received a lot of backlash and people even questioned her patriotism. But because she felt in her heart that she was doing the right thing, nothing else mattered. She focused on serving her team and being the best she could and ended up bringing home the Bronze.

You don’t have control over someone’s attitude but you do have control on how you respond to it.

I love this point because attitude is something that no matter how good you are at a sport or a certain skill, it’s your attitude that will take you through to success. I’ve learned this as an athlete growing up and is something that I continued to drill into the kids I coached a few years back. You can be the best player on the team from a physical standpoint but a bad attitude can oversee that potential and can be detrimental to the team. It’s no different in the business world. The reality is people will still have bad attitudes and sometimes people might just be having bad days but often times, it’s their permanent being. Becky points out that even though you can’t change someone’s attitude, you can control how you respond. It’s so easy to become the complainer about people but it’s harder to not let it affect you and the rest of the team and even harder to rise above and change the course of direction to a positive one.

Going for the quick win does not mean you will have longevity of winning.

This goes back to building a foundation. She talked about how Coach Pop starts with building a foundation first that is not to be messed with, even through loss. Often times in professional sports, when teams don’t make the playoffs, they will change management, change the team and bring in big names that will hopefully get them a ring. Becky says that they might get a quick win and if that is what they want, then they’ve won. But if they’re looking for tenure and a longevity of wins, those practices will not get them there. This really relates nicely to the corporate world. Companies are often under pressure to hit revenue and profit targets and when they are missed, people panic and change direction, strategy, people, etc. But if you have a solid foundation and a set of core values, missing a goal is just an obstacle that you have to overcome to reach long term success. If you react to that loss, you take yourself backwards instead of forwards.

You really can make a living doing what you love, it just may not be in a manner that you initially thought.

As a little girl, starting at the age of five, Becky loved basketball. She emphasized the importance of repetition and practice. She knew that she wanted to make basketball her career. Her dad always told her that she could do anything. When she asked her dad if she would be able to play basketball in the NBA, he said well, “no.” At the time the WNBA didn’t exist so it didn’t seem possible to pursue a career in the NBA. When she landed the job as an assistant coach for the San Antonio Spurs, she said she was excited to make that phone call back to her dad to say “You never said that I couldn’t coach for the NBA.”

What an honor to have heard her in story in real life and what an honor it is to have her as a leader in our city. This was truly a special and memorable moment for myself and many other Rackers. Go Spurs Go!

Where Can College Graduates Afford To Rent?

This post was written and contributed by Kristy Hessman. Hessman writes for HotPads, a rental search website that makes it easy for you to find your next place in the city.

Whether you are a parent of a student, or a student who identifies as a Longhorn, Jaguar, Horned Frog or Red Raider, graduation season is coming up quickly.

But where will new grads head after school? Many new graduates will be saying goodbye to their college towns and hello to cities like Dallas to start new jobs.

A new interactive map out from the rental website HotPads helps new college graduates determine some of the most affordable neighborhoods to rent in within the Dallas metro area.

HotPads used salary information for full time workers ages 22 to 30 with college degrees, along with rental data to map just how much recent grads can expect to spend of their gross salaries on rent.

Here is a snapshot of what the rental market looks like for graduates in certain professions moving to Dallas.


According to the data, new graduates with teaching degrees moving to Dallas will likely earn between $44,000 and $45,000 in annual gross salary. The City Center District will be the most expensive place for teachers to rent. They’ll spend around $1,158 each month on rent, about 35 percent of their annual salary. If they want to save some money, they can head to Preston Hollow where they will spend 16 percent, about $590 a month, of their income rent.


Graduates going into accounting or auditing roles will have a bit more flexibility when it comes to the Dallas rental market thanks to their slightly higher salary of around $54,000 a year. This will allow them to live closer to the action in neighborhoods like Oak Lawn or Near East, where they will spend 24 and 27 percent of their respective rents on salary.

Software Developers, Applications and Systems Software

Graduates in the software and systems fields will have even more flexibility than accountants and teachers due to their estimated $61,894 annual gross salary. That means they can live in the more expensive neighborhoods of Dallas, like City Center District and South Boulevard Park – Park Row District and still spend less than 30 percent of their salaries on rent.

Along with Dallas, HotPads created maps for 10 additional cities throughout the US, including: Atlanta, Boston, Chicago, Los Angeles, Miami, New York, Philadelphia, San Francisco, Seattle and Washington DC.

Recent graduates can choose their profession and search neighborhoods within those cities to see how much they can expect to pay in rent.

HotPads also compiled a Rent Here Not There “cheat sheet” for new grads moving to cities throughout the US.

You can explore all of the cities by profession by clicking here.