Dekker Fraser – Get More Demo Requests, Free Trial Signups & Paying Customers

Former manager at Sony & Google-backed startups with 14 years marketing experience reveals: SaaS Marketing Secrets Like How to Add $1.2M to Your ARR in Jus 6 Months

Did you know that most SaaS leads are a waste of money and never convert to paying customers?

Let me show you EXACTLY how to get more customers so you don’t waste a single more cent. I will teach you…

• The single most cost-effective way to acquire SaaS customers
• The fastest, easiest way to generate demo requests and free trial sign-ups
• How to simply pay people to sit through your demo to generate $1M in pipeline from direct mail
• Step-by-step instructions for advertising profitably on LinkedIn (with examples of successful SaaS ads)
• How I acquired users for less than 10 cents each and got 15 million views with just one video and no ads
• Product-led growth
• How to reach out to key influencers to generate word-of-mouth marketing
• How to build your SaaS marketing funnel and overall marketing plan (1 page template)
• Detailed SaaS lead nurturing
• How to fix problem like poor MQL-to-SQL conversion rates
• Specific tactics that worked for me in generating cost-effective sales meetings

What You’ll Learn In Get More Demo Requests, Free Trial Signups & Paying Customers

Major Considerations in SaaS Marketing

• 9 biggest SaaS marketing mistakes (12:24)
• SaaS Branding (18:25)
• Vanta Branding Case Study (SaaS) (3:11)
• SaaS Product Marketing Case Study (Screenpal) (13:37)
• 15 Ways to Get Demo Requests SaaS Demo Requests & Customers (3:27)
• SaaS Positioning Worksheet – Part A (16:35)
• SaaS Positioning Worksheet – Part B (12:03)
• SaaS Sales Demos that Sell! (5:15)
• Lead generation is incredibly easy (4:41)
• Outbound marketing crushes inbound (9:35)
• $1M in SaaS Sales Pipeline! (5:47)
• LinkedIn Lead Generation with Mailchimp Nurturing (5:41)
• Email nurturing after signing up for a free account – part 1 (14:38)
• Email nurturing after signing up for a free account – part 2 (11:18)
• 50+ Growth Hacking Cases Studies (Including Tinder, Freshly, Harry’s, etc.)!
• SaaS Marketing Playbook – Part A
• SaaSups Are Not Greedy Enough! (2:26)
• SaaS Marketing Time Horizons (12:24)
• Growing your B2B SaaS Quickly by Following Lacoste (4:40)
• SaaS Marketing Playbook – Part B
• Boston Consulting Group
• Big SaaS Demand Generation Mistake (4:24)
• Big strategic mistake!
• SaaS Funnel Conversion Issues + Funnel Excel Template (14:53)
• Influencer marketing and keyword research (11:23)
• The Future of SaaS Marketing (3:45)

SaaS Positioning

• SaaS Positioning 1 (5:25)
• Example – Bolt
• SaaS Positioning 2 (9:52)
• SaaS Positioning 3 (5:28)
• Automation vs Analytics (2:23)
• Positioning – Successful Companies (7:39)
• Meet Customers Where They’re At (5:53)
• Homepage Messaging (3:36)
• LinkedIn Ad Example
• Vertical SaaS Positioning (3:34)

SaaS Funnel Campaigns

• Don’t Gate Your Content (6:59)
• MOFU + BOFU Campaign A (5:07)
• MOFU + BOFU Campaign B (11:06)

Product Led Growth

• PLG
• The key to Product Led Growth is a wider top-of-funnel (2:54)
• What can we learn about product-led growth from free-to-play games? (6:34)
• Gamification: the Frontier of Product-Led Growth (11:59)
• Jason Lemkin on Freemium
• Quiz: Product Led Growth
• Habit Forming Products (15:19)
• Product Led Habit Formation
• One simple trick (4:44)
• Do not require a work email! (9:23)
• What does product-led mean? (2:51)
• The end user is king (3:35)
• Usage-Based Trials (4:45)
• Changing people’s minds with PLG
• Product Led Growth with RocketReach: The Usage Experience (6:46)
• Sample nurture emails and tips
• SaaS Case Studies
• Sign-up process (7:33)
• Closure (3:53)
• Don’t ask for annoying information upfront (5:45)
• Visibility (2:41)
• How to change people’s minds (9:41)
• Addressing Objections (6:52)
• Addressing Objections 2 (7:49)
• Word of Mouth (1:39)
• Freemium vs. Free Trial
• Familiarity (3:30)
• Product led conversion benchmarks

LinkedIn Ads

• LinkedIn Advertising Mistakes (7:01)
• Lead Gen Forms (8:03)
• Negative targeting (3:02)
• Bidding (2:06)
• Nurturing (2:51)
• Canva (6:52)
• Simple Video Ad Example (5:03)
• StorytellingVideoExample (6:30)
• Talkatoo Ad Video (1:23)
• Message Ad (5:33)
• Message Ad Example 2 – Demo (7:14)
• Special Incentives (5:24)
• Conversation Ads (9:26)
• Text Ads Examples (5:33)
• UTM and Insight Tag (4:36)
• Image Ads 1 (8:29)
• Image ads 2 (6:20)
• Lead Generation Campaign Example – Consulting (9:24)
• Carousel Ads converted (2:35)
• Objectives (14:46)
• Targeting (12:27)
• Default Campaign Group (1:04)
• Pre-Filled Forms (3:42)
• LinkedIn Audience Network (4:12)
• Skrapp.io (3:32)
• Matched Audiences (3:49)
• Accounts Assets – Lead Gen Form (2:28)
• Website demographics (3:32)
• Campaign demographics (1:46)
• Campaign performance (3:19)
• Funnel Template (12:48)
• 3 things worth testing (16:08)
• Not taking you up on hard offer (9:47)
• Moving up the funnel (6:56)
• Awareness & Education (3:53)
• Retargeting (4:23)

Introduction to SaaS Lead Nurturing

• Always Promote Your Hard Offer or MQL Offer (9:09)

3-2-1 Lead Nurturing Strategy

• A. 3-2-1 Strategy – Salesforce (4:56)
• B. 3-2-1 Strategy – HubSpot (4:07)
• C. 3-2-1 Strategy – MailChimp (1:44)

SaaS Buyer Journey

• Buyer Journey 1 (5:32)
• Buyer Journey 2 (12:08)
• Buyer Journey 3 (9:36)
• Buyer Journey 4 (9:38)
• Buyer Journey 5 (10:35)
• Buyer Journey 6 (3:53)
• Buyer Journey 7 (5:09)
• Buyer Journey 8 (3:55)

Lead Nurturing Walkthrough (White Paper Example)

• White Paper Nurturing 1 (5:56)
• White Paper Nurturing 2 (14:36)
• White Paper Nurturing 3 (16:18)
• White Paper Nurturing 4 (6:20)
• White Paper Nurturing 5 (5:23)
• White Paper Nurturing 6 (26:55)
• White Paper Nurturing 7 (8:44)
• White Paper Nurturing 8 (4:07)
• White Paper Nurturing 9 (16:21)

Marketing Leads and the Sales Department

• Nurturing Leads AFTER They Request a Demo
• When Do You Send Leads to Sales 1 (5:51)
• When do you send leads to sales 2 (3:11)
• When do you send leads to sales 3 (10:55)
• Common Lead Nurturing Mistakes (8:22)

Case Studies

• The Case Study (12:00)

High Level Product Marketing Templates

• 1-page Product Marketing Plan Template
• 1-page Competitive Analysis Template
• Marketing Plan Calendar Template
• SaaS Go to Market (Interview)
• The Big Mistake in B2B SaaS Marketing thatups Keep Making

Articles on SaaS Marketing & Product Marketing

• The Colossal SaaS Marketing Mistake that Mostups Make
• One Reason Why You May Be Struggling to Grow Your SaaS Demo Requests / Trials
• 7 Big Product Marketing Mistakes
• 7 Secrets to Acquire Tons of Software Customers Quickly
• Bonus Lecture (More SaaS Content)

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