SMART CAPSTONE Final Report
Digitalics Innovation
(Empowerment of tradeshow badge scanner software toward the CRM)
Mentor:
Team Leader for Wk6:
Developing Team:
My Part: B2B key Market Driver analysis
: Target market evaluations
: Market Gap analysis
: Concept Testing
: Database structure for tradeshow
1
Get Weekly Client Approval on Completed Tasks:
| TASK ID | TASK LIST | ASSIGNED TO | ASSIGNMENT DATE | STATUS | COMMENTS | COMPLETION DATE |
| 1 | Prepare first draft of sample and evaluation, and customize for first Categories of industry | 11/03/2021 | Completed | 11/23/2021 | ||
| 2 | Finalize target market industry and come out 5 categories first draft sampler | My Part | 11/03/2021 | Completed | 11/23/2021 | |
| 3 | Developing the competitive features development sheets and configuration value propositions | 11/03/2021 | Completed | 11/23/2021 | ||
| 4 | Key drivers evaluation for 5 categories industry | My Part | 11/03/2021 | Completed | 11/23/2021 | |
| 5 | Technical IT evaluation sheet and progress | 11/03/2021 | Completed | 11/23/2021 |
Get Weekly Client Approval on Completed Tasks:
| TASK ID | TASK LIST | ASSIGNED TO | ASSIGNMENT DATE | STATUS | COMMENTS | COMPLETION DATE |
| 1 | B2B Market data collection quality and integrity evaluation | 11/03/2021 | In Progress | 11/23/2021 | ||
| 2 | Define market preference and target industry narrowing | My Part | 11/03/2021 | In Progress | 11/25/2021 | |
| 3 | Current company interview More competitors evaluation | 11/03/2021 | In Progress | 11/25/2021 | ||
| 4 | Primary Key drivers evaluation for first categories industry | My Part | 11/03/2021 | In Progress | 11/25/2021 | |
| 5 | Primary current software testing compares to the first categories’ technical advantages. Interview with company | 11/03/2021 | In Progress | 11/23/2021 |
(database structure for tradeshow)
SaaS Go To Market Strategy:
How you will attract leads
How you will convert customers
How will you retain customers
Allan Dib’s 1-Page Marketing Plan
For prospects: One target market, one message, and one channel to reach prospects
For leads: One lead capturing method, one lead nurturing method, and one sales conversion strategy or channel
For customers: One core strategy for delivering a great experience, one core strategy for increasing LTV, and one core strategy for increasing customer referrals
Source: https://devsquad.com/blog/go-to-market-strategy-saas/
(database structure for tradeshow)
(database structure for tradeshow)
Hardware
Software
Furniture
Healthy/ Beauty
Business/ Consulting
Create high quality marketing database for prospect/lead generation collected at Trade Show
*what’s the problem we are trying to solve*
LinkedIn as your go-to B2B SaaS
social media platform
Be present in all social media:
Youtube
(database structure for tradeshow)
LinkedIn as your go-to B2B SaaS social media platform
76% of buyers are ready to have sales conversations on social media
62% of B2B customers respond to salespeople who connect by sharing content and insights that are relevant to the buyer
81% of buyers are more likely to engage with brands that have a strong, cohesive, professional social media presence
75% of B2B buyers and 84% of C-level executives consult social media before purchasing decisions.
Next Steps:
Setting your profile up for the right target audience
Review public company profile
Review/ create B2B SaaS products page
Review analytics data
New Service:
LinkedIn’s products page - provides options for B2B platform and software-based companies with a page to showcase their solutions.
Source: https://www.kalungi.com/blog/saas-social-media-marketing
(database structure for tradeshow)
Be present in all social media (reasons why)
Facebook - the most used social media platform in the last decade. A mix of business-specific and customer-orientated content makes it easy to reach large numbers of prospective clients.
Instagram - Visual platform with excellent marketing. Ability to build big audiences.
Twitter - Share news & start meaningful conversations
Youtube - showcase what you do using informative or marketing videos. Create promotional videos and target viewers with remarketing ads that encourage them to take action.
Source: https://www.walnut.io/post/how-to-create-a-social-media-strategy-for-saas-companies
(database structure for tradeshow)
7 Key Marketing Strategies for Technology Companies
Original Video Content
Great stories/ fun videos/ useful content/ client testimonials/ animated infographic/ explainers/
Influencer marketing
Identify target buyers/ determine industry influencers/ build social credibility/ Bridge the Gap to In-Person/
High value content
Tell better stories/ personalize for each stakeholder/ centralize your content experience/ deliver real value/ make content that is unique/ know when to use each type of content/
Live event integration
Branding and awareness/ lead generation/ customer engagement/ education
Marketing automation tools
Existing customer e-marketing
Customer portals/ nurturing programs/ communities
Interactive tools and experiences
Source: https://www.insivia.com/7-key-marketing-strategies-technology-software-companies
(database structure for tradeshow)
What software companies are doing wrong
Showing too much info at once
Suggestion: clear-cut answer to the question, “how can this software help my company and team?”
Only talking about features
Suggestion: understand the human pain point they are solving for and build relationships around that
Complicating the message
Message needs to talk business and not product technicality
Steps to improve your software marketing campaigns
Create easily-digestible content
Review your company’s business objectives
Actually talk to end users
(database structure for tradeshow)
Loyalty program
Retention plan
Long term relationship
Continuously upgrading the packages
Subscribe to updates
Membership – receive newsletter
Email marketing for existing contacts
LinkedIn Messaging
Computer product manufacturing – 1.1%
B2B software/SaaS – 1.1%
3 to 5% medium
8 to 10% Good rate
Sale Conversion rate
(database structure for tradeshow)
-Third party lead generation
-Organic search and engagements
-Account for Varying Stages of The Buyer's Journey.
-Post Informative Content
-Define Milestones; Nurture Your Customers.
-Send Triggered Emails. ...
-Shorten the Free Trial Period.
-Use Numbers.
- Provide Excellent Customer Service. ...
-User Testimonials.
DATA QUALITY
Customer testimonials/ feedback
Case study
1. Give customers a reason to share
SaaS referral program
Right incentives to motivate customers (Cashback,Discount on subscription,branded swag, extra features)
Make it quick and easy for users to share
Consider offering a SaaS referral fee
Promote your SaaS referral program
Third party service for referral like
Trello, Evernote ,Notion and others
8 Best B2B SaaS Marketing Strategies to Inspire You in 2021
Create Compelling Content. ( white paper, etc)
Boost Your Social Media Presence.
Engage with the Community.
Display Testimonials and Partnerships.
Introduce a Referral Program.
Provide Different Pricing Plans.
Offer Free Trials and Demos.
Get Creative with Video Marketing.
Video content marketing
Best Social media for video marketing
Competitor costing
Potential 3rd Party outsourcing
| COMPANY | FEATURE | COSTING | Comments |
| Cvebt lead Capture | SocialWall for connecting to social media | Free Subscription + yearly fee upto $100 | Help with social media connection: - $ 2500 + ($5 per lead). |
| Social Table | 3D rendering, guest seating, anytime-anywhere collaboration, and mobile guest check-in, Guest Analysis | Free Subscription + yearly fee upto $100 | Willing to work with client. (No update yet) |
| iCapture | can link lead data to their Salesforce account (one of the many mainstream CRM and sales software integrations they offer) Digital Wallet, RFID technology, Density management | Subscription upto $500 + additional charge per lead (need to talk to an agent) | Would not collaborate |
| Compusystems | Linkage to CRM software | Free Subscription + yearly fee upto $100 | Yes. Followed up will get back to me tomorrow |
| Id card Group | Basic Features | Free | Would not collaborate |
| 1st Sales | Speech to text, Group Scanning, Traffic Pattern analysis | Yearly Subscription | Waiting for reply |
Potential 3rd Party outsourcing
| COMPANY | FEATURE | COSTING | Comment |
| ATS | Digital Wallet, RFID technology, Density management | Subscription + additional charge per lead (need to talk to an agent) | Sales meeting set for 12/1/2021 |
| Expotools | Linkage to CRM software | Free Subscription | Sales meeting set for 12/3/2021 |
Target market evaluations
This week
*industry diff and similarities
*data for scoring factors
My Part – Survey Questions for 5 Selected Industries
Survey Questions for Product-Based Industries