To be or not to be, to follow or not follow, that is the question. As a B2B marketer, it’s easy to understand that a link back to your organization’s website provides benefits. But, did you know that links can be further classified into “follow” or “no-follow”? Now, I’m not trying to complicate your job here, just clarify the SEO impact of each so you’re prepared to report on either in case a link expert comes calling.
Our next SaaS marketing perspective guest hails from LumenAd, an ad management platform. Ember’s background is in marketing, business development and demand gen. We’re talking about performance marketing, customer conversations and making money. Read on for her insights!
Trends suggest that public relations will be a data-driven function in 2020; however, for years many PR agencies have skirted by with minimal metrics — securing media coverage and then simply handing a list of placement links or clips to a client before moving on. Today, marketers — especially marketers at SaaS brands — expect more.
SaaS companies often embark on a PR program with the goal of earning top-tier coverage. I can’t think of a company that doesn’t want to be in the Wall Street Journal. Because of the sometimes myopic focus on household name publications, too often companies dismiss trade media as low-value, particularly compared to national outlets.
Our next installment of SaaS Media Perspectives features, Dom Nicastro, senior reporter at CMSWire, a well-read trade pub covering digital customer experience, martech and digital workplace. Dom discusses getting to know a publication’s audience as both the journalist and the PR pro and the double-edged sword of the AI buzz.
In 1999, there were 486 initial public offerings (IPOs). In 2018, there were only 190 — a significant decrease over nearly two decades. Despite those numbers, the number of SaaS companies to IPO continues to increase. In fact, of the more than 40 tech companies to go public in 2018, over a third of them were SaaS brands. With TechCrunch boasting headlines like, “Public investors loved SaaS stocks in 2019” and data compiled by Renaissance Capital showing enterprise software companies among the most successful IPOs of 2019, it’s safe to say that 2019 was a strong year for SaaS IPOs.
With the new year upon us, I can’t help but pontificate on the year ahead for SaaS public relations strategy. Forrester says the public cloud market will grow to $299.4 billion in 2020. This growth means more opportunity for those of us running PR programs for SaaS brands. Below are three of our predictions for the year ahead.