Kick SaaS Podcast

Targeting a Niche Marketing For SaaS

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Why focus on targeting a niche market for Software as a Service (SaaS)? What value comes from it? Today’s episode features a fireside chat between Margie Ramos, sales and marketing coordinator at Block 64, and Jono Landon, founder and CEO of Hubbli.

Hubbli is a Customer Relationship Management (CRM) and SaaS company that helps small private schools find prospective parents and engage them throughout the enrollment process. Jono shares his experience with niching down to accelerate growth at Hubbli and empower school leaders to deliver education through its easy-to-use technology and marketing platform. 

Topics Include:

  • Why create Hubbli? Solve communication problems and prevent liability issues that lead to lawsuits in education sector
  • Parent Engagement: Positively impacts students’ outcomes
  • Why call it Hubbli? Serves as “hub” for communication management tools
  • Multiple channels of non-relevant and repetitive communication makes lives difficult
  • Revert to Paperwork patchwork? Offers consistency and standardization of information
  • Public vs. Private Schools: Target niche market to develop strategic partnerships, relationships, and investments
  • Marketing Metrics Make Money: Focus on niche to improve conversion results
  • Stay or Go: How long should you stick with a niche market, before moving on
  • Disadvantages of not defining or targeting your niche market
  • Hubbli’s niche is CRM for private schools; and uses beachhead marketing strategy
  • Avoid natural instinct to be broad; narrow your focus to one customer with one problem
  • Product vs. Marketing Niching: Grow a healthy business by not outpacing product sales with onboarding customers
  • Entrepreneurs: Start your own company; do it yourself, if you don’t believe in others
  • Competitive Edge and Lead Gen: Cold calling to schedule demo for decision makers
  • Different Demographics: Parents and school administrators have different expectations and experiences with communication tools 
  • Skills and Drills: Narrow scope of product and marketing being offered to be successful 

    • Links and Resources:

    Hubbli

    Jono Landon

    Jono Landon on LinkedIn

    Block 64

    Margie Ramos on LinkedIn

    Toronto Software as a Service (SaaS) Meetup Group

    MailChimp

    SurveyMonkey

    Crossing the Chasm by Geoffrey Moore

    Shutterstock

    Doodle

    The Lean Startup by Eric Reis

    ...more
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    Kick SaaS PodcastBy Jono Landon