Take Your Business to the Next Level

Launching a successful product in the software-as-a-service (SaaS) space requires the right strategy and experience. Let the experts at Traverse Market Research help guide your organization.

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Our Services

Entrepreneurs and business founders know what it takes to get their companies off the ground. But many soon find that they don't have the bandwidth and capacity to help take their company to the next level.

We at Traverse Market Research have learned - sometimes the hard way! - that launching a successful product or business in the SaaS (software-as-a-service) space requires a different set of skills and knowledge to help your SaaS company grow and thrive.

Traverse Market Research helps provide executive level consulting services for marketing, customer acquisition, monetization, and customer retention. Find out how our experienced executives can form the right strategy to help you take your company to the next step.

Our engagements range from one-off research and market reports to full-service embedded C-level executives. Your specific needs will dictate the level of assistance we provide to you and your company.

Marketing Consultant

We offer our Marketing Consulting services as part of an on-going partnership between Traverse Market Research and your business.

After a full analysis of your current sales channel, we provide expert, data-driven marketing help in the areas where your business can improve. Using traditional and more advanced approaches, we develop a plan to improve one or all of the following areas:

  • AWARENESS Get your name and brand in front of your target audience and show your potential customers the services you offer and how you stand out from your competitors. How we help: Traverse Market Research creates a marketing plan customized to your product and your specific market, helping you inform your potential customers of the services you offer that will improve their business operations while meeting their goals and needs.
  • ACQUISITION Bring new customers into your ecosystem by showing them how they can benefit from your product or services. How we help: We evaluate the current market and help determine what portion of customers you're reaching for that initial engagement and then develop a strategy to reach more people and convert awareness into acquisition.
  • MONETIZATION Convert your passive customers into paying customers by showing them the value of increasing their investment. How we help: We assist you in developing best practices, pricing models, and customer-oriented service models to help your product become a vital part of your customers' operations. This demonstrates the value of your SaaS solution and helps your customers see it as a must-have investment.
  • RETENTION Consistently deliver high value and first-class service to your existing customers. How we help: We assist with improving the on-going engagement and service of your existing customers. Through awareness, training, and demonstrable results, we assure that your customers understand how to get the most out of your products.
  • LEADERSHIP Apply the experience and knowledge of seasoned professionals to lead your current team more effectively. How we help: Our C-level guidance services are available for teams that need the help of an experienced Chief Marketing Officer or Chief Sales Officer.

SaaS Strategy

Traverse Market Research specializes in creating and implementing marketing strategies specifically for SaaS companies and products. The practice of convincing customers to commit to paying for a subscription model for your software is considerably different from selling a one-time investment in a traditional software product.

In our experience, the development of a customized marketing strategy for a SaaS product requires a strong knowledge of the product and the addressable market. That's why we carefully match our strategy executives and marketing personnel to each of our unique clients.

The strategies we develop are creative, customized and unique to each client. Here's a look at some of the techniques we employ to help you get the most out of your marketing spend.

  • CONTENT MARKETING In the SaaS space, the development and deployment of top-quality content drives leads and conversions better than pay-per-click advertising or other more traditional marketing techniques. The decision-makers in the SaaS space tend to need more actionable data to drive their purchasing. We help you develop a plan to support these decisions.
  • PRODUCT TRIALS The test-drive model has proven to be an effective source of conversions. Spinning up your product in their own environment and on their own terms can help show exactly how much they need you. However, it's important to ensure that the trial experience is 100% positive and that trial customers get the help required to get the most out of their look into your services.
  • SEARCH ENGINE OPTIMIZATION Good content marketing can organically drive good SEO. But it's also important to do a complete audit of internal materials to ensure your keyword strategy, internal linking, use of titles and page descriptions can augment your on-page SEO. Your off-page Search Engine Optimization, or link building, will also drive search results. Optimizing this approach can lead to increased awareness and a strong community of engaged users and customers.
  • CO-MARKETING Small companies can often band together to target the same or similar customer bases. By partnering with a complementary product (maybe a data analytics firm that integrates with your SaaS suite, for example), you can try to reach and convert the customers who need both products.
  • REFERRAL MARKETING Creating a referral process can help you take advantage of the goodwill and positive experiences you are already creating for your customers. A satisfied customer will tend to become a champion for your service, especially when given an incentive to share their experience with others.
  • AD WORDS Traditional search engine advertising still holds value today. Sometimes in the SaaS space, you'll find that your most qualified customers (those who know they need your product and are ready to pay for it) come from a very specific internet search that leads them to you, through a pay-per-click advertisement.
  • RETARGETING Rediscovering customers who engaged with your product or service for a time and then chose not to buy (or are former customers who decided they no longer needed you) can be a valuable source of new leads. Maybe they too are a growing company and examined your offering when they were too small to take advantage of it. Circling back at a later date can provide a great opportunity to convert a customer who already knows your company and its offerings.

Customer Retention Analysis

Customer churn and retention is an ongoing reality for all SaaS businesses. Tracking which customers come and go in a given month or quarter and figuring out why they left you, is a key element of improving your retention and customer experience.

We use a cohort analysis and other proven techniques to conduct a fully data-driven look into why customers choose to move on from your offerings. This analysis of revenue retention and customer churn can help you forecast for future growth and develop strategies to retain existing customers.

Customer Retention Analysis is just one of the investigative offerings our marketing consultants can provide. Reach out via our contact form to learn more.

C-Level Guidance

Successful founders and CEOs know their product and their market. But when the business reaches a certain size, it might find organic growth slowing just as the product is gaining traction among customers.

At that point, it could be time to utilize the knowledge of an experienced marketing expert. A smaller SaaS company may not be ready to add to its C-suite, which is where Traverse Market Research's executive team comes into play. Find out how to improve the growth of your SaaS company and focus your efforts on increasing monthly recurring revenue.

We provide an agency model for executive planning and leadership. You'll have access to the top minds in the industry without bringing on new full-time employees or diluting equity and ownership. Our executive experts can help you set your company's strategy, make high-stakes decisions and ensure that your day-to-day operations align with fulfilling your organization's strategic goals.

Our guidance will prepare you to think strategically and to play a key role in shaping the vision for your organization's future, while rallying your employees around that strategic vision. We help you prepare your team to successfully execute on tasks that will move your organization towards creating a winning corporate culture.

Full-Service CMO

In Traverse Market Research's agency model, we provide the services of a chief marketing officer (CMO) with direct experience in your market combined with your business model. Sometimes called a fractional CMO, this person is a seasoned leader who can focus on defining your marketing strategy, planning your marketing actions from first steps to scalability, managing your internal team (if you have one), or making key hiring decisions.

Regardless of what stage you're at now, a CMO can provide valuable guidance and services to develop a strong plan to move you forward. They get to know your existing leadership team and your marketing personnel and then analyze and advance your current and future strategies. Their experience in the field will help them grow your marketing team into a productive department that drives sales growth and monthly recurring revenue.

While each engagement our executive leaders take on is unique, some services they provide include:

  • Develop marketing campaigns using a mix of proven approaches that are suitable to your business and your customer base
  • Manage your external marketing agencies
  • Develop and lead branding programs
  • Launch new products with a fully developed multichannel marketing plan

Maximize the return on your marketing investment by bringing in an experienced leader who can take your business to the next level.

Full-Service CSO

We have found that clients who engage us in our CMO services will also currently or soon need a top executive with sales expertise and experience with strategic sales planning. Sometimes called a fractional chief sales officer (CSO), this person is an experienced executive leader with current and actionable knowledge of sales in your industry.

Bringing a CSO into your leadership team on a part-time basis provides all the expertise your CEO needs in a sales person without the costs of bringing on a full-time employee. Working with your current sales channels, the CSO is laser-focused on growing sales by setting the right objectives, developing strategies and ensuring your sales teams have the knowledge and direction to convert leads into customers.

While each engagement our sales leaders take on is unique, some services they provide include:

  • Growing revenue through implementation and measuring of ongoing sales strategies
  • Development of sales tactics for individual members of the sales team
  • Smart growth of the sales team and addition of other sales channels
  • Bring their wealth of experience and sales skills to your team using their years of experience and expertise

Take your sales team to the next level with an experienced leader who can develop the right sales plan for you and take your department to the next level.

Go-to-market and Marketing Consultant Services

While our embedded CMO and CSO leaders provide one of the best on-going values for up-and-coming SaaS businesses, not every business is ready to add c-level executives. For that reason, we offer the combined knowledge and experience of our proven professionals on a project-level basis.

Whether you are just getting ready to make your initial product launch or you want to develop a long-term strategy, Traverse Market Research has the people and experience on hand to deliver a winning plan. We match you with senior level executives and a small team with expertise in your business area and provide data- and experience-driven plans to execute your strategies.

The end result will be a smooth and productive product launch or an enhanced ability to address your potential market.

Insights

To learn more about Traverse Market Research, we invite you to reach out via our contact page. Meanwhile, take a look at the general stages of the process we use to develop strong business plans for small-to-medium sized SaaS companies.

Here is a general idea of our process. As always, we provide the full scope of assistance at the c-level, or offer individualized single stages to help you along the way.

  1. Understanding: Our c-level executives or smaller consultant teams will get to know your company, your product, and your customers. We work with you to ensure your long-term goals align with the shape of your business.
  2. Research: We look into your market and your competition. This includes a deeper look at your products, your current buyers and your addressable market.
  3. Idea stage: We create a strategy with a plan directed specifically at your business's biggest needs. We prioritize marketing actions to develop a strategy that addresses immediate needs and bigger goals.
  4. Implementation: Once we have your approval, we'll help you and your team carry out the new plan.
  5. Testing and analysis: We show you real metrics that determine what is working in your plan and what needs to be rethought. Then we return to previous stages to tweak the plan and improve results.

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We'd love to hear from you.

It's never too early or too late to start a conversation about current or future marketing and sales needs. Reach out to us today to find out how we can help.