SaaS companies, from startups to enterprise, spend a lot of time building a brand within their niche. You create educational content, ads, talk on podcasts, pay to be listed on “best of” articles, get featured on Inc. / TechCrunch / Entrepreneur.
Multi-touch attribution, ABM, demand generation funnels, MQL to SQL. And yet most SaaS companies don’t take into account that after all these interactions your potential customer might look you up on Google.
Everything you do will result at some point in a brand search. (more…)