Building a demand gen flywheel

One of the hardest things to do when you're thinking about getting new trials, demos or freemium signups is to put all the parts that are necessary for a system for growth.

I've tried to summarise how I've done this in the past and the lessons I've learned from running growth at my last startup.

There's a lot here but if I was to summarise, I'd say:

Focus on positioning and value proposition before anything else.
Then get landing, product and blog pages optimised for conversion
Work out how you want to conduct SEO and content – I still believe it's the best channel for the majority of bootstrapped and indie SaaS businesses
Consider which channels work best for B2B paid ads. Spoiler: LinkedIn > Facebook > Google
Don't worry if it feels like you're not getting anywhere at first. This will take you some time. At my last startup, it took approx 18 months to get from no growth engine to high functioning conversion machine :) Trust the process.

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One of the hardest things to do when you're thinking about getting new trials, demos or freemium signups is to put all the parts that are necessary for a system for growth.

I've tried to summarise how I've done this in the past and the lessons I've learned from running growth at my last startup.

There's a lot here but if I was to summarise, I'd say:
- Focus on positioning and value proposition before anything else.
- Then get landing, product and blog pages optimised for conversion
- Work out how you want to conduct SEO and content – I still believe it's the best channel for the majority of bootstrapped and indie SaaS businesses
- Consider which channels work best for B2B paid ads. Spoiler: LinkedIn > Facebook > Google
- Don't worry if it feels like you're not getting anywhere at first. This will take you some time. At my last startup, it took approx 18 months to get from no growth engine to high functioning conversion machine :) Trust the process.
Marc Thomas

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5 years ago
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