Software-As-A-Service Demand Generation : choose a single customer (1/7)

In deploying a Software-As-A-Service business model you first focus on optimizing the demand generation. You thus want to capitalize on the web marketing benefits to maximize the number of potential customers landing on your micro website and to convert them to buyers through a learn-try-adopt cycle.

The efficient web demand generation can be seen as a seven steps process.The first step is to choose a single customer.

As mentionned in previous posts, once you understand the successful saas offering, and are familiar with the SaaS user behaviors, you need to have a focused approach. You do not want to attract every web crawler to your web site, you want to attract those web-centric people who are looking for a solution which your SaaS offering would be the best one to select to solve their critical issue.

Choosing a single customer means that you must first profile that user, the one you want to consider your SaaS solution and say 'whaoo that's exactly the best solution I am looking for!'.

You first need to define its profile: characteristics, demographics, vocabulary, purchaser or influencer capability.

Choosing a single customer then means that you must list the top ten critical questions that customer is asking himself, using the words he would use, and he would like to be solved efficiently.

Create several personna profiles and a positionning canevas for each of them.
Design and publish a micro-website for each personna, the corresponding potential customer will then see your solution as its answer to its daily top needs.

We will explore the second step in an other post :
Software-As-A-Service Demand Generation : find each single customer online (2/7)...