Article | May 20, 2020
The current patterns of cloud migration include simple “lift and shift,” which moves data with as little work as possible, typically by refactoring or redoing the applications and data so they work more efficiently on a cloud-based platform. More and more migrations include multi-cloud, which contributes to the appearance of new data complexity issues. When leveraging multi-cloud architectures, it’s important for IT leaders and cloud professionals to rethink how to deal with data complexity.
If businesses are tasked with this massive and growing data management problem, it seems to me they ought to get their IT house in order. That means across a vast heterogeneity of systems, deployments, and data types. That should happen in order to master the data equation for your lines of business applications and services.
Table of Contents
What is multi-cloud?
Why use multiple clouds?
How to manage multi-cloud data complexities?
What is multi-cloud?
Multi-cloud is the use of two or more cloud computing services, including any combination of public, private, and hybrid. The end result is the capacity to orchestrate resources across multiple private or public cloud platforms that contain multiple cloud vendors, accounts, availability zones, or regions or premises.
Why use multiple clouds?
The three most important benefits of utilizing multiple clouds are:
High availability – The multi-cloud provides protection for an organization’s data storage against threats. If a cloud is unavailable, other clouds remain online to run applications.
Flexibility – Multi-cloud gives businesses the option to select the “best” of each cloud to suit their particular needs based on economics, location, and timing.
Avoid Vendor Lock-In – This allows the application, workload, and data to be run in any cloud based on business or technical requirements at any given time.
Cost effectiveness – Multi-cloud enables businesses to control their costs by optimizing the public cloud and choosing infrastructure vendors based on price. Public cloud services deliver functionality without having to hire personnel.
Multi-cloud allows you to choose the right platform for your application and customers while using the best features from each cloud service provider. This gives companies the flexibility they need to select the “best” of each cloud to suit their particular needs based on economics, location, and timing.
Multi-cloud also provides protection against the failure of a single cloud platform. Large enterprises may also be able to maximize the benefits of different infrastructure vendors that are competing on price for their business (smaller companies won’t have this luxury).
Cloud is very different from your internal IT stuff — the way you program it, the way you develop applications. It has a wonderful cost proposition, at least initially. But now, of course, these companies have to deal with all of this complexity.
- Martin Hingley, President and Market Analyst, IT Candor Limited
Read more: How To Derive Data Insights In Hybrid Cloud Model And Drive Innovation
How to manage multi-cloud data complexities?
The reasons for the rising data complexity issues are fairly well known and include the following:
The rising use of unstructured data that doesn’t have native schemas. Schemas are typically defined at access.
The rising use of streaming data that many businesses employ to gather information as it happens and then process it in flight.
The rise of IoT devices that spin off massive amounts of data.
The changing nature of transactional databases, moving to NoSQL and other non-relational models.
The continued practice of binding single-purpose databases to applications.
Finally, and most importantly, the rise of as-a-service cloud-based and cloud-only databases, such as those now offered by all major cloud providers that are emerging as the preferred databases for applications built both inside and outside of the public clouds. Moreover, the use of heterogeneous distributed databases within multi-cloud architectures are preferred.
Challenge of multi-cloud
For the most part, those who build today’s data systems just try to keep up rather than get ahead of data complexity issues. The migration of data to net-new systems in multi-clouds is more about tossing money and database technology at the problem than solving it. Missing is core thinking about how data complexity should be managed, along with data governance and data security. We’re clearly missing the use of new approaches and helpful enabling technology within multi-cloud deployments that will remove the core drawbacks of data complexity.
The challenge is that you need a single version of the truth. Lots of IT organizations don’t have that. Data governance is hugely important; it’s not nice to have, it’s essential to have.
- Martin Hingley, President and Market Analyst, IT Candor Limited
The core issue is to move toward application architectures that decouple the database from the applications, or even move toward collections of services, so you can deal with the data at another layer of abstraction. The use of abstraction is not new, but we haven’t had the required capabilities until the last few years. These capabilities include master data management (MDM), data service enablement, and the ability to deal with the physical databases using a configuration mechanism that can place volatility and complexity into a single domain.
Virtual databases are a feature of database middleware services that technology suppliers provide. They serve to drive a configurable structure and management layer over existing physical databases, if that layer is in the requirements. This means that you can alter the way the databases are accessed. You can create common access mechanisms that are changeable within the middleware and do not require risky and expensive changes to the underlying physical database.
Moving up the stack, we have data orchestration and data management. These layers provide enterprise data management with the ability to provide services such as MDM, recovery, access management, performance management, etc., as core services that exist on top of the physical or virtual databases, in the cloud or local.
Moving up to the next layer, we have the externalization and management of core data services or microservices. These are managed, governed, and secured under common governance and security layers that can track, provision, control, and provide access to any number of requesting applications or users.
Most enterprises are ignoring the rapid increase of data, as well as that of data complexity. Many hope that something magical will happen that will solve the problem for them, such as standards. The rapid rise in the use of multi-cloud means that your data complexity issues will be multiplied by the number of public cloud providers that end up being part of your multi-cloud. So, we’ll see complexity evolve from a core concern into a major hindrance to making multi-cloud deployment work effectively for the business.
What’s needed now is to understand that a problem exists, and then think through potential solutions and approaches. Once you do that, the technology to employ is rather easy to figure out.
Don’t make the mistake of tossing tools at the problem. Tools alone won’t be able to deal with the core issues of complexity. Considering the discussion above, you can accomplish this in two steps. First, define a logical data access layer that can leverage any type of back-end database storage system. Second, define metadata management with the system use of both security and governance.
The solution occurs at the conceptual level, not with the introduction of another complex array of technology on top of already complex arrays of technology. It’s time to realize that we’re already in a hole. Stop digging.
Read more:Flexible building blocks for the new cloud and data-driven world
Article | April 2, 2020
Social media is one of the most popular marketing channels for businesses around the world. But in this time of the COVID-19 pandemic where everything is anything but business as usual, it can be challenging for brands to know how to proceed with social media marketing. If your brand’s social content has been planned in advance, you now likely find yourself with a calendar of content that you can’t use. In the midst of a global crisis, even seemingly mundane references to things like working in an office, dining in a restaurant, taking a vacation or socializing with friends now becomes tone deaf and inappropriate.
Article | July 23, 2021
After the pandemic hit us in 2020, most businesses have gradually shifted from physical or in-person interactions to a virtual platform. The situation accelerated the demand for better collaboration tools such as Software as a Service (SaaS). As a result, SaaS organizations offering all-inclusive services aim to grow in the coming years. Many organizations are leveraging the advantages of B2B SaaS marketing to sustain and excel at the competitive edge. During a conversation with Media 7, Stacey Witt, the Chief Marketing Officer at LoadSpring, said, “Our vendors and partners understand the agility and flexibility of our cloud platform and want their applications to be SaaS-enabled.”
SaaS businesses offer services starting from user authentication technology to cloud infrastructure. According to Gartner, Software as a service (SaaS) will remain the principal market segment, which is forecasted to grow to $ 151.1 Billion in 2021. Hence, 2021 is the best time to explore the benefits of SaaS and improve the marketing strategies to occupy a more significant share of the flourishing global market.
What is B2B SaaS Marketing?
B2B SaaS stands for business-to-business Software-as-a-Service. B2B SaaS is a cloud-based software distribution model used by businesses for numerous operations such as accounting, office productivity, customer relationship management (CRM), and other work-related activities. It is licensed software available on a subscription basis from a third-party provider, which hosts the applications and allows access to the customers through the internet. B2B SaaS Marketing is simply the technique used to market SaaS. As a flexible, scalable, and cost-efficient platform, SaaS triggers the attention of businesses to enter the market. Salesforce, the popular customer relationship management (CRM) tool, is the ideal example of a SaaS company.
SaaS companies have experienced a significant surge in client acquisition since the beginning of the pandemic and expect a steady rise in the future. Earlier, the marketers have focused on experimenting latest trends for business growth, but now considering its increasing demand across various businesses, a strategic approach is the need of the hour. Suppose you have not prepared your B2B SaaS marketing strategy yet in 2021. In that case, it is high time to start now by selecting the technics that are proven and can yield effective results by converting your marketing efforts highest rates possible.
10 Imperative B2B SaaS Marketing Strategies for 2021
According to BetterCloud, today, entrepreneurs of all sizes estimate that 70% of the business apps they use are SaaS-based. However, the forecast says that the numbers will rise to 85% by 2025.
SaaS platforms have made their products more scalable and subscription-based to handle the rising demand. However, if your SaaS marketing efforts are not up to the mark, your product can get lost in the mass. Here are the ten critical SaaS growth strategies to help you contend, survive, stay relevant, and succeed in the competitive world.
Emphasize Competitor Analysis
Competitor analysis is one of the essential parameters for preparing marketing strategies, and SaaS Marketing is no exception. It helps identify the major competitors and study their product, sales, marketing, and customer retention strategies. Competitor analysis will help you to develop better practices than your competitors and expand accordingly. By performing competitor analysis, you can identify the product's unique value proposition and stay updated on the latest trends. It also helps to analyze competitor's actions for better performance. As a result, you can assess and identify areas of betterment and opportunities in the market. Additionally, you can track the customer reviews on the products of your competitors and identify the gaps.
Focus on SaaS Content Marketing
Posting engaging content has a direct or indirect impact on your marketing outcome. A robust content marketing strategy helps create brand awareness, connect with the prospects, improve ranking, establish domain knowledge, and boost traffic engagement ratio. The tone of confidence in your content can help you gain customer reliance and be a potential gamechanger in a challenging SaaS ecosystem. In addition, you can use reprocessed content to target diverse audiences.
According to the ProfitWell study, SaaS companies that use content marketing experience 30% higher growth rates and 5-10% better retaining capacities. To ensure a robust SaaS content marketing strategy, you should:
Regularly update your content
Compelling and engaging content helps to nurture leads. To accommodate the challenges and demand fluctuations in 2020, many brands updated their content strategy to accentuate credibility, empathy, and value. Moreover, since social media use has increased noticeably due to the pandemic, organizations have also modified their communication strategy on social media. Updating current blog posts with latest information will benefit your SaaS marketing efforts and boost them on different networks to gain traffic. Insightful and up-to-date content also drives social media subscribers and followers.
Study your target’s preference
The more you know your target audience, the better way you can design content. Therefore, it is significant to segregate the targets based on their preferences to get relevant information and messages and successfully build subscribed audience database. You can also study their content preferences by collecting customer data to plan an effective marketing strategy for B2B SaaS.
Track your SaaS Content marketing performance
After content preparation, tracking the performance of your creation is vital. This performance analysis will help to change your content strategy for better lead generation. You can use Google Analytics to determine the lead generation and conversion path post you have set your goals. You can also use Google Analytics to measure the performance of your content by analyzing the sequence of users' actions on your website.
Implement and Maintain Expert SEO Strategy
A robust SEO strategy is a must for a successful B2B SaaS marketing strategy. That is because more than half of all website traffic comes from organic searches on Google. To ensure your SaaS platform is trust-worthy and index-worthy, you need to consider three types of SEO marketing strategy:
Technical SEO: Technical SEO refers to optimizing the on-site HTML components to allow Google crawlers to locate and index your website pages easily. It also makes your SEO performance effective by good loading speed.
On-Page SEO: Creating keyword-rich, compelling, and valuable content comes under the on-page SEO strategy. It helps Google crawlers understand the subject of your page so that they can be precisely indexed for relevant search queries.
Off-Page SEO: Improving your site's backlink profile is related to the off-page SEO strategy for B2B SaaS marketing so that Google identifies it as a highly authoritative and trustworthy source.
Implementing an SEO strategy is only the primary step. However, the only means to maintain search engine rankings is to constantly optimize your website according to the latest ranking criteria.
Optimize PPC Campaign
Advertising is one of the best and beneficial digital marketing tactics for SaaS marketers. Investing in Google and social media ads is a good idea if you have a decent marketing budget but not enough organic reach. You can target prospects through advertising, and with the right deal, you can get an assured ROI.
To optimize your PPC campaign, you need to run an A/B test for best placement, copy keywords, and target the right audience. Further, your ads should be keyword-enriched for better visibility on search engine result pages. Then, you can use PPC tools to expand visibility. In addition, you need to track your ad performance and reform your strategies if required. Above all, your ads should convey the value proposition and include compelling calls-to-action (CTAs) to drive the visitor's action.
Attractive Website is the key
Your website is one of the most vital marketing assets, and developing a dynamic website is the primary stepping stone for planning a robust marketing strategy. It is the face of your brand and the center of all your activities. Without a good website, your SaaS organization will face issues with conversion rates. As websites play a critical role in promoting the value of your product, it is amongst essential SaaS marketing techniques. Further, when you combine marketing goals with sales strategy, you clarify what will make it best for your SaaS business. If your website is attracting a lot of qualified traffic, it can proportionately increase the conversion list.
Create an ABM (Account-Based Marketing) Strategy
Account-Based-Marketing (ABM) helps organizations to grow in the market. An ABM strategy allows you to identify targets, create an email database, send targeted emails, ads, direct mail, and share success stories. Account-based marketing ensures that the marketers connect with pre-qualified leads and interact with them on a personalized level. With account-based marketing, marketers can gather volumes of information on each business and communicate with them based on their earlier activities.
SaaS Lead Generation and Conversion
Lead generation is one of the most significant yet most challenging parts of any SaaS business. Whatever strategies you implicate should head towards generating workable leads for your business. If your plan is not good enough to generate leads, you will not get new customers, and subsequently, your SaaS business will not grow. The lead generation technique for B2B SaaS is different from other marketing techniques because the product here does not have a physical existence. Hence, prospects have a choice of multiple alternatives on the internet. Inevitably, planning a robust lead generation tactic is crucial for B2B SaaS marketing.
Along with other marketing strategies, encouraging referrals and optimizing freemium strategy bring highly impactful results. When people decide to make a purchase, 88% of consumers trust the recommendations from family, friends, and colleagues. Viva-voce publicity can earn you many referrals and increase your sign-ups. In addition, freemium products always gain attraction. According to the global IT workforce management and optimization company, Blue Tree, 44% of SaaS companies offer a free demo. You can provide a core understanding of your product, yet you don't want to share so much away that most of your audience loses interest and drift away. Also, you must ease it out for freemium users to submit suggestions or report bugs, and you can utilize that information to optimize your overall marketing strategy.
Improve Your SaaS Pricing Structure
The pricing structure is one of the significant elements in SaaS marketing. It would help if you experiment with the prices based on the best for your business and audiences. With the evolution of your business, you need to consider the types of entrepreneurs who use your service and the features that they emphasize.
A well-structured pricing page is beneficial for SaaS marketers that clearly shows the required information for the target audiences to complete the conversion process. For example, if you offer a discount/deal/money-back guarantee, make sure it is in bold terms on the top of the page. Further, you can also include time-limited clauses to create urgency and intensify conversions.
Get Reviewed on Top Third-Party Review Sites
According to G2 and Heinz Marketing, 92% of B2B buyers mostly purchase after reading a trusted review. B2B SaaS marketing teams must pay special attention to this because customers rely on crucial reviews for efficient decision-making before investing. Businesses refer to sites like G2 when they are researching products. These sites provide reviews from similar entrepreneurs and attract high-intent buyers who will eventually make a purchase decision. These sites let them learn about their experiences so they can find the best fit for their brand. Make sure to list your business page on any relevant review site and optimize your information and meta description with keywords related to your brand.
Collaboration is Critical
Merging your marketing resources with a peer entrepreneur can increase business growth for both of your brands. Collaboration in the B2B SaaS marketplace can be a cost-effective way of enhancing your business and reaping long-term benefits. Here are some ways of collaboration:
Co-marketing: When two or more brands jointly promote a content piece, special offer, or an event, it is known as co-marketing. This form of collaboration helps you to expand your reach to new communities through new channels. Further, it allows you to gain more social media followers or newsletter subscriptions.
Partner or reseller: Partnering with businesses with similar customer bases can be risky if your organization has a limited number of internal sales resources. The successful SaaS partner programs must include free joining, co-marketing support, and a partner portal to manage relationships. If your partners are satisfied, they might just become your most active community members.
Event Partnership: Due to the impact of the pandemic on social gatherings, the events space has experienced more disruption since last year. Although event partnerships existed before Covid-19, the protocols and formats have changed, in 2021. It is vital for businesses to either organize or participate in an event to reach audiences. An event partner can promote your brand through their marketing channels.
The SaaS marketplace is a competitive arena, and with robust B2B SaaS marketing techniques, you can elevate your business. Deloitte says, 93% of CIOs have adopted or planning to adopt cloud SaaS. Further, due to the pandemic, SaaS marketers are about to witness advanced ways of connecting with target audiences. With the 10 SaaS marketing tactics discussed in this article, you can amplify the number of visitors to your website and enhance the possibility to produce a higher ROI and expand the client base. Tracking the performances of these strategies is also significant to optimize them for even better results in SaaS marketing and customer retention.
Frequently Asked Questions
Why is SaaS so effective?
SaaS is a cost-efficient, easy to maintain, flexible, agile and scalable cloud platform. SaaS applications consume less bandwidth enabling optimum time-management capability. Further, the SaaS vendors handle the maintenance responsibilities, which reduces work hours and downtime. Additionally, web-based usability allows access to SaaS easily from any location with internet connectivity.
How do companies use SaaS?
SaaS, or software as a service, is a cloud-based centrally hosted software delivery model. SaaS applications are licensed to customers via a subscription plan. A SaaS company allows the application to be accessed over the internet by maintaining servers, databases, and software. The users can access the software from anywhere in any device.
"name": "Why is SaaS so effective?",
"text": "SaaS is a cost-efficient, easy to maintain, flexible, agile, and scalable cloud platform. SaaS applications consume less bandwidth enabling optimum time-management capability. Further, the SaaS vendors handle the maintenance responsibilities, which reduces work hours and downtime. Additionally, web-based usability allows access to SaaS easily from any location with internet connectivity."
"name": "How do companies use SaaS?",
"text": "SaaS, or software as a service, is a cloud-based centrally hosted software delivery model. SaaS applications are licensed to customers via a subscription plan. A SaaS company allows the application to be accessed over the internet by maintaining servers, databases, and software. The users can access the software from anywhere in any device."
Article | April 1, 2020
Internet is flooded with memes about Earth being closed due to one of the biggest pandemic of the 21st century: COVID-19. While the world is hell-bent in trying to push back on novel coronavirus, Cloud Computing firms could emerge as a prominent and strong key player in this battle.With large-scale industrial shutdowns, public lockdown taking place around the globe to contain virus spread, work from home has gained more importance than before. As people are caught up in a dilemma about what to do indoors other than connecting with family, they do forget how blessed they are than they were a decade ago. While Netflix gives us the much-needed respite, cloud computing and storage have enabled video conferencing, e-commerce shopping, remote project collaboration, gaming, online classes, editing, etc.The remote data storage and processing services provided by Amazon, Microsoft Corp, Google, etc. act as an essential link for people to connect with workspace online. More companies, firms connecting online means more data, along with the pre-existing data about COVID-19 to ease research in the drug industry, trace origins of the virus, etc. As a result, to address growing storage issues, cloud computing saves us again. The cloud allows data interoperability in a scalable, cost-efficient manner by, data collection, processing, analyzing, and sharing across platforms.