If you are marketing a SaaS based technology the future looks pretty good. The popularity of SaaS on-demand deployment has increased significantly in the last five years as SaaS business and computing models have matured and adoption barriers have been addressed.
Most barriers to purchase at the inception of SaaS based technology have been over come such as security, customization and flexibility, total cost of ownership as well as concerns surrounding integration. Beyond the acceptance of the SaaS platform, there are still many issues that need to be addressed to effectively market your technology. As SaaS based technologies continue to enter the marketplace, your marketing efforts will need to further differentiate your technology solutions from your competitors.
Although you may have had success selling your SaaS technology under the radar, CIO’s are beginning to formalize their purchase process around SaaS technology which mean your marketing efforts need address their key concerns as detailed in a recent Forrester article here. When purchasing SaaS technology CIO’s are focused on the following topics
Data Ownership
Rights to data usage analysis
Support expectations
Exit Clauses
End of contract cost increases
Hosting and physical infrastructure expectations
Backup and recovery
Up time performance
Your marketing messaging cannot rely on the “newness” of the SaaS delivery anymore, it needs to address your audience business concerns, differentiate your technology based on emerging SaaS requirements and ensure credibility.
