We Analyzed the Marketing Strategies of the Top 100 SaaS Companies: Here’s What We Learned

Every year, Forbes releases its Cloud 100 list, a list of the 100 “hottest private tech companies in cloud computing.”

And every year, marketers are always eager to check out that list to see which companies have been growing, and to try to figure out how they got their edge.

So when Forbes announced its Cloud 100 companies for 2017, we got an idea:

Let’s put on our detective hats and analyze what the marketing teams from those companies are doing, day-to-day.

From what tools and technologies they’re using, to the types of content they’re publishing, to the quality of the buying experience they’re providing, our Cloud 100 report offers a behind-the-scenes look at how the SaaS world’s top marketing teams operate.

Or check it out on SlideShare below:

Marketing Lessons From the Top 100 Saas Companies (Report Summary)

1) Demographics

Before diving into what tools and tactics Cloud 100 marketing teams are using, we first explore what those companies and marketing teams look like.

2) Tech Stack

The tools and technologies a team uses say a lot about their approach to marketing. In this section, we look at the top 25 tools and used by the Cloud 100. (And then we compare adoption rates of tools among the Cloud 100 to adoption rates of those same tools among non-Cloud 100 companies.)

3) Content

In this section, we turn our attention to how Cloud 100 marketing teams incorporate content into their strategies, and explore how many teams are still using gated content in order to capture leads.

4) Buying Experience

Once a potential customer lands on a Cloud 100 website, what does their path to purchase look like? What next steps are they prompted to take? In this section, we put buying experience under the microscope.

5) The Two Megatrends

Messaging and video are revolutionizing the way people communicate and consume information. In this section, we measure how well Cloud 100 marketing teams are adapting to these two megatrends.

That was just a quick overview of what you’ll find in the report.