Demand Generation for SaaS Businesses
YAMU has built a service uniquely tailored to
CRUSH Demand Generation for specific SaaS
businesses.
Table of Contents
YAMU’s Demand Generation Service Page 1
Channel Specific Strategies Page 2
Paid Media
SEO
Conversion Rate Optimization
6 Fundamental Strategies That Make Us Better Than Everyone Else Page 3
Execution System Page 6
Operating Model & Pricing Page 8
Our Customer Page 9
Our ONE Thing That Makes Us Different Page 11
Common Pains That Would Lead a SaaS Company to Hire Us Page 12
YAMU’s Demand Generation Service
Demand Generation is a creative, data-driven, and psychological effort.
It utilizes inbound marketing activities such as SEO and paid media to generate traffic and intent to
buy. Conversion Rate Optimization (CRO) then increases the conversion actions on your website that
lead to sales.
We use a customer-centric approach that recognizes that prospects need to be educated about the
problem, THEN shown a possible solution, THEN provide them with a pathway to get that solution with
the least amount of friction and intrusion. It’s a highly effective and proven process that generates not
only volume but quality leads across a full funnel.
The full-funnel management is done by using GA4, installing custom scripts and other attributions
tools to track every unique event of interaction based on level of engagement at every step in the
buyer journey. 100s of unique pathways are tracked individually daily. Each interaction is measured,
tracked, and weighted, influencing all A/B testing efforts.
This well-attributed systematic funnel attracts, engages, educates, and nurtures leads at each stage
of the buyer's journey to ultimately drive predictable sales.
Key metrics that are immediately impacted are CAC, LTV, Conversion Rate, and Lead Volume.
When you engage demand generation services with YAMU we have two starting points, our Channel
Specific Services connected to our 6 Fundamental strategies. Once the strategy is locked, we have an
execution system and operating model that compliments and enhances the value of these strategies.
Finally, we know our customer clearly, which helps us only engage in projects we know best fit our
abilities.
Page 1
Channel Specific Strategies
Our team of specialists is world-class with 10+ years of experience in
technical SEO, Ads, and CRO. Even without the fundamental strategies, our
team can confidently put ourselves up against the top 1% of firms in the
world just based on our technical skills alone.
SEO: involves keyword research, optimizing website pages and content, building high-quality backlinks,
ensuring technical website optimization, and continuously monitoring and improving website
performance to increase visibility and generate high-quality leads. SEO has two stakeholders to optimize
for, the search algorithms AND your customer. Both are equally important, but each requires different
approaches. In the world of SaaS, the market is usually relatively new and emerging. We focus on
understanding the MoM and YoY search volume increase within your business categories and build
strategies to take ownership of the growing demand and keywords to systematically beat out
competitors.
Ad Buying: involves defining your target audience and goals, choosing relevant platforms and ad
formats, creating high-quality ad content and landing pages, and testing and optimizing campaigns for
better performance. We track and measure every interaction meticulously and adjust our approach to
messaging, placement, creativity, and timing accordingly. In the world of SaaS, the prospect's intent to
make a buying decision is relative to their understanding of the problem, the urgency of the pain, and
their awareness of the solution. We build a funnel that serves ads for all stages of the journey and
optimize for retargeting them when the intent is highest. This gives us the lowest possible customer
acquisition cost.
Conversion Rate Optimization: involves optimizing your website to increase conversions and revenue
by improving user experience, messaging, trust, and credibility through data-driven testing and buyer
psychology principles. In the world of SaaS, there are 5 sources of relevant data to CRO efforts -
Marketing Team, Sales Team, Product Team, Customer Success Team, and directly from the Customers.
On top of the regular A/B testing methodologies for CRO, we have a human-centric approach that
involves creating feedback loops from all 5 sources to drive influence for CRO projects. Finally, this is a
heavily data-driven process, we build custom reports on attribution tools like GA4, Mouseflow & Hotjar to
observe patterns and identify and solve key friction points and solve for desired metrics.
Page 2
6 Fundamental Strategies That Make
Us Better Than Everyone Else
Customers can engage with us for SEO, Ads, Conversion Rate Optimization,
or all three; regardless, we always start with these fundamentals. On top of
the technical abilities to execute these services, the unique advantage you
get from working with us is due to these 6 things.
1. Gather market growth, competitor & adjacent company data: By leveraging tools such as
SEMrush, Meta Ads Library, Linkedin, Google Trends and many others, as well as doing customer journey,
messaging, content, flow and positioning analysis on their live campaigns and website, we can learn key
benchmark data. What funnels are they using, how much they’re spending on MoM, what keywords they
have been historically ranking/bidding for, how much traffic they have, how long it took them to get it,
which blogs drive the most traffic etc.
This thorough process saves us months of time and money. Instead of starting campaigns with
assumptions, we are able to start with things that have worked for your competitors and adjacent
companies selling to the same customer profile. We can draw complete pictures of the funnels that drive
demand in your market and general buyer trends in your space. Typically, with SaaS products, the buyer
does not recognize that there’s a software solution in the market, so the majority of their keyword
search is around solving for the pain points. This gives us a very clear indication of market growth and
allows us to decide our strategies accordingly.
2. Understand the ideal customer profile: There are many methods for defining customer profiles.
Some are behavior specific like the Jobs-to-be-done framework, others can be based on emotions, like
the customer empathy map framework, and some are more psychographic or demographic. Some are
stakeholder focused, while others focus on a singular buyer journey. Any of these methods can be
valuable depending on the type of business and focus of the projects. We review all available
documentation and update and evolve those documents. We look for key insights and assumptions and
use them to determine what impacts our goals the most. By assigning a degree of confidence to each of
these assumptions, we get a strong starting point for our Unique Selling Proposition (USP), our offers,
and the objections we need to solve with our content.
We love talking to real customers and building feedback loops between them and the marketing process.
This could be doing customer interviews but also could be building automations that collect feedback
from them throughout their experience through the funnel. As part of our engagement with our clients,
we help them to have a healthier relationship with the ICP documentation/updating process. It is a
regularly underrated, and by default, an under-resourced process in all the organizations we work with.
Page 3
6 Fundamental Strategies That Make
Us Better Than Everyone Else
3. Setup analytics and attribution: This is the most CRITICAL part of this process. Even if we do
everything poorly but do this really well, we will guarantee that the business will do better in the future.
There are two parts to this. First, recover and organize as much historical data as possible. Second, set
up everything so everything is tracked and reported accurately going forward.
There is a plethora of tools that enforce a good attribution ecosystem. We often see a combination of
many tools like Hubspot, GA4, Google Ads, and many others.
Good attribution systems track and measure the multiple steps and interactions someone has with your
business before taking any conversion action. Once we have defined these interactions, we can
meticulously test what altering each interaction has on the overall objective of that customer journey.
Google, Facebook, LinkedIn, and Bing have their own ecosystems with attribution specific to their
funnels. We need to custom-build the attribution so that each party we’re working with only gets credit
for conversions they’re responsible for driving.
We then feed Google, Meta, and LinkedIn’s algorithms and AI with real-time, evolving data that
accurately reflects the true customer journey users go through after engaging with your business. We
can ask the AI to optimize for lead volume, but that might not mean the same as optimizing for quality
leads. By defining what “quality” is and being able to measure, track, and report back to the advertising
platforms, we can further enhance their learning. This may require installing custom scripts outside of
the platforms so they are informed when a “purchase” is made and can optimize paying customers
instead of just leads.
Lastly, we need to be uncompromising about setting up attribution because one small mistake could
skew all the data and lead to disastrous outcomes.
4. Connect all channel-specific strategies to one central strategy: There are valuable learnings made
in all channels. Working in silos will lead to cannibalizing efforts and wasted resources. We believe that
your marketing, sales, customer success and product strategy shouldn’t be independent of each other
and even within marketing, your SEO, ads, content marketing, conference, email marketing and
outbound shouldn’t be separated.
Instead, the best way to optimize for performance is by constantly communicating about the ongoing
learnings found throughout the day-to-day of all channels. Your customer success information can help
influence how you are positioned during marketing efforts. Marketing efforts can give your sales team
the information they need to know who they are talking to. All of these create feedback loops that
support the scale of your business.
Page 4
6 Fundamental Strategies That Make
Us Better Than Everyone Else
5. Timely evidence-backed communication: We prioritize being good at communication to ensure you
recognize the value of the data you see. Maybe the past agency got a lot of information and built great
campaigns but failed to inform you with the right context and supporting evidence to help make your
decision quickly enough to take advantage of an opportunity or prepare for risk.
By understanding exactly how each channel is affecting your bottom line, you can make better
marketing decisions that are right for your business. The end goal is the success and growth of your
business and we are experts that see things that might need to be clarified for you. It is our job to take
what we see out of a black box and explain it to you clearly enough for you to understand risks and
opportunities and make more informed decisions.
6. Always be evolving: We recognize the market, technology, and tools we use are changing rapidly. The
most relevant strategy or tool today can be useless in 3 months. Our mindset allows us to research new
tools and plan for the ever-evolving market consistently. When ChatGPT came out, by day 3 we were
using it efficiently to increase work output. We use AI tools and all kinds of software tools to extend our
talent capabilities.
There are shifts in how platform algorithms reward strategies multiple times a year. We are never behind
on these shifts. We spend time on forums of early adopters learning and preparing for change, so when it
comes, we are the first to take advantage and beat out your competition.
Page 5
Execution System
Strategy, technical skills, and experience are only as powerful as the
execution. We’ve worked diligently to create and deploy a battle-tested
execution process that guarantees that our efforts are maximized and that
all resources are utilized as effectively as possible.
YAMU is a user of the EOS (Entrepreneurial Operating System) framework
introduced in Gino Wickman's book, Traction. We have adapted that
framework, which is built to efficiently operate and grow businesses, to be
used to efficiently operate and grow our client's companies.
Here are some of the processes utilized in EOS and our spin on it:
Pre-engagement:
The client needs to do this or already have a similar process that gives us this informatio
Start with a clarifying Vision, Values, and Missio
Identify and document the 3-5 year revenue goal
Identify and document the key activities and 1-year revenue goal that needs to be achieved to be
on track for the 3-5 year goal
This is where we step i
During our scoping process, we identify clear goals that make it clear what % of that Year 1 revenue
needs to be driven and supported by YAMU’s effor
We build a Scorecard (KPI tracker) to define the key metrics that need to be influenced to achieve
the goal
We build 3-month Rocks (quarterly SMART initiatives), that, if achieved, ensure we’re on the right
trac
Iterate the Scorecard, Rocks, and Goals until the client and YAMU feels they are attainable
Page 6
Execution System
Once engagement starts
During the project, YAMU uses tools and processes for effective asynchronous communication and
project managemen
We use the EOS issue management system. When any individual working on the project is blocked
for any reason, they document it on the PM tool as an issue with contex
YAMU uses the EOS Level 10 Meeting process to run effective projects. These are 60-90 minute
weekly or bi-weekly calls that follow a clear agenda. During these meetings, we allow 7 minutes per
issue. We use this space to tackle them efficiently and quickly. If the issue needs more than 7
minutes, we will schedule additional calls to address it
YAMU practices agile project management, which means we focus on iterations and high-frequency
feedback loops
YAMU leverages high-caliber attribution tools to produce extremely accurate and custom reporting
with qualitative and quantitative insights. The reports are presented monthly or quarterly. One-
page versions are created to be forwarded to investors or other stakeholders.
This is a battle-tested process that is highly effective.
The value of this process is also compounded by YAMU’s strict adherence to our own Core Values. We
hire, fire, and promote employees that reflect these values
Truth and transparenc
Curiously pursuing Innovatio
Obsessed with providing a world-class experienc
Courageous action followed with extreme ownershi
Creative decisions backed by dat
Passionate about learning and growt
Leadership, collaboration, and high-functioning teamwork
Page 7
Operating Model & Pricing
YAMU’s business model is uniquely tailored to solve the pain points of our
customers.
We hire internationally: This creates two unique advantages for our customers.
The roles and expertise required to do marketing at the level we require are hard to find. Being fully
remote, we are not limited by local talent. We find people with 10 years+ of experience in highly
specific roles
A large percentage of our hires are in Latin America and Asia. This allows us to pay them extremely
well, increasing their commitment and job fulfillment. Even after that, the rate is still significantly
cheaper than the cost of similar talent caliber in America. The savings we make from this are
directly passed on to you. Agencies with comparable talent in America charge $350-$500/h. Our
rate is $100-$115/h.
Our contracts are long & yet short: We create contracts for long-term projects. Our growth is
dependent on having a few customers that grow REALLY BIG. However, we recognize that there’s no
value in being forced to be in a relationship that isn’t working. You can walk away with 15 days written
notice, no strings attached.
Page 8
Our Customer
Our customer's business model: For a demand generation strategy to scale rapidly, the business needs
to be able to create many feedback loops - which is why we love SaaS companies. The speed of
feedback loops in SaaS businesses is faster than any other on the PLANET!
Our customer's stage of business: YAMU is not a customer discovery firm. We are not good at
determining WHO your customer is. We are good at getting you customers at SCALE. This means you
need to know who your customer is clearly. The best indication for this that we look for is having existing
PAYING customers. Those initial customers give us the base to model our strategies around.
Our customer's SaaS type: YAMU is not a good fit for SaaS companies selling high-ticket, long sales
cycle enterprise deals. That is a heavy sales-led effort that demand generation is NOT the right type of
marketing for. We CRUSH it for B2B, B2C and Marketplace SaaS. Here is a thought-provoking blog by
Christoph Janz, Five Ways to Build a $100 Million Web Business. The article states the types of
marketing relevant the different types of SaaS companies clearly. If your sales process can be
automated or your sales cycle is under 90 days, we are a good fit for you.
Our customer's stakeholders: YAMU understands that individual stakeholders in SaaS companies have
varying priorities and pains, and we empathize with them all. All of these perspectives are important to
balance for a well-oiled software business.
Sales Leaders focus on and understand the objections need to tackle during the sales process. They
want as much information as possible to support their objection-handling process. They also need
more qualified leads with intent so they’re not wasting time pitching individuals that are not a good
fit. They need the prospects to come in with positive intent to engage, ideally having already learned
much about the offer before the call
Marketing leaders need to understand which one of their efforts is more impactful. They also need
to understand the prioritization of projects because they are constantly juggling many hats with an
uneasy understanding of whether on not their time is being spent in the right place. They need
leverage to spend more time making long-term and creative decisions about expansion and growth.
Product leaders want to solve the friction in the current user experience of the product. They want
to focus on retention and engagement within the platform. They want to make sure that the right
features are being prioritized. They are looking for any evidence to support their prioritization efforts
Customer success leaders are faced with having to onboard, upsell and engage customers. They
are usually left out of the dark about everything the customer did before purchasing and have
difficulty personalizing the efforts because of the lack of information. They are also not given enough
warning about growth expectations confidently, which creates the pain of being reactive instead of
proactive.
Page 9
Our Customer
Financial leaders want clearer forecasts for revenue. They need to make budgets for hiring, sales,
growth, and everything else in the business, and constantly having to do them without confident
customer acquisition forecasts that they don't trust is frustrating
CEO wants to ensure the business provides a valuable product to the world while maintaining
financial stability. They are also aware that the window of opportunity to win in the market is closing
and they need to move faster. This is married to needing to juggle a thousand priorities. A big pain is
not being certain if they can trust the information being presented to them, and they always carry a
fear that something important is being overlooked and could carry costs that are crippling
Investors want to know that there is a growing demand in the market for the product and this
company is making the most of their investment dollars to create traction. They are aware that
companies may need future support and are looking for signals that indicate clear product market fit.
These are only a few examples of pains our stakeholders face. We are aware of these pains and thus
create processes, feedback loops and reporting that’s tailored to the needs of each party. The better the
collaboration, the faster we achieve our goals.
Page 10
Our ONE Thing That Makes Us Different
How does one truly understand what makes them better than EVERYONE
else in the market?
We think about this often and regularly look at what we do differently. We KNOW we’re better, but we had
difficulty identifying ONE thing that sets us apart. We struggled because so many factors go into being
good at what we do: strategy, communication, service, execution, technical skills, research, tools,
forecasting, prioritizing, collaboration, and much more. We’ve worked meticulously to build a company
that does everything well. So how do we pick one? We don’t want to under-emphasize the value of
something else by selecting one. Each item has a critical role to play.
Recently, we found our ONE thing. Our one thing is that we are obsessed with bringing products to
market. Our passion is our true differentiator. This passion makes us regularly optimize, evolve and
change everything we do to keep up with the ever-changing digital world. Our passion bleeds through
every single part of our business.
We have a 10+ year future sight to the technology trends of humanity. We understand why human beings
seek better solutions for problems they have. We know how a critical part of human nature is evolution
and innovation. We are the guides that take our client's products and place them in the hands of human
being that needs a problem solved. We know how the digital marketing tools work like it’s an extra limb. It
comes naturally to us. We leverage these tools to their maximum potential to help you change how
human beings solve problems.
Page 11
Common Pains That Would Lead a
SaaS Company to Hire Us
Existing advertising campaigns are not driving the desired outcome
Month over month growth is not consisten
Inadequate tracking of events or conversion
Attributions and reporting are inaccurate
Low organic traffic to the website
Organic traffic is high but not converting to sale
Website traffic does not convert visitors to lead
Unsure how to acquire more customer
Need to show customer growth to investor
The rate of growth is too slo
Unsure how to scale into new markets
Poor inbound lead qualit
Competitors are dominating the marke
Unsure which marketing initiatives are generating the most RO
High Customer Acquisition Costs (CAC
Marketing initiatives are inefficient and take too much tim
Unsure of what KPIs to trac
Team size is not experienced or large enough to provide impactful result
Not able to balance growth and profitabilit
DIY marketing campaigns are not returning and taking up time and mone
Not enough time to focus on the business and growt
Not enough marketing resources
Page 12
YAMU has built a service uniquely tailored to
CRUSH Demand Generation for specific SaaS
businesses.
Email [email protected]
Visit yamumedia.com
