A story about how a newcomer with 2 months of experience as a marketer became responsible for marketing SaaS services.

Thank you for visiting Beyond Blog.
Narita Beyond Technology Sales Department .

I would like this article to be widely read by various people, but especially

・People who are looking to work in marketing
・People who are interested in marketing
・People who are new to marketing

I think this content will resonate with people.

We try to avoid using technical terms as much as possible so that anyone can read it easily.

Please watch till the end.

History so far

I started working as a marketing manager just last month in June, and I'm still a beginner who doesn't even understand the "ma" character of marketing.

Now that I am a beginner, I am now in charge of marketing our company's services, and while I am learning from my superiors, I am struggling with my thoughts every day.
(I heard a voice asking me, "Is it okay for such a beginner to be in charge?", but it's okay. I'm receiving generous support.)

Below is a summary of what I worked on.

Let's try it out

Let's try out the service for now.

If you don't first understand the characteristics of the service itself, you won't be able to recommend it to others. I actually tried out all the features of the service.
(I learned about various services, but in this article I will introduce only one for easy understanding.)

The SaaS service targeted this time is an automatic website monitoring tool called Appmill

To put it simply, you can
monitor as many as 100 URLs free I actually created an account and registered the URL of a random site.

Since it's a monitoring tool, I don't get notifications unless something happens, so I just kept opening various pages and reading, opening, reading, and so on.

[Supplement] Why do I need to monitor my website?

Let me explain by comparing a website to a ``house''.

If you leave your house alone for a long time,

① One day, your home suddenly disappears (your domain expires)
② Your personal information is stolen due to a burglary (information leakage or data tampering due to unauthorized access)
③ You find out who you are communicating with (your SSL server Forgot to renew the certificate)

Various problems will occur.

In order to prevent this from happening, an update is required, but you clumsy people won't notice unless you are informed of the update time.

Therefore, you will need to use a monitoring tool to notify you of things that are about to expire.

*There is also a video that allows you to understand everything in just 2 minutes, so please watch it ↓
Apmil that you can understand in 2 minutes!

Understand the functions and fee structure of the service

Next, I wrote down the costs and procedures required when using the service.

About the items that Appmill can monitor
[Basic functions]
Alive monitoring, scenario monitoring, SSL certificate and domain expiration, response speed and status code checking
[Billing functions]
Broken link check, HTML difference comparison, snapshot comparison, anti-malware measures , social engineering measures

Research and predict the search words of prospective users (competitive awareness)

How do people who are actually considering using a monitoring service search? You need to think about it.

This time, I assumed that the user I would be considering would be a non-engineer who is running a site for his or her own company or a personal business and has not yet implemented monitoring tools, etc., and I wrote it down from the other person's perspective.

・Predicted search words
"SSl certificate expiration notification" "domain monitoring" "site URL check" "○○ monitoring method" ← "○" contains characters such as life and death, scenario, etc.
"site response speed confirmation" "response speed threshold Settings” “Website monitoring free”

Predicting the thoughts (problems) of users under consideration

What kind of troubles and troubles do the users you predicted earlier have? I tried to imagine it.

・I would like to be notified immediately if an abnormality occurs on the site, such as when the SSL certificate expires or the website cannot be accessed.
→ Possible ways to use general monitoring tools

・I want to monitor a large number of sites at once.
→This could be a person in charge of a large company.

・A site check is necessary, but since I'm not an expert and don't know how important it is, I'd like to do it cheaply if possible.
→ A person in charge who has been entrusted by their boss and is desperately looking for a service that seems to have good conditions, even though it is outside their area of ​​expertise.

Develop marketing measures based on the above user group hypothesis

Now, we have listed the marketing measures to be taken when delivering services to the actually set user group.

[Target] (Reposted)
Non-engineers who are running their own or personal business sites and have not yet implemented monitoring tools etc.

-I don't understand the importance of site monitoring in the first place.
→There are very few people who truly understand the importance of monitoring.
→→In the first place, people don't search for monitoring tools or leave them alone
→→→Isn't there a need for an advertising method to make them aware of their importance?
→→→→ Instigate.

[How to appeal]
- Use the information from the survey results that ``people won't use your service unless your site is solid'' and spread it on SNS and blogs
(the image is that you don't have hair loss like you did on YouTube for a while) (Advertising that provokes men, etc.)
→ Introducing security cases such as ``The fate of a contaminated website''
→ → Make the content understandable even by the general public because they want to see something scary.

* References
This is a site that summarizes past security news. https://cybersecurity-jp.com/news/84544

Reflect on your abilities and subdivide the scope of what you can implement from the measures you have set.

Regarding the measures you mentioned earlier, what are the specific methods and what can be done at present? I proposed.

[Proposal 1] posts cases to influencers
, ask the accounts that regularly send out information to tweet about security cases. Then, add a link to Appmill in the reply section of that tweet.
→If you follow the activities of the account you requested, you can expect to get a lot of impressions and have a big effect. (It is more efficient to take advantage of someone else's popularity.)
→→Please note that you need to be careful in choosing the account you request, and prepare attractive tweet content or materials.

[Plan 2] Advertising on YouTube
The reasons for choosing advertising on YouTube are as follows:

→If the content you want to spread in your advertisement is a provocative advertisement, you don't want to show it to people who search, but you want to increase exposure to people who might become users in the future.
→→That's why I felt that YouTube ads, which are displayed to an unspecified number of people, would be more suitable.

・What can you do about options 1 and 2?

① Gather information on security cases by searching for past incidents and articles on the internet.
...It would be nice to have a story about a famous person, such as ``Mr. ○○'s PC was invaded by ○○ million viruses.''

② Collecting data that can be used for advertising
...By finding references such as survey results and research reports that look good, credibility will increase.

These are the first things I worked on after becoming the service manager.

summary

This time, I was in charge of marketing SaaS services and introduced what I actually worked on.

Although I am still inexperienced, I will continue to work hard to contribute!

Thank you for watching till the end!