Episode Highlights
[03:30] — David introduces ScreenCloud
* ScreenCloud is a SaaS digital signage company launched in 2015. They help companies control their content across multiple screens.
* Digital signage is both advertising and content.
* From being a side project of their previous agency, they funded it to become a start-up.
[06:52] — How they established the product-market fit
* Before they got to a point where people were buying the software, they launched a series of side projects. By doing so, they were able to gauge customers' feedback better.
* Instead of being hardware vendors, they completely went the other way by focusing on the software aspect.
* Their initial product didn't work because they didn't consider how it would work outside their studio.
* They created a basic first version of their product to know where they needed to make adjustments.
[12:08] — ScreenCloud’s biggest challenge
* ScreenCloud's biggest challenge is moving upstream. It is because a lot of their current customers are small and medium businesses.
* However, for them to clinch more prominent companies, they have to increase their ACV.
* To get to a million dollars, they have to reach 100,000 customers. Looking at their cohorts’ behavior, they found that what would help them achieve this feat is their bigger customers who are more likely to expand and less likely to churn.
[15:41] — ScreenCloud’s niche
* Their niche is spread over different industries.
* They’re making inroads into companies who use screens for “internal comms.” What ScreenCloud does is provide them with an effective means of sharing dashboards.
[18:54] — Filtering out customers
* Self-serve — They are pushed down the funnel through webinars.
* Big customers — They are pushed to a sales team.
[19:07] — ScreenCloud’s marketing route
* They haven’t found success yet in outbound marketing.
* Their enterprise customers had come in through inbound content marketing. ScreenCloud makes sure they’re producing content specific to them.
* What works for them is speaking to the right people and giving them an easy way to sign up.
* Their products primarily require people to be in the office.
* They have come up with different use cases of getting information. For example, they created a version called Embeddable Channels that you can embed on the intranet or open as a tab on your browser.
[25:31] — Finding success in inbound content marketing
* Right from the very start, they have invested in content.
* They use long-tail content that incorporates smaller details.
* They also use video marketing to showcase various use cases.
[28:34] — Building a matrix of use cases
* Keyword research
* Guesswork
* Talking to customers
* Automation
[31:51] — Driving leads down the funnel
* They first introduce the idea of a digital signage solution.
* Then, they do lots of retargeting and make them understand what ScreenCloud is.
* At the bottom of the funnel conversion, they explain how companies have used ScreenCloud to engage their people.
* They have a hybrid approach in their funnel conversion through a newsletter, free trial, and email sequence.
* The biggest focus is on making free trials a success.
[33:59] — ScreenCloud’s sales process
* They split the sales process into three depending on the customer size.
+ Small customers — website content
+ Middle group — semi-automated
+ Large customers — sales teams