These users provide
But just because they have the ability to do it doesn’t mean they will. Some products are impossible for them to use on their own.
The Self Service SaaS Maturity Model
In the self-serve quest, the more experienced a customer is, the less likely they will be attracted by financial incentives. So when you’re first starting, and your customers don’t know about you yet, it’s important to have high base pay so they cannot just take their money elsewhere.
A strong brand reputation can eliminate buyer anxiety by reassuring them that you are a legitimate business, and eliminating the need for sellers to provide information about what your products do or how they are bought used.
Consider Google AdWords as an example: experienced buyers do not speak with anyone from Google but know everything they want to know without help. When this service first launched, there was always at least one person on staff who knew exactly how things worked.
Mindshare, Market Share, and Knowledge Share Drive Organic Growth
While most SaaS executives understand the basic marketing concept of brand awareness and are all about getting out the buzz (mindshare), far fewer understand that it is important to build knowledge share.
Building a deep understanding with your customer community is important in the battle for market share and self-service search. No one is buying from you if everyone has heard from you.
When a company first begins, it may compete with enterprise software because the SaaS startup is only targeting SMB segments that the larger companies cannot reach. However, as these startups mature and expand their customer base, competing becomes more difficult. This is because many of those customers have already been using an established product from another company.
A successful company will have