When you analyze the GTM spend of most companies, you find that they are over-leveraged in the channels that everyone knows about / can easily access. Things like SEO, Paid Search, Organic Social are complete red oceans with insane amounts of competition for attention.
On the flip side, those same companies have ignored some of the most profitable channels because they're less cool and less talked about. This is especially true for companies with larger deal sizes and smaller TAMs.
Some examples:
1) Relationship-Building: Trying to build deep relationships with your market off-line. This can be through small get togethers, dinners, in-person events and also casual activities that build connection.
2) Gifting: Sending close customers, prospects and partners gifts for big holidays (e.g. Christmas) or notable life events (wedding, birth of a child, promotion) etc.
3) Direct-Mail: Leveraging direct-mail as a very core part of your GTM motion and overall marketing spend. This channel has got to be one of the most under-utilized channels in the digital world because everyone is trying to reach their market online. This can be something as simple as a thank you note.
4) Partners: Building a close network of partners that have a vested interest in yours and your market's success. This requires heavy focus and a dedicated demand generation effort, similar to what you'd put into landing customers.
The point of this is to realize that in some markets, your best channels will be offline channels because "Marketing" is about being human and treating your closest customers like your friends and allies more than targets.
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