This document discusses building a $100M SaaS company. It outlines five marketing pillars: marketing operations, creative/content marketing, demand generation, public relations, and field marketing. It provides tips for each pillar, including hiring the best team, keeping data clean, measuring metrics, doing the unexpected creatively, and aligning field marketing to sales. It also discusses building a customer success program and eventually specializing and self-funding elements of it. The presentation emphasizes being scrappy and iterating toward a long-term vision.

1. Building to $100M with Duo
Security
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Lisa Paul
Head of SaaS Customer
Success
Cisco/Duo
Jeff Wiss
Head of SaaS
Demand Gen.
Cisco/Duo

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Housekeeping Notes

3. SaaS Marketing Pillars
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Simplicity
Velocity Measurable
Predictable
Repeatable

4. 1. Marketing Operations
2. Creative / Content Marketing
3. Demand Generation
4. Public Relations
5. Field Marketing
Building a Team for These Pillars
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5. 1. Hire the best
2. Have them choose the tech stack they are masters at
3. Keep your data clean
4. Measure everything
5. Report on the metrics that matter
Marketing Operations Tips
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6. 1. Do the opposite of what the competitors are doing
2. Demonstrate elegant simplicity
3. Do the unexpected
Creative Tips
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7. Be Loved: It was Right Under our Nose
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8. The Most Loved Company in Security
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9. Content Marketing Tips
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10. Demand Generation Tips: Pipeline
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LinkedIn Ads
Cyber Security
Summit
Google Paid
Search
Org. Search
Sendoso
Duo
Webinars
MFA Page
Perimeterless
Ebook
Duo1000
Events
From Cisco
EMEA
Webinar

11. 1. Journalists hate hype
2. Journalists love true news
3. Journalists love proof
a. Customers who will speak on your behalf
b. Facts and stats
c. Unique research
4. Reliable rapid response people they can trust
Public Relations Tips
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12. 1. Align to the Sales organization's territories
2. Align to Sales verticals
3. They should be the trusted two-way communicator
between Sales and Marketing
Field Marketing Tips
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13. Customer Success
is a Mindset
(not a department)
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14. When should you start building a
CS program?
● Pick a person, even if it is
part-time, to advocate for
customer success
● Talk to customers
● Define your internal & external
metrics
● Specialize as you grow
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Sales Success

15. Ready to Grow & Specialize?
Can you spare another full or part-time resource?
🕐 It is time to start building Customer Enablement
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Why?
● Reduces basic questions coming into Support
● Material can be leveraged to train your internal teams
and serve as assets for your high touch program

16. Don’t be afraid to charge customers
Have you hit $50- $75M?
Is your customer enablement program in place?
🕐 It is time to start thinking about how to self-fund
elements of your CS program
Consider adding a premium support & success subscription
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●
Why? Grows ARR and moves headcount into COGS so you
can use your OpEx in other areas

17. Final Thoughts
Be scrappy
Launch & Iterate
But check yourself -- Does your scrappy project help you
build toward your long-term vision?
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18. THANK YOU
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