Building a Product Marketing Program for a SaaS Software Company

BroadJump was a startup with a suite of SAAS software for healthcare system expense management; their flagship product, AutoPricer, compared the price of supplies to a database of systems from all over the country, allowing hospitals to see how much other hospitals of like size were spending on everything from surgery gloves on up.

I came on board as their first marketing employee, and I had the challenge of learning a new business, developing a brand identity, and generating leads. BroadJump also had an aggressive roadmap for new product introductions. I knew I had to combine short-term marketing activities while building the brand for the long term.

Coming in, I faced the challenge of learning a new business, developing a brand identity, and generating leads. BroadJump also had an aggressive roadmap for new SAAS software product introductions. I knew I had to combine short-term marketing activities while building the brand for the long term.

My strategy was to make an intense effort to define the company’s brand, uniqueness in the market, and messages. I then moved the company rapidly through the stages of generating awareness, then engagement, and then qualified leads for sales. As with many startups, time was of the essence, so I embarked on the following path:

The new product introduction campaign for PharmaPricer, their pharmacy pricing intelligence software, generating a hefty 16% CTR, seven sales-accepted leads, and closed business of $350,000.

BroadJump introduced three new products in a period of 12 months, and the videos generated 40,000 views and 3,000 clicks to content.