Thread by @TheCoolestCool

It's IPO Day for Snowflake. ❄

They might not be a household name but they've done a great job building a customer base in their niche.

Boasting an impressive $532M ARR, a HUGE valuation and more than 13M organic visits a year.

Let's talk about how they did it [THREAD🧵] $SNOW

One of the most tried and tested methods for capturing value is good ol fashioned ads.

Snowflake has done an excellent job leveraging paid media to capture value where their audience is spending time.
More than 120 ads running against different keywords.

via @SimilarWeb

One of the biggest mistakes brands make when running PPC in SaaS is just sending prospects to the homepage & hoping for the best.

Smart brands create pages tailored to the keywords used by the searcher and align content with intent.

Pages like this aren't flashy BUT THEY WORK.

Here are some things Snowflake does REALLY well with their landing pages:

> Singular focus on a CTA
> Clear value proposition
> Remarketing cookies
> Nurturing the lead
> Exit intent pop up

The preview pop up via @MyHushly is brilliant.

Give the reader a glimpse of the value.

The "For Dummies" book series has a spot in the heart for anyone who grew up in the 90s.

But did you know it's not just a batch of books?

It's a marketing tool for brands to:
> Establish brand authority
> Own their category
> Generate leads

PS: It was in Oracle's playbook

Snowflake has successfully used the power of the "Dummies" brand to help establish themselves as the "Cloud Data Warehousing" industry.

They promote their "Cloud Data Warehousing for Dummies" book on almost every relevant platform.

FB, LinkedIn, Google, etc..

But they don't end their lead efforts with the "Dummies" book series. The Snowflake team invests heavily in...

*modern marketers will hate this lol*

WEBINARS 😂😴

Most say: Boring.
I say: Amazing.

B2B loves'em.

Webinars can be case studies, educational or sales driven.

But just creating the content isn't enough.

You need to distribute your content as well.

Snowflake realizes that distribution is just as important as content creation so they amplify their webinars.

They run ads like this:

And they empower their team to do the same.

On LinkedIn Snowflake's team & partners have been spreading their content every where you look 👀

As @AmandaMGoetz put it:

The "people behind the brands" is a hot marketing trend.

And smart brands like Snowflake are capitalizing on it.

https://twitter.com/AmandaMGoetz/status/1305910012779409408

All of this prioritizes the acquisition of leads.

The only person reading a "Cloud Data Warehousing" book or attending a webinar on their data lake is someone interested in solutions offered by Snowflake.

It's a simple strategy:

Educate. Distribute. Engage. Sell.

It doesn't end with lead acquisition though.

In SaaS you need to retain your customers and Snowflake does this well. One way they do it is by providing high quality support and contributing to platforms like @StackOverflow when users have questions:

Another way they do this is by arming brand ambassadors & community members with badges when they gain knowledge around the product.

People love certificates.

They share them on LinkedIn & include them in their resume. All further strengthening the brand.

Tool 🛠 @credly

One of the most exciting things about software marketing right now is seeing how sophisticated the growth engines behind these brands are becoming.

Snowflake is doing a lot of things right.

Yet it's a very different engine than @stripe's..

https://twitter.com/TheCoolestCool/status/1270097536678838274

Different companies are going to have different engines.

Some brands will prioritize Content.
Some brands will prioritize Social.
Some brands will prioritize SEO.
Some brands will prioritize PPC.
Some brands will prioritize PR.

There's a million ways to do it.

If you want to learn some of the ways brands are doing it and want more insights like these 🧠👇

Subscribe to the @FoundationIncCo newsletter.

We deliver content just like this and more:

content.foundationinc.co/insights ✌🏿