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Building an Epic Brand

Jeff Yoshimura is the master of SaaS stories. He was at Salesforce during the “No Software” picketing days, spearheaded a similar “#SubscriptionEconomy”effort at Zuora, and is now serving as VP of worldwide marketing at Elastic. In this panel, he talks brand-building with Jason Lemkin.

DataFox provides summaries of every single panel at SaaStr 2016, all published within a day of the panel itself. If you miss the tactical theater or strategy stage, are networking on the ground, or didn’t get a chance to attend this great conference, we’ve got you covered.

View all SaaStr 2016 panel summaries

Special thanks to Jason Lemkin of SaaStr for putting on this conference and giving us the chance to publish these summaries.

In a nutshell:

  • Brand-building takes time; don’t punish someone for a lack of immediate results.
  • Think outside the box and have fun.
  • Tie your product into a broader story.

Q: Talk about Elastic’s app exchange.

A: They got their first 100 apps by setting an aggressive internal goal: 100 apps in 60 days. They treated the app exchange like a brand, and never gave it secondary status.

Q: How did you do marketing at Zuora?

A: They had some fun with it. They picketed outside of an Apple launch as SaveOurPress.com and got some good media coverage about the idea of a subscription economy. The name, though, was a little hard: sales reps had to teach pronunciation on every call.

Q: Any tips for brand-building?

A: First, no company or experience is the same. Second, brand-building takes time – how many people knew of Salesforce before 2008? Don’t fire someone because you haven’t gotten quick results – just keep iterating. Finally, hire the right team.

Q: How do you draw the line between end users and clients for stories?

A: At Elastic, they don’t really care – they just want as many user stories as possible.

Q: Is it okay to hire a rookie for the marketing team?

A: It’s fine to hire someone with 2-3 years experience; they don’t necessarily have to be proven.

Check out all of our SaaStr panel summaries here, follow us on Twitter at @datafoxco to see live tweets of the event, and visit SaaStr itself for more great content.