Every SaaS product aims to solve one specific problem its founder encountered. But some products become all-round solutions to multiple problems in their category or niche. In the world of events, that is Accelevents. Today, its Founder and CEO, Jonathan Kazarian, shares his SaaS journey.
In this episode, we discuss:
- How events impact your B2B marketing strategy
- Growing numbers during an economic crisis
- How to set up your SaaS product for endless growth
- Investing more in customer experience rather than marketing
How Can Events Impact Your B2B Marketing Strategy?
Delivering a better customer experience starts by gathering and analyzing data. Traditional marketing techniques for capturing that first-party data limit marketers in the level of information they can get. But events offer you the possibility of getting multiple touchpoints with your customers. People are more likely to share their data and help marketers leverage their efforts.
Technology needs to be there to make life easier for event organizers - Jonathan Kazarian
From Zero to Hero and Beyond
Though managing events is stressful, it can help companies bring in more data, customers, and revenue. However, during the pandemic crisis, many layoffs occurred, and companies were firing people responsible for organizing events. For Accelevents, the pandemic meant both the moment the business hit bottom rock, as it went down to zero in revenue and the beginning of constant growth. Jonathan and his team have been focusing on helping their clients and making them realize why events are significant for their businesses.
In the world of events, you spend three months building this experience that culminates in three hours. You don't have even ten minutes to wait for a response - Jonathan Kazarian
A Golden SaaS Strategy
In terms of sales, for some brands, the final step is selling their products. For Accelevents, this is only an intermediate process. The company invests heavily in customer experience and focuses on helping their customers learn their platform and constantly engage to get their feedback and improve.
So we made the decision that we want to invest in customer experience, and we won't invest in any mechanism of growth that will lead to a decrease in customer experience - Jonathan Kazarian
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