BDTP. Marketing for All-in-one Platforms with Geoff Roberts
Sep 22, 2023
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Geoff Roberts, co-founder of Outseta, discusses marketing strategies for all-in-one platforms, including the importance of narrowing down your audience and prioritizing resonance over reach. They also talk about competing with giants like HubSpot, monetization strategies, and the success of niche all-in-one products.
Outseta focuses on content marketing as an investment in their brand instead of competing with established companies in specific keyword categories.
Outseta provides an affordable option for early-stage subscription-based businesses, serving their specific needs and often acting as a stepping stone to more advanced platforms.
Deep dives
Overview of Jeff Roberts' Background and Outset
Jeff Roberts, co-founder of Outset, shares his journey from being an English major to accidentally getting into SaaS startups. Outset is an all-in-one tech stack solution for launching SaaS or membership style businesses. The idea came when Jeff recognized the opportunity cost of building and maintaining multiple separate tools. They decided to create a starter kit for launching SaaS or membership businesses, similar to what Shopify did for e-commerce. Jeff's role at Outset involves customer support, marketing, sales, and product management.
The Unique Approach to SEO and Content Marketing
Outset takes a different approach to SEO, recognizing that they cannot compete with established companies in specific keyword categories. Instead, they focus on content marketing as an investment in their brand. Jeff writes about his experiences as a founder and shares insights that resonate with their target audience of founders. This authentic and long-form content has been successful in building relationships with prospective customers, even without targeting specific keywords.
Competition and Market Positioning
Outset competes with established companies like HubSpot and Intercom in the all-in-one software market. However, their target market is the lower end that these giants aren't focused on. They provide a more affordable option for early-stage subscription-based businesses and focus on serving the specific needs of this market. Their interests are aligned with their customers' growth, and they often serve as a stepping stone to more advanced platforms as businesses scale.
Monetization, Billing, and Onboarding
Outset follows a unique pricing strategy. They offer every feature for a fixed monthly subscription fee, starting at $39. They generate revenue through a 1% payment processing fee, which often ends up being lower than the fees charged by other tools. Their onboarding focuses on quickly implementing authentication and billing for customers, with the rest of the features being tools to manage their business. Once customers experience success and growth, they become highly loyal and less likely to churn.
Today we have another episode of Better Done Than Perfect. Listen in as we talk to Geoff Roberts, co-founder of Outseta. You'll learn about their special approach to SEO, why you should sometimes prioritize resonance over reach, the importance of narrowing down on your audience, and more.
Please head over to the episode page for the detailed recap and key takeaways.
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