Unsolicited Career Advice For Tech Marketers

TL;DR be a business person doing marketing, not a marketer doing marketing When marketers ask me for advice about what they should do to further their careers, they ask about the skills they should acquire, and the functional areas they should specialize in. Mostly, they receive advice from others that they should be a T-shaped […]

What marketers get wrong about lead scoring

Recently, a team of SaaS marketers asked me about how we implemented lead scoring at VWO, and what they should be doing to implement the same for their product. They explained the approaches they were considering, and how they wanted to orchestrate the entire thing. I asked them if the salesteam was involved, and they […]

Create new communication channels

Want to create an incredibly successful startup and make the world a better place in the process? Create a communication channel for businesses to reach their potential customers, and they’ll pay you handsomely for it. Your approach to creating the communication channel doesn’t matter as long as you acquire a large enough user base with some spending power. There’s […]

Quick and easy guide to SaaS lead scoring

When deciding on a lead scoring model for your enterprise B2B SaaS software, base your scoring on the following points: The lever on which your pricing is based. For example, at VWO our pricing depends on the website traffic that you want to A/B test. So this becomes an important question for us to ask […]

SaaS Marketing Mistakes – Targeting

A few months ago, we got together a cartoonist and a developer to create a crazy-ass parallax scrolling page. This particular piece of beauty is probably the easiest guide to A/B testing on the web. It is really good and we were mighty excited to share it all over the interwebs. As part of that, we […]

What is the step-by-step description of running an A/B test?

Read Quote of Siddharth Deswal’s answer to Web Applications: What is the step-by-step description of running an A/B test? on Quora

Why every MBA wants to be in “Strategy”

Here’s an interesting phenomenon across Indian b-schools: everyone wants to be doing some kind of “strategy”. You ask a fresh-as-fuck 22 year old engineering grad what his latest live project is, he’ll say “brand strategy”. Or ask the 27 year old with 4 years experience in Infosys/HCL/Accenture/Wipro/Cognizant/you-get-my-gist, and he’ll say “IT Strategy”. This thought process […]

What you can learn about Segmentation, Targeting and Positioning from a Pizza

Many students in b-school find it very difficult to clearly understand the concepts of segmentation, targeting and positioning. Segmentation is easy, most grasp it immediately. After all, segmentation is simply slotting things together based on certain shared characteristics. Take Airbnb.com for example. It’s users can be divided into two primary segments: those who are seeking a place […]

Siddharth Deswal's Blog

The personal weblog of Siddharth Deswal

marketing