After working for more than a year with Trading Technologies, a leading futures trading software provider, to help them launch their new SaaS trading platform, we thought we’d put down on digital paper the summation of our strategy notes – scribbles, whiteboard snapshots, post-it notes, Google docs, and emails – about how we think comprehensively about the SaaS customer and the marketing ecosystem.

To that end, the article is the beginning of a series that offers a comprehensive approach to marketing this SaaS product to acquire and keep users. (more…)