Applango, a new startup based in Israel, offers a SaaS management solution that enables CIOs and IT leaders to maximize their cloud investment and facilitate users’ SaaS consumption. In anticipation of releasing its beta version, the Applango team was looking for a compelling way to draw IT leaders from relevant companies to try out its solution for managing their company’s SaaS applications.
Together with its marketing consultant, The Lean Marketer, the team decided to create a webinar with unique content in order to attract the audience it was seeking.
Even though there is a general market understanding that SaaS usage is increasing, it’s difficult to get hard numbers—even from the industry experts—about how many applications companies are really using, and what percentage of their IT budget is devoted to SaaS. In talking with various CIOs and IT Directors, Applango’s team realized that these figures would be interesting not only for Applango to learn, but it is information that their desired customer base would also find valuable. So, they decided to gather the data themselves, analyze it, and present it in various formats starting with the webinar to generate leads for their beta.
Applango had limited time and budget, and needed access to a reasonable number of IT decision makers in order for the data to be meaningful. The company considered trying to get IT decision makers to take the survey through promoting it on social networks like LinkedIn, but they knew it could take several weeks (and a lot of work), and they didn’t have that kind of time. It was at this point, they discovered SurveyMonkey Audience and realized they could run their survey within a matter of days and collect results from their target demographic: IT decision makers from mid-sized companies.
The Survey’s Results
As they predicted, Applango learned that as usage of SaaS applications increases within organizations, the cost skyrockets. What they didn’t know was if spending growth would be linear with the number of SaaS applications in use or not. They discovered that if a company had over 10 apps, the expense growth became exponential.
Survey respondents reported that companies that used 11 applications were spending nearly $1000 per user per month on SaaS. The team also found that as the number of SaaS applications increased, the total SaaS spend seemed to level out with the IT spend, indicating that the majority of the IT spending was on SaaS applications.
Interestingly, they also learned that some IT decision makers weren’t completely certain as to how many SaaS applications their organizations were using. But on the other hand, a large percentage of respondents indicated their awareness of the importance of SaaS by saying that they get involved in researching and/or recommending which SaaS applications to use.
Armed with their survey’s results, the Applango team was able to move their business forward, as well as create meaningful content to share in their webinar—all within a matter of days. To see their unique data in action, click here to watch their webinar and register for the Applango beta today!
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