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Divya Ganesan · · 3 min readHow we used guerilla marketing with nuns to promote our unsexy B2B product
When doing your job right involves going unnoticed, how do people find out about your product? Managing subscriptions and recurring billing for software-as-a-service (SaaS) companies places us in this category. This is the story of how we spiced up our marketing campaign, that brought a lot of smiles and drew attention in the recent SaaStr Annual event in San Francisco.
“This is a revolution, there will be a Before Chargebee (B.C.) and an After Disruption (A.D.), in the industry!”
“OK, but how do we get people’s attention?”
“We play on the B.C. and A.D. theme; this is year 0 for subscription management.”
“OK, but HOW do we get people’s attention?”
“Let’s have people dressed as evangelists hand-out flyers.”
“Why not sexy nuns?”
“Umm, nah, company image? We’re a billing company, we must stay somewhat serious.”
“OK, regular nuns? Nuns handing out the 10 Commandments of SaaS?”
“Might work! But how do we go about it?”
Guerilla marketing nuns
SaaStr annual would be full of attendees from our target audience; it was approaching fast. We had just a couple weeks to write out the 10 Commandments of SaaS, get our design team to run its magic, print the mini tablets, and find the nuns!
On opening day, we were struck by divine luck, the SaaStr Annual was being held across the street from a Cathedral! It was meant to be.
Our plan was to distribute the “10 Commandments of SaaS” as flyers. We included the hashtag #SaaS10 hoping this would become a little social media event. As it turned out, we were violating the event regulations by distributing marketing materials without sponsoring the event.
The 10 commandments
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