On July 26, we hosted the second Simply SaaS University class: Marketing Metrics 101 with Asia Matos, Founder and CEO of DemandMaven, which helps founders of early-stage startups either get their first 100 customers, or help them get to the next growth stage.
Asia joined us to help develop marketing strategies, grow, and teach best methods. Her lessons include how to market and measure the absolute best for your company, your product, and your target market.
In the Marketing Metrics 101 class, marketing reps and entrepreneurs learned more about identifying a target market through finding ideal customer profiles, personas, target audience, the absolute best customers, and profitable customers. Asia also explained the best research methods and how to make sure you are on the right track.
Check out the video recap and our photo story below. Check out the slide deck for the full presentation as well.
Bottomline: Your customers will TELL YOU how to market to them. (You just gotta ask!)
Demand generation means investing and incorporating the right marketing strategies to attract the right audience and win them.
Before creating DemandMaven, Asia was the Head of Marketing at Hull, a Demand Generation Manager at Flip My Funnel, and Marketing Manager at Arke.
She's helped startups triple their traffic, go from $0 - $3000 MRR in just 3 months, increase free trial conversion rates from 14% to 40%, and meet their month-over-month free trial sign-up goals.
Step 1: Research
Step 2: Analysis
Step 3: Your Product’s “North Star”
Step 4: Defining Your Strategy
Step 5: Executing that Strategy
Step 6: Constant Iteration & Feedback
When people hear “content”, they immediately think blog posts. But the reality is that this is literally anything customer-facing that you produce that isn’t the product itself.
Distribution is audience-building 101. Distribution is building an audience through channels, and this is where most startups completely fail.
75% of blog posts don’t get more than 300 views. Most businesses create content, and forget about it after a week.
20% of your time should be spent creating content.
80% should be spent distributing it.
This is how we get traffic. Through distributing highly-engaged, relevant content, we get highly-engaged, relevant traffic.
You’re SaaS. Software. That’s digital.
Which means you probably fall into one of two categories: Self-service Software or Software + Customization.
For SaaS, the secret is understanding which marketing strategy works the absolute best for your company, your product, and your target market.
Great research is the difference between companies who build winning products and companies who don’t and figure it out way too late.
It’s important to reiterate that your marketing strategy doesn’t HAVE to be PERFECT. What you do today isn’t necessarily going to be what you’re doing a year from now. The point is to get you to the next big growth phase. Your marketing strategy is iterative, and it will 100% evolve and change over time.
But that doesn’t excuse you from starting.
© 2026 Atlanta Ventures
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