Exciting Trends Poised to Impact the MarTech Industry in 2018

martechMarketing has come a long way from being just a sign outside a shop or ads in the phonebook. Digital marketing and technology now go hand in hand, and “MarTech” is a broad term applied to any major initiatives that rely on the power of technology to realize marketing objectives.

Once hampered by privacy concerns raised from data collection, customer demand for omnichannel personalization has brought about increasingly granular marketing. Technology allows for the collection of an impressive amount of data, but data for its own sake won’t optimize your marketing efforts. In order to reach the next level of marketing performance, you’ll need to use MarTech to unearth and understand the insights buried in that data.

While MarTech is a powerful tool that can make or break your marketing campaign’s performance, it’s also a versatile one that can be utilized in many ways. The following trends around MarTech will prove critical to marketing in 2018:

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Meet Us at the Biggest SaaS Conference of 2018

SaaS ConferenceThis year LeaseWeb USA will again be a sponsor at SaaStr in San Francisco on February 6-8.  It will be one of the biggest SaaS conferences in the world, with three days of amazing content and high-quality networking.  The event is expected to attract over 10,000 SaaS founders, VCs, and executives; all gathered around the theme “Learn & Scale Together.”

LeaseWeb has been hosting Internet companies for over 20 years. We have worked with organizations of all sizes including many young companies that have grown exponentially over the years using our hosting platforms.  Furthermore, we have a solid understanding of what companies need to know when choosing a cloud solution for SaaS.

Not all SaaS companies are the same, but what they do share is a need to maximize their cost-to-performance ratio, something that can be a major factor in your choice of a cloud provider. Here are a few tips for selecting the best SaaS hosting partner:

  • Know what you need. Write down your requirements before you start selecting your provider. Hyperscalers can be expensive; they can also present the perfect solution in some situations. Remaining realistic about your needs will save you money in the long run.
  • Think about a hybrid cloud model. If your company experiences peaks in traffic on a daily or monthly basis, you might benefit from a hybrid cloud model, hosting some of the workloads on hourly-billed services and the base load on a longer contract that lowers monthly fees.
  • Don’t forget about legacy software. Chances are good that you have some legacy software to host, too. Make sure your provider can connect your cloud services with your legacy software to avoid having data stored twice.
  • Consider colocation. If you’ve already spent a significant amount on equipment to run your application and haven’t yet written it off completely, choosing a hosting provider that can host your machines and connect them to the cloud will allow you to utilize the benefits of the cloud without losing the investment in your equipment.

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How to Choose the Right SaaS Hosting Provider

SaaS HostingOver the past decade, SaaS has grown to be the primary service delivery model for companies across all industries, and according to a recent Gartner report, over 70 percent of companies utilize the model. While that same report forecasts slower growth in the SaaS market over the next few years, it predicts that among all global cloud services, only Infrastructure as a Service (IaaS) will grow more quickly.

There are a number of reasons for the success of the SaaS model, including the flexibility and scalability it offers. The fact that companies can easily offer new integrations and software upgrades to users on an ongoing basis — and test new features and functionality without having to wait for a full release — makes it a more efficient and cost-effective way to provide software.

As the leader of an SaaS company, however, you’ll also be faced with some challenges that are unique to this type of delivery model. SaaS companies often have to process tremendous amounts of data — a challenge that grows as your company also increases in size — and must serve a geographically dispersed user base with demanding security and accessibility requirements. Because of this, finding the right SaaS hosting provider is an important decision.

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What You Need to Know When Choosing a Cloud Solution for SaaS

SaaS hostingUnless you are Oracle, Salesforce, or another enterprise-level company, the cost of opening your own data center can be prohibitive. While this may be true, the benefits of operating in the cloud are clear from both a business and an IT standpoint. You can deploy software quickly, applications are easy to use, and maintenance and upgrade costs are lower than in the traditional model.

If your company doesn’t want to deal with the hassle or expense of managing everything itself, then working with a SaaS hosting company can offer you all the advantages of a cloud solution without blowing through the company’s capital expenditure budget.

By hosting in the cloud, you’ll be able to focus on developing software that runs smoothly without having to worry about managing equipment. IT departments will be able to rest easy, knowing that your cloud provider will handle data security, software upgrades, and compliance requirements — all without getting in the way of your business. What’s more, many IaaS providers offer models based on meeting various levels of operating expenditures, making it easier for your business to meet its budgetary needs.

As you explore different cloud providers, it’s important to consider each platform’s performance, reliability, and scalability before you make a final decision. The best cloud platforms are fully redundant, provide state-of-the-art equipment, are built to scale, and are backed by a team that understands the unique needs of different businesses and verticals.

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Meet us at SaaStr Annual 2017

SaastrLeaseWeb USA will be the only hosting company in attendance at this year’s SaaStr Annual in San Francisco. The young conference, led by veteran SaaS investor Jason Lemkin, has already grown to more than 250 speakers and 10,000 attendees in just its third year.

This year’s theme – “Scale Together” – fits so well with LeaseWeb that it could almost serve as an alternate company tagline about the way we work with our customers.

LeaseWeb has been hosting Internet companies for almost 20 years. We’ve worked with companies of all sizes including many young companies that have grown exponentially over the years using our hosting platforms. Because of this, we have a deep understanding both the potential and pitfalls of rapid growth.

At conference booth 20, we’re looking forward to talking about a few key issues that virtually all SaaS companies eventually must tackle:

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Software-as-a-Service: Agile, Innovative, Thriving


In the last few weeks, it seems that everyone has become convinced that the Software-as-a-Service (SaaS) sector is in trouble, thanks to a sudden decline in market valuations of SaaS companies like LinkedIn, Workday and Salesforce.

Those concerns aren’t without merit: In one week, the combined stock values of those three companies plunged by $22 billion, and in the first 9 weeks of 2016, the Bessemer Venture Partners SaaS index (which contains 38 cloud-computing companies) lost a mind-boggling $125 billion in value.

It would be easy to draw the conclusion that the SaaS industry is in the middle of a decline towards obsolescence, but it’s important to remember that the recent struggles of the tech juggernauts represented on the NASDAQ exchange aren’t representative of the industry as a whole.

In fact, a deeper look at the SaaS market reveals a far more positive perspective on the future of the industry. We host a tremendous number of SaaS companies, providing them with the capabilities and infrastructure they need to scale in accordance with market realities, and their numbers are expanding more rapidly than ever before.

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LeaseWeb on Twitter

Be prepared! Join @Leaseweb and @ZENEDGEprotect at our upcoming #free #webinar about the General Data Protection Regulation. Register today #BePrepared

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What does #GDPR mean for your business? Join the conversation receive advice and ask questions with @Leaseweb, @NetApp, @brenno and @Acronis on April 12th! #Discussion #Cloud #DataSecurity

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Catch the latest on the @Leaseweb #blog: 15 Business Problems That Can Be Solved By Moving to the Cloud

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