If there’s one thing that cannot wait in today’s tech-savvy world, it’s AI innovation. SuperAnnotate learned this early. They saved people time and money in building accurate data models.
With SuperAnnotate, they empowered users to build innovative AI solutions with their all-in-one AI data infrastructure platform and integrated annotation services.
We got talking to Tigran Hakobyan, the Director of Marketing at SuperAnnotate. He told us all about his SaaS journey and how SuperAnnotate found its way to being one of the most popular and successful brands in the AI and computer vision industry.
SuperAnnotate is raising eyebrows with its quality and super-relevant content strategies. And we are curious to know how.
Let’s hear more about SuperAnnotate from Tigran.
Hello Tigran! Thank you for taking the time to share SuperAnnotate’s brand journey. But first, our audience would like to know more about you.
Can you tell us about your personal and professional journey so far?
Sure. And thanks for the opportunity to share my brand story with the SaaS world.
I am an experienced digital marketer with deep knowledge and experience in marketing strategy, demand generation, and analytics. I have worked with startups and growing tech companies and helped them with their marketing strategy and demand generation to reach their growth goal.
I started my professional career in banking but eventually transformed into a digital marketing strategist. Held commercial and marketing director positions in different companies, including several VC-backed startups.
Currently, I am the Director of Marketing at SuperAnnotate. During my first year in this position, I helped the company generate 7 figures in annual revenue and built a multimillion-dollar qualified pipeline, including deals with several Fortune 500 companies.
In my free time, I’m building the biggest marketing community on Quora with 600K+ members. For those who want to get updates on startup growth marketing strategies, tips, and tactics, I’d recommend joining:
Tell us about SuperAnnotate and how it impacts your customers.
SuperAnnotate is the all-in-one AI data infrastructure platform that helps ML and data teams save time on building accurate AI models with the highest quality training data — SuperData. The platform enables robust and efficient collaboration between ML and Data teams to create, generate, version, debug, and manage ground truth data and build innovative products that disrupt their industries.
Trusted by leading innovative firms in agriculture, healthcare, sports, and other industries, SuperAnnotate was recognized as one of the world’s top 100 AI companies by CB Insights and one of America’s Best Startup Employers by Forbes.
SuperAnnotate platform is the “rescue combo” – the best-in-class annotation software along with diverse services and solutions for project and quality management, as well as data management, curation, and automation and all the expertise behind it.
Sure enough, the competition is out there, and it gets tense sometimes because AI tools are on the rise, and everyone wants to get a fair share of the market. However, focusing on quality product development and meeting customer needs definitely does the job.
Being recognized as the G2 industry leader has been incredibly beneficial for us in terms of building trust and credibility with our target audience. This distinction not only sets us apart from our competitors but also serves as a powerful endorsement of our products and services. Besides, has helped us to generate referrals from satisfied customers who are more likely to recommend our services to others based on our reputation and track record.
What’s been your demand generation strategy?
Our content strategy is centered around creating high-quality, valuable content that resonates with our target audience. We have a pretty good understanding of the needs and pain points of our audience.
Based on that, we develop a content calendar that outlines the topics, formats, and channels we’ll use to distribute our content.
Our strategy includes a mix of blog posts, videos, infographics, webinars, and social media posts. We also prioritize SEO to ensure our content is discoverable.
Overall, our goal is to maintain SuperAnnotate as a thought leader in the AI industry while providing our audience with the information they need to make informed decisions around AI-ready data preparation.
As with any B2B SaaS company, our lead funnel is a complex and elaborate process. It typically takes several months from the first contact with a potential lead to finalizing a sale. The process involves a range of activities, from initial outreach and qualification to product demos, negotiations, and closing the deal. Each of these stages requires careful attention and a well-defined strategy to ensure that we are effectively engaging with potential leads and moving them through the funnel.
One of the key challenges we face in this process is dealing with the different stakeholders involved in the decision-making process. In many cases, there are multiple stakeholders on the buyer side, including representatives from different departments such as engineering, finance, and operations. Each of these stakeholders may have different needs and requirements, which can complicate negotiations and prolong the sales cycle.
In the B2B SaaS lead funnel, we need to have a clear understanding of each stakeholder’s needs and tailor our approach accordingly to ensure that we are addressing all of their concerns.
Have you explored any link-building strategies? If yes, can you share a bit about it?
When marketing our content, we pay close attention to link building as a crucial SEO component.
Our blog, written by our CTO, machine learning, and data science teams, is a source of pride. It offers unique insights on topics related to artificial intelligence and computer vision. As a result, it has generated a significant number of backlinks for us.
Any advice you’d like to give to marketing professionals, especially in the SaaS domain?
SaaS is a great domain because it provides companies with an opportunity to offer innovative and efficient solutions to their customers. However, due to its competitive nature, it can be difficult for companies to stand out and differentiate themselves. This is where demand generation comes into play.
Demand generation tactics can help companies address the awareness and differentiation problem in the SaaS industry. By telling your brand story and highlighting what makes your product or service unique, you can build awareness and attract potential customers who are in the research phase.
In today’s world, buyers are more likely to do their homework and conduct research on products before making a purchasing decision. Therefore, it’s important to have a strong presence in their research to effectively attract potential leads.
Staying relevant in SaaS demand generation requires continuous learning and adaptation. It’s important to keep up with the latest trends, tools, and strategies in the industry to remain competitive and effectively reach your target audience. This means investing time and resources into research and staying up-to-date on the latest developments and best practices.
One way to stay informed and connected is to follow industry leaders on social media platforms such as LinkedIn and Twitter. These platforms provide a wealth of information and insights on the latest trends and developments in SaaS demand generation. By following and engaging with industry leaders, you can gain valuable knowledge and perspectives, as well as build relationships with key influencers in the industry.
It’s also important to be proactive and ask questions. Don’t be afraid to seek out advice and guidance from experts in the field. This can be done through networking events, online forums, or even by reaching out directly to industry leaders. By actively seeking out information and advice, you can gain valuable insights and perspectives that can inform your demand-generation strategies.
SaaS products rely heavily on effective communication and education to drive customer adoption and loyalty. Unlike traditional software products, SaaS products are typically delivered over the web and require ongoing support and updates. As a result, customers need to be convinced of the value of the product and how it solves their problems.
Content marketing provides a powerful tool for addressing SaaS customer pain points.
However, it’s important to note that not all content marketing techniques are equally effective for SaaS products. It’s important to test and validate which techniques work best for your specific SaaS product and target audience. This may require experimenting with different types of content, distribution channels, and messaging to find what resonates most with your target market.
It requires a lot of effort upfront, but it has a compounding effect over time. Once you establish a consistent flow of high-quality content, it can continue to drive leads and customer loyalty long after it’s been published. This means that the effort required to maintain a successful content marketing program stabilizes over time as you build a library of valuable content and establish your brand as a trusted authority in the industry.
Any new skills you are planning to learn?
Certainly! SuperAnnotate is a company that is at the forefront of the AI revolution, and we are committed to staying ahead of the curve when it comes to leveraging AI-powered tools for marketing and demand generation. We believe that AI has the potential to revolutionize the way that we approach marketing, and we are excited to explore the many ways in which AI can help us to work more efficiently and effectively.
Is there any piece of content that you own (ebook/ whitepaper/ podcast) you’d like to tell us about?
Here’s an old-but-gold article I wrote a couple of years ago.
Here, I emphasize the importance of bridging the gap between marketing and sales teams. Often, these teams have different perspectives on what is important. We should follow revenue-led marketing rather than fight each other.
The article provides practical tips and strategies for building a revenue-led marketing approach, including setting common goals, creating a customer-focused approach, and leveraging data and analytics to measure success.
By building and implementing a solid content marketing strategy, SuperAnnotate has become the world’s leading platform for building high-quality training datasets for computer vision and NLP.
As a SaaS content marketing agency that’s always prioritized high-quality relevant content, we found this interaction truly insightful. Tigran shared amazing and straightforward tidbits that all of us in the SaaS world can implement.
Thanks, Tigran for offering us a peek into SuperAnnotate’s journey! If you have any questions on how SuperAnnotate works or can help you, we’d recommend getting in touch with Tigran on LinkedIn. You can also visit their website to learn more about their services.