SaaS companies, are you segmenting your customer acquisition channels correctly?
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SaaS companies, are you segmenting your customer acquisition channels correctly?
- 1. SaaS companies, are you segmenting your customer acquisition channels correctly? Thursday, January 16th, 2014
- 2. Who are we? ● Elizabeth Yin ○ Co-founder and CEO of LaunchBit, a customer acquisition platform for SaaS companies ○ ex Google marketer ○ BSEE Stanford ○ MBA MIT Sloan SaaS customer acquisition
- 3. Who are we? ● Lars Lofgren ○ Growth Manager at KISSmetrics, customer analytics for SaaS companies ○ University of Colorado Boulder
- 4. Today’s talk is on ... ● ● ● ● Why SaaS customer acquisition is HARD How to test marketing channels How to measure performance Q&A
- 5. SaaS customer acquisition is HARD Thursday, January 16th, 2014
- 6. SaaS customer acquisition is HARD ● SaaS products aren’t viral ● Cohort analysis is complicated ● Lengthy sales process Image credit: http://www.flickr. com/photos/sybrenstuvel/2468506922/sizes/m/
- 7. How to test new customer acquisition channels? Thursday, January 16th, 2014
- 8. You know all these channels already...
- 9. But how do they differ? ● Pricing ○ Minimum budgets ○ CPM, CPC, CPA ● Format (style) ● Delivery
- 10. ...but most importantly, PURCHASE INTENT Image credit: http://attackofthecute.com/on/?i=11444
- 11. High intent vs. Medium intent vs. Low intent
- 12. A typical high intent funnel High intent
- 13. Typical medium & low intent funnels Medium & Low intent
- 14. How much test budget do you need?
- 15. Let’s test for performance ● BigDataSoft, Inc. ○ LTV: $4,500 per customer ○ SaaS rule of ⅓ ■ Can spend up to $1,500 per new customer
- 16. But sales take a long time... ● What is our cost per lead?
- 17. How to determine lead quality ● Lead scoring tools ○ Work email address ○ Geolocation ○ Engagement with your site ○ Budget ○ Click through rate (CTR)
- 18. Setting up a test ● LaunchBit: SaaS advertising platform ○ Email ad network ○ Niche blog ad networks ○ Audience targeting
- 19. How to measure your channel performance Thursday, January 16th, 2014
- 20. So what’s a cohort?
- 21. Main benefit = keep users separated
- 22. The 4 Cohorts I Use for SaaS
- 23. 1. Visit to Sign Up
- 24. 2. Sign Up to Billed
- 25. 3. Sign Up by Campaign
- 26. 4. Cancellation by Subscription Plan
- 27. Questions? @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @kissmetrics Lars Lofgren llofgren [at] kissmetrics [dot] com
- 28. Thanks for your time! Thursday, January 16th, 2014