Saa s companies, are you segmenting your customer acquisition channels correctly
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Saa s 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 o Co-founder and CEO of LaunchBit, a customer acquisition platform for SaaS companies o ex Google marketer o BSEE Stanford o MBA MIT Sloan SaaS customer acquisition
- 3. ● Lars Lofgren o Growth Manager at KISSmetrics, customer analytics for SaaS companies o University of Colorado Boulder Who are we?
- 4. ● Why SaaS customer acquisition is HARD ● How to test marketing channels ● How to measure performance ● Q & A Today’s talk is on ...
- 5. SaaS customer acquisition is HARD Thursday, January 16th, 2014
- 6. ● SaaS products aren’t viral ● Cohort analysis is complicated ● Lengthy sales process Image credit: http://www.flickr.com/photos/sybrenstuvel/2468506922/sizes/m/ SaaS customer acquisition is HARD
- 7. How to test new customer acquisition channels? Thursday, January 16th, 2014
- 8. You know all these channels already...
- 9. ● Pricing ○ Minimum budgets ○ CPM, CPC, CPA ● Format (style) ● Delivery But how do they differ?
- 10. ...but most importantly, PURCHASE INTENT Image credit: http://attackofthecute.com/on/?i=11444
- 11. High intent vs. Medium intent vs. Low intent
- 12. High intent A typical high intent funnel
- 13. Typical medium & low intent funnels Medium & Low intent
- 14. How much test budget do you need?
- 15. ● BigDataSoft, Inc. ○ LTV: $4,500 per customer ○ SaaS rule of ⅓ ■ Can spend up to $1,500 per new customer Let’s test for performance
- 16. But sales take a long time... ● What is our cost per lead?
- 17. ● Lead scoring tools ○ Work email address ○ Geolocation ○ Engagement with your site ○ Budget ○ Click through rate (CTR) How to determine lead quality
- 18. ● LaunchBit: SaaS advertising platform ○ Email ad network ○ Niche blog ad networks ○ Audience targeting Setting up a test
- 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. @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @kissmetrics Lars Lofgren llofgren [at] kissmetrics [dot] com Questions?
- 28. Thanks for your time! Thursday, January 16th, 2014
Notes de l'éditeur
- SaaS products are not inherently viral (http://andrewchen.co/2012/10/12/saas-products-arent-viral/) No silver bullets -- you need lots of lead bullets TONS of customer acquisition channels to keep track of TIme based cohorts -> difficult to segment LTV of different groups Complicated user acquisition flow lead generation lead nurturing sale retention
- -How to set test goals -How to measure your test results
- To get at least 1 sale: $1500 minimum budget 2% leads to sale goal Need at least 50 leads At $30 per lead goal
- -How to set test goals -How to measure your test results
- -How to set test goals -How to measure your test results
- -How to set test goals -How to measure your test results
- -How to set test goals -How to measure your test results
- -How to set test goals -How to measure your test results
- -How to set test goals -How to measure your test results
- -How to set test goals -How to measure your test results