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SaaS companies, are you segmenting your customer acquisition channels correctly?
Thursday, January 16th, 2014
Who are we?
● Elizabeth Yino Co-founder and CEO of LaunchBit, a
customer acquisition platform for SaaS companies
o ex Google marketero BSEE Stanfordo MBA MIT Sloan
SaaS customer acquisition
● Lars Lofgreno Growth Manager at KISSmetrics,
customer analytics for SaaS companieso University of Colorado
Boulder
Who are we?
● Why SaaS customer acquisition is HARD● How to test marketing channels● How to measure performance● Q & A
Today’s talk is on ...
SaaS customer acquisition is HARD
Thursday, January 16th, 2014
● 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
How to test new customer acquisition channels?
Thursday, January 16th, 2014
You know all these channels already...
● Pricing○ Minimum budgets○ CPM, CPC, CPA
● Format (style)● Delivery
But how do they differ?
...but most importantly, PURCHASE INTENT
Image credit: http://attackofthecute.com/on/?i=11444
High intent vs. Medium intent vs. Low intent
High intent
A typical high intent funnel
Typical medium & low intent funnels
Medium &Low intent
How much test budget do you need?
● 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
But sales take a long time...
● What is our cost per lead?
● Lead scoring tools○ Work email address○ Geolocation○ Engagement with your site○ Budget○ Click through rate (CTR)
How to determine lead quality
● LaunchBit: SaaS advertising platform○ Email ad network○ Niche blog ad networks○ Audience targeting
Setting up a test
How to measure your channel performance
Thursday, January 16th, 2014
So what’s a cohort?
Main benefit = keep users separated
The 4 Cohorts I Use for SaaS
1. Visit to Sign Up
2. Sign Up to Billed
3. Sign Up by Campaign
4. Cancellation by Subscription Plan
@launchbitElizabeth Yinelizabeth [at] launchbit [dot] com
@kissmetricsLars Lofgren llofgren [at] kissmetrics [dot] com
Questions?
Thanks for your time!
Thursday, January 16th, 2014