TACTICS OF
B2B CUSTOMER ACQUISITION
I’ve built a webapp.
How do I get customers??
@akumar Yahoo Small Business
App Retailer Customer
𐄂
@akumar Yahoo Small Business
Audience for this talk	

✓ Product	

✓ Early validation	

✓ Product-Market Fit	

✓ Early cust...
@akumar Yahoo Small Business
@akumar Yahoo Small Business
small < $100k GMV
midsize $100k - $1mil GMV
enterprise $1mil+ GMV
@akumar Yahoo Small Business
Distribution
app	

marketplaces
web design
firms
online
advertising
ad agencies
bundling
with ...
@akumar Yahoo Small Business
app	

marketplaces
web design
firms
online
advertising
ad agencies
bundling
with apps
viral ad...
@akumar Yahoo Small Business
viral adoption
@akumar Yahoo Small Business
bundling
with apps
viral adoption
@akumar Yahoo Small Business
web design
firms
bundling
with apps
viral adoption
@akumar Yahoo Small Business
web design
firms
ad agencies
bundling
with apps
viral adoption
@akumar Yahoo Small Business
web design
firms
online
advertising
ad agencies
bundling
with apps
viral adoption
@akumar Yahoo Small Business
web design
firms
online
advertising
ad agencies
bundling
with apps
viral adoption
enterprise
s...
@akumar Yahoo Small Business
app	

marketplaces
web design
firms
online
advertising
ad agencies
bundling
with apps
viral ad...
@akumar Yahoo Small Business
self-hosted cloud-hosted marketplace
small ✓ ✓
midsize ✓ ✓
enterprise ✓ ✓
Magento Shopify, 

...
@akumar Yahoo Small Business
self-hosted cloud-hosted marketplace
support/	

prof. services
add-on	

features
app	

rev-sh...
@akumar Yahoo Small Business
app	

marketplaces
Shopify,
Yahoo Stores
Intuit,
SalesForce
@akumar Yahoo Small Business
app	

marketplaces
✓ Strategic importance to platform	

✓ Technical integration costs	

✓ Tac...
@akumar Yahoo Small Business
app	

marketplaces
Traffic Drivers	

• Ratings & Reviews	

• Forum Boards 	

• Support Upsell	...
@akumar Yahoo Small Business
app	

marketplaces
Case Study: Yahoo Small Business	

• Web Hosting, Ecommerce, Local Busines...
@akumar Yahoo Small Business
•Reach me at @akumar	

•http://smallbusiness.yahoo.com 	

•Get on Commerce Central now!
"Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]
"Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]
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"Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]

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PARTY INSIDER HOOKUP: TACTICS OF B2B CUSTOMER ACQUISITION, Amit Kumar, VP & Head, Yahoo Small Business

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Transcript of ""Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]"

  1. 1. Amit Kumar VP & Head, Yahoo Small Business TACTICS OF B2B CUSTOMER ACQUISITION
  2. 2. TACTICS OF B2B CUSTOMER ACQUISITION I’ve built a webapp. How do I get customers??
  3. 3. @akumar Yahoo Small Business Amit Kumar VP & Head,Yahoo Small Business Founder/CEO, Lexity (acq.Yahoo) VP Product, Dapper (acq.Yahoo) Director Product,Yahoo Web Search
  4. 4. @akumar Yahoo Small Business App Retailer Customer 𐄂
  5. 5. @akumar Yahoo Small Business Audience for this talk ✓ Product ✓ Early validation ✓ Product-Market Fit ✓ Early customers
  6. 6. @akumar Yahoo Small Business
  7. 7. @akumar Yahoo Small Business small < $100k GMV midsize $100k - $1mil GMV enterprise $1mil+ GMV
  8. 8. @akumar Yahoo Small Business Distribution app marketplaces web design firms online advertising ad agencies bundling with apps viral adoption enterprise sales
  9. 9. @akumar Yahoo Small Business app marketplaces web design firms online advertising ad agencies bundling with apps viral adoption enterprise sales
  10. 10. @akumar Yahoo Small Business viral adoption
  11. 11. @akumar Yahoo Small Business bundling with apps viral adoption
  12. 12. @akumar Yahoo Small Business web design firms bundling with apps viral adoption
  13. 13. @akumar Yahoo Small Business web design firms ad agencies bundling with apps viral adoption
  14. 14. @akumar Yahoo Small Business web design firms online advertising ad agencies bundling with apps viral adoption
  15. 15. @akumar Yahoo Small Business web design firms online advertising ad agencies bundling with apps viral adoption enterprise sales
  16. 16. @akumar Yahoo Small Business app marketplaces web design firms online advertising ad agencies bundling with apps viral adoption enterprise sales
  17. 17. @akumar Yahoo Small Business self-hosted cloud-hosted marketplace small ✓ ✓ midsize ✓ ✓ enterprise ✓ ✓ Magento Shopify, 
 Yahoo Stores Etsy, 
 Bonanza
  18. 18. @akumar Yahoo Small Business self-hosted cloud-hosted marketplace support/ prof. services add-on features app rev-share transaction rev-share listing fees monthly fees Revenue Model
  19. 19. @akumar Yahoo Small Business app marketplaces Shopify, Yahoo Stores Intuit, SalesForce
  20. 20. @akumar Yahoo Small Business app marketplaces ✓ Strategic importance to platform ✓ Technical integration costs ✓ Tactical focus & resources
  21. 21. @akumar Yahoo Small Business app marketplaces Traffic Drivers • Ratings & Reviews • Forum Boards • Support Upsell • Sales Upsell • BD-driven Integrations ! • Marketing Promotions • Control Panel • Marketplace • Newsletters • Order flow
  22. 22. @akumar Yahoo Small Business app marketplaces Case Study: Yahoo Small Business • Web Hosting, Ecommerce, Local Businesses • Well over 1 mil subscriptions - credit cards on file • ‘Commerce Central’ - App Marketplace (via Lexity) • Heavy focus on promotion of Partner Apps • Simple/trivial integration - once for all product families
  23. 23. @akumar Yahoo Small Business •Reach me at @akumar •http://smallbusiness.yahoo.com •Get on Commerce Central now!

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