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. 1. SaaS companies, are you segmenting your customer acquisition channels correctly? Thursday, January 16th, 2014
  2. 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. 3. Who are we? ● Lars Lofgren ○ Growth Manager at KISSmetrics, customer analytics for SaaS companies ○ University of Colorado Boulder
  4. 4. Today’s talk is on ... ● ● ● ● Why SaaS customer acquisition is HARD How to test marketing channels How to measure performance Q&A
  5. 5. SaaS customer acquisition is HARD Thursday, January 16th, 2014
  6. 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. 7. How to test new customer acquisition channels? Thursday, January 16th, 2014
  8. 8. You know all these channels already...
  9. 9. But how do they differ? ● Pricing ○ Minimum budgets ○ CPM, CPC, CPA ● Format (style) ● Delivery
  10. 10. ...but most importantly, PURCHASE INTENT Image credit: http://attackofthecute.com/on/?i=11444
  11. 11. High intent vs. Medium intent vs. Low intent
  12. 12. A typical high intent funnel High intent
  13. 13. Typical medium & low intent funnels Medium & Low intent
  14. 14. How much test budget do you need?
  15. 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. 16. But sales take a long time... ● What is our cost per lead?
  17. 17. How to determine lead quality ● Lead scoring tools ○ Work email address ○ Geolocation ○ Engagement with your site ○ Budget ○ Click through rate (CTR)
  18. 18. Setting up a test ● LaunchBit: SaaS advertising platform ○ Email ad network ○ Niche blog ad networks ○ Audience targeting
  19. 19. How to measure your channel performance Thursday, January 16th, 2014
  20. 20. So what’s a cohort?
  21. 21. Main benefit = keep users separated
  22. 22. The 4 Cohorts I Use for SaaS
  23. 23. 1. Visit to Sign Up
  24. 24. 2. Sign Up to Billed
  25. 25. 3. Sign Up by Campaign
  26. 26. 4. Cancellation by Subscription Plan
  27. 27. Questions? @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @kissmetrics Lars Lofgren llofgren [at] kissmetrics [dot] com
  28. 28. Thanks for your time! Thursday, January 16th, 2014

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