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Acquiring 0 to 100 customers for SAAS Companies

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0 TO 100
CUSTOMERS
RaviTrivedi, Founder, PushEngage
@pushengage, @trivediravi, ravi@pushengage.com

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3 Billion Notifications/Month
2 Billion Visits/Month Through our Platform
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Acquiring 0 to 100 customers for SAAS Companies

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How To Acquire Your first 100 Customers for a SAAS company, selling to Small/Medium Business.

Lessons shared from our journey at PushEngage, a platform for web push notifications, with customers in 125+ countries.

This was presented at Nasscom Product Conclave Go To Market Summit on 26th Nov 2018, and NPC Pune in March 2019

How To Acquire Your first 100 Customers for a SAAS company, selling to Small/Medium Business.

Lessons shared from our journey at PushEngage, a platform for web push notifications, with customers in 125+ countries.

This was presented at Nasscom Product Conclave Go To Market Summit on 26th Nov 2018, and NPC Pune in March 2019

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Acquiring 0 to 100 customers for SAAS Companies

  1. 1. 0 TO 100 CUSTOMERS RaviTrivedi, Founder, PushEngage @pushengage, @trivediravi, ravi@pushengage.com
  2. 2. Our Background 3 Billion Notifications/Month 2 Billion Visits/Month Through our Platform Support All Web and Mobile Browsers Personalized and Contextual Notifications
  3. 3. What Are You Hunting • 0 to 100 Customer journey varies for what are you hunting Source: Christoph Janz @ Point Nine Capital. Annual Ticket Size Number of Customers Type $100,000 1,000 Enterprise $10,000 10,000 Medium size $1,000 100,000 Small Business $100 1,000,000 Consumers To Build a $100 Million Annual Revenue Business • Our session focusses on Small to Medium Business
  4. 4. Tactics Vary as per stage Source: Close.io
  5. 5. 3 STEP MARKETING PROCESS
  6. 6. 1. Identify Your Target Market • What BusinessYou Are In ? [Twitter 140 char] • Who are you Marketing to? – Is ItTargeted Enough? – Where can you find yourTarget Audience? • Is your market large, but still targeted? • The more focused your target market, the lower the CPA
  7. 7. 2. Hone your Messaging on Landing Page • Why is Messaging Important ? • Bounce Rate. Good benchmark • Create Messaging ForTarget Audience – Broad messaging has poor conversion • OK to ignore a set of audience, as long as you reach target audience. • Don’t create messagingYOU want, create messaging for what the customers CARE about.
  8. 8. Lessons from 2 landing pages
  9. 9. 3. Pick Top 3 Marketing Tactics & Test • List all the places where your target customers are – UseTools to analyze competitors dominant acquisition strategy • Analyze the 3Tactics/Channel With Highest Expected ROI &Volume – Use keyword and other research to get to expectedVolume/ROI. – Measure ROI of channels. Remove Channels that don’t perform Channel Volume [Clicks] ROI Adwords 10,000 15% Email 5,000 25%
  10. 10. SimilarWeb – Competitor Analysis Tool
  11. 11. Getting 0 to 10 Customers  Customer Development Stage Leads  Pre-launch leads  Adwords, Facebook ads  Leverage Personal Network • Send Email to all your Linkedin network (Holiday outreach)  Importance of Customer Support  In Do It Yourself SMB market this is a sales channel, so focus on it  Learning about customer, their roadblocks in onboarding, product feedback
  12. 12. From 10 – 100 Customers 5 Tactics That Worked for Us
  13. 13. 1. Influencers / Affiliates • Offered Lifetime free to 5 influencers • FindTop Influencers in marketing field whom we knew • LaunchedAffiliate Program – Large Affiliates Drive 90% 0f the sale, so focus on them – SpecialGiveAways, Coupons for Large Affiliates – Tracking tool used – Refersion
  14. 14. 2. “Powered by” works • Free Accounts Have a Powered By PushEngage enabled. • This has helped in driving referral. • Also when someone sends out a notification,the default UTM value has pushengage their customers see it. * For SEO In the room – no linking back
  15. 15. 3.Targeted Advertising • Google Adwords – Self Branded – defensive – Competitor keywords – high ROI [ Check trademark, local laws] – Remarketing – target who visited your site • Facebook – Video ads – Whitepaper downloads
  16. 16. 4. Communities & Marketplaces • Facebook Groups for Your Target Audience (Ecommerce, Marketers in our case) 9 Marketing groups on FB - https://ahrefs.com/blog/facebook- marketing-groups/ • Quora – Effective if answered with intent to help. Don’t spam • Reddit • Growthackers.com, Inbound.org • Product Hunt for launch • Marketplaces – Wordpress Plugin, Shopify marketplace etc. – Once launched get ratings to drive organic installs
  17. 17. 5. Content/ Organic Search /PR • When we launched, we wrote an article in Marketing Blog • Get Guest Post in Leading Marketing Blogs • Write Regular Content on your own Blog – What to write – check trending articles in Buzzsumo on your keywords
  18. 18. 5. Content/ Organic Search/PR • Conducting RegularWebinars • Speaking in conferences • Getting Reviews in Marketplaces – G2Crowd, Capterra • Whitepapers as lead magnets – then nurture the leads • SEO - Avoid technical errors – check Google Search Console regularly - Load your page faster. If possible, supportAMP
  19. 19. AAAR model Refer Dave McClure Slide - https://www.slideshare.net/dmc500hats/startup-metrics-for-pirates- long-version We focused only on Acquisition in this session, but next stage/flywheel of SAAS important
  20. 20. Summary of Tools • Competitor – BuiltWith, SimilarWeb, SEMRush • Advertising – SEMRush, SpyFu, Google Keyword Planner • Affiliates – Refersion, ShareASale • Content Research – BuzzSumo, UberSuggest • SEO – AHRefs, SEOMoz

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