Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
SaaS 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
○ 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. Who are we?
●
Lars Lofgren
○ Growth Manager at KISSmetrics,
customer analytics for SaaS companies
○ University of Colorado
Boulder
4. Today’s talk is on ...
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Why SaaS customer acquisition is HARD
How to test marketing channels
How to measure performance
Q&A
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. But sales take a long time...
● What is our cost per lead?
17. How to determine lead quality
● Lead scoring tools
○ Work email address
○ Geolocation
○ Engagement with your site
○ Budget
○ Click through rate (CTR)
18. Setting up a test
● LaunchBit: SaaS advertising platform
○ Email ad network
○ Niche blog ad networks
○ Audience targeting
19. How to measure your channel
performance
Thursday, January 16th, 2014