The Covid-19 pandemic has only reinforced an opinion that had already been widely held for a few years by most SaaS (software as a service) publishers: the appetite for technology – à la carte – is on the rise. booming.

SaaS solutions have literally taken control of the business and e-commerce world in recent years. The SaaS market has doubled in size as companies have started to discover the benefits of these cloud-based tools that offer advanced technological capabilities.

The preference for cloud technology has grown so strong that the revenues of global industry leaders are booming.

But companies that invest in this type of solution sometimes tend to think that these SaaS tools are real magic wands, able to make their marketing efforts effective in a snap. The reality is that running effective marketing campaigns – even with powerful SaaS tools – is far from straightforward.

The potential challenges are many, but they are not insurmountable. Besides a good product, companies that use SaaS solutions need a smart strategy, built around three pillars: acquisition, conversion and retention.

Raise acquisition to the level of art

On the surface, the mechanics of acquisition via a SaaS tool seem simple. Most prospects now tend to search and buy products online, often starting their buying journey by using search engines and browsing the websites of companies that interest them. But effectively managing this process is far from being a mere formality, and SaaS Venezuela WhatsApp Number List solutions vendors cannot rely solely on the intrinsic capabilities of their products. They must go further.

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Because what most of their customers are looking for is the perfect multichannel mix of PPC (pay-per-click), Display, and Social Ads advertising, as well as content that perfectly integrates engine optimization techniques. search engine (SEO), able to improve the ranking of business sites for their relevant keywords, and generate organic traffic.

Then, once potential customers arrive on websites, businesses need to be able to quickly deliver the information they’re looking for to drive quick conversions.

Vendors of SaaS solutions must therefore acquire a deep understanding of the target audiences of the companies that use their services, and seek to understand what makes their customers switch from interest in selling. This requires continuous analysis, testing and adaptation.

PPC ad campaigns

For example, monitoring the results of PPC ad campaigns can allow publishers to identify the ads that generate the highest traffic for a specific user group, and adjust spending accordingly.

Publishers of SaaS products must also focus on monitoring the behavior of Internet users on their customers’ websites, in order to give them a clearer idea of ​​the changes necessary to make to make their purchasing journey more fluid and transform their sites into de powerful machines to attract leads. For example, this could be tweaking landing pages, blog content, or navigation.

Quantify the conversion value
While it is vital for all businesses to generate conversions, this process should not come at exorbitant costs.

To enable their clients to maintain sustainable growth, it is essential for SaaS solution providers to ensure that the cost per lead (CPL) and the customer acquisition cost (CAC) are lower than the profits they generate.

To achieve this, it is crucial to calculate the CPL and CAC costs for each individual, through the use of data and sophisticated analytical tools capable of monitoring customer activity. But to provide reliable information and insights, the metrics measured by Saas tools need to cover all the basics of the customer journey.

To be more specific, publishers should make sure to scrutinize and analyze the entire user’s journey – the number of impressions, clicks, conversions, etc. – and precisely assess the impact of each point of contact on the final results.

It is this holistic view that can help establish the exact costs and determine whether the investments are worth it. Another important point is that it will also give SaaS publishers the opportunity to develop campaigns that target high-value-added prospects.

Increase revenue from customer retention

The last major factor in sustainable profitability is of course customer retention.

Basically, improving customer retention, or loyalty, is about finding the perfect formula to retain customers.

Just as we observed for the acquisition phase, SaaS solutions vendors should strive to carefully map customer journeys and adjust the content or messages of websites served by companies to deliver an experience. consistently positive purchasing results, ensuring to consistently provide answers and solutions to consumers’ questions and problems.

The difference today is that publishers are now looking for the factors that encourage customers to stay loyal to a business while considering those that generate the highest income.

This involves considering metrics such as Customer Lifetime Value (LTV) and attrition rate, which indicates the number of lost customers.

While businesses should always strive to retain as many customers as possible, it is crucial to understand and recognize that not all customers are of equal value.

Some may cost you relatively little to acquire, but you won’t see them again after a one-time purchase, while others cost slightly more, but stick around for a long time. By identifying those with the ideal LTV / CAC ratio, publishers will be in a better position to decide where business resources and budgets need to be concentrated, in order to retain the most valuable customers.

Conclusion

SaaS products are in greater demand than ever at the start of 2021, but publishers are facing fierce competition, as companies expect increasingly efficient products capable of bringing them real added value.

To survive, SaaS solutions vendors must implement strategies at several levels, able to take into account the three key elements that we have discussed in this article: acquisition, conversion, retention and creating a constant flow of customers, while retaining the most profitable users.

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