More than half of the SaaS practitioners who have telemarketing list communicated with me in the past two years want to consult about customer acquisition. But when it comes to acquiring customers, each company has its own set of routines. I can't help much, and the suggestions I can provide are only basic and general content.
This time, according to my past experience, I will name the ways to acquire customers in SaaS marketing. Each method does not introduce the basics. I mainly write a few strokes of my observations and thoughts. I hope to help you organize your thoughts and fill in the gaps. There are no additional purchases, cross-selling, etc. mentioned here, only the scenario of acquiring new customers is discussed.
Due to the limited space, I can only talk about each point. If there is a topic you want to know, you can communicate with me and share it later.
1. Panorama of SaaS Marketing
1. Application market, traffic entrance
Including Dingding, Qiwei, Feishu App Store, major telemarketing list cloud markets and other markets; including professional forums (such as CSDN) in related industries that can be cooperated; also including professional review websites, industry lists, rankings, etc.
ToB itself is a niche topic, don’t expect a surge in traffic if you climb the Phoenix branch. For those familiar sites, the daily active UV may not be high. But after all, with this display window, it is not only conducive to the construction of initial brand credit, but also can benefit from the growth of market traffic in the long run. The gain obtained can be quite large.
However, the more valuable the entrance, the more three parties want to use the entrance resources, and the higher the threshold. If you want to step in, you may need to adjust money, people, things, and products. The pros and cons can only be assessed by oneself.
2. Word-of-mouth marketing, old customer recommendation
Some traditional ToB companies often ignore the importance of word-of-mouth communication, and tacitly agree that there is no contact between Party A and no community to communicate with. Word of mouth is certainly not as important as in low-cost C-end products, but it is still a very effective tool. Many SaaS companies with very good international development did not invest in marketing in the early stage, and only rely on word-of-mouth to attract customers. When the foundation is solid, it is also to use the voice of word of mouth to speed up the efficiency of market operation.
The information that manufacturers sell and boast has been flooded and untrue, and the social trust provided by word of mouth is one of the advantages of SaaS for differentiated competition.
Opportunities exist here, because by doing just a little more than the minimum, the client's expectations are exceeded. Some companies have taken advantage of the opportunity here to let old customers speak and new customers to listen, creating a community atmosphere of friendly exchanges.
There should be no word-of-mouth marketing tools for the B-side on the market. Enterprises need to explore on their own to open up the links of collection, accumulation, display, sharing, and pulling new ones.
But even if you don't go through the whole link, just collecting and displaying it can bring great help.
3. Content operation, user community
In almost all ToB industries, there is a serious lack of any valuable content references on the market. We are forcing all customers to become industry experts in order to avoid even the most obvious pits and complete the selection and purchase. There are very few people who can publish ToB content, and traditional software has an atmosphere of unwillingness to share. It seems that they are worried that if they share a little more, they will lose their competitive position with friends.
Doing content operation is more direct-to-customer, and in the originally thin market segment, any effort can bring benefits. Manufacturers that can truly and continuously provide customers with the content they need most will actually have a much lower cost in cultivating the market and educating customers.
The same goes for the user community. Last year, I pulled up a customer group where hundreds of customers could discuss at will, and I was questioned a lot at that time. It seems that manufacturers can't wait for customers to be separated by planes, so that it is convenient to serve people. However, as long as half a person is invested in the operation, a very good positive feedback can be formed, and the resources in the group can be used to retain new customers and speed up the transformation.