Buğra Gündüz’s Post

This is how we structure our client's B2B SaaS landing pages to yield maximal results in the first 1-3 tests. Tested each section for the last 4 years. All it comes down to - actually showing the product, - what the user gets from it - the features to back it - the transition between where they are now Vs. when they have your tool - objection removers sprinkled across the page for skeptical visitors (they're the ones who will stay with you for a while.) Steal this. PS. We'll predictably add 25% more conversions every month with conversion-focused messaging - or your money back: https://yconversion.io/

Stop signing up 'Serial Churners' and find customers that will ‘Pay and Stay’ instead. What does that mean? There are a wide variety of potential users for most #B2B #SaaS products. But, fewer segments will actually use your product to all of its potential. As a result, they’ll churn faster and likely not upgrade to higher pricing tiers. Pay and Stay = Customers that ‘Activate, pay, and use your product all of the time, for a very long time'. Put simply, don’t waste your money driving ‘low fit’ users, it’ll be less efficient in the long run because they’ll have lower LTV.

If you aren't tracking these SaaS metrics, you're bleeding revenue. They are: - Customer Acquisition Cost (CAC) - Lifetime Customer Value (LTV) - Churn rate (what percentage of your customers cancel or do not renew in a given time period) But the real epiphany happens when you realize that all three of these are completely interwoven and dependent upon one another. You can't separate them. It's actually kind of beautiful, really. If it costs an arm and a leg to acquire a customer (CAC), the value (LTV) of that customer goes down, and you're forced to have a nearly non-existent churn rate just to stay profitable (typical SaaS churn rate is around 5%). If your churn rate is crazy high, that will automatically tank your LTV, meaning you'd better hope you have some inexpensive customer acquisition channels. Otherwise, once again, you're losing money. On the other hand, if your LTV is high and your churn rate is low, you can afford to spend big money on customer acquisition because you know the likelihood is high that you'll make it up on the back end with loyal, recurring customers. At the end of the day, traffic, impressions, clicks, and even conversions are great metrics to track. But they can all be for naught if you neglect to track these three tried-and-true revenue drivers. #b2bsaas #b2bmarketing #b2b

“I don’t care about desktop, all users are on mobile anyway” Well, if you’re in B2B, not quite… A realisation I had last week: Of all the B2B clients we (Unmuted | B2B SaaS Marketing) do work for, just 30% of the traffic is mobile. Compared to the industry standard 80% for B2C, that’s a huuuge difference! If you’re filtering traffic by users whom actually converted, mobile traffic in some cases was just 15%! 15%!!!! Just a friendly reminder to set your own benchmarks, based on your actual situation

In the last 10+ years of optimizing B2B SaaS websites at FunnelEnvy, one of the biggest lessons we've learned is this: Leads alone are not enough. They need to be high-quality and result in pipeline and revenue. Here's what I suggest: Implement a robust measurement and attribution framework. Then, build a scoring model based on historical data. This allows you to: → Accurately attribute touchpoints to pipeline and revenue. → Ensure leads are effectively scored and routed to the sales team for closure. Consider the entire funnel, not just the website, and you'll significantly enhance conversion rates into pipeline and revenue. Are you maximizing your lead conversion potential? #WebsiteOptimization #LeadQuality

Had our board meeting yesterday. One piece of feedback we heard - you hold your bar for product engagement higher than most. Maybe too high. Most B2B SaaS products don’t measure the metrics we drive towards internally.  We care most about how many of our users are active in the product at least 3 days a week. And we keep close tabs on what % of our users use us *every single business day* of the month. Most settle for just looking at MAU, WAU, DAU and relative ratios. We believe engagement is the best early indicator for long-term success, so we hold the bar high.

Crack the code to attributing revenue to B2B SaaS integrations with these 6️⃣ game-changing strategies! 📊 Calculate potential revenue by considering partner customer numbers, conversion rates, and your company’s close rates. 📈 Evaluate the impact on Annual Contract Value (ACV) by identifying critical integrations and comparing deal sizes. ⏱️ Track how integrations affect sales cycles, comparing lead-to-deal durations with and without partner involvement. 🔄 Examine renewal rates for customers using business-critical integrations versus those who are not. 🧠 Understand the optimal number of integrations for customer retention based on tech stack analysis. 🤝 Unveil customer satisfaction through CSAT surveys, comparing scores for integrated and non-integrated customers. Ready to decode the secrets of revenue attribution? Check the link in the comments!

Do you know the difference between vanity metrics and actionable metrics? For the 1st year running the marketing team for our B2B SaaS company, I was asked to drive vanity metrics. New leads went up from 200/month -> 450/month New trials went up from 3,000/month -> 7,000/month Revenue remained flat. Here's a visual breakdown of vanity metrics vs. actionable metrics (thanks to Isabel Goldin). Like and comment "vanity" if you want to read the full story of how we produced those monthly numbers and how we eventually grew revenue from $2M to $18M ARR.

A trend in SaaS that's been too obvious for me to ignore: → Customer retention "tipping points" “If we can get a subscriber through the first 'X' days of their lifecycle,” SaaS leaders tell me, “the odds that they'll stick around for years and years and years increases dramatically.” Most tipping points tend to fall somewhere somewhere between 90-180 days. This tells us two things: 1st, it highlights how critical the first few months of a relationship are Being able to identify a customer's goals & pain points, onboard them accordingly, and show them a quick win or two is hugely important for subscription-based companies. 2nd, it presents the PERFECT opportunity to take a calculated risk I'm a believer that, most of the time, customers don't churn because your product sucks – they churn because they just haven't realized enough value out of it yet. Key word: yet In the SaaS and subscription world, this means that you can afford to be hyper-aggressive in the early period of the customer lifecycle with offers and incentives to entice retention and get them past the tipping point. I'm talking: → trial extensions → temporary discounts → plan changes → and so on If this gives you pause, remember that a temporary hit to revenue is infinitely better than a cancelled account – especially in today's economy. Not to mention, if you do successfully get them past the tipping point, you'll probably end up with a customer for life. Think LTV, not MRR. #saas #b2b #churn #customerretention #revenuegrowth

I used to think that the finance or product teams usually determined pricing as a tactic/strategy... Thanks to multiple guests on The People of Digital Marketing, including our latest guest Brian Kotlyar, I now know that the marketing team can have a say in pricing. This is even more true in the world of B2B SaaS. If you want to get involved in conversations around pricing, bring up the concept of "consumption-based" pricing. Most of the time this isn't introduced in a B2B company's pricing model and it could be used to increase revenue and customer satisfaction in a meaningful way. In the latest episode of PODM, Brian explains how he used it at a company he used to work for (New Relic) to help scale the business. Want to listen to the full interview? It comes out on Thursday morning. Follow my profile or The People of Digital Marketing company page to get notified when this comes out! #marketing #digitalmarketing #b2b #saas #pricing