Despite the huge potential upside, many B2B SaaS companies don’t spend the time needed to build a solid foundation for their paid acquisition strategy. Jumping into paid advertising without having the right elements in place will almost certainly lead either to dismal results or the inability to accurately interpret your results at the very least. A good paid acquisition strategy starts with these three critical elements: 1) Well-understood unit economics: Understanding the unit economics of your business allows you to set realistic goals and scale your marketing spend intelligently. 2) Developed customer personas: Mapping out your target customer profiles, their motivations, and overlaying this information with each stage of the marketing funnel will help you determine which channels and messaging to use to reach your key audiences. 3) Proper funnel tracking: Having the right tracking in place will ensure that you are able to measure the efficacy of your paid marketing channels and allocate budget based on performance data.
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