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Thanks for your reply. Great advice right there that I'll begin jumping into.
My top focus has been on better quantifying how our most successful customers use our platform as well as implementing a customer health score. It's good that you referenced both - I know I'm on the right path.
This is something I've had the opportunity to develop from scratch at a couple companies - one startup, one public company.
Customer segmentation is the most critical thing to solve early, not just based on firmographic data, but behavioral data. You have to be able to figure out what behaviors are correlated with higher LTV customers. This is a big topic to unpack in a comment, but here are some highlights.
1. Figure out how to quantify your best customers behavior. If you have customers who have renewed multiple times, analyze usage data for common patterns. Do interviews to understand their value perceptions. When you compare these customers with those who have churned, common differences will be visible. In a SaaS product, this is predictably going to be feature usage/adoption - (decent article here: https://www.totango.com/blog/2017/10/what-is-customer-health-score/). Once you have this, you will be able to cohort to automate marketing and sales experiments such as targeting potential high value customers with low usage/adoption scores with content to drive adoption, or targeting those with high usage/adoption with cross-sell/up-sell campaigns. You can run tons of measurable experiments once you have well defined segments with measurable behavior.
2. Nothing is worse than calling an account to cross-sell/up-sell, only to find out the customer is a flight risk. This is where the usage/adoption cohorts become incredibly valuable to account managers. Account managers should have target segments where they call for different reasons - improve adoption if it's a new customer, renew/cross-sell/up-sell if they've been around 6 months or so. (*This assumes you don't have a proactive customer success function.) The clearer the context for the interaction, the higher the response rate and value delivered.
3. If you're doing 1 and 2 effectively, chances are referrals will be a matter of asking for them. This is where lookalike modeling becomes HUGE, because you generally want to do as much of the work as possible for the end customer to get the referral. If you can tell a customer specifically who you want them to refer, and even pre-write the email for them - you should be able to increase your referral rate.
Hope this helps at least provoke some ideas.
I do agree with Yannis in this case, if you just want to measure the impact of affiliate marketing you probably want to find a great way with either a third party affiliate network or within your own setup to tag that specific traffic (via UTM tracking or something else. If you can use these identifiers it's usually best to go with your favorite web analytics tool like Google Analytics, Adobe, Clicky, etc..
If you want to do something more advanced and for example want to deeplink users into your app/tool then you might want to look into using a tool link Branch.io (https://branch.io/).
Traffic and goal conversions on website.
Thanks for the reply @henrycabrown , I appreciate it! It definitely is a lot of manual work right now. Especially since we charge after the fact based on usage, so every month for every user is different.
Congrats again on the campaigns, very impressive!
What exactly do you want to measure? That would help us suggest something to you
We don't offer pay-as-you-go pricing at PageCloud, it's standard SaaS MRR for all customers who've been with us since launching. For those who purchases during the pre-sale, they are recognized on a monthly basis but collected 1x per year, like an annual subscription. I'll ask around to see if I can track down something that could be helpful for your case, but don't have any personal experience. Sounds like something you'd need a fair bit of data to confidently report on, though.
All campaigns, currently and during the pre-sale, are run in-house :)
The power of Facebook or other online forums - Yes. Yes. and hell yes!
Great work @henrycabrown ! Very impressive!
I have a few slightly off topic questions for you.
Do you offer pay-as-you-go pricing plans at PageCloud? If so, how are you tracking the ROI for those sales? I am used to the simple annual recurring revenue model and just recently introduced a pay-as-you-go option and I'm struggling to report on the ROI of the two together.
Also, curious as to whether you ran these campaigns in-house or with an agency?
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