The subscription economy has changed the customer acquisition model to one providing the immediate option to sign up for a product freemium or free trial. Allowing prospects to try a product improves the buying experience and provides Software-as-a-Service (SaaS) companies with relevant behavioral data that helps them further personalize that experience. Before the SaaS revolution, enterprise software companies were predominantly sales-driven, with the company speaking at length with a sales rep to get product information. The high-touch sales model was warranted, since customers were required to sign long-term, expensive contracts. The subscription economy — with lower prices, ownership, and switching costs — has changed the customer acquisition model. Companies made educational and product-related content more accessible to prospective customers as they searched for more efficient ways to generate product awareness and demand. Prospects could then find, learn, and compare software products earlier in the buying process, way before they interacted with sales. In this way, content marketing and lead generation were established as primary strategies for companies to generate awareness and demand.
<p>Growth comes from many different parts of your business and through many different marketing and other customer acquisition and retention tactics. These articles are the best general growth strategies and tactics that can help you grow your business.</p>
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