Startup Killer: the Cost of Customer Acquisition | For Entrepreneurs

www.forentrepreneurs.com

In pure web businesses where the headcount doesn’t need to grow as customer acquisition scales, it is also very useful to look customer acquisition costs without the headcount costs.) Metrics on all aspects of the customer acquisition process to find out what can be improved.

LinkedIn Video Ads: Relevance, Specs, and Use Cases

ConversionXL

The same video content likely works well in other channels. Nielsen data on a B2C campaign found that native ads are more effective in driving “brand consideration”: ( Image source ). Compared to the B2C world, B2B attribution faces two challenges: Sales often take place offline.

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Digital Marketing And Analytics: Two Ladders For Magnificent Success

Occam's Razor

From step five on you were likely already delivering some multi-channel value for your company. Now in step eight , we really kick things up multiple notches when it comes to creating a truly fantastic multi-channel (or the flavor of the month, omni-channel) execution engine.

Voice Search Strategy: Surviving (and Thriving) in Ecommerce and B2B

ConversionXL

Answer product-related questions that you uncover in keyword research—the effort may satisfy Amazon and boost visibility across other channels. Among everyone I spoke with, there was agreement: The impact of voice search for B2B companies trails the B2C market. Acquisition

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Excellent Analytics Tip #24: Obsess About Real Business Profitability

Occam's Razor

Part of the reason is that even if you work for a multi-channel company you are likely in the "web," "interactive," "internet," or "digital" division. Digital advertising and marketing is a key part of ZQI's multi-channel acquisition portfolio.

B2B Ecommerce Sites: What Works for B2B Buyers?

ConversionXL

But if your B2B ecommerce site differs on any of those elements—high prices, large quantities, or a need to serve B2C and B2B buyers—things change. What works with the average B2C consumer won’t always work with B2B ecommerce buyers. That makes some B2C marketing tactics less useful.

B2B 130

Is Your SaaS Go-to-Market Strategy Tsunami-Proof?

ConversionXL

This isn’t limited to the B2C space. Just take a look at these three channels: Facebook : 171% Increase in Cost per Thousand Impressions, or CPM ( 2017 ). There are other channels, of course, but these numbers give us a hint that, well, marketing isn’t getting any cheaper.

How To Suck At Social Media: An Indispensable Guide For Businesses

Occam's Razor

Do the big gigantic numbers imply that your business should use these social media channels? In this post let's look at each Social Network, see what B2B and B2C brands are doing there today, from that draw lessons as to 1. Let's look at B2C companies.

The Money Is In The Metrics: Data Driven Decisions Form The Right Strategy For Growth

YoungUpstarts

In their own words, it’s: “B2C and B2B marketing that optimizes value to the buyer at any stage of the customer life cycle, dramatically increasing the propensity of that customer to purchase.

Marketing Your Startup: A Billion-Dollar Company’s First Marketer Reflects Back

View from Seed

Then there were also certain social channels that worked for awhile but didn’t stick. For awhile, that channel was a share option on all our blog posts, and we tried paying for stumbles for some campaigns.

The Data-Driven Marketer’s Guide to Influencer Marketing

ConversionXL

Influencer marketing works in part because it bypasses the very real shortcomings of channels like display. Treat it like any other acquisition growth experiment. We have been focused on improving and expanding our influencer marketing channel since then (20 months ago).”.

Increase Repeat Purchases with Cohort Analysis

ConversionXL

In my daily work with ecommerce brands, I see two types of companies: The first type focuses on acquisition and conversion. Overall acquisition costs for both B2C and B2B have gone up by 50% in the past five years.

How to Master PPC Targeting and Choose the Right Ad Platform

ConversionXL

If you’ve ever thought about running a PPC campaign for the first time, there’s a good chance you were wondering which PPC channel to use. As of today, Facebook ad targeting is much stronger than any other PPC channel when it comes to demographics. LinkedIn (not great for B2C).

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Software Eating Industries

Mucker Lab

The list of industries where the marketshare leader still haven’t learned how to use software to accelerate their customer acquisition, improve their customer retention, increase their customer satisfaction, lower their manufacturing cost, shorten their supply chain etc, etc is long and impressive.

Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value

Occam's Razor

Most of us have no idea how to participate optimally in this unique channel – we are doing TV on Twitter (breaks my heart). Use data to incentivise our companies to do the right thing by measuring what matters, what makes this channel so unique. for each channel.

3 Simple Tips to Increase Your Following on Pinterest

Duct Tape Marketing

This explosive growth has made Pinterest a viable traffic and revenue source for many B2B and B2C businesses. Integrate Pinterest With Your Other Social Media Channels. Add a Link To Your Pinterest Account on Your YouTube Channel.

How to Optimize an Affiliate Marketing Program for Profitability

ConversionXL

It’s nothing more than another marketing channel for you to experiment with, analyze, optimize and grow. Are you aware of your cost per acquisition on other channels? According to the benchmark report, most affiliates work in the B2C space (79.45%).

How One Startup Combines Boston’s B2B Sense with the Valley’s Social Media Style

View from Seed

Acquisitions are happening more and more, while companies like PillPack, Actifio, CarGurus, OnShape, Acquia, Applause, and others continue to march forward. These companies are all over the map: B2B, B2C, SaaS, ecommerce, healthcare, SMB-focused, enterprise-focused, etc.

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Cookies To Humans: Implications Of Identity Systems On Incentives!

Occam's Razor

It also has massively delicious implications in your data, acquisition and retention strategies (ignoring the sweet, heavenly, implications on your customers). Extend the above incentive purification and imagine the day-to-day behavior of your Acquisition team if you measure them based on CPH.

Product Analytics: A Comprehensive Guide to Using Data for Better Product Decisions

ConversionXL

Questions such as: What marketing channels are driving the best users (i.e. If a user is able to do all of this through digital channels, then product analytics can really help you. Actively experimenting with different marketing channels.

The Science of Increasing Customer Loyalty

ConversionXL

Martin talk about this in HBR : “A driving reason to choose the leading product in the market, therefore, is simply that it is the easiest thing to do: In whatever distribution channel you shop, it will be the most prominent offering.

Product Analytics: A Comprehensive Guide to Using Data for Better Product Decisions

ConversionXL

Questions such as: What marketing channels are driving the best users (i.e. If a user is able to do all of this through digital channels, then product analytics can really help you. Actively experimenting with different marketing channels.

Rock Analytics More: Obsess About Goals And Goal Values!

Occam's Razor

Hence, analytics framework to represent end-to-end business measurement is called Acquisition – Behavior – Outcomes. Not Acquisition – Behavior – Conversions. As analysts we have an out-sized obsession with Acquisition and with Outcomes.

29 Entrepreneurs Explain Why They Started Their Business

Hearpreneur

We were witnessing, firsthand, the dramatic shifts in B2C e-commerce, and the resulting incredible experiences and benefits brands were delivering their retail consumers. The differences between B2C and B2B within the same brands were staggering! Each business has a story.

How to Build an Effective Referral Program

Duct Tape Marketing

Fortunately for you, today’s tech-filled world provides marketers and business owners with a myriad of tools to track customers’ behaviors and solicit input through various online channels. You’ll also want to monitor your customer acquisition costs.

The Science of Increasing Customer Loyalty

ConversionXL

Martin talk about this in HBR : “A driving reason to choose the leading product in the market, therefore, is simply that it is the easiest thing to do: In whatever distribution channel you shop, it will be the most prominent offering.

The ROI of Lead Scoring

Duct Tape Marketing

Behavior Scoring = evaluating a lead based on the observed activities and behaviors of the individual across multiple channels (attending a webinar, viewing an RFP, downloading a thought leadership piece, scheduling a call with Sales, etc.).

Short guide to sales and marketing for start-ups [Guest Post]

VC Cafe

To begin with, let’s illustrate the sales process with a simple graphic of the funnel that comes from an excellent post on Stratechery about marketing channels. At the end of the post, we’ll have a look at sales within the broader context of customer acquisition and customer success.

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Magnificent Mobile Website And App Analytics: Reports, Metrics, How-to!

Occam's Razor

The team at Google has done a great job of having the end-to-end view there across Acquisition, Behavior and Outcomes. It does not matter if you are a B2B or B2C or A2K, you will always see this. Mobile Marketing 2015: Rethink Customer Acquisition, Intent Targeting.

The Biggest Mistake Web Analysts Make… And How To Avoid It!

Occam's Razor

If you are a regular reader of this blog you know how deeply fond I am of the Acquisition, Behavior, Outcomes framework. Now it's time for acquisition. It will be a great reflection of how well thought out their acquisition strategy is, or how sub-optimal it is. ~

Web 143

5 Powerful Use Cases for Social Advocacy & How You Can Get Started

Duct Tape Marketing

Improved talent acquisition. Over 50% of B2B and B2C content marketers identify creating engaging content as a challenge. They can be influencers, niche experts (bloggers or content channel owners) or employees.

Your Web Metrics: Super Lame or Super Awesome?

Occam's Razor

It is not hard to imagine what a B2C site is trying to do. it forces you to worry a out multi-channel campaign attribution (or not!), Company impact is maximizing Revenue Per Acquisition.

See-Think-Do: A Content, Marketing, Measurement Business Framework

Occam's Razor

Identify gaps in our content/engagement/channel strategy on the web, 2. At the end of this exercise, you'll end up with a really great understanding of what each of your marketing/acquisition strategy is solving for. You are B2C or B2Q or Non-profit or an Adult-oriented business.

Inbound vs. Outbound Marketing

Duct Tape Marketing

Outbound marketing is a marketing model that requires a lot of marketing messages to be pushed out through various channels in the hope that the right message makes it to the right person.

Personalization: How to Build a Revenue Boosting Program from Scratch

ConversionXL

Acquisition segments. Acquisition segments. Did you know that Netflix has only 90 seconds to find a show that suits a user before she gets frustrated and quits?

The Courage to Monetize

Austin Startup

We had to estimate hardware costs at various volume levels, distribution channel discounts, competitive pressures from Imsai and a few others, and then decide to go to market with a strong conviction in our pricing strategy. What is your Customer Acquisition Cost? But, it is likely the major differentiator between a win and a loss whether you are selling B2B or B2C.

Scaling is Hard, Case Study: TripAdvisor

Seeing Both Sides

Going B2C was daunting and not in our core DNA,” Kaufer remarked. Advertisers are brought to the site and driven mainly through self-service channels, so there is no need for a large sales force or account management team.

Scaling Sales: From Craft to Machine

Seeing Both Sides

B2C sales and customer acquisition efforts are a different matter (and one I''ll perhaps address in a future blog), but for B2B, those three models are the most common pattern. customer acquisition cost or CAC). I''ve been thinking a lot lately about scaling sales. .

Sales 52

Special: The 56 Israeli Companies Exhibiting in Mobile World Congress 2011

VC Cafe

Spacecom is offering a wide range of Pan African satellite services, including: Cellular backhaul, Rural telephony, Broadband VSAT networks, e-government, e-learning, e- health, Direct To Home (DTH) Multi-channel platforms, DSNG, Video Distribution & Contribution.

Mobile 115

Marketing Metrics 101 for B2B Startups

www.rocketwatcher.com

I’ve seen online B2C startups use Dave McClure’s Startup Metrics for Pirates as a starting point for measuring what marketing is doing.

B2B 54

Cracking The Code: The Bessemer 10 laws of SaaS - Fall 2008.

Cracking the Code

The top performing SaaS companies typically achieve annual customer renewal rates above 90% - with most of the churn due to death (bankruptcies) or marriage (acquisitions) - and over 100% renewals on a dollar value basis due to up-sells into this installed base. Cracking The Code.