Churn Is a Paid Acquisition Problem
Churn gets treated as something product and customer success own. But retention sets your maximum bid, and some acquisition channels reliably deliver customers who were never going to stay.
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B2B SaaS articles · Page 1
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Browse practical resources ↗B2B SaaS · Page 1 of 1 · 5 articles
The Buying Committee: When One Customer Looks Like Six Visitors
B2B software is bought by groups, but every ad platform measures individuals. The person who fills in the form is rarely the person who decided, and last-click reporting cannot see the difference.
Read article ↗Brand, Competitor, and Category Keywords: The Three SaaS Budgets
SaaS search demand splits into three groups with completely different costs, conversion rates, and honest definitions of success. Running them in one campaign guarantees the cheapest one gets the credit.
Read article ↗Trial-to-Paid: Why Your Cheapest Signups Cost the Most
The campaign with the best cost per signup is frequently the campaign with the worst cost per customer. Signup is not a conversion — it's a request to be convinced, and most SaaS accounts bid as though it were the finish line.
Read article ↗CAC Payback: Why SaaS Can't Be Managed on Cost Per Acquisition
In ecommerce the revenue arrives with the conversion. In SaaS it arrives monthly for years, or it stops in week three. A target CPA that ignores that difference is a guess wearing a number.
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