Laudi: SaaS growth bottlenecks are post-signup activation, not website traffic
Gia Laudi · Episode 665 | How to Find More "Best Fit" Customers for Your SaaS · Jun 13, 2023 · at 8:45
Gia Laudi, co-author of Forget the Funnel, explains the common misconception SaaS founders have regarding their growth and customer acquisition challenges.
0:00 / 0:51exact quote · 51.1s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“Predominantly what brings people to this, like we got to solve this, you know, scalable customer sort of growth or, you know, acquisition is they think it's marketing. They think, oh, we need more traffic to this website. We need to find out where people are. Marketing's not working. We need to figure out, you know, our messaging. That's what the founders and the teams that come to us think is the problem that they're solving is like, we just need more people to the front door. And people think of that as a marketing problem to be solved. But truthfully, what ends up happening is we do tip over to the other side and we see that actually you've got this opportunity post sign up to introduce your product in more advantageous ways and optimize that experience post acquisition, help customers get from trial or free into paid, help them reach value as quickly as possible, and then turn them into really high LTV customers.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Gia Laudi
Laudi: Marketing must span post-acquisition retention and expansion, not just leads
“We are pretty bullish about Marketing's role post acquisition. So through product activation, getting to value within the product, product retention continued engagement, you know, customer education, expansion, customer marketing, right? Like really even post…”
Laudi: Traditional funnels fail to account for SaaS recurring revenue relationships
“The other actually thing I would say about funnels is that they have this like sort of beginning and an end and we're in recurring revenue business here. Like we're all trying to, you know, build a product that serves customers over the long term, builds a rel…”
Laudi: Customer research should start with successful users, not churned customers
“Churned customers would probably not be the right fit for this type of research. And the reason being that we want to learn from the customers who have been successful with your product. I'm not saying there's no place for win loss analysis or exit interviews.…”
Laudi: SaaS founders wrongly track customer demographics instead of signup catalysts
“A lot of times I'll be on calls with founders and I'll ask who are your best customers and what led them to sign up? What was that moment that your ideal customers decided that they had to solve this problem or that they couldn't go on with life anymore the wa…”