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Customer Acquisition Strategy for SaaS Companies: A Complete Guide

SaaSOptics

What Is Customer Acquisition? Customer Acquisition is the process of acquiring new customers in a business. For subscription-based SaaS businesses, your customer acquisition metrics indicate how effectively you acquire new users via sales, marketing, or a product-led approach like a free trial. More customers = more revenue.

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The Four Key Trends of the Startup Acquisition Market

Tom Tunguz

The startup acquisition market is poised to have its best year in nearly a decade. I’ve observed four: The total number of startup acquisitions has remained relatively constant over the past 14 years. But, the amount of large, disclosed startup acquisitions has decreased by about 25% in the past 14 years.

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From $800k to $274M in 4 Years - The Story of Ariba

Tom Tunguz

Before its acquisition, which was consummated at the highest historical multiple of any software company , Ariba was the largest independent procurement software business. In 2002, the company invested significantly in sales and marketing, but suffered a decline in revenue. Ultimately, SAP acquired the company in 2012 for $4.6B.

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The Investment Patterns of SaaS Companies in Sales and Engineering Over Time

Tom Tunguz

Looking at the gross dollars invested in engineering, the 2014 cohort spends much more than the 2010, 2006 and 2002 cohorts, setting aside one outlier year in the 2006 cohort. I’m not sure, but the trend is real on a percentage basis as well as on a dollars basis. There seems to be a bumpy, but persistent decline. 1998 34 11.

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Audit Logs & Sarbanes-Oxley Compliance for SaaS: Part 2 of Compliance Essentials in the SaaS Era

BetterCloud

The Sarbanes-Oxley Act (SOX) Public Accounting Reform and Investor Protection Act was passed in 2002. SOX Section 409: Events with a material financial impact on the business—like data breaches, mergers and acquisitions , or bankruptcy—must be disclosed in a timely fashion. How BetterCloud audit logs help.

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The New SaaS Metric You Should Be Tracking

OpenView Labs

Growth is an input into the Rule of 40, Committed Monthly Recurring Revenue is the key metric in the 5 Cs and Customer Acquisition metrics frontline the Pirate framework. Think monitoring customer acquisition costs (CAC), LTV: CAC and the magic number. The company was founded in 2002 with just $10k in credit card debt.

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The SaaS Executive’s Guide To Building A Winning Go-To Market Strategy

Sales Hacker

In 2002 the “bubble” burst to wipe out most of the Silicon Valley. Clearly, each of these has a different Go To Market approach for which the customer acquisition cost (CAC) has to fall in line with the revenue it generates. Think of the differences of calling on a pro-user vs. an enterprise. It primarily sold to high tech companies.

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