B2B SaaS growth models 和 B2C 的差別
大部分相似 linear channel
複習：How do I keep feeding my growth loops? Linear channel 是本金；loops 是利息
Lead Loops + Sales Loops
In a lot of B2B SaaS companies the acquisition loops piece of the growth model is likely
broken into two layers. A Lead Acquisition Loop feeds a Sales Loop. Lets take a look at a
- Content Lead Loop + Sales Loop – HubSpot for example used a growth model where they generated leads using a content loop and then a sales loop to take them from lead to customer.
- SDR (sales development reps) Lead Loop + Sales Loop – In outbound sales models you typically have leads being generated by an SDR loop (More leads → X% Become Customers → $$$
Used To Hire More SDR’s → More Leads) and a Sales Loop to convert those leads.
- Product Lead Loop + Sales Loop – A more powerful combination is a product lead loop combined with a sales loop. Leads are often referred to as PQL (Product Qualified Leads) and the model is name “Sales Assisted.” In this case the product has some type of viral or other loop built in to generate more and more leads, and then a sales loop is used to close those leads. Bottoms up products like Expensify or Dropbox For Business typically use this for certain tiers of their product.
Retention Loops are harder, but still vital
The most powerful types of retention loops are ones with peer driven triggers commonly found in any type of product with a social or collaboration component. But retention loops are still vital to think through for B2B SaaS products. You still need to establish the habit of use with the product over time if you want to retain them. If your product does not have a social or collaboration component to it, you will need to lean heavier on the other types of triggers (Time, Change, Location, and Programmatic).
uber, fb 都 loop 都已經飽和
Paid marketing loops saturate when they hit the ceiling of max number of impressions they can buy within a channel at an economical cost. There are essentially no more
impressions to buy with the profits of new users cutting off the loop.
What do you do when a loop saturates?
- Layer On New Loops – You could seek out layering on new loops to tap into new audiences.
- Deepen Engagement – Growth is two dimensional. There is the overall active users/customers you have, and then the depth of their engagement. When your loops are saturated, deepening engagement becomes a higher impact lever. For the most part, more engagement = more monetization through higher LTV’s.
- Increase Monetization – You could work on increasing monetization. B2B products are the obvious example by layering on new subscription tiers to upsell to. Increasing monetization on a per user/customer basis will not only drive top level revenue growth, but give you a higher CAC to play with in your channels.
- New Products/Markets – You seek out new audiences with new products or new markets. International expansion is a common example.