Optimising customer acquisition for SaaS subscription-based companies : case: Smart Match App
Essoufi, Mouad (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112731952
https://urn.fi/URN:NBN:fi:amk-2023112731952
Tiivistelmä
This thesis was commissioned by Smart Match App, a B2B matchmaking software CRM. The company needed to improve their current acquisition channels and strategies to generate more leads and drive more sales.
The author familiarised himself with different customer acquisition channels, strategies and key metrics in the SaaS industry throughout the theoretical section. To learn more about the current state of customer acquisition within Smart Match App, the efficacy of their channels, and to determine if the company employs cohesive sales and marketing strategies to produce positive outcomes, the author conducted qualitative research in the form of interviews. To answer the research questions, the author interviewed Smart Match App’s marketing director and sales manager, and also decided to interview a customer acquisition expert within the SaaS industry in order to gain more insight into how subscription-based SaaS companies, and Smart Match App in particular, might improve their client acquisition channels and strategies.
Based on the secondary data analysis, the author learned that Smart Match App relies heavily on Search Engine Optimisation and email marketing as customer acquisition channels to generate leads and gain new customers. However, Smart Match App key personnel can see the huge importance of content marketing, and admit that this channel has a lot of room for improvements and is a challenge for the business. Besides content marketing, the company has additional challenges including the lack of a referral program marketing plan in place, and the absence of an efficient social media strategy to gain more customers.
Based on the findings, the author recommended the company to diversify its advertising channels and develop a comprehensive content marketing strategy in order to better align their content with the pain points and needs of their customers, and engage with current and potential ones. Furthermore, the author advised Smart Match App to launch an affiliate program in order to spread the word about the product, as well as strengthen their social media marketing approach to build trust and nurture connections with clients.
The author familiarised himself with different customer acquisition channels, strategies and key metrics in the SaaS industry throughout the theoretical section. To learn more about the current state of customer acquisition within Smart Match App, the efficacy of their channels, and to determine if the company employs cohesive sales and marketing strategies to produce positive outcomes, the author conducted qualitative research in the form of interviews. To answer the research questions, the author interviewed Smart Match App’s marketing director and sales manager, and also decided to interview a customer acquisition expert within the SaaS industry in order to gain more insight into how subscription-based SaaS companies, and Smart Match App in particular, might improve their client acquisition channels and strategies.
Based on the secondary data analysis, the author learned that Smart Match App relies heavily on Search Engine Optimisation and email marketing as customer acquisition channels to generate leads and gain new customers. However, Smart Match App key personnel can see the huge importance of content marketing, and admit that this channel has a lot of room for improvements and is a challenge for the business. Besides content marketing, the company has additional challenges including the lack of a referral program marketing plan in place, and the absence of an efficient social media strategy to gain more customers.
Based on the findings, the author recommended the company to diversify its advertising channels and develop a comprehensive content marketing strategy in order to better align their content with the pain points and needs of their customers, and engage with current and potential ones. Furthermore, the author advised Smart Match App to launch an affiliate program in order to spread the word about the product, as well as strengthen their social media marketing approach to build trust and nurture connections with clients.