SaaS / B2B Software
Signups are not the problem. Week two is.
RevThread markets a product around activation, because that's where trials are actually lost.
What this business is actually like
B2B software is bought after a long self-directed evaluation, and the trial is where most of the loss occurs. A signup that never reaches the moment the product becomes useful was an acquisition cost with nothing behind it. Buyers also arrive having already read everything available, which makes generic positioning obvious and expensive.
Worth knowing: Discounting the first term permanently lowers the lifetime value the acquisition cost was justified against.
Where growth gets lost
Not generic marketing problems. The specific ways a saas / b2b software business loses money it had already earned the right to.
Trials fail before the product gets a chance
Most signups never reach the point where the software does the thing they signed up for. The spend is recorded as acquisition and the outcome is indistinguishable from disinterest.
The category description is the same as everyone else's
Buyers compare four products whose sites make identical claims, so the decision falls to whoever seems least risky rather than whoever fits best.
What marketing costs before anyone has sold anything
These are the ranges businesses are quoted when each piece is bought separately. Turn a line off to see what the stack looks like without it.
And then the advertising itself
- Cost per click
- $5.87
- Cost per lead
- $94
Median US search advertising for Business Services, the published category this business sits in — against an all-industry median of $67 per lead. Your market and competition move this considerably.
Then there are the hours every week spent briefing, reviewing and chasing it. And after all of it, the owner is still the one coordinating the marketing.
What actually convinces your customer
In order. This is what RevThread leads with for a saas / b2b software, and it is not the same order as the business next door.
- 01The specific problem solved
- 02Integrations and fit
- 03Security and compliance where verified
- 04Named customers where permitted
- 05Pricing transparency
What changes
- Marketing measured against activation, not signups
- Positioning specific enough to be disagreed with
- Trials supported through the point where they usually fail
The parts of RevThread that matter here
Marketing Director
Decides what the business should be promoting this week, and why, based on the goal you set and what has already worked.
Content Lab
Writes posts, captions and creative in your voice, ready to review rather than start from a blank page.
Email
Once connectedDrafts campaign emails timed to what you are already promoting that week.
Landing pages
Builds the page a campaign points at, so the click lands somewhere built for the offer.
Learning loop
Feeds approvals, edits and results back in, so next week's plan reflects what actually happened.
See what RevThread would do for your saas / b2b software
Tell us about the business and we'll look at it properly — what you're running now, what the numbers on this page look like in your market, and whether this is a fit.