The Marketing Scientists
The SECRET to SaaS Growth No One Talks About
Jan 13, 2025
Kyle Poyar, a former VC at OpenView and author of Growth Unhinged, shares vital insights on SaaS growth. He critiques traditional attribution models for their limitations and promotes a focus on incrementality for revenue boost. Kyle also discusses the shift to usage-based pricing and how companies must adapt their strategies. He emphasizes the crucial role of customer success and early adoption in enhancing retention and driving sustainable growth for SaaS businesses.
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Quick takeaways
- The focus in SaaS marketing should shift from traditional attribution models to understanding incrementality for driving real revenue growth.
- Adopting usage-based pricing models is essential for SaaS companies to align product value with customer expectations and revenue optimization.
Deep dives
The Shift from MQLs to Account-Based Strategies
The traditional concept of Marketing Qualified Leads (MQLs) is becoming less relevant in today’s marketing landscape, prompting a need for more effective account-based strategies. Marketers are encouraged to identify and engage their target audiences through coordinated efforts that move accounts through the buyer's journey. This change is driven by improved data and tools that help identify potential customers and understand their engagement levels in real-time. As organizations recognize the limitations of MQLs, many are seeking ways to better align their marketing, sales, and customer success teams for a more streamlined conversion process.
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