The Marketing Scientists The SECRET to SaaS Growth No One Talks About
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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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MQLs are Dead
- MQLs are outdated and don't reflect how customers qualify vendors.
- Focus on understanding the customer journey and coordinating marketing efforts.
Focus on Customer Qualification
- Don't qualify leads; let customers qualify you.
- Understand where your target audience is in the buyer journey.
Incrementality over Attribution
- Focus on incrementality over attribution to drive revenue growth.
- Consider combining marketing techniques for better conversion rates.