Ask HN: SaaS Distribution and Customer Acquisition

#1

Post by jhaski » Mon, Jul 19, 2010, 1:00 PM UTC

I was wondering if anyone could talk about how they acquire customers for SaaS (B2B) companies as opposed to consumer (B2C) websites. Are there any viral or SEO techniques commonly used?

Re: Ask HN: SaaS Distribution and Customer Acquisition

#2

Post by binarymax » Mon, Jul 19, 2010, 1:35 PM UTC

Well, good SEO and getting brand recognition are important in any scenario (viral or not).

I think it depends on the type of B2B you are speaking, in terms of market size.

An enterprise business or government probably wont start using a SaaS application on an enterprise scale because they found it on google...the process is typically through RFP and the selling company will need to go through those channels. So if you are trying to bag an elephant it wont happen through SEO and viral only.

Now if you are counting small business (For any B2B though, unless you have some great new way of getting noticed, your best bets are through typical business channels - cold calling, networking, trade shows, responding to RFPs, and so on.

I guess the viral version of B2B might be having the best spectacle on a trade-show floor or miraculously getting a nod in Forbes.

Re: Ask HN: SaaS Distribution and Customer Acquisition

#3

Post by exline » Mon, Jul 19, 2010, 5:50 PM UTC

I don't think you need to limit it to SaaS. There is a slight difference between SaaS and desktop applications, but from a marketing perspective, I'm not sure it is a huge difference.

I recommend reading up on Bassamiq (http://www.balsamiq.com/blog). There is a log of good information about how he grew his business.

Personally, I'm using Adwords and standard SEO techniques. I'm going after the small businesses. I don't see much chance for a viral techniques in my market. I going to experiment with some cold calling to see what the conversion rate is to see if it is a good use of time. I've started talking with a marketing guy and he has several ideas that I will try. No idea if they will work or not.

Re: Ask HN: SaaS Distribution and Customer Acquisition

#4

Post by jeffepp » Mon, Jul 19, 2010, 6:38 PM UTC

One great way to acquire customers is by becoming involved / networking with others in the startup community.

SEO is crucial. Good techniques are all over the place. Make sure to target the correct keywords, etc..

Finally, consider creating an affiliate or referral program. It can be pretty inexpensive to get going and you pay for performance (signups or users).