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rodela358868
Apr 09, 2022
In General Discussions
I used to see door-to-door sales, roadside leaflets and form sales, etc., but this method is not liked by everyone; people believe in what they find and like, so if you want to make customers find your products , it is necessary to have a good reputation; there is a SaaS company abroad, which is a unicorn enterprise in the field of digital marketing. The author of this article has made a detailed introduction, let's take a look. Modern people hate sales promotion more and more. Everyone likes to search for information by themselves, or discuss with KOLs, netizens, and friends on social job title email list media, and take the initiative to find what they need and like. As an enterprise, if you want your products and services to be known by target customers, you must work hard on the content and presentation form; attract attention, generate goodwill, and finally make an order and form word-of-mouth communication. This kind of marketing method to attract users to buy actively is called inbound marketing "inbound marketing". This concept comes from a SaaS company in the United States. This company is not only listed on the New York Stock Exchange, but its latest market value (as of August 30, 2020) has exceeded 13 billion US dollars. It is a unicorn company in the field of digital marketing. This company is the HubSpot (Chinese name? I don't seem to have it, and there is no Chinese version yet). 1. The development history of HubSpot In 2006, when HubSpot was established at the Massachusetts Institute of Technology, the SaaS market in the United States had begun to go crazy, similar to the current situation in China; salesforce had been successfully listed, and everyone was excited about software innovation. HubSpot's initial positioning is a one-stop content marketing tool for small and medium-sized enterprises. In the first year after the establishment of the company, the performance was 255,000 US dollars, which is equivalent to 1.78 million yuan; the results are not very bright, and most domestic SaaS companies can do it in the first year. By 2010, revenue reached $15.6 million. In 2014, 115 million US dollars was successfully listed on the New York Stock Exchange; since then, it has maintained an annual growth rate of nearly 60%, and the growth has slowed down slightly in recent years. In 2019, the annual revenue reached 674 million US dollars, an increase of 32% compared with 2018. Behind this brilliant achievement, there have also been many years of "loneliness". At that time, their customer retention rate was only 65%, and their revenue retention rate was 70% (similar to the situation of many companies today, not much better). But it didn't take long for that to change. Hubspot: The Growth Road from 0 to 10 Billion Market Cap Note: CAC (Customer Acquisition Cost) is the user acquisition cost, that is, how much you spend to acquire a new user; LTV (Life Time Value) is the total value that the acquired users can bring to the company. The customer retention rate has increased from 65% to 82%, and the profit retention rate has soared to 100%. The cost of acquiring customers has increased slightly, but the LTV has doubled and the return on investment has reached 5; that is to say, spending 1 The customers acquired by the yuan finally contributed 5 yuan of income, which is amazing.
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