‘How to Crush Your SaaS Marketing With Cohort Analysis’ – HubSpot
Matthew Buckley says, “There is no doubt that for many software-as-a-service (SaaS) companies, a free trial is a key component of their customer-acquisition strategy. Large amounts of their marketing budgets are focused on driving leads into a free trial. Many of them will also run email nurture streams and calling campaigns in the hope that users will activate the trial and convert to customers.
This isn’t enough.
SaaS marketers must be able to look further down the funnel and see the impact that their free-trial marketing efforts have over the entire lifetime of the customer. To accomplish this, you can use cohort analysis, as Nick Franklin of ChartMogul has discussed in his growth-hacking course“.
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