How I Doubled This B2B SaaS's Sign-Ups with Ideal Clients for Their B2B SaaS

This SaaS tool is a B2B mass communication software tool. It services 40,000+ businesses such as Chrysler, AVIS and Goodwill. They have been operating since 1999 and operate out of Florida and Texas, USA.

There are two primary challenges with acquiring customers for a communication SaaS product.

1. There are hundreds of options for people to choose from. Competition is (really) fierce.
2. Misuse of SMS/emailing tools is rampant - essentially there are a lot of users you don't want to attract to sign up because they never intend to pay or want to use the product for evil.

To counter these issues we made a couple game changing moves in the account.

First, we started identifying what high quality customers looked like and where they're coming from. To do this we used a third-party service to rate new customers post-signup. This rating enabled us to perform a conversion upload to Google Ads, automating the identification of high-quality customer sources.

Now we could clearly see that we were spending $X and getting X real amount of B2B leads.

Once we had ~3 months of this data of seeing exactly where there highly rated sign ups are coming from, we then did a mass cull of keywords that were driving low quality sign ups.

Keyword refinement was a lever that generated immediate results for the account (which did take months for us to get the account to a point where we could action on data).

• Sign ups more than doubled from 82 to 175 high rated sign ups in a month
• The cost per sign up decreased by 55%
• Conversion rate increased 34%