How I doubled high-quality sign-ups for a 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 I made a couple of game changing moves in the account.

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

Now I could clearly see that the account was spending $X and getting X real amount of B2B leads.

Once I had ~3 months of this data of seeing exactly where there highly rated sign ups are coming from, I 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 to get the account to a point where I could act on the 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%

"Mitch has been great to work with, he really takes charge and gets stuff done without a lot of handholding, which is great! We'd highly recommend him to anyone looking for a PPC bad ass who knows their stuff."