For performance marketers, paid acquisition is an ever-changing jungle of opportunities and traps; a galaxy of ad networks, formats, channels & keywords, each with their own idiosyncrasies. What makes performance marketing so appealing is that every campaign, click, conversion & bid is trackable and analyzable. Tools like Google Analytics make it easy to comb through, filter, segment & visualize your campaigns, channels, costs & returns. Line your traffic sources by campaign up against your website…

Redpoint Ventures Partner Tomasz Tunguz recently published the results of their Free Trial Survey, which included responses from 590 professionals working at freemium SaaS businesses of all sizes and shapes. The survey had many interesting takeaways and I recommend taking the time to dive into the slides that Tunguz shared at SaaStr Annual this year. One of the more interesting takeaways (that Tunguz discussed on his blog) was that activity scoring seems to negatively impact…

There is no better lead than an inbound sales request. The intent is high & clear: they want to evaluate you as a vendor. Studies show the last thing a prospect does before buying is talk to sales. The only real question SaaS companies ask themselves is “do we want them as a customer?” Perhaps this is why most demo request forms act as intentional hurdles. They require qualified traffic to prove themselves worthy to speak…

Marketing & sales alignment is fragile. Sales pushes back on leads whose scores diverge with their intuition: “why am I getting assigned to a lead based in India. We never close deals in India.” “Why is this lead scored low? We’re supposed to be going after accounts just like this.” When sales pushes back on lead scoring, they lose confidence in the lead score. They stop using it to prioritize outreach, and don’t followup with…