{"id":7989,"date":"2023-05-04T15:42:29","date_gmt":"2023-05-04T22:42:29","guid":{"rendered":"https:\/\/sparktoro.com\/blog\/?p=7989"},"modified":"2023-05-04T15:42:33","modified_gmt":"2023-05-04T22:42:33","slug":"how-being-customer-led-can-double-the-impact-of-your-traffic","status":"publish","type":"post","link":"https:\/\/sparktoro.com\/blog\/how-being-customer-led-can-double-the-impact-of-your-traffic\/","title":{"rendered":"How Being Customer-Led Can Double the Impact of Your Traffic"},"content":{"rendered":"\n

This is a guest post by Georgiana Laudi <\/strong>and Claire Suellentrop<\/strong> of SaaS educational and growth consultancy Forget the Funnel<\/a>. They are the co-authors of <\/em>Forget the Funnel: A Customer-Led Approach for Predictable, Recurring Revenue<\/em><\/a>. <\/em><\/p>\n\n\n\n

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Customer acquisition in 2023 is not like customer acquisition in 2013.<\/p>\n\n\n\n

Why?<\/p>\n\n\n\n

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  1. The competition is much greater<\/strong>. We now have 16x the competitors we did ten years ago. This means your target audience has 16x more solutions to compare you to. And your existing customers have 16x more alternatives to leave you for. The bar for acquiring new customers and retaining them long term is far higher.<\/li>\n\n\n\n
  2. The uncertain economic times.<\/strong> Combine all this with the state of the economy being so uncertain, and\u2026 people are nervous. Companies industry-wide are heeding advice like this from the team at Profitwell: Cut unnecessary spend. Slash your software budgets wherever you can. Extend your runway. Get rid of all \u201cnice to haves.\u201d<\/li>\n<\/ol>\n\n\n\n

    As a result, many products are experiencing a simultaneous slowdown in new sales and record-high customer cancellations.<\/p>\n\n\n\n

    In this environment, with top of funnel conversion more competitive than ever and higher churn rates than ever, even those lucky companies are feeling their subpar positioning, messaging, activation and retention rates catching up with them.<\/p>\n\n\n\n

    You don\u2019t need to double your top-of-funnel budget to double the impact of traffic to your site.<\/strong><\/h2>\n\n\n\n

    But we know it\u2019s tempting to throw more money toward ads, introducing outbound sales tactics, doubling down on content production, and experimenting with introducing new channels.<\/p>\n\n\n\n

    The problem is the cost to acquire a new customer has gone up significantly over the last few years. In some areas like martech and adtech, average customer acquisition costs have nearly doubled, according to ProfitWell Founder Patrick Campbell on a recent episode of Lenny\u2019s podcast<\/a>.<\/p>\n\n\n\n

    In turn, more businesses are losing more existing customers than ever before, and paying more than ever before to replace those churned customers with new ones.<\/p>\n\n\n\n

    One no-brainer first step to solving this problem?<\/p>\n\n\n\n

    Get inside your best customer\u2019s head.<\/strong><\/h2>\n\n\n\n

    There\u2019s good news though: the answers you need are locked up inside your customers’ heads.<\/p>\n\n\n\n

    They know all about:<\/p>\n\n\n\n