Analyzing 5 Customer Acquisition Channels Over 90 Days: Insights and Results for SaaS Growth
In the rapidly evolving landscape of B2B SaaS, effectively acquiring new customers is vital for sustained growth. Recently, I embarked on a 90-day testing journey across five different customer acquisition channels to determine what truly delivers results for a SaaS product priced at $497/month, targeting marketing managers. Here’s a detailed breakdown of each channel’s performance, costs, and takeaways to inform your own growth strategy.
1. Cold Email Outreach
– Investment: Approximately $500 (including tools and VA time)
– Execution: Sent 5,000 targeted emails
– Results: 180 replies, 12 demos scheduled, 3 customers onboarded
– Customer Acquisition Cost (CAC): $166 per customer
– Insights: This channel proved highly effective, demonstrating a clear path from outreach to conversion. Its scalability and direct engagement make it the standout winner, prompting plans to expand efforts here.
2. Facebook Advertising
– Investment: $1,500
– Execution: Campaigns targeted at a broad audience
– Results: 45 signups, but only 1 converted to a paid customer (notably low average contract value)
– CAC: $1,500 per customer
– Insights: The low conversion rate and high CAC indicate that Facebook is not an ideal platform for reaching marketing managers in a B2B context. Audience mismatch was the primary issue, emphasizing the importance of channel audience alignment.
3. Reddit Community Engagement
– Investment: $300 (primarily VA time for daily engagement)
– Execution: Active participation in relevant subreddits by answering questions and contributing value
– Results: 2 customers acquired
– CAC: $150 per customer
– Insights: This was a pleasant surprise—Reddit provided high-quality engagement at a low cost. Genuine participation builds trust and can lead to meaningful conversions, validating Reddit as a high-potential channel for targeted SaaS marketing.
4. LinkedIn Organic Posting
– Investment: $600 (for post design, plus about 40 minutes 3 times a week)
– Execution: Consistent posting and sharing insights to generate inbound interest
– Results: 10 inbound demos resulting in 2 customers
– CAC: $300 per customer
– Insights: Organic
