Analytics should be a marketer’s best friend, by Mike Korba
Mike Korba, the Chief Commercial Officer and Co - Founder at User.com fulfills the role of upgrading free customers to different grades of a paid customer. He dabbled with online marketing, PR, web and mobile application development, and now it is all about marketing automation.
Linkedin, podcasts, thought leaders, books on audible have been some of his favorite sources to stay updated about the marketing gyaan. He looks up to Mike Sadowski, CEO of Brand24 for mentorship and advice. He believes that reaching out to people who are specialized in their skill provide specific solutions instead of overwhelming you with a 10-page explanation.
Quantity and quality metrics
Mike: As much as conversion rate is one of my favorites that determines quality, to me, metrics that quantify are also important. So, monthly recurring revenue with conversion rate is important to me. I would use both of them to measure performance.
Distinguishing what is conversion rate in one segment and conversion rate in another segment. You need to be able to understand what are the arguments that they are supporting either with you or your competitors.
Learning from good and bad campaigns
We organized a SaaS Growth Summit for SaaS businesses and we were able to invite amazing speakers. This was a successful event campaign. What didn’t work for us is the freemium model, and we plan to bring it down soon. We were hoping to gain scale with the freemium model, but it didn’t pan out the way we anticipated.
Researching the market provides us facts to tell us not to do something. What is working for your competitors may not always work for you.