Applying lean methodology to improve customer acquisition management in B2B SaaS startups in the Go-To-Market phase

Abstract

The main objectives of this study are to explore the application of Lean startup methodology in B2B SaaS startups at the go-to-market phase and apply that understanding to improve customer acquisition management. The research was conducted using qualitative semi-structured interviews where startup founders and executives were asked about their product development, marketing and sales, and customer engagement processes in order to find out the most value-bringing practices. Results from five different startups are cross-examined to explore similarities and differences and generalize empirical findings. In conclusion, this study finds out that there are certain elements in customer acquisition management that require more resources and careful testing. Marketing channels and sales methods stay at the top of this list, followed by buyer role, customer size and implementation model. We also learned that SaaS B2B startups at the go-to-market phase prefer collecting direct user feedback over A/B testing tools due to less financial requirement and the ease of implementation. Startups seek customer feedback by involving prospects and clients early, after building the minimum viable version of the product.