Amit Kumar VP & Head, Yahoo Small Business
TACTICS OF B2B CUSTOMER ACQUISITION
TACTICS OF B2B CUSTOMER ACQUISITION
I’ve built a webapp. How do I get customers??
@akumar Yahoo Small Business
Amit Kumar VP & Head, Yahoo Small BusinessFounder/CEO, Lexity (acq. Yahoo)VP Product, Dapper (acq. Yahoo)
Director Product, Yahoo Web Search
@akumar Yahoo Small Business
App Retailer Customer
𐄂
@akumar Yahoo Small Business
Audience for this talk
✓ Product
✓ Early validation
✓ Product-Market Fit
✓ Early customers
@akumar Yahoo Small Business
@akumar Yahoo Small Business
small < $100k GMV
midsize $100k - $1mil GMV
enterprise $1mil+ GMV
@akumar Yahoo Small Business
Distribution
app marketplaces
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
enterprise sales
@akumar Yahoo Small Business
app marketplaces
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
enterprise sales
@akumar Yahoo Small Business
viral adoption
@akumar Yahoo Small Business
bundling with apps
viral adoption
@akumar Yahoo Small Business
web design firms
bundling with apps
viral adoption
@akumar Yahoo Small Business
web design firms
ad agencies
bundling with apps
viral adoption
@akumar Yahoo Small Business
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
@akumar Yahoo Small Business
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
enterprise sales
@akumar Yahoo Small Business
app marketplaces
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
enterprise sales
@akumar Yahoo Small Business
self-hosted cloud-hosted marketplace
small ✓ ✓
midsize ✓ ✓
enterprise ✓ ✓
Magento Shopify, Yahoo Stores Etsy,
Bonanza
@akumar Yahoo Small Business
self-hosted cloud-hosted marketplace
support/ prof. services
add-on features
app rev-share
transaction rev-share
listing fees
monthly fees
Revenue Model
@akumar Yahoo Small Business
app marketplaces
Shopify, Yahoo Stores
Intuit, SalesForce
@akumar Yahoo Small Business
app marketplaces
✓ Strategic importance to platform
✓ Technical integration costs
✓ Tactical focus & resources
@akumar Yahoo Small Business
app marketplaces
Traffic Drivers
• Ratings & Reviews
• Forum Boards
• Support Upsell
• Sales Upsell
• BD-driven Integrations
!
• Marketing Promotions
• Control Panel
• Marketplace
• Newsletters
• Order flow
@akumar Yahoo Small Business
app marketplaces
Case Study: Yahoo Small Business
• Web Hosting, Ecommerce, Local Businesses
• Well over 1 mil subscriptions - credit cards on file
• ‘Commerce Central’ - App Marketplace (via Lexity)
• Heavy focus on promotion of Partner Apps
• Simple/trivial integration - once for all product families
@akumar Yahoo Small Business
•Reach me at @akumar
•http://smallbusiness.yahoo.com
•Get on Commerce Central now!