"Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]
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Amit Kumar VP & Head, Yahoo Small Business TACTICS OF B2B CUSTOMER ACQUISITION
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PARTY INSIDER HOOKUP: TACTICS OF B2B CUSTOMER ACQUISITION, Amit Kumar, VP & Head, Yahoo Small Business
Transcript of "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]
![Page 1: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/1.jpg)
Amit Kumar VP & Head, Yahoo Small Business
TACTICS OF B2B CUSTOMER ACQUISITION
![Page 2: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/2.jpg)
TACTICS OF B2B CUSTOMER ACQUISITION
I’ve built a webapp. How do I get customers??
![Page 3: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/3.jpg)
@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
![Page 4: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/4.jpg)
@akumar Yahoo Small Business
App Retailer Customer
𐄂
![Page 5: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/5.jpg)
@akumar Yahoo Small Business
Audience for this talk
✓ Product
✓ Early validation
✓ Product-Market Fit
✓ Early customers
![Page 6: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/6.jpg)
@akumar Yahoo Small Business
![Page 7: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/7.jpg)
@akumar Yahoo Small Business
small < $100k GMV
midsize $100k - $1mil GMV
enterprise $1mil+ GMV
![Page 8: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/8.jpg)
@akumar Yahoo Small Business
Distribution
app marketplaces
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
enterprise sales
![Page 9: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/9.jpg)
@akumar Yahoo Small Business
app marketplaces
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
enterprise sales
![Page 10: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/10.jpg)
@akumar Yahoo Small Business
viral adoption
![Page 11: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/11.jpg)
@akumar Yahoo Small Business
bundling with apps
viral adoption
![Page 12: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/12.jpg)
@akumar Yahoo Small Business
web design firms
bundling with apps
viral adoption
![Page 13: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/13.jpg)
@akumar Yahoo Small Business
web design firms
ad agencies
bundling with apps
viral adoption
![Page 14: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/14.jpg)
@akumar Yahoo Small Business
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
![Page 15: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/15.jpg)
@akumar Yahoo Small Business
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
enterprise sales
![Page 16: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/16.jpg)
@akumar Yahoo Small Business
app marketplaces
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
enterprise sales
![Page 17: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/17.jpg)
@akumar Yahoo Small Business
self-hosted cloud-hosted marketplace
small ✓ ✓
midsize ✓ ✓
enterprise ✓ ✓
Magento Shopify, Yahoo Stores Etsy,
Bonanza
![Page 18: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/18.jpg)
@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
![Page 19: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/19.jpg)
@akumar Yahoo Small Business
app marketplaces
Shopify, Yahoo Stores
Intuit, SalesForce
![Page 20: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/20.jpg)
@akumar Yahoo Small Business
app marketplaces
✓ Strategic importance to platform
✓ Technical integration costs
✓ Tactical focus & resources
![Page 21: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/21.jpg)
@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
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@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
![Page 23: "Tactics of B2B Customer Acquisition," Yahoo Small Business >> Amit Kumar [COMMERCISM 2014]](https://reader034.fdocuments.in/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/23.jpg)
@akumar Yahoo Small Business
•Reach me at @akumar
•http://smallbusiness.yahoo.com
•Get on Commerce Central now!
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