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Amit Kumar VP & Head, Yahoo Small Business
TACTICS OF B2B CUSTOMER ACQUISITION
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TACTICS OF B2B CUSTOMER ACQUISITION
I’ve built a webapp. How do I get customers??
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@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
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@akumar Yahoo Small Business
App Retailer Customer
𐄂
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@akumar Yahoo Small Business
Audience for this talk
✓ Product
✓ Early validation
✓ Product-Market Fit
✓ Early customers
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@akumar Yahoo Small Business
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@akumar Yahoo Small Business
small < $100k GMV
midsize $100k - $1mil GMV
enterprise $1mil+ GMV
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@akumar Yahoo Small Business
Distribution
app marketplaces
web design firms
online advertising
ad agencies
bundling with apps
viral adoption
enterprise sales
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@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.vdocuments.us/reader034/viewer/2022052507/558cfd6ad8b42a534b8b4593/html5/thumbnails/10.jpg)
@akumar Yahoo Small Business
viral adoption
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@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.vdocuments.us/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.vdocuments.us/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.vdocuments.us/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.vdocuments.us/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.vdocuments.us/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
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@akumar Yahoo Small Business
self-hosted cloud-hosted marketplace
small ✓ ✓
midsize ✓ ✓
enterprise ✓ ✓
Magento Shopify, Yahoo Stores Etsy,
Bonanza
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@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
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@akumar Yahoo Small Business
app marketplaces
Shopify, Yahoo Stores
Intuit, SalesForce
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@akumar Yahoo Small Business
app marketplaces
✓ Strategic importance to platform
✓ Technical integration costs
✓ Tactical focus & resources
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@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
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@akumar Yahoo Small Business
•Reach me at @akumar
•http://smallbusiness.yahoo.com
•Get on Commerce Central now!