LTVの高さがマーケティング戦略の自由度を決める

Transcript

1. LTV

2. 1 LTV÷CAC 3 3 LTV CAC

3. LTV Life Time Value LTV or ONE to ONE

4. CAC 1 BtoB CPA CAC Customer Acquisition Cost

5. BtoB Sansan https://jp.sansan.com/?trflg=1 b dash https://bdash-marketing.com/ https://www.bizreach.jp/ https://smarthr.jp/ https://www.mckinsey.com/jp https://slack.com/intl/ja-jp/

   BIZREACH SmartHR McKinsey Slack

6. https://markezine.jp/article/detail/30756

7. SaaS l l l LTV l CPA DM : 2

   / : 36 : 72 : 18,000

8. LTV3000 LTV ÷CAC 3

9. LTV6 CPA CAC

10. LTV2500 Sansan CAC 300 400

11. LTV

12. Blossom Street Ventures SaaS 37 ACV Average Contract Value 1

    ACV50 360 SaaS 15 10 5 0 5,000 5,000 10,000 10,000 15,000 15,000 20,000 20,000 25,000 25,000 30,000 30,000 35,000 35,000 40,000 40,000

13. 1000

14. 100 10,000 10million CAC

15. BtoB LTV CAC LTV LTV CAC CAC MAX LTV CAC

16. BtoB LTV LTV or 1 2

17. None

18. 1. UX SEO DX SEO Web EFO UX

19. 1. 10 CV ü ü ü ü ü ü

20. 1.

21. 2. 500 領 50 500 5 50 SOHO 5 3,500

    2.5 18 400

22. Salesforce Sales Cloud SFA Marketing Cloud MA 3. https://www.salesforce.com/jp/products/

23. Apple

24. None

25. 1. LTV - CAC Negative Churn ,

26. 1. LTV LTV CAP 40 20 1 8 は 領

    200 3,000 24 よ PMF / 2000 330 26.4 よ PMF / 500 600 - - × 100 500 3600 600 14.4 36 よ 100 6800 60 16.3 × LTV

27. 2. 5 10 LTV 600 http://www.tdb.co.jp/trivia/index.html

28. LTV CAC Strength of Network Effects Network Size

29. CAC https://www.insource.co.jp/index.html ASKUL https://www.askul.co.jp/

30. CAC https://www.motivation-cloud.com/ https://hrmos.co/ https://www.salesforce.com/jp/products/pardot/overview/ HARMOS Pardot

31. LTV MA

32. LTV