Thread by @jasonlk

I'm a B2B guy

But we have now sold almost $20,000,000 in tickets to SaaStr events

Here's what I've learned about B2C

All really obvious I guess:

1/ Discounts work. It doesn't even matter from what.

2/ Being too clever doesn't work. KISS. KISS.

3/ A/B tests really work

4/ Most marketers don't really want to speak from data, but want to do what they enjoy doing.

This is a disaster at scale.

5/ Price sensitivity is super confusing and really requires a data model.

6/ What worked somewhere else will work everywhere. But not as well.

7/ 80% of our ticket sales are from our newsletter list. That is our crown jewel.

8/ Retargeting really works. Social may not work for you as a direct acquisition channel. But boy it works to follow you around.

9/ Speed matters. A campaign that starts late is a campaign that basically never happened.

10/ Be authentic. We know this in content, but it seems to be true in copy for products too. Our most authentic copy performs the best.

11/ Superfans, Superfans, Superfans. Segmenting offers, copy, timing and engagement for superfans really moves the needle.

Your superfans spread the word, tell their friends, come again and again, bring their team, bring their boss.

12/ Segmentation is hot, and it works. But it doesn't work for us where it -> fewer emails sent.

This was mistake #2 this year and last.

Segment to improve the copy, the offer, the offering.

But if you send less emails as a result, you sell less.