This week’s flagship article sits at the crossroads of growth marketing and software development.
Usage-Based Pricing (UBP) for SaaS services is becoming increasingly popular as businesses of all types automate their processes, but a significant result of this shift is that companies embracing UBP are seeing a return on their customer acquisition costs much sooner than the competition.
This week’s software development coverage includes articles on Battery Venture’s State of the OpenCloud report, how developers can get the most out of iOS 15.0 updates, and an interview with Appetiser, which we found through our TechCrunch Experts survey. When it comes to growth marketing, I’ve reached out to several marketers we’ve interviewed in the past to find out how they’re preparing for this year’s holiday season.
(TechCrunch +) We’re only scratching the surface of the potential of the cloud: Ron Miller and Alex Wilhelm of TechCrunch take a look at Battery Ventures’ State of the OpenCloud report. Ron and Alex write: “Battery thinks the cloud market could eventually be worth $ 1,000 billion. Considering that the vast majority of the work, development, and IT will be done in the cloud at some point, the investment group’s round-figure projection may turn out to be modest.
(TechCrunch +) Make the Most of iOS 15 Updates on the App Store: Ilia Kukharev, ASO Manager at AppFollow, explains how software developers can use iOS 15.0 updates to their advantage. Kukharev says, “If an internal event is planned in the app (eg a live broadcast), it is now possible to promote it in App Store Connect anytime before the event. After approval of the exam, the event card will be displayed in the search results as well as on the app page.
Appetiser Co-Founders Discuss Building Customer Relationships & Becoming MVP: Anna got the chance to interview Appetiser co-founders Jamie Shostak and Michael MacRae. They explained how Appetizer was born, how they also work with clients on growth, and more. MacRae says, “When we build your team at Appetiser, it will be your team! Join stand-ups, brainstorm with your team, discuss challenges, or even set up one-on-one meetings. We replicated the structure of successful startups with internal teams, then we rebuilt it as an agency.
(TechCrunch +) Why more SaaS companies are switching to usage-based pricing: Anna spoke with OpenView’s operating partner, Kyle Poyar, about the 2021 State of pricing based on OpenView usage and shares highlights from their conversation with us. Anna says: “The survey also examines the performance of companies that adopt flexible pricing models compared to their peers and their wider impact. “
(TechCrunch +): The Holiday Shopping Season Is Coming: How Are Growth Marketers Preparing? : Miranda Halpern spoke with several marketers we got to know through our TechCrunch Experts project about how they are preparing for the holiday campaigns this year while dealing with pandemics, supply chain issues, etc. “To maximize order flow and meet customer expectations, Dick said his company has advanced campaign start dates from 2 to 3 weeks and plans to rely more on SMS and email campaigns than in the past.”