It is Time to Diversify Your SaaS Customer Acquisition Channels in 2024

In the fast-evolving landscape of SaaS marketing, traditional channels are falling short in delivering consistent, scalable results. Superhuman, a leading email productivity tool, partnered with SelectFew to diversify its marketing approach, focusing first on affiliate marketing and sponsorships. This newsletter explores how this strategy yielded significant growth and lessons that can be applied directly to your SaaS business if you’re looking to mix up your channel selection and gain affordable new customers this year.

Want to learn more about how we can supercharge your customer acquisition? Book a demo with us here!

The Superhuman Strategy: Affiliate Marketing Reimagined

Superhuman is a cutting-edge email productivity tool that's redefining the way professionals interact with their inboxes. Designed for speed, efficiency, and intuitiveness, Superhuman transforms the mundane task of email management into a seamless, more enjoyable experience. They recently added in AI features like Auto Summarization of emails & an AI email writer that customizes content based on how you write emails. They also launched their Salesforce integration

Power-User Activation

Instead of a broad, general affiliate program, Superhuman, with our marketing strategist’s involvement + a dedicated affiliate marketing expert activated from our expert database, targeted its power-users and top referrers. This approach involved:

• Hand-selecting users based on their engagement and influence.

• Personalizing outreach to leverage their authentic experiences with Superhuman.

• Empowering them to share their stories on their main channels (YouTube, LinkedIn, Twitter, Podcast, Newsletter, etc.).

Impact and Growth

This focused strategy significantly scaled the affiliate program's impact, contributing to a 43% growth in influencer impacted seat growth. By tapping into the authentic voices of dedicated users, Superhuman's message reached more deeply into relevant communities.

Automated Creator Discovery

An innovative aspect of this approach was the automated identification of ideal creators in key categories like Productivity, Startups, and AI. We deployed the latest AI enhanced cold email & automation strategies to go after creators in an authentic & personalized way. Early access to beta features served as an enticing hook, enhancing their workflow and encouraging them to advocate for Superhuman within their networks. Each of these hooks & beta features were exactly related to the creator’s content focus such as AI, Sales, Productivity etc.

Sponsorship: Broadening Reach with Precision

Selecting the Right Partners

Superhuman's success with sponsorships involved careful selection based on relevant metrics:

• Choosing partners like Ali Abdaal, Tiago Forte, and Ramit Sethi aligned with Superhuman’s target audience.

• Analyzing CPM/CPC metrics to ensure alignment with seat targets and LTV of acquired customers.

• Starting small with sponsorships to understand conversion rates & how to customize the sign-up journey & then scaling up to bigger partnerships.

Results and Recommendations

Sponsorships played a vital role in broadening reach, with a focus on engaging with audiences that align with Superhuman's core user base. We saw a 60% growth in attributed sponsorship impacted seats.

Q1 2024: A Look Ahead

As we move into Q1 2024, our plan includes scaling up the number of active affiliates, enhancing our sponsorship strategy, and continuously refining our approach based on Q4 learnings.

Superhuman's journey with SelectFew highlights the power of a targeted, personalized approach in affiliate marketing and sponsorships. By focusing on power-users and carefully selected partnerships, Superhuman has set a new standard in SaaS marketing diversification.

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