The main news this week lies at the crossroads of growth marketing and software development.
Usage-based pricing (UBP) for SaaS services is becoming increasingly popular as companies of all kinds automate their processes, but a major result of the change is that companies adopting UBP see a return on the cost of customer acquisition much earlier than the competition.
This week’s coverage on software development includes articles on Battery Venture’s State of the OpenCloud report, how developers can make the most of iOS 15.0 updates, and an interview with Appetiser, which we found via our TechCrunch experts. investigation. As for 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 still just scratching the surface of the potential of the cloud: TechCrunch’s Ron Miller and Alex Wilhelm delve into Battery Ventures’ OpenCloud status report. Ron and Alex write: “Battery believes the cloud market could ultimately be worth $ 1 trillion. When you consider that the vast majority of the work, development and processing will be done in the cloud at some point, the investment group’s round number projection could prove to be modest. “
(TechCrunch +) Get the most out of iOS 15 updates at the App Store: Ilia Kukharev, head of ASO at AppFollow, tells us how software developers can use iOS 15.0 updates to their advantage. Kukharev states: “If an internal event is scheduled in the app (for example, a live broadcast), it is now possible to promote it in the App Store Connect at any time before the event. After approval of the revision, the card of the event will be shown in search results and on the app page. “
Appetiser co-founders discuss building customer relationships and how to get to MVP: Anna had a chance to interview Appetiser co-founders Jamie Shostak and Michael MacRae. They discussed how the aperitif came about, how they also work with customers on growth and more. MacRae states, “When we create your team in Appetiser, it will be your team! Join standups, ideas with your team, discuss challenges or even meet one-on-one. We have replicated the successful startup structure with internal teams, and then we rebuilt it as an agency ”.
(TechCrunch +) Why more and more SaaS companies are switching to usage-based pricing: Anna spoke with OpenView operating partner Kyle Poyar about OpenView’s 2021 state of use pricing report and shares the highlights of their conversation with us. Anna says, “The survey also looks at the performance of companies adopting flexible pricing models relative to their counterparts and the impact on them more broadly.”
(TechCrunch +): Holiday Shopping Season Is Coming: How Are Growth Marketers Preparing ?: Miranda Halpern chatted with several marketing experts we met through our TechCrunch Experts project about how they are preparing for Christmas campaigns this year as they tackle the pandemic, supply chain problems and more. “To maximize order flow and meet customer expectations, Dick said his company has brought its campaign start dates forward by 2-3 weeks and plans to rely more on SMS and email campaigns than ever before.” .