Customer-Centric Approach: Key for CAC Reduction

What is Customer Acquisition Cost, and why is it essential for SaaS?

The customer acquisition cost (CAC) is the total amount a business spends to acquire a new customer. Being customer-centric it is imperative to provide value to the customer but also reduce the cost of acquiring a customer for your business.

CAC includes direct and indirect marketing expenses, such as salespeople’s salaries and advertising costs (Facebook ads). For SaaS companies, it is crucial to reduce their CAC because their business model depends on continuous subscription revenue from existing customers.

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How to Calculate Your CAC?

CAC = (Cost of Sales + Cost of Marketing)/ New Customers Acquired

For you to calculate your company’s CAC, you will need three things:

  1. A list of all your advertising/sales-related expenses for X period
  2. Get a list of all your customers who signed up during this period and make a total count
  3. Divide the sum of ad and sales costs by the total number of customers who signed up

It’s essential to define the problem before starting on a solution.

Major Pain Points in a Customer Journey

There are three major pain points in a customer journey: The first is the decision stage when a user decides whether to begin using your service. This is where you need to ensure that you’re building something people want and that it effectively solves their problems, ensure you have product-market fit.

The second is the onboarding process: how do new users get up and running with your product? This is one of the most critical stages in any customer journey because if users don’t understand how to use your product from the beginning, they’ll never come back again!

Finally, there’s the retention phase: how well do you retain customers over time? This is where you’ll see the most return on your investment because it’s much cheaper to keep a customer than to acquire one.

How to Optimize Your Customer Journey Map ?

It’s essential to define the problem before starting on a solution. With that said, you need to set goals (not just any goals) and be ambitious but stay realistic.

Your customer journey should include things like what are the most significant barriers for people being able to use your product. Where are they dropping off? What can you do about it?

You can reduce your CAC by optimizing your customer journey through better messaging, marketing automation, and advertising, which, done correctly, translates into a customer-centric approach that will do wonders for your business.

1 – Improve Messaging: There are many ways to improve the messaging in your digital ads. The first step is ensuring your landing page meets customer expectations based on the ad they clicked. If it doesn’t, you can retarget those customers with ads that take them back to a page that meets their needs.

2 – Improve Marketing Automation: This is the process of automating your marketing activities. This can include email, social media, and display advertising. By using marketing automation tools such as HubSpot, you can create custom audiences based on customer data to improve the performance of your digital ads.

3 – Improve Advertising: The best way to improve the performance of your digital ads is by enhancing their content. This means creating ads with a clear call-to-action and using dynamic creative that adapts to customer behavior.

Now that you've learned about the customer journey optimization process, it's time to put your newly acquired knowledge into practice!

Remember that this is an ongoing process, not something that should be done once and then abandoned. As your company grows, so will its needs—and so will those of your customers. By keeping on top of these changing requirements, you’ll ensure that your company stays ahead of the competition by providing them with what they need when they need it most. To help you get started right away with optimizing your customer journey map, here are some extra and juicy vital tips:

    Measure CAC regularly to ensure it’s decreasing over time.

    Understand what makes customers want to buy from a particular brand or competitor—and use this information to inform how you refine your product offering and approach growth strategies from quantitative and qualitative perspectives (e.g., surveys).


The tips mentioned above can optimize your customer journey and reduce the CAC. We have a few additional suggestions if you’re looking for more ways to reduce your CAC. First, you should optimize the right metrics instead of focusing on top-line growth.

You can do this by using tools like Salesforce that track key metrics such as user engagement (time spent with the product) or average revenue per user (ARPU). Secondly, ensure that you’re constantly testing new ideas and improving upon existing ones.

The last thing would be setting up marketing automation which allows you to contact potential leads who are more likely interested in your product/service than others.

Customer-Centric: Always Keep In Mind

Delighted customers are happy customers. If you can make your customers happy, they will keep coming back to you and tell their friends about their great experience with your company.

This is why delighting customers is so vital—it’s the best way to build loyalty and create long-term relationships that lead to repeat business. The only or maybe the best cost-benefit way is to implement a customer-centric strategy that aligns with your company’s mision and vision and that your customers will always want to come back for more.

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Juan Gomez
Juan Gomez

A growth marketer with a customer-centricity focus.

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