Brian Halligan

And we use an inside Salesforce.

It was about a 30 day sales cycle cost to acquire the customers, maybe 13, $14,000.

Um,

And then when we were going into the sales business, we said, okay, the marketing business is working, but if we were to start that marketing business over, what can we do to really lower that cost to acquire a customer, match the way we sell really with the way people buy, and see if we can scale it in a different way.

So instead of using that

30-day inside sales model, inbound model.

We call that our content funnel.

We use content to drive leads in.

We said, let's build a code funnel is what we called it.

It was basically a classic freemium model where we gave the CRM software away for free and then users would buy it for $50 per month.

And so our cost to acquire a customer went from, you know, whatever, $13,000 to something like $1,000.

So it dramatically dropped.

But the total lifetime value is there as well.

And so what we look at internally is our old cost to acquire a customer was, let's say, $13,000, $14,000.

Total lifetime value was maybe $50,000, $60,000.

On the sales product, the cost to acquire was more like, you know, $1,000 and then $5,000 total lifetime value.

What happened is we blend them together and our total cost to acquire is down or total lifetime values down.

But the ratio is up.

And that's what we want.

We want the return on CAC to be higher.