Liz Pierce

I would say about 40% to 45% of our leads are direct paid leads where we're working in different paid channels, and then the rest are all organic channels.

So we're just a content machine.

We're publishing on our blog multiple times a week.

We're creating eBooks and white papers and downloadable assets.

I think we've done some cool things in that vein.

But it's B2B, so it's people want information, and that's what we're trying to provide.

Oh, yeah.

Oh, yeah.

Teach us about fully weighted tech.

We look at the entire sales and marketing costs all in and compare that to the customer lifetime value of the account.

It's SaaS math and

Your desired ratio is you want at least a 3x return on your investment to acquire a customer.

Well, you want to recoup your cost in the first year.

We're probably a little past the first year.

Again, this is all in the SaaS business.

It's all about all the knobs and dials you can turn.

If we take on this activity, it may...

you may get more growth on the back end, but you're getting stickier customers.

So that's kind of where we are now.

We're starting to see different retention patterns in different types of customers.