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SaaS 收购实战手册

为订阅软件公司构建可预测、可扩展的增长体系

This book is 100% completeLast updated on 2026-08-04

增长不该靠运气,而应建立在可复制的方法之上。本书结合真实 SaaS 案例与经过验证的增长策略,带你从获客、定价到留存,搭建可预测、可扩展的增长体系。无论是创业者还是增长负责人,都能从中获得可立即落地的实战经验。

This book is a translation into Chinese (Simplified) of The SaaS Acquisition Playbook which was originally written in English

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About

About

About the Book

大多数 SaaS 公司的失败并非因为产品不好,而是无法以盈利的方式规模化获取客户。本书为你提供构建有效增长体系的完整框架:从选择上市推广方式和定价策略,到执行 SEO、付费媒体、产品驱动增长、外展销售、合作伙伴关系和留存策略。每一章都包含基于证据的行业基准、来自 Slack、Notion、Figma 和 Linear 等公司的真实案例研究,以及你可以立即实施的逐步实战指南。无论你是种子期初创企业的创始人,还是高速成长企业的增长负责人,本书都将帮助你构建可预测的客户获取体系,最大化客户终身价值并推动可持续的经常性收入增长。

This book is a translation into Chinese (Simplified) of The SaaS Acquisition Playbook which was originally written in English

Author

About the Author

Steve Publications

Steve is a technology professional with more than 20 years of experience in software development, server infrastructure, cybersecurity, vulnerability research and reverse engineering. Throughout his career, he has designed, secured, analyzed and tested complex software and infrastructure, with a particular focus on understanding how systems fail and how they can be made more secure.

Outside of work, Steve enjoys sharing knowledge with the technology community. He collaborates with researchers, industry experts and technology professionals to write practical books covering software development, cybersecurity, cloud computing, networking, DevOps, artificial intelligence and enterprise technologies. His books focus on practical learning through clear explanations, real-world examples and hands-on exercises. With more than two decades of industry experience, his goal is to help IT professionals, students and technology enthusiasts build useful skills and stay current in a rapidly changing industry.

We believe readers deserve to know how our books are created. Most of our authors are not native English speakers, so we use AI to help translate, proofread manuscripts, fix grammar, improve sentence structure and make technical explanations easier to read. AI is used as an editing tool only. It does not replace the research, technical knowledge or hands-on experience behind our books. Some of our authors also prefer to remain anonymous for privacy or professional reasons. In those cases, we publish their work under a different name. The author's name may be different, but the quality of the content and our review process remain the same.

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Contents

Table of Contents

为订阅软件公司构建可预测、可扩展的增长体系

引言:获取客户的必要性

  1. 为什么大多数 SaaS 公司在获客上浪费现金(以及如何停止)
  2. 获客堆栈:一个体系,而非渠道清单
  3. 真正重要的指标(CAC、LTV、回收期和更多)
  4. 如何使用本书

第一章:基础——战略先于战术

  1. 定义你的理想客户画像(以及为什么大多数公司都搞错了)
  2. 产品驱动 vs 销售驱动 vs 混合:选择你的推广方式
  3. 定价和包装如何塑造你的获客策略
  4. 为你的细分市场绘制买家旅程
  5. 基于阶段的框架:种子期、A 轮、成长期和企业级分别适用什么

第二章:有机增长引擎——SEO 和内容营销

  1. SaaS SEO 实战指南:真正有效的技术基础
  2. 与买家意图对齐的内容策略(而非虚荣指标)
  3. 构建主导搜索的主题集群
  4. 规模化程序化 SEO:何时有效、何时适得其反
  5. 超越流量数字的有机投资回报率测量

第三章:付费获客——Google、Meta、LinkedIn 和 TikTok

  1. 为你的细分市场和阶段选择合适的付费渠道
  2. Google 广告精通:搜索、展示、YouTube 和 Performance Max
  3. Meta 和 TikTok:何时社交媒体广告对 B2B SaaS 有意义
  4. LinkedIn 广告:企业实战手册(以及如何使其盈利)
  5. 转化创意策略:信息、格式和测试

第四章:产品驱动增长——将用户转化为客户

  1. 免费增值 vs 免费试用:决策框架
  2. 在产品体验中设计病毒循环
  3. 激活优化:让用户达到他们的第一个顿悟时刻
  4. 无需销售的自助转化漏斗
  5. PLG 案例研究:Slack、Notion、Figma、Linear 以及他们做对了什么

第五章:需求生成——填满管道的入站系统

  1. 高转化线索磁铁的解剖学
  2. 网络研讨会和虚拟活动作为获客渠道
  3. 门控 vs 非门控:大辩论(以及正确答案)
  4. 销售团队真正信任的线索评分
  5. 将冷线索转化为会议的培育序列

第六章:电子邮件营销——你可能低估的最高投资回报率渠道

  1. 构建真正转化的电子邮件列表(而不购买垃圾)
  2. 生命周期流程:欢迎、入职、重新参与和赢回
  3. 冷电子邮件外展:B2B SaaS 的现代实战手册
  4. 规模化个性化而不变得令人毛骨悚然
  5. 可交付性、合规性和避免垃圾邮件文件夹

第七章:销售方式——从 SMB 到企业

  1. 内部销售实战手册:规模化销售 SMB 和中端市场
  2. 企业销售:长周期、复杂买家和委员会决策
  3. 基于账户的营销(ABM):何时有效以及如何执行
  4. 销售赋能:装备你的团队成交
  5. RevOps 堆栈:CRM、节奏工具和驱动收入的数据

第八章:社交媒体、社区和影响者营销

  1. 在社交媒体上构建 B2B 品牌(而不浪费时间)
  2. 社区驱动增长:Discord、Slack 和论坛作为获客渠道
  3. SaaS 的影响者和创作者合作伙伴关系
  4. 员工倡导:将你的团队转变为分发渠道
  5. 何时社交媒体是浪费时间(以及如何知道)

第九章:合作伙伴关系、联盟和推荐计划

  1. 构建规模化而不欺诈的联盟计划
  2. 战略合作伙伴关系:集成、转售和联合营销
  3. 人们真正使用的推荐计划(以及为什么大多数失败)
  4. 市场集合作为增长杠杆
  5. 测量和优化合作伙伴来源收入

第十章:转化率优化——从每个访问者中挤出更多价值

  1. CRO 框架:在哪里集中你的优化努力
  2. 着陆页实战手册:驱动 SaaS 转化的元素
  3. 定价页面优化:心理学、布局和测试
  4. 减少摩擦的注册流程和入职用户体验
  5. 构建实验文化:正确进行 A/B 测试

第十一章:分析、归因和测量

  1. 归因模型:最后一次点击、多触点和更多
  2. SaaS 的营销组合建模(无需博士学位)
  3. 揭示真实流失点的漏斗分析
  4. 构建驱动决策的高管仪表板
  5. 仪器最佳实践:跟踪真正重要的东西

第十二章:留存、扩展和终身价值优化

  1. 流失是沉默的杀手:诊断和减少策略
  2. 驱动留存(而不仅仅是快乐)的客户成功
  3. 健康评分:在流失发生前预测它
  4. 向上销售和交叉销售:扩展收入实战手册
  5. 作为获客策略的终身价值优化

结论:构建你的增长引擎

  1. 你的 12 个月获客路线图(按公司阶段)
  2. 将渠道整合到一个连贯的增长系统中
  3. 摧毁 SaaS 增长努力的常见错误
  4. SaaS 获客的未来:AI、隐私和接下来是什么

参考文献

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