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Why: → 16x more direct competitors than ten years ago → CAC up nearly 200% in saturated categories like martech More top-of-funnel spend costs more and returns less. If your positioning is off, none of it converts.

MeetEdgar's customer research turned up two groups: → businesses trying social for the first time → businesses already winning on social who needed automation The second group churned far less, but their marketing had been built for the first.

Autobooks called itself "all-in-one finance management." Customers came for one thing: getting paid straight into their bank account. They made that the only thing the messaging led with, which led to: → 300% more usage of that feature → 65% more small business signups