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Lauren Spiller

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Lauren Spiller is a senior content writer at Capterra, covering sales and CRM with a focus on retail and customer experience. After receiving an MA in rhetoric and composition from Texas State University, Lauren has pursued a career that allows her to help others through writing.

Lauren’s research and writing for Capterra is informed by nearly 300,000 authentic user reviews and more than 15,000 interactions between Capterra software advisors and CRM or sales software buyers. Lauren also regularly speaks to leaders in the sales and CRM space so she can provide the most up-to-date and helpful information to small and midsize businesses purchasing software or services.

Lauren previously taught college writing and served as writing center assistant director at Texas State University. She has presented at the European Writing Centers Association, Canadian Writing Centres Association, and the International Writing Centers Association conferences. She currently lives in Wimberley, Texas, with her husband and their three cat sons.

Customer Acquisition Cost vs. Customer Lifetime Value: What's The Difference?

Published October 19, 2023

New business owners often need help deciding not only which metrics to track regularly, but what combinations of metrics will present the clearest picture of their customer acquisition efforts. This is especially true if you’re among the 80% of marketing leaders who struggle to identify a common set of metrics to gauge the effectiveness of their marketing efforts.

Manage Customer Acquisition Cost With These 3 Tips

Published October 4, 2023

Today’s uncertain economy has both large- and small-business owners reassessing their budget and priorities. It's no surprise, then, that over a quarter of U.S. business leaders in Capterra’s 2023 SMB Tech Trends Survey are concerned about finding new customers heading into 2024.*

3 Cross Selling Strategies To Drive B2B Sales and Retain Customers

Published September 15, 2023

Cross selling is one of the easiest ways to generate revenue if your business sells directly to customers; after all, it is responsible for a whopping 35% of Amazon's annual revenue. But because business-to-business (B2B) sales depend on relationships, your cross selling strategies will require more planning and knowledge of your customers' needs.

Upselling and Cross Selling: The Secret to Boosting Your B2B Sales

Published September 6, 2023

B2B selling requires special care because your buyers are under a lot of pressure to make decisions that benefit their organization. Their buying process is often long and convoluted, sometimes involving teams of up to 23 decision-makers. Another reason is that 72% of B2B buyers prefer not to work with a sales rep at all, opting instead to make purchases online.