Browsing Tag

Slide Deck

Community, Human-to-Human (H2H), SaaS

#ForgetTheFunnel: [Slide Deck + Video]: Boost your SaaS product with a community that grows itself

From Claire & Gia:

“If anyone could be considered a community-building expert, it’s definitely our friend Nichole Elizabeth DeMeré. Not only has she played an instrumental part in growing the famed,, and Product Hunt communities…she also now maintains several of her own thriving Slack and Facebook communities for SaaS marketers and founders. As members of some of Nichole’s online communities ourselves, we can attest: they’re the most positive, engaged, and fast-growing online spaces for SaaS folks to hang out, learn from each other, and form new friendships. If you’ve considered starting a community as part of your marketing strategy, you’ll 100% want to hear Nichole’s process:”

Watch the 30 minute workshop

I teach SaaS founders how to build, engage, and grow communities around their products. I am happy to help you with your community, too, just send me an email at nikki.elizabeth [at] gmail if you are interested in potentially working with me.

💗 Check out Nichole’s Services for SaaS startups 💗

Acquisition, SaaS

Growth Channels to Acquire SaaS Customers [Webinar Recording]

Freshsales CRM partnered with Nichole Elizabeth for a webinar on “Growth Channels to Acquire SaaS Customers” on April 10, 2018. In this webinar, Nichole talks about:

  • Different growth channels to acquire SaaS customers
  • Developing a compelling value proposition
  • Identifying quick wins and long-term channels for growth

Watch Webinar Recording on FreshChat
💗 Check out Nichole’s Services for SaaS startups 💗

Content Marketing, Podcasts, Product Management, SaaS, Startups

#ForgetTheFunnel: [Slide Deck + Video]: 4 Steps to Align SaaS Content Marketing & Product Management

I was absolutely honored to be on Forget The Funnel, with hosts Georgiana Laudi and Claire Suellentrop to discuss four steps to align content marketing and product management.

Check out the video replay for the 30-minute workshop.

Take the growth out of guesswork and get our Playbook to Grow Your Saas Business With Your Customers.

Customer Success, SaaS

Budgeting for Customer Success in 2015 [Video, Slides & Budget Template] ft. @GainsightHQ

Budgeting for Customer Success

Budgets are boring – as a rule. But Customer Success, once you realize how much it can do for your SaaS company, is thrilling. Customer Success has been an up-and-coming concept, and this year, it’s safe to say, it has arrived. More and more companies are looking for ways to shift their perspectives towards Customer Success, especially in SaaS industries. It’s the next big step towards ongoing, sustainable SaaSy success.

Gainsight’s CEO, Nick Mehta, took part in a webinar with Byron Deeter (Partner at Bessemer VenturePartners) earlier this year to talk about how to budget and plan for Customer Success in 2015. Here are the parts of their conversation I found the most useful, although they into far more depth on the numbers than I will here.

In a discussion of budget, these two surprisingly didn’t open the conversation with proving ROI, how much to pay new hires, and how many people to bring on board (although all of these issues were addressed later). Instead, they opened with what Customer Success is really about: a proactive strategy for drilling down to what delights your customers, and delivering it.


When planning your budget, before you break out the calculator, you have to break out the whiteboard and sketch out your Customer Success objectives for 2015. As Mehta says, “Customer Success isn’t ‘rinse and repeat;'” it’s about improving customer experience and predicting their changing needs and wants. However, it’s not just the customers’ needs and wants that may change over time – your company’s needs and wants will change too.

SaaS companies just starting out will likely want to focus their Customer Success efforts on retention, renewal and churn avoidance. But, a few years in, that focus may well shift from preventing the negative to promoting the positive (ie. up-sells and forming strategic relationships). Figure out what your focus is for this year, whether that is mitigating risks and reducing churn, or building on an already strong foundation. Define measurable goals with an eye to improving your ROI in order to gain support from the higher-ups.


When your goals for 2015 depend on bringing more people into your Customer Success department, you’ll have to really sell it to the boss. To do this, you need a value proposition to explain how these additional people will affect the long-term value of new and existing customers. When pitching, be prepared to explain the ROI already gained in terms of reduced churn and increased up-sells, and be ready with a plan to increase those numbers with more staff.

As a rule, fast-growing companies should have a lot of Customer Success staff. Gainsight, for example, is a 140-person company, and by the end of next year they expect to have 15 people working on Customer Success. That’s nearly 11% of their workforce! As Deeter put it, hiring five people may cost a million dollars, but if you can prove that you’ll make a million dollars on an ongoing basis, that’s a good trade in the long-term.


Enter your budget meeting with a list of processes you’ll be improving in 2015, focusing on two main areas: Efficiency and Team Effectiveness. To get the best results from your team, you need to invest money in automation and great content, and invest time into prioritizing initiatives, training, and ensuring your Customer Success reps are contacting your customers at the right time.

To prove the ROI of your efforts, track the customers who enter the “watch list” (ie. those who may leave) that your Customer Success department end up managing, and keep records of how many accounts you save (those who renew). Add up the total dollar amount saved, and you’ll have a compelling reason to invest more in Customer Success.

Mehta and Deeter summed it up eloquently when they said “The important part of Software as a Service isn’t the software – it’s the service.” When you have a great product paired with responsive, proactive service, you’ll strengthen customer relationships, reduce churn, and make bank.

But, for that to happen, you first need a strategy, people, and processes with metrics in place – which will inform your budget.

Download this Customer Success budget template to get started!

Slide deck from the webinar:

Budgeting for Customer Success in 2015 from Gainsight

Video from the webinar:

Additional Resources

💗 Check out Nichole’s Services for SaaS startups 💗