There’s no one B2B SaaS marketing strategy that will win the day all by its lonesome self. A good strategy will perform best when grounded in a holistic, company-wide commitment to customer success.
With that in mind, here’s my ‘recipe’ of sorts:
- Analyze what your customers need to succeed with you (aka. Their ‘success potential’) and . This will help you target your ideal customers – the ones who need your product, can succeed with your product, and will probably love your product.
- Create a ( ) process that moves the customer closer to their ideal outcomes. Ie. rather than just teaching them how to use the tool, move them through the process of using your tool to get measurably closer to reaching their goal (and then celebrate every milestone so *they* know they’re getting closer to their ideal outcomes!). In-app messaging, with tools like , are ideal for this.
- Drive engagement through Customer Success. This can be done with the that Trevor Hatfield and I devised. ; it leaves out a vitally important part of the equation. Writing customer success content (content that helps customers reach their ideal outcomes) is the other part, because successful customers increase referrals and decrease acquisition costs.
- and light a fire under your retention efforts.
- Design a solid to win back customers who are considering canceling (they haven’t churned yet!). Consider creating an ‘offboarding workflow’ that asks the user what their reason is for wanting to cancel, then presents a solution – like educational content or contacting support – as an alternative to cancellation.
Yeah, none of these fall under the typical marketing purview, I know. But, in my opinion, these are the steps you need to take to build the kind of sustainable, customer-centric business that’s so beloved, your customers will do your marketing for you. (Don’t worry Marketing department, they won’t take your jobs – just make them easier!)
I also wrote extensively on about.