B2B SaaS retention & advocacy strategies — Jeff Breunsbach // Higher Logic
Jeff Breunsbach
Higher Logic / Gain Grow Retain
- Part 1Customer marketing vs customer success — Jeff Breunsbach // Higher Logic
- Part 2 B2B SaaS retention & advocacy strategies — Jeff Breunsbach // Higher Logic
Show Notes
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02:28Ways that brands are building retention and advocacyCustomer success teams have adopted marketing technology. Automation and built in triggers enable them to identify customer pains and address them at scale.
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04:46Strategies to identify advocatesAdvocates can be identified via product data, review sites, and relationship strength. If all three indicators are trending positively, thats an indication to engage that customer around advocacy.
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08:09Identifying adoption and engagement challengesThe onboarding experience should provide the training that drives time to value for customers. The first 90 days should focus on customers getting their members to engage with the product.
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10:26The right way to request advocacy from customersProvide value before making any requests of customers. Value could include asking them to contribute to a blog or be a podcast guest. Best practice is to wait six months before asking.
Quotes
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"We've run marketing campaigns, we have automations, segmentation, we've done all these great things in marketing technology. Now is our time to share that with the customer success team." -Jeff Breunsbach, Brand Director, Higher Logic
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"From the retention side, customer success teams are really focused on that word of scale. How can I engage with as many of my customers as possible and make it meaningful?" -Jeff Breunsbach, Brand Director, Higher Logic
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"When product data, surveys and feedback, and relationship strength are trending in a positive direction, that is somebody we should reach out to." -Jeff Breunsbach, Brand Director, Higher Logic
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"In the first 30 days, is our customer getting the right training, education, and onboarding experience to drive that time to value?" -Jeff Breunsbach, Brand Director, Higher Logic
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"In the first 90 days, are we seeing customers getting their members to engage? If it isnt happening in the first 90 days, it's already starting on a downhill trend." -Jeff Breunsbach, Brand Director, Higher Logic
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"We wait until that six month mark, we try to give value, and then we ask customers for advocacy. So, it becomes quid pro quo because we find opportunities to give and receive." -Jeff Breunsbach, Brand Director, Higher Logic
- Part 1Customer marketing vs customer success — Jeff Breunsbach // Higher Logic
- Part 2 B2B SaaS retention & advocacy strategies — Jeff Breunsbach // Higher Logic
Up Next:
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Part 1Customer marketing vs customer success — Jeff Breunsbach // Higher Logic
Jeff Breunsbach, Higher Logic Brand Director, and Co-Founder of Gain Grow Retain, discusses SaaS retention and collaboration between customer marketing and success teams. Customer success teams have great insights about the challenges customers are facing. How does customer marketing tap into these insights to create more impactful campaigns? Today, Jeff talks about the overlap between customer marketing and customer success.
Play Podcast -
Part 2B2B SaaS retention & advocacy strategies — Jeff Breunsbach // Higher Logic
Jeff Breunsbach, Higher Logic Brand Director, and Co-Founder of Gain Grow Retain discusses SaaS retention and collaboration between customer marketing and success teams. The first 30 days are critical to ensuring your customer gets the right onboarding experience to drive that time to value. While the right time to request a case study or a review on G2 could be six months into that customer journey. Today, Jeff talks about B2B SaaS retention and advocacy strategies.
