Lifecycle marketing: How UserPilot prevents customer churn
Learn how Emilia developed strategies and tactics that increase customer value over time and prevent churn at UserPilot.
In a recent installment of “Game Changers,” Emilia, the Head of Marketing at Userpilot, discussed her revolutionary views on customer experience and Net Revenue Retention (NRR). As an established SaaS industry expert, Emilia’s take on these trending metrics is attracting a lot of attention. Oana, the founder and CEO of Sequel.io, dove into these topics with Emilia, gleaning valuable insights on SaaS marketing strategies along the way.
During the discussion, they began by touching on the importance of NRR and why it’s becoming the hottest metric in town. Emilia pointed out that in an era of looming recession and budget freezes, businesses are shifting their focus from acquiring new customers to exploring expansion revenue generated from existing customer bases. Tackling churn is, therefore, emerging as a critical task for today’s tech companies.
However, Emilia highlighted that churn prevention starts much earlier than many might think, right from the signup process. She pointed out that companies need to understand customer goals from the inception and align experiences to help achieve these goals effectively. Companies need to keep track of customer milestones and take appropriate actions to keep the customers engaged.
When asked about the role of marketing in driving NRR, Emilia suggested that marketing should not merely cease at the signup. Instead, companies should allow customers to explore more by sharing best practices, customer success stories, and helpful hacks that can be used with the product, creating a real value-based approach.
One of the crucial takeaways from this conversation was Emilia’s take on discounting strategy. Against the grain of popular opinion, Emilia isn’t a fan of discounts. She believes they might attract price-sensitive customers who may not be in for the long term or the inherent product value. Instead, she advocates for an emphasis on increasing the value of the offering without discounting services, suggesting strategies like bundling up with another company’s product to offer premium features for a basic plan price if bought together.
In conclusion, the discussion provided SaaS marketers with valuable insights, especially as businesses start planning for 2023, focusing on customer expansion, retention, and fighting churn. Optimizing marketing strategies to drive NRR and adopting a value-based approach rather than a discounting approach may indeed be the future of SaaS marketing.
