Episode 49 - Retention in B2B SaaS
Tom Burrell
May 16, 2025
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Welcome to episode 49 of the Retention Blueprint!
The second episode of my new Podcast The Customer Retention Show, is out today!
This unique, panel-based format features leaders from a specific industry who come together to discuss the key drivers of customer retention in that sector.
In this episode, we explore the drivers of retention in B2B SaaS, featuring insights from three B2B SaaS heavyweights.
This podcast episode has so many insights that are relevant to multiple verticals that you are certain to get value even if you don't work in B2B SaaS.
A few of the nuggets shared on the podcast are explored in todays episode of this newsletter, keep reading to get a flavour of whats available in the podcast.
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Looking for ways to stretch your marketing budget further? These 15 mini case studies show exactly how these small brands made such big waves without breaking the bank.
📰 Top Story Drivers of Retention in B2B SaaS
Clare Knight (The Onboarding Lab):
The onboarding phase is the most critical part of the customer lifecycle in B2B SaaS, though its impact may not be visible until renewal time.
B2B SaaS often involves multiple stakeholders with different definitions of value, so understanding how your solution affects each person's workflow is essential.
Companies should invest in a dedicated onboarding team rather than making it one of many responsibilities for customer success managers.
Change management is crucial during onboarding to identify potential detractors and ensure everyone understands the value they'll receive.
Make your product so profoundly integrated into customers' workflows that it becomes painful to remove, creating natural retention.
Ramli John (Delight Path):
Onboarding is about bringing promises to reality, helping customers reach the "promised land" they were sold during the acquisition process.
First impressions are critical, with data showing that good onboarding experiences lead to 2-3x higher retention rates.
Focus on habit formation by tracking repetition and velocity of value-creating actions, as habits are strong indicators of long-term retention.
Find and nurture champions who can evangelize your products internally. They'll help shepherd other team members toward adoption.
Retention is a business problem (not a product one) that requires a unified team approach across departments. The biggest barriers are often human resistance, not product friction.
Mike Migliore (The Customer Value Guy):
Retention starts with proposition design through the right product-market-price fit and understanding customer pain points.
When acquiring customers, avoid arbitrary pricing and instead use step pricing as a proactive tool to manage customer retention rather than reacting to churn intention with deep discounts.
Align marketing and sales teams to ensure potential customers understand the product value before they even get to onboarding.
Remember that retention is everyone's job and requires cross-functional collaboration.
Build relationships both online and offline, as in-person connections add a multiplier effect to retention efforts that's difficult to quantify but extremely valuable.
Enjoy the episode :)
Until next week,
Tom
P.S. What did you think of this episode? |
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