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Idea from John McTigue

Title

Retention Marketing is a Thing in B2B SaaS

Summary

Many business leaders think that Marketing stops at the closed-won pipeline stage, or perhaps even sooner. Now, retention is grabbing their attention, especially in B2B SaaS, since churn can offset revenue growth in early-stage companies, and retained customers cost far less in acquisition costs than new logos. One misconception is that Sales and Customer Success are solely responsible for retention and account growth. Marketing can, and should, remain engaged throughout the journey.

Author

John McTigue

Keywords

  • retention marketing
  • retention
  • customer journey
  • customer engagement
  • customer communities
  • newsletters
  • product updates