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Idea from John McTigue


Retention Marketing is a Thing in B2B SaaS


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.


John McTigue


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