With an increased focus on retention and expansion in SaaS, what types of tactics do you think are easily transferred from demand generation teams that traditional focus on new business?

Great question! A lot of demand gen tactics we use for net-new can actually work really well for retention and expansion too, it’s really about tweaking the message. For example: Nurture programs can focus on feature adoption, best practices, or upsell paths Webinars and events still work - just shift the focus to deeper product use or customer stories (these are the best because you want your customers to speak on your behalf!) Persona-based campaigns apply here too; you can target admins, powe ...Read More

Great question! My answer depends on where you believe field marketing fits within the org. In every role I’ve had, I’ve owned that function and in my opinion, field marketing tactics are the #1 way to engage existing customers. The key is partnering closely with Customer Success and Account Management to co-create meaningful marketing experiences. This strategy is my go-to for both retention and account growth. Here are a couple core field marketing tactics I love to use: Events: Customer dinne ...Read More

Absolutely, there are several tactics from demand generation strategies that can be repurposed effectively to focus on retention and expansion with minimal effort. In fact, many SaaS marketing teams are now finding themselves handling both acquisition and expansion efforts, tasked with repurposing various demand generation strategies to not only draw in new customers but also retain and grow their existing customer base. Here are a few strategies that easily transfer between acquisition and expa ...Read More

When transitioning your focus to retention and expansion, many tactics can be repurposed for this strategy shift. For instance, ABM, content marketing, and SEO are still very applicable in this context. However, you'll want to approach retention and expansion differently as the goals are different. Ultimately, it's about meeting your customers where they are. Moreover, you may also want to consider branding tactics that can help you stay top-of-mind for your customers, especially in the context ...Read More