What is The B2B Report?

The pain revenue churn has caused B2B SaaS Companies around the world is undeniable.

The pain revenue churn has caused B2B SaaS Companies around the world is undeniable.

And, unfortunately, we still see executives and leaders that still don’t quite *get* the nuances that come with operating a business in the subscription economy

Churn hurts…

Consider this recent stat from Zoura–putting to bed the argument on believing that “what has worked before will continue to work in the future”.

It’s the same argument that fuels funnel vision.

more than half of the companies on the Fortune 500 list in the year 2000 have vanished.

The pain revenue churn has caused B2B SaaS Companies around the world is undeniable.

Enter The B2B Report

I started The B2B Report in March 2018 as a way to advocate and evangelize for a better way to manage recurring revenue and the customer experience in the B2B technology space.

That’s what you’ll find within this blog.

A new way of thinking that challenges conventional wisdom in business and proposes a shift to how we approach sales and customer success.

One fundamentally rooted in the most overlooked factor of future success in a digital subscription world…

THE CUSTOMER EXPERIENCE.

Customer Churn Never Sleeps in B2B SaaS.

Want B2B Customers for Life?

Want customers for life?
 Don’t sleep on this…

Want customers for life?

Focus on their experience and making them successful.

The micro-interactions your brand has with buyers, customers and prospects are crucial to winning the macro in B2B SaaS.

Even folks that aren’t on your radar should have a warm experience interfacing directly or indirectly WITH YOUR BRAND.

You only get one first impression.

Make it count.

Then build on it over time.

Let it compound.

Why?

Because those micro-interactions you have today will become tomorrow’s future customer.

Real Talk on B2B CX

The Truth about B2B CX?

Most B2Bs suck at Customer Experience (CX).

A simple truth: The more pains your b2b company solves for clients— with the least amount of friction to value and desired outcome(s)— the stronger their position will be to build a loyal brand following and recurring revenue base over-time.

In some cases, (some)…B2B companies are able set conventional wisdom aside for macro gains.

That’s why B2B leaders with an ability to practice delayed gratification are in an interesting position.

You could choose to invest in CX solutions now, and get ahead of their cohort and competitors. Keep their customers and grow revenue at healthy clip.

You could compound the impact of a strong CX investment by baking product-led and customer-led growth strategies into your business.

Takeaway: B2B Saas Companies that double down on CX will win big by sacrificing short term revenue for long-term growth.

This means less focus on customer acquisition and more on adding retention and expansion based revenue initiatives.

As I’ve said before, in B2B, it’s all easier said than done.

So to help drive the point home, I’ve included a few mind-blowing stats from Esteban Kolsky, the founder of thinkJar — a customer strategy think tank.

  • It’s 6-7X more expensive for companies to attract new customers than to keep them.
  • 55% of consumers are willing to pay more for a guaranteed good experience.
  • Only 1 out of 26 unhappy customers complain. The rest churn.
  • 67% of consumers site bad experiences as the reason for churn.
  • 86% of consumers are willing to pay more for an upgraded experience.

source

So why aren’t B2B Brands giving the people what they want?

Simply put…

Customer acquisition takes a front seat to serving existing customers in the B2B SaaS world. Reasons why will be addressed here in the future.

All said, it’s quite evident your End-Users are being STARVED of the high- quality customer experiences they crave from B2B Companies.

And when companies can’t get out of their own way, it’s called ‘Funnel Vision’.

Experience Matters!

For B2B executives or leaders that don’t want healthy revenue growth

For scaling with customer centricity: What if scaling could come *without* huge risk of hurting customer churn, slowing net-new deals, or damaging brand reputation?


Customer Churn Never Sleeps in B2B SaaS.

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the b2b report 

Why B2B’s should run a B2C playbook

B2C’s are setting the bar high incredible high when it comes to the Customer Experience (CX). Will B2B’s ever catch up?

Are B2C brands running a clinic on their B2B contemporaries?

When it comes to Customer Experience (CX), the answer is *yes*. But is the B2B world paying attention?

In case you haven’t, here’s a quick rundown:

Today’s B2C companies crush CX for their customers far and wide — think NetflixEverlaneAllbirdsmahabis, Away, et al.

So, what do these B2C brands have in common?

They all have a dependable, consistent and STRONG CX motion that differentiates them in a meaningful way from their competitors.

And that’s the reason you often see many more cult-like followings tied to B2C brands vs B2B’s.

More impressive even, having killer CX, in some cases, has led to B2C companies reaching the coveted ‘cultural phenom’ status. 

Just think of the magnitude “Netflix and chill” has had on societal norms today. Crazy!

The Takeaway for B2B Leaders

B2C’s are setting the bar high incredible high when it comes to delivering delightful Customer Experiences (CX) with innovative and frictionless ways to renew and spend more to get more value.

To make it tougher for B2B’s, many B2C’s are doing this without sending annoying spray and pray email campaigns…

…or without spewing the all-to-common feature/benefit ‘pitch’ many tech companies have sales folks doing these days.

The Truth about Scaling in B2B

The more business pains you can solve with your products, services, and people — with the least amount of friction to value and desired outcome(s) — the stronger positioned you are to build a sticky brand, following and customer base.

B2B’s have an incredible opportunity to create similar and comparable experiences for their existing customers.

The question is will you take advantage of the opportunity to brand your business as a customer-centric, forward-thinking company?

One that values the clients they have already, INSTEAD of always obessing over ‘hunting’ for new ones?

Experience Matters.

The choice is yours.

Adapt or Die. #churnhurts

The key to long-term success in SaaS is Mastering CX.

Learn more about The B2B Report

2 Ways to Delight and Expand B2B Revenue with CX

The B2B Saas Companies that double down on CX will win big by sacrificing short term revenue for long-term growth.

Here’s 2 Ways to Delight and Expand B2B Revenue with CX

Want to delight your clients and customers without breaking the bank or adding to your tech stack?

Ready? Lets get it.

1. Delight clients at scale by segmenting them into buckets of similar needs, desired outcomes, and experiences

The accuracy of ‘Personalization at Scale’ isn’t quite there yet.

Meaning, you cannot expect a tool in your sales and customer success stack to do the leg work AND deliver a unique personalized email sequence to your customers and prospects.

In fact, the human element of business is a differentiator too often overlooked in the B2B sales and success world.

Consider this:

Instead of using an automated drip campaign tool for the traditional customer segmentation like product type, company size, or dollar spend, have your reps and CSM’s create personalized and engaging content to send to their clients themselves.

Why not use an automated outreach tool?

  • Technology Buyers are more experienced in purchasing SaaS products, now than ever before.
  • For example, seasoned tech buyers can even tell when, or if, you’re using a mass produced email template or auto-sending email tool.

Delighting your clients can be accomplished through personalized, authentic and engaging communication. We’re all capable of being thoughtful. The world is watching and waiting for B2B’s to step up and deliver.

Remember: Strong and consistent customer experiences (CX) keep your brand fresh, embolden trust across the partnership and is considered a key driver behind having ‘customers for life’ and maxing out LTV metrics. (Customer Lifetime Value)

A few free ways to delight your customers:

  • Use vidyard or loom to send a video recaps of your latest conversations
  • Have your CEO call them personally to thank them for their business
  • Help your champion achieve a career goal or get a promotion using the value achieved from your product/service
  • Don’t ask for their time without offering up value first — even with existing customers!

2. Plant the seeds for upselling and expansion early in lifecycle

Painting the picture for your customers, early (and often) around what success looks like using your product.

Do this for the first 90 days, the first year, et al. and be very keen to share the path that other clients have had success with in growing their businesses after year one.

Think about this…

  • By understanding the needs and outcomes your client wants to achieve up front, you can map their respective paths of expansion based on your companies unique solution suite and service offerings.
  • Even better — weave this in with an analysis of user behavior and usage trends by understanding similarities between customers from similar sectors, verticals, and/or with similar subscriptions, experiences, or support levels.

Thinking ahead shows your client you are invested in their success, not just yours.

Do this consistently and proactively and the upsell and cross-sell conversations will become MUCH easier to have, propose and even close.

Ask yourself…

What, when and why did other clients expand their product use and overall spend?

What milestones or trigger event(s) lead customers to buy and add-on new products and services to support their unique path to ‘an improved future state of being’

In summary:

Buyers are humans. Your customers are too. They now have more options than ever and at the end of the day, we all want the same things…

To be treated fairly, not get burned, and all while being delighted by those companies we trust to deliver their product at the promised value and with a clear ROI in a timely manner.

And…without jumping through hoops…

Can you dig it?

Let me know in the comments, or shoot me an email at aaron@theb2breport.com.

-Aaron