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…


Customer Churn Never Sleeps in B2B SaaS.

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.


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

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