Customer retention is the new growth. Based on a survey of 300+ CEOs, founders and executives across 28 industries about their retention challenges, and what strategies and tools they’re using to grow their subscribers successfully, Brightback Founder and CEO, Guy Marion will share the strategies and tactics to drive customer retention for B2C, B2B, and hybrid businesses. Prior to founding Brightback, Guy was the CMO at Autopilot, Senior Director of Online Sales at Zendesk, VP & General Manager of CollabNet, and CEO of Codesion (acq. by CollabNet in 2010). Guy is a frequent contributor or source for outlets including Forbes, CMO.com, MarketingDive, and VentureBeat, and has led main­stage presentations at industry events including Dreamforce and Zuora Subscribed.

1. Drive Retention
6 Tips to
in 2020 and Beyond

2. CEO & Co-founder
guy_marion
Guy Marion

3. `
Automated customer retention for
high-volume subscription business
!3
TOP-TIER INVESTORS INTEGRATIONS
SELECTED CUSTOMERS

4. Automated customer retentionfor
high-volume subscriptionbusiness
Why retention?
2019 State of Industry
6 steps to building a churn funnel
Summary
Agenda

5. Automated customer retentionfor
high-volume subscriptionbusiness
Source:
2017 Pacific Crest SaaS survey
forentrepreneurs.com/
2017-saas-survey-part-2/
2019 TECH IPOS:
CUSTOMER
RETENTION
IS
🔥

6. $42M
ARR lost
in 5
years…
due to high
churn, nearly 4X
the total ARR
reached by
ARR
MONTHS SINCE LAUNCH
0.5% Gross Churn (-3.5% Net)
1% Gross Churn (-2% Net)
2% Gross Churn (0% Net)
4% Gross Churn (3% Net)
$57M
$16M
$26M
$40M
The fastest growing companies
retain more

7. it isPLUS 7x
acquire
a customer
more expensive to
$ $ $ $ $ $ $
retain
a customer $
than to

8. Source: Survey of 332 subscription
CEOs, executives, and founders
State of
Retention

9. of companies
say customer
retention…
97%
97% yes
2.8% no
2019 State of Customer
Retention Survey
is a big win!

10. Percent of
companies that
feel retention is
prioritized
appropriately
68%
B2B
44%
B2C

11. of B2Cs offer
bundles
51%58%
of B2Bs test
discount offers
AND
Companies turn to discounts and deals to
retain customers

12. Churn Funnel
Six steps to building a

13. 1 Ditch your exit survey and
build a customer churn funnel

14. 2 Segment your customers
and personalize their
cancel experience
Identify

15. START
First value
(successful trial)
Grow value
(deployment)
Increase
Users Increase
Usage
Expand
Functionality
Churn
ChurnChurn
Customers cancel
throughout the
lifecycle…

16. Segment users by key dimensions
•Billing term
•Usage
•Age
•Revenue
•Plan/Product

17. Create loss aversion & celebrate past successes

18. 3 Understand categorically
why customers leave
Engage & Learn

19. Saveable churn Non-saveable churn
• Poor onboarding ⭐ ⭐ ⭐ • Needs or interests changed
• Misunderstood product ⭐ ⭐ • Poor performance or reliability
• Poor customer experience ⭐ ⭐ • Too complicated
• Pricing: not seeing value ⭐ ⭐ • Downsize or gone out of business
• New stakeholder or executive ⭐ ⭐
Customers are
influenceable 20%of customers cancel
for the wrong
reason

20. Systematically build churn intelligence

21. Align short-term product fixes, success
motions, and sales/marketing fit

22. 4 Test and evolve
tailored save offers
Engage & Learn

23. Pause your plan

24. Downgrade instead?

25. Name your price!

26. 5
Automate alerts and retention
workflow in your GTM stack
Retain Customers

27. Trial
signs up
Self-Service
Sales
Customer buys
Expand
Contract
Customer Support / Retention
Customer Data
Customer Success
Subscription MgmtCustomer Data Engagement
New
Instance
Save
Starts to
Cancel
Qualified
Unqualified
New
subscription
Subscription
terminated
Churn
data
Customer lifecycle tool stack

28. 6 The True North:
incremental revenue
Retain Customers

29. 3,573Identified
3,209
Canceled
Watch List
20%
80%
Test & evolve to grow your save rate
Saved
51%
364
49%
Engaged 714
Saved / Lost
10.1%
Saved

30. Optimize for cohort performance

31. Agend
a
Ditch your exit survey and build a
customer churn funnel
Segment your customers and
personalize their cancel experience
Understand why customers leave
Test and evolve tailored save offers
Automate alerts and retention
workflow in your GTM stack
Optimize for incremental revenue
Takeaways

32. Thank you!
brightbackIO
brightback.com

33. Let’s think about
Identify
at-risk accounts
Engage & Learn
with personalized
experiences
Retain customers
to drive incremental
revenue