The Secret to Successful Customer Onboarding

the best way to onboard new customers 300x201 The Secret to Successful Customer OnboardingCustomer onboarding has come up a lot lately, which is great since having a poor onboarding experience for your customers can pretty much kill your growth… if not your business.

The first in-app experience your customer has with your product sets the tone for your relationship, and if it’s confusing, overwhelming, or otherwise puts up barriers to achieving success (or at least recognizing the value potential in your product), you’re in trouble.

As I say all the time, the seeds of churn are planted early, and those seeds are planted deep if your onboarding experience for new customers or your prospects during a free trial is terrible.

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7 Sanity Checks for Sending Cold Email

Screen Shot 2014 09 22 at 7.06.26 PM 7 Sanity Checks for Sending Cold EmailEmail Prospecting, the once-secret method (still) used (to great effect) by the hottest companies to get the attention of the biggest enterprises out there – even if all they talk about publicly is inbound marketing, adwords, and social – is no longer a secret.

Thanks to folks like Jill Konrath, author of Snap Selling, Aaron Ross, author of Predictable Revenue, and Steli Efti from Close.io, the cat’s out of the bag that sending emails to people you’ve never met before in order to get their attention and get your product in front of them doesn’t just work… it is often required and can be super-effective.

This isn’t to say that blogs, social media, AdWords, etc. aren’t useful… they’re ENORMOUSLY useful to accelerate deals, elevate and educate various personas at your Ideal Customers, etc. But it is to say that these methods may not be the way you reach potential customers initially, especially in the early stages of your existence. And in some cases, they may not be how you reach your potential customers ever.

Now, after they know about you, as a result of outbound “cold” email campaigns, or once they’re a customer to drive loyalty, your blog, white papers, webinars, infographics, and marketing website etc. are super-valuable; just sometimes not at first…

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The Correct Way to Handle Annual Pre-Pay Renewals

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Getting customers to pay up-front for a year is great... the challenge comes 12 months later at renewal time. There are four ways to do renewals, but only one right way.This came up on a recent Clarity call with a SaaS founder, and since annual … [Continue reading]

10 Growth Hacking Lessons from Dodgeball

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I hit Nick Mehta, CEO of Gainsight, right in the gut.And then I took a hard shot to the chest by Gainsight's New Business director.Working in a startup is rough, lemme tell ya.As Nick and I stood on the sidelines during this company … [Continue reading]

Save your Free Trial from the Bots

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At the Black Hat conference in Las Vegas, a security research duo showed how they built a cryptocurrency-mining botnet by leveraging cloud platform services - like Amazon Web Services, Heroku, or Google App Engine - using only Free Trials and … [Continue reading]

SaaS Free Trial Extension Requests are a Bad Sign

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I got this question about SaaS Free Trial Extension requests and I thought I'd answer it here, for all to see."Lincoln, that was a great guest post by Steli Efti from Close.io on sales mistakes that lead to churn. I was reading Steli's blog and … [Continue reading]

The Best SaaS Free Trial Length

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Here's a secret no one talks about: SaaS Free Trial Length is a Marketing Gimmick.There isn’t a best SaaS Free Trial length that works for every SaaS company, in every category, for every market. I know, that contradicts my reputation for saying … [Continue reading]

Ideal Customer Profile Framework

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I can't over-emphasize how important it is to have a clear definition of your Ideal Customer.Your Ideal Customer Profile dictates (or should dictate) everything from the features and functionality of the SaaS product you build, to the words you … [Continue reading]

4 Sales Mistakes That Lead To High SaaS Churn

steli-efti-close-io

I've said many times that the seeds of churn are planted early. Whether it's in your marketing - both the things you say but also the types of customers you target with your messaging and outreach - to the things you say and do during the sales … [Continue reading]

SaaS Free Trial: Requiring a Credit Card is Shortsighted

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I got this email asking whether to require a Credit Card to start a SaaS Free Trial or not and what the best Free Trial length is.So instead of just answering him directly, I decide to use it as the basis for this article.Here's the … [Continue reading]

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