243 resources · page 1 of 5
SaaS Customer Marketing library
Choose a specific task, or start with the saas customer marketing topic guide.
- LessonMap the customer's post-sale journeyOrganize customer marketing around the outcomes and obstacles that occur after purchase. Complete the exercise, produce a working artifact and review it against a practical rubric.
- HubSaaS customer marketingThe post sale marketing system for SaaS: onboarding, adoption, advocacy, community, expansion and churn prevention, with benchmarks and named plays.
- LessonRun a focused adoption campaignHelp one eligible customer segment use one valuable capability and measure the effect with an appropriate comparison. Complete the exercise, produce a working artifact and review it against a practical rubric.
- GuideCustomer onboarding marketing for SaaSMarketing's job in the first 30 days: welcome campaign architecture, time to value instrumentation, segmenting by ACV, and the handoff contract with CS.
- PlaybookThe retention content systemBuild the content system that runs after the sale: assets by lifecycle stage, an ownership matrix, quality gates, and measurement against NRR not sessions.
- GuideMapping the post sale customer journeyMap the post sale journey with entry and exit criteria, event instrumentation and a trigger table, plus worked maps for 12K and 120K ACV SaaS companies.
- GuideFeature adoption marketing for SaaSRun adoption campaigns that move usage: targeting by entitlement gap, the in app and email mix, launch tiers for existing customers, and holdout testing.
- PlaybookBuilding a customer advocacy programStand up a SaaS advocacy program in 90 days: finding advocates, the ask ladder, rewards that pass procurement, tooling, and advocacy influenced pipeline.
- GuideSaaS customer community strategyDecide whether you need a community, pick the platform, seed the first 100 members, and measure retention lift and support deflection with real numbers.
- PlaybookCustomer reference programBuild a referenceable account pool, cap reference fatigue, match by industry and use case, and track the win rate lift reference calls produce in your CRM.
- GuideCustomer education programs for SaaSAcademy or help center, curriculum by role, certification economics, LMS choices, and how to measure customer education against activation and support load.
- PlaybookExpansion marketing playsSeats, tier upgrades and cross module expansion: the signal behind each motion, the campaign play per signal, packaging levers and honest expansion attribution.
- PlaybookChurn prevention marketingCatch churn before the cancel click: a risk signal taxonomy, save plays matched to each signal, cancel flow CRO, pause and downgrade offers, and win back timing.
- PlaybookRenewal marketing campaignsRun the 120, 90, 60 and 30 day renewal runway: value recap assets, multithreading past a departed champion, price increase comms and procurement notices.
- GuideCustomer health scores for marketersWhat belongs in a health score, building one without a CS platform, syncing bands into campaign triggers, and backtesting the score against churned cohorts.
- PlaybookChampion job change playsDetect champion job changes, run both sides of the play, backfill the old account and land the new one, route in minutes, and measure the pipeline it creates.
- GuideVoice of customer programsDesign a voice of customer program: instruments, cadence, sample sizes, turning verbatims into messaging, closing the loop, and who owns the insight library.
- PlaybookReview generation for SaaSAsk for reviews at the value moment, stay inside G2 and Capterra incentive rules, hold review velocity, answer critics and reuse reviews in sales assets.
- GuideMeasuring customer marketingThe customer marketing metric set, holdout and matched cohort designs, and how to report post sale impact to a board that does not trust attribution models.
- PlaybookRunning a SaaS user group programRun regional and virtual user groups: leader recruiting, event kits, budget per event, virtual versus in person economics, and pipeline produced per chapter.
- CourseCustomer marketing sprintA three lesson sprint that takes you from a post sale journey map to a live adoption campaign and a working advocacy flywheel, with templates at each step.
- ExampleA customer lifecycle campaign: triggers and exitsA lifecycle campaign review follows the event logic and customer task, including the conditions that stop or change communication. Review the situation, the decisions and the limits before applying the pattern.
- CalculatorActivation rate impact calculatorWhat moving activation does to retention, revenue and payback across the whole base. See the formula, change the inputs and save your results.
- ToolChoose customer marketing software by program needCustomer marketing software should coordinate relevant customer help, participation and evidence without losing account context. Use the evaluation criteria, official product links and a practical acceptance test.
- CalculatorChurn rate calculatorCustomer churn, revenue churn and what each one costs you over twelve months. See the formula, change the inputs and save your results.
- CalculatorCohort retention calculatorTrack a cohort month by month and see the revenue it produces over three years. See the formula, change the inputs and save your results.
- CalculatorCost of churn calculatorEstimate lost recurring revenue and replacement acquisition cost from a monthly customer churn scenario. See the formula, change the inputs and save your results.
- ResearchCustomer advocacy measurement: value and participationAdvocacy measurement should track voluntary participation, usefulness and customer burden rather than treating every request as a conversion target. Review definitions, sampling choices and common comparison errors.
- DefinitionCustomer advocacyUnderstand customer advocacy in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- DefinitionCustomer health scoreUnderstand customer health score in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- DefinitionCustomer lifecycle marketingUnderstand customer lifecycle marketing in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- ListCustomer marketing campaigns matched to lifecycle needsStart customer campaigns with a useful task and an observable eligibility condition. Compare practical options, review the tradeoffs and choose a relevant next step.
- ExampleCustomer marketing examples tied to account needsCustomer marketing works when the message helps an eligible account make progress on a useful task. Review the situation, the decisions and the limits before applying the pattern.
- CalculatorCustomer marketing holdout calculatorCompare observed expansion per account between treatment and holdout groups before subtracting program cost. See the formula, change the inputs and save your results.
- TemplateCustomer marketing plan templateOrganize post-sale communication around adoption, renewal readiness, expansion eligibility and voluntary advocacy. Use the editable worksheet, example and review steps to turn it into a working document.
- ComparisonCustomer marketing vs customer successCompare customer marketing and customer success for SaaS: where each fits, the tradeoffs to test and a practical decision process.
- ResearchCustomer onboarding benchmarks: compare value eventsOnboarding comparisons need equivalent starting conditions and a meaningful customer outcome, not simply a completed setup checklist. Review definitions, sampling choices and common comparison errors.
- ChecklistCustomer onboarding campaign checklistDeliver relevant post-sale help while coordinating product events, success teams and communication preferences. Work through 10 checks, record evidence and owners, and save an editable copy.
- TemplateCustomer story interview worksheetCollect a credible narrative with permission, baseline context and a clear separation between observed results and estimates. Use the editable worksheet, example and review steps to turn it into a working document.
- GuideDesign a SaaS customer marketing teamCustomer marketing structure should match the scale and variety of post-sale programs while preserving close coordination with success and product teams. Follow a practical process with a worked situation, tradeoffs and a useful next step.
- GuideDiagnose why customer marketing is not workingCustomer marketing often fails when programs are disconnected from product eligibility, account context or the outcome the customer needs next. Follow a practical process with a worked situation, tradeoffs and a useful next step.
- ToolEvaluate customer advocacy platformsAn advocacy platform should make voluntary participation useful and manageable for customers while preserving permission and evidence. Use the evaluation criteria, official product links and a practical acceptance test.
- CalculatorExpansion revenue calculatorWhat a systematic expansion motion adds compared to relying on new business alone. See the formula, change the inputs and save your results.
- DefinitionExpansion revenueUnderstand expansion revenue in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- ComparisonInfluitive vs SlapFive: an advocacy workflow evaluationCompare influitive and slapfive for SaaS: where each fits, the tradeoffs to test and a practical decision process.
- ComparisonNPS vs CSAT for SaaS customer feedbackCompare net promoter score and customer satisfaction survey for SaaS: where each fits, the tradeoffs to test and a practical decision process.
- DefinitionProduct adoption rateUnderstand product adoption rate in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- PlaybookRun a customer advisory board with a clear purposeA customer advisory board provides structured input from selected customers, but it is not a representative survey or a commitment to build every request. Follow a practical process with a worked situation, tradeoffs and a useful next step.
- ResearchSaaS churn reasons: build a reliable evidence setChurn-reason research combines stated explanations with account context and observed product or billing behavior. This page is a study method, not a claimed dataset of 1,400 cancellations. Review definitions, sampling choices and common comparison errors.
- ChecklistSaaS churn risk review checklistReview evidence of customer risk without treating one score as certainty. Work through 10 checks, record evidence and owners, and save an editable copy.
- GuideWhen a churn survey forces a misleading single reasonCustomers choose the nearest option even when several factors shaped the decision. Diagnose the cause, choose a bounded correction and verify cancellation feedback preserving the actual decision context.
- GuideWhen a customer campaign ignores an open problemAn account receives an expansion or advocacy message while a serious issue is unresolved. Diagnose the cause, choose a bounded correction and verify customer communications consistent with the current account situation.
- GuideWhen a customer story omits implementation supportReaders assume the outcome came from software alone although substantial services were required. Diagnose the cause, choose a bounded correction and verify case-study outcomes accompanied by material delivery context.
- GuideWhen a health score treats unknowns as healthyAn account looks safe because absent inputs are silently ignored or defaulted. Diagnose the cause, choose a bounded correction and verify accounts with current interpretable health evidence.
- GuideWhen a reference program overuses a few customersThe same helpful accounts receive repeated requests and begin to disengage. Diagnose the cause, choose a bounded correction and verify reference requests matched to relevance and customer preference.
- GuideWhen advocacy is requested before the customer succeedsNew customers are asked for testimonials before they have a credible outcome to describe. Diagnose the cause, choose a bounded correction and verify advocacy requests based on genuine achieved value.
- GuideWhen customer education has no practical taskThe session presents features but leaves users unable to perform the relevant work. Diagnose the cause, choose a bounded correction and verify participants completing the intended learning task.
- GuideWhen expansion targets customers who have not adoptedThe team asks for more spend before the original workflow is working. Diagnose the cause, choose a bounded correction and verify expansion opportunities supported by current customer value.
- GuideWhen renewal preparation begins after the decision is madeThe customer has already chosen an alternative before the value conversation starts. Diagnose the cause, choose a bounded correction and verify renewal conversations aligned with the buyer's decision calendar.
- GuideWhen the customer newsletter ignores user workMessages announce releases but do not help customers complete useful product tasks. Diagnose the cause, choose a bounded correction and verify customers taking a useful appropriate action from the issue.
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