15 Best B2B SaaS Customer Retention Strategies in 2023

B2B SaaS Customer Retention Strategies


Customer retention is the lifeblood of a business. 

You invest your time and resources to acquire customers, but at the same time, you have to make sure those customers stick around. 

What’s more is, if you can reduce customer churn rates through strategic retention tactics, then they will be more likely to upgrade plans and make greater lifetime value purchases from you in the future!

So how do you go about optimizing your B2B SaaS customer retention strategies? Here are 15 best practices for doing just that.


Customer Retention vs Customer Acquisition


Retaining customers is imperative to any business’s success as it creates more value in the long run. In fact, data show it costs five times more to acquire new customers than retain existing ones.

For SaaS companies, customer retention is even more important; it ensures consistent revenue and lowers customer acquisition costs, which can be expensive. 

Investing time and resources into keeping existing customers satisfied and getting the most out of their subscriptions is critical for SaaS businesses to succeed and maximize its profits.

Furthermore, delighting existing customers leads to increased word-of-mouth recommendations for increasing customer acquisition efforts in the future. 

In today’s competitive SaaS market, understanding this key relationship between customer retention and growth will be essential for companies aiming to achieve sustained success.


How to Optimize B2B SaaS Customer Retention Strategies 


Retaining loyal customers in the B2B SaaS industry isn’t easy– it requires proactive strategies and an understanding of their needs. 

Finding ways to optimize these customer retention strategies can be the difference between winning over repeat customers or losing them to your competitors. 

Below, we’ll take a look at some best practices for B2B SaaS companies looking to increase customer loyalty and grow their user base.


1. Set Customer Expectations


Setting customer expectations is a great place to start optimizing your customer retention strategies. 

By accurately understanding the needs and wants of your customers, you can properly set expectations for what your SaaS tool provides. 

Doing so will not only help keep your customers satisfied with their purchase but also build trust in the long-term relationship.

A good way to ensure that these expectations are met is by providing an onboarding process before launching a product or working on projects. This step should include collecting clear information on what the client expects and any timeline considerations. 

With this data,  you can create a customized plan that meets their particular needs. 

For example, if the customer is looking for a quick turnaround, you can adjust your timeline to accommodate their needs.


2. Give your B2B clients the “A-Ha” Moment


The “A-Ha” moment is a milestone for any SaaS customer as it’s when they experience real value from their subscription. 

Every customer will experience this moment in a different way, and finding out how to trigger that feeling for each one can be difficult.

However, developing unique methods of engaging customers with a tutorial or onboarding process tailored to your business is key in delivering the “A-Ha” moment that cultivates greater customer loyalty and encourages them to stick around over the long haul. 

This can easily be achieved by taking the time to understand how each customer interacts with your SaaS product and what they would gain from it.  

For example, if you offer a SaaS tool that helps customers manage their payroll, you can provide personalized tutorials on how to use the tool and explain why it is beneficial. You may also emphasize the special features that your software has that makes this task more manageable.

Additionally, reinforcing delightfully unexpected moments during training that exceed expectations can go a long way in creating an enjoyable journey and subsequently make it easier for customers to understand the value of your product.


3. Offer a Dedicated Support Agent 


A dedicated support agent with customized training is a great way to provide customers with continuous assistance and ensure that they’re getting the most out of their subscriptions. 

By customizing the training for each user, the support agent can provide effective solutions that cater to the individual needs of the customers in order to get them up and running as soon as possible.

In addition, customers can build personal relationships with the support agent and feel confident that their questions are being answered quickly and accurately, leading to better customer satisfaction and a higher likelihood of retaining customers in the long term.


4. Send Targeted Tips 


Targeted tips are a great way to increase customer engagement and optimize their experience with your SaaS tool. These tips should be specifically tailored to each customer’s needs and preferences, allowing them to get the most out of your SaaS tools.

Targeted tips could include best practices for the product, new features and updates, advice on managing their account settings, integrations with other software tools, and more.

You may also suggest relevant products based on where they are in their purchase journey, or provide helpful content that adds value to their experience with your SaaS tool. This may come in the form of email, SMS messages, or special deals and promotions. 

In order to achieve the best results with this approach, research should first be conducted on what your target customers would like to see so that you can deliver more relevant content and get better engagement throughout each step of the buyer’s journey.


5. Maintain a Regular Interaction Schedule


Keeping open lines of communication allows customers to stay informed and engaged, enabling them to get the most out of your SaaS tool. 

Moreover, proactive outreach helps build relationships and loyalty between you and your customers, which can significantly reduce customer churn rates. 

This could include anything from a weekly email newsletter that provides insights and usage tips, to proactive customer service through content-rich support materials or regular surveys to ensure satisfaction.

Building a customer communication calendar that outlines the messages you want to send and setting a timeline for when they will be sent out is key in successfully maintaining regular interaction with customers.

A customer communication calendar allows businesses to plan out how and when they will reach out to customers, offering customized messages and relevant information based on their exact needs. 

This can help ensure that customers are kept engaged with the right message at the right time.


6. Implement a Rewards Program


Offering customers rewards such as discounts and exclusive offers every month on their subscription can keep them engaged, drive up revenue, and encourage loyalty. 

Rewards programs should be flexible and customizable so each user can benefit in a way that makes the most sense for their business.

To make the rewards even more attractive, consider partnering with select vendors or offering additional services or discounts on goods or services outside of your own. 

When done right, rewards programs help not just to retain current customers but attract new ones to your platform.


7. Prioritize the “Big Kahunas”


“The Big Kahunas” or those high-value clients who often require heightened attention are generally the most loyal and will often be the first to adopt new features and services that you offer.

Identifying these clients early on and offering them the necessary resources to ensure their success can prove crucial in long-term customer retention.

To better serve the big kahunas, you must first  focus on creating a user experience that is personalized and enjoyable and that makes users want to come back.

This can be done through tailored content, targeted ads and offers, increased onboarding support, and feedback mechanisms so users feel their voices are heard.

Then concentrate on boosting engagement among current users with rewards programs or loyalty points which incentivize them for continued interactions with your site.  

Furthermore, having established processes to ensure that their needs are fulfilled promptly and thoroughly can prevent any issues from arising.

Finally, assess data analytics regularly in order to identify any areas of improvement or further optimization for making the user experience even better – this can help ensure that all efforts are being effectively utilized.


8. Identify the top reasons for customer churn


It can be difficult to determine the exact reasons why SaaS customers are forming negative feelings towards your product or service, leading them to churn. However, there are some tips you can use to get a sense of the top reasons behind customer churn.

Start by gathering feedback from current and former customers; this will provide valuable insight into the pain points they had with your product, as well as any other external factors that may have driven their decision.

Additionally, you can utilize data analytics and AI technologies to gain insights into customer sentiment, helping you zero-in on exactly what is working and what isn’t for your customers.

In addition, tracking customer feedback over time can help you gain insight into why customers may be unsatisfied or disengaged from your product and make adjustments accordingly.

Furthermore, success metrics such as trial conversions, product engagement level, renewal rates, and account health scores can provide further illumination on what is causing churn and how it can be avoided in the future.

Taking action immediately when customer churn is identified can also be beneficial in retaining current customers, as this indicates that your company is proactive in its approach to ensuring customer satisfaction.

Read our blog on How To Reduce Churn For SaaS Businesses for more tips.


9. Ask Customer Feedback From The Right Places


When attempting to understand why customers leave, it is important to ask the right questions. Rather than simply asking customers if they are satisfied, ask them directly why they have chosen to leave your product or service.

Additionally, use surveys and focus groups to gain insight into the customer experience and uncover any issues that may be driving them away.

Another option is to use customer service platforms such as chatbots and social media, which can offer real-time feedback in the moment when customers express dissatisfaction with your SaaS tool

Surveys on service tickets can also offer valuable insight into the customer experience, however, it is essential to find a balance between collecting valuable information and overwhelming customers with too many requests.

One way to strike this balance is by offering surveys both selectively and strategically. Begin by targeting customers who have had service tickets resolved recently in order to measure their satisfaction with the process.

Secondly, consider offering incentives such as discounts or rewards in exchange for providing feedback as a way of increasing response rates.

Finally, use A/B testing and data analytics to figure out which feedback channels are most effective in obtaining customer feedback and decide where to focus your efforts.


10. Make Users Part of a Community


Having a community forum in which customers can come together to discuss their experiences and provide suggestions, respond to questions, or offer feedback creates an avenue for deeper trust and loyalty from those customers.

Implementing community forums also provides an opportunity for future feature development as customers can voice the features they would most like to see. This can help shape any potential updates or changes down the road, making sure that your product remains in line with the needs of your users.

To successfully make users part of a community,  it is important to create an environment where there is a sense of camaraderie shared between members.

This can include activities like weekly virtual meetups, social media groups/forums, or perhaps even exclusive newsletters with tips and tricks from more experienced users.

Additionally, incentivizing members with rewards for participating in activities or staying active on the platform will also encourage user engagement.

Rewarding members could be as simple as offering discounts on products or services related to the platform, or even publishing user-submitted content, or having a member recognition program in place.


11. Build a Customer Journey Map


A customer journey map allows a user to visualize their experience with the product and provides valuable insights into what works and what doesn’t. It identifies where customers get stuck, which increases customer loyalty and brand loyalty, reduces churn, and shapes future customer experience journeys.

The process of creating a map starts by gathering data such as customer feedback, satisfaction surveys, usage metrics, interviews with existing customers, and more. With this information, you can create an interactive customer journey map that identifies existing gaps in a user’s service journey and presents solutions on how to fill those gaps.

To start building a SaaS customer journey map, brainstorm all of the stages of the user experience—from initial discovery to successful onboarding, from regular usage to eventual upgrade or churn. Then identify potential touchpoints along each stage by asking yourself questions like:

What channels does a user use to discover our product? How do users actively interact with our product during onboarding? At what point could customers need additional support or customization that would make them more likely to stay?

After you’ve listed out as many touch points throughout the customer journey as possible, it’s time to bucket each step into larger categories and weave in data points such as customer feedback and survey results. That way your team will have a comprehensive roadmap that they can revisit constantly to better retain customers.


12. Invest in Successful and Smooth Customer Onboarding


Investing in successful onboarding can help you ensure your customers are getting off to a great start with your platform, creating positive experiences and enthusiasm for the future.

To do this effectively, it’s important to:

  • properly familiarize customers with your product suite and value proposition (e.g provide helpful onboarding materials that walk customers through the features and benefits of your product)
  • make sure customers have a designated point of contact for any questions or issues
  • provide a timeline of activities that customers should complete during onboarding in order to reach the desired outcome.
  • check in regularly to assess their progress and satisfaction
  • enable customers to leverage self-serve resources such as helpful guides and FAQ documentation
  • cascade access rights where appropriate


13. Create a seamless billing experience


Providing customers with a seamless billing experience is essential to ensure that payments are processed quickly and smoothly.

Offering multiple payment methods that are intuitive, clear, and locally preferred can make all the difference when it comes to keeping customers happy and engaged with their services.

You should also ensure that there are no hidden fees and costs by providing detailed invoices so that your customers always know exactly what they are paying.

Additionally, you may want to consider offering automated subscription renewals to make sure bills don’t get misplaced, as well as enabling self-serve account management features such as prorating or cancellation that allow your customers to have ultimate control over your service.

Check out 12 Automated SaaS Billing Best Practices in 2023 for more tips.


14. Follow Up on Inactive Users


Inactive users are those customers who haven’t used your product in a while, and it’s important to check in with them regularly to see if they need any help getting back on track.

This can be done in a variety of ways such as by sending targeted emails or messages. Make sure the content of these emails offers genuine value and encourages engagement with the product.

Reaching out with human connection can remind customers why they made the decision to purchase originally and rekindle their interest in using your SaaS product. Letting these customers know that you care about them shows them how much more is offered beyond your services, which could be just what they need to become active SaaS users again

Additionally, creating customer loyalty programs through discounts and special offers gives customers further incentives to return.

If none of this works, it may take more creative approaches such as trying influencers or providing personal attention from support staff members who are dedicated to bringing back lost customers


15. Keep Your SaaS Product Up-to-date


Finally, a great way to keep customers engaged and interested in your SaaS tool is to make sure that it is constantly being updated with new features and functionality. 

The key is to give the customer what they need: evolving software that meets their needs. You should regularly communicate with them and understand the industry, so you can be sure that your product not only stays up to date but keeps up with the latest technological advances.

Keeping your product current simplifies upgrades, reduces confusion when onboarding new customers, ensures fewer bugs and system issues and provides an excellent Customer Experience (CX.)


Key Customer Retention Metrics to Track


It’s no secret that happy customers lead to a successful, thriving business; this is why it’s imperative for you to measure key customer retention strategy metrics. Properly analyzing and interpreting data from customer surveys and other sources provide invaluable insight into things like what keeps your customers satisfied and how different campaigns and promotions resonate with them. 

Below are some key metrics to consider when it comes to customer retention in B2B SaaS environments:


1. Customer Churn Rate


The customer churn rate is the percentage of customers who cancel their subscription or stop using your product within a given time period.


2. Net Promoter Score (NPS)


The NPS is a measure of customer satisfaction. It is calculated by asking customers how likely they are to recommend your product to a friend or colleague on a scale of 0-10.

Customers who respond with a 9 or 10 are considered promoters, while those who respond with a 0-6 are considered detractors. The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.


3. Customer Lifetime Value (CLC)


CLV is the total value that a customer will bring to your business over the course of their relationship with you. It can give you insight into how much revenue you can expect to generate from each customer.


4. Retention Rate


The retention rate is the percentage of customers who continue using your product or service after a given period of time. This metric can be used to track both customer churn and CLV as it gives you insight into how many customers are sticking around and how much revenue you can expect to generate from each one.

According to a MixPanel Report, acceptable user retention rates for the SaaS industry are usually above 35%.


5. Engagement Rate


The engagement rate is the percentage of customers who use your product on a regular basis. It gives you insight into how many customers are actually using your product and whether they are finding it valuable enough to stick around for the long term.


6. Referral Rate


The referral rate is the percentage of customers who refer others to your product or service. It gives you insight into how many customers are actually spreading the word about your product and bringing in new business.


7. Win-Back Rate


Win-back rate is the percentage of customers who return to using your product after they have stopped using it for a period of time.


8. Customer Satisfaction Score (CSAT)


CSAT measures customer satisfaction with your SaaS tool on a scale of 1-5, with 5 being the highest score.


Final Thoughts


Implementing the best practices for customer retention can help you to optimize your retention strategy and make sure that your SaaS business is doing everything it can to maximize customer loyalty. 

Delivering a great user experience, understanding your customers’ needs, and providing in-depth onboarding are just some of the tips mentioned that could be key components of a successful customer retention plan.

Additionally, offering incentives, obtaining customer feedback, and continuously testing strategies may also help reduce churn pressures across different stages of the customer lifecycle – all of which are necessary in order for SaaS businesses to remain successful in today’s cutting-edge industry.

Though optimizing B2B SaaS customer retention can seem daunting at first, breaking it up into manageable pieces with these 20 best practices will give you the confidence necessary to create an effective strategy. 

For more resources and insights on how to grow your SaaS business – including how to target and engage with potential customers – visit our blog today!


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Ken Moo