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When a new user signs up on your SaaS platform, the first few days are filled with excitement and anticipation to explore the product.
As days pass, the excitement starts fading away slowly, and before you know it—the honeymoon phase is over. Users may begin to lose interest or struggle to fully utilize the product. The result? Confusion, frustration, and churn.
Enter: customer marketing.
Customer marketing moves the needle for your users after the first few weeks, keeping them engaged in the long run.
A customer marketing strategy enables you to provide ongoing value and support, helping customers achieve their goals—ultimately leading to increased retention and revenue.
In this article, we'll share seven actionable B2B customer marketing tactics to keep users invested and excited about the product long after onboarding.
Customer marketing aims to engage existing customers and retain them longer. Instead of building brand awareness or driving new sign-ups, your customer marketing strategy focuses entirely on existing users to remove any roadblocks, deliver hands-on guidance, promote new features, and boost engagement.
Whether you’re building a customer marketing program from scratch or revamping your existing strategy, these seven proven customer marketing tactics will help you supercharge your efforts and elevate customer engagement.
The onboarding flow sets your users up for success from the start. But a personalized onboarding flow makes them feel seen, draws them into the product, and creates a strong first impression.
Joe Portsmouth, a copywriter and buyer psychology expert, emphasizes the importance of personalization in customer onboarding:
Here are a few SaaS onboarding best practices for customer marketers to welcome first-time users and maximize delight:
And that's how you can ensure your customers don't run for the hills!
Hotjar provides a personalized onboarding experience that includes educational resources, interactive walkthroughs, and personalized onboarding checklists based on each user's specific needs.
A SaaS customer journey map visualizes a new customer’s entire relationship with a product—from first hearing about it to becoming an evangelist—across multiple touchpoints. Mapping the post-purchase customer journey allows you to drive product adoption by eliminating problems and distractions.
Customer journey mapping can help B2B SaaS companies:
Tyler Tringas, a serial entrepreneur, highlights the need to map the customer journey for creating aha! moments:
Miro uses this customer journey map to identify actions, thoughts, feelings, and opportunities, among other things. The team also outlines the touchpoints and process owner to lead the customer marketing efforts.
Empowering customers to maximize their product usage and achieve their business goals is a key goal of B2B customer marketing. By offering a wide range of self-serve educational content, you can help customers learn at their own pace and on their schedule.
Customer self-service content drives satisfaction and loyalty, reduces support requests, and allows the company to focus on more strategic initiatives.
In B2B customer marketing, UGC is like a potluck dinner—everyone brings something to the table, and together you end up with a feast!
Sharing UGC is an incredible opportunity to spotlight your existing customers while drawing the attention of potential ones. Not just that, but it drives customer engagement organically and adds more authenticity to your brand name. It can also become a collaborative exercise to make your customers feel special.
Follow these best practices to leverage UGC in your customer marketing strategy:
Remember to make the most out of your UGC content. Send customers a personalized note to share their appreciation and amplify their posts across channels—website, email, ads, etc.—to increase its impact.
HubSpot is known for its UGC customer marketing efforts. On top of highlighting customer stories on its website, the company also encourages customers to share their experiences using #HubSpotting.
One of the biggest challenges for customer marketers is cultivating a thriving community and making customers feel invested in it.
Hosting events can be a great way to achieve this goal since customers can network and learn from industry leaders. Events can also boost user engagement and give them a sense of belonging.
Here are a few proven tips for customer marketers to build a meaningful community of customers through events:
Host exclusive events to build a sense of community and engage with your most loyal users. Whether it's a customer conference, a user group meetup, or a virtual event, providing opportunities for customers to connect and share best practices can go a long way in building brand loyalty.
Adobe MAX is a prime example of a successful event that fosters a sense of community and engagement among customers.
By hosting this annual conference, Adobe is able to bring together its customers—creatives from around the world—and provide them with valuable learning opportunities, networking opportunities, and inspiration.
Dropbox achieved a 3900% growth rate with a simple referral program. That’s the case study all SaaS companies keep going back to when thinking about their referral program.
But how do you replicate Dropbox’s success to build customer advocacy within your customer marketing strategy? Here’s how:
monday.com has a referral program where it invites partners to learn more about the product and bring referrals through social media. They’ve created a library of resources to teach referral partners about the product's capabilities.
An underrated customer marketing tactic is making customers a part of the product development and testing process. This collaboration can help teams look at the product from the customer's lens and facilitate a design that fulfills their expectations.
More importantly, it makes customers feel like a part of the company—paving the way for them to be brand evangelists.
Here’s how B2B companies can involve customers in the development process:
At Floik, When we opened the doors for our beta users in March 2023, things started changing quickly. Constructive feedback, new feature requests, and customization from our first design partners added momentum to our development efforts and brought major changes to the roadmap.
Two months later, our product looks very different from what it was in March.
Effective customer marketing tactics are crucial for B2B SaaS companies to unlock the full potential of their customer base.
The key is to create an ongoing relationship with your customers that provides value and support beyond the initial onboarding phase. By doing so, you can build a community of advocates eager to share their positive experiences with others, resulting in organic growth and a strong brand reputation.
Remember: happy and engaged customers are the foundation for a successful and sustainable B2B SaaS business.
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Floik helps in creating customized self-serve interactive demos, product videos and step-by-step guides in minutes on a single platform
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