Creating a robust churn-reversal system
![](data:image/svg+xml;charset=utf-8,<svg height="683" width="1024" xmlns="http://www.w3.org/2000/svg" version="1.1"/>)
Image Credits: jayk7 / Getty Images
We’ve aggregated many of the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.
This is how you stay up-to-date on growth marketing tactics — with advice that’s hard to find elsewhere.
Our community consists of startup founders and heads of growth. You can participate by joining Demand Curve’s marketing training program or its Slack group.
Without further ado, on to our community’s advice.
Creating a robust churn-reversal system
Insights from Matthew Morley of Savvy
Generally, it’s far more efficient to keep a current client than it is to close a new one. You’ll want a system to help you identify which users are at risk of churning. This way, you can proactively reach out to them before they leave.
Start by identifying your high-value customers at risk of churning:
Who is:
- Spending within the top 10% of time using your app?
- Has a substantial number of seats of your product?
- Or, say, has a company size of at least 50 people — reflecting their upselling potential?
But also:
- Is using the product 30% less in a given month
- Has submitted at least one non-trivial support ticket in the last month
- And has their subscription renew in less than 90 days
And so on.
You can stitch this information together from multiple sources like Stripe, Mixpanel, Crunchbase and Intercom. Then, set up an alert to notify your team once someone falls into these buckets.
Then reach out with something personal to win back their enthusiasm. It can be high leverage to get them on the phone to uncover what’s keeping them around.
Invite trial users to shared Slack channels to increase conversions
Insights from Kunal Jasty of Across
The more personalized a trial user’s first-time experience, the more likely they are to get value out of your product and convert to a paid user.
One high-labor way to personalize onboarding is to set up an automation to automatically invite new trial users to a shared Slack channel where your customer support team is available. This could make sense for high-margin businesses or those just starting out and wanting to collect as much user feedback as possible.
Some benefits:
- It’s an unexpected level of service that wows users at the premium experience they’re receiving while being trial users.
- It’s also your opportunity to naturally start a conversation with trial users that can work far better than an email drip sequence.
Even if a customer doesn’t convert immediately, you can leave the channel open. It helps you stay top of mind when they are in the market for your product.
Tips for making ads using screen recording
Excerpt from Demand Curve’s growth training
Screen recordings are the videos you take of your screen while using your product, and you’re practically obligated to test screen recording ads when marketing B2B SaaS products. In our agency’s experience, they consistently outperform other types of video ads for software. Here are the key insights:
- Get to the point ASAP: Remember, unlike TV advertising, audiences aren’t being forced to sit and watch your video ads. They’re skeptically opting in, which means you better entertain them immediately to keep their attention: Remove all fluff and immediately start explaining why your product is awesome within the first 5 seconds. Keep the whole video to less than 45 seconds so they’re encouraged to digest your whole message.
- Record the “magic moments:” Visually demo the parts of your product that are most valuable to the user. Don’t use flashy visuals or fake people smiling. Stick to the product’s outcome.
- Use closed captioning: Treat every ad as if half your audience will listen to it without audio. Overlay text on top and spell everything out.
![](data:image/svg+xml;charset=utf-8,<svg height="125" width="187" xmlns="http://www.w3.org/2000/svg" version="1.1"/>)
![](data:image/svg+xml;charset=utf-8,<svg height="105" width="187" xmlns="http://www.w3.org/2000/svg" version="1.1"/>)
![](data:image/svg+xml;charset=utf-8,<svg height="133" width="187" xmlns="http://www.w3.org/2000/svg" version="1.1"/>)
