Stop the Churn: How Real-Time Marketing Supports Retention Marketing

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Ideas and Strategies for Real-Time Personalization
Stop the Churn: How Real-Time Marketing Supports Retention Marketing

June 15, 2014 by

If you’ve been reading our blog, you’ve probably noticed an abundance of case examples demonstrating how real-time web personalization supports acquisition marketing. It’s not a surprise – converting new visitors to first-time customers is certainly a sweet spot for solutions like Evergage.

But real-time web personalization can be a vital component of your retention marketing strategy, as well. My favorite example is an Evergage client in an industry that might not immediately come to mind: software-as-a-service (SaaS). For this client, real-time marketing helps defend against the company’s most difficult and costly business challenge – churn management.

For SaaS vendors, it is already a tale as old as time. A client implements the vendor’s web-based platform in the organization, and after several months only a handful of employees have adopted it. The longer that adoption rate remains low, the less likely the client is to renew a SaaS contract.

So how does real-time web personalization help? Here are some examples of how it can be used in a SaaS environment to combat churn:

  • Implement a survey that asks users what they like (or don’t like) about the platform and use the information to enhance training or improve product development
  • Serve real-time user tips that highlight things users will care the most about: for example,  time-saving tricks, or benefits associated with their professional goals
  • Make in-session offers for online training or guided support when a user appears to be spending too long in a particular area of your solution 

Compete PRO is a perfect example of how a SaaS company can benefit from real-time web personalization. In a recent case study, learn how they received a 26% lift in client retention, and they also saw cross-organizational benefits and results.

Perhaps the best thing about these examples is that, while they are effective ways to defend against user churn, they will also be perceived as value-add features of your SaaS solution. Are you a SaaS provider or user? If so, can you cite examples like these that would address your objectives?

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