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Personalised product experiences
Your success as a Software-as-a-Service (SaaS) company is totally dependent on getting and keeping users in your product.
Traditional tactics will likely not help to scale your business quickly because they focus on engaging prospects and users outside of the product.
Your success depends on:
- Delivering personalised in-product customer experience which requires you to understand and have the ability to influence user behaviours inside your product.
- A new product-led go-to-market (GTM) strategy that guides marketing, sales, customer success, and product teams.
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The Importance of Customer Experience
Delivering a personalized, in-product customer experience will be crucial for every Software-as-a-Service (SaaS) company.
It enables companies to build a competitive advantage and optimize how they drive revenue, customer acquisition cost (CAC) efficiency, renewals, and intelligent product development decisions.
Meaningful, memorable customer experiences can rapidly lead to growth and even market domination.
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A Customer-Experience-Focused Organization
Software-as-a-service (SaaS) companies must understand the full customer lifecycle, unify customer data, and track their customers' personal journey through their products. This is only possible with a Product-Led Go-To-Market strategy.
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How to Become a Customer-Experience-Focused Organization
- Show, Don’t Tell: Allow prospects to try a product that will improve the buying experience and give important behavioural data that can help to further personalise the experience.
- Use a customer lifecycle framework rather than a product lifecycle or marketing/sales funnel.
- Understand the whole customer journey, instead of just part of a transaction or experience.
- Align goals around the customer experience and prioritise the Customer Lifetime Value (CLV) metric across departments.
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Implementing a Product-led Go-to-Market Strategy
To succeed with a product-led go-to-market (GTM) strategy, Software-as-a-Service (SaaS) companies must adapt their processes, tactics, and metrics to support a customer focus.
The following can help to establish a solid foundation for a new approach.
- Define a new customer acquisition process.
- Drive customer acquisition and adoption with a product-led strategy.
- Product-led customer retention and expansion. Embrace organisation-wide accountability for customer success.
- Lay the groundwork for scalable, repeatable customer acquisition.
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IDEAS CURATED BY
Stephen Strickland's ideas are part of this journey:
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