Let’s be honest. SaaS marketing and product marketing are hard. To stay profitable, we need to be able to accelerate growth, streamline operations, and drive revenue as quickly and efficiently as possible.
To do this, most SaaS have adopted the same digital strategies that marketers in every industry have been using for the last 20 years or so. But these tactics weren’t created for SaaS. More importantly, they were put into play when digital marketing was relatively new and results came easily — which means we’re marketing to behavior that no longer exists.
Today, you’re operating in a mature marketplace, in a volatile economy, amid fierce competition. What used to work doesn’t work anymore.
What’s needed today is a fresh approach to SaaS marketing and product marketing, a “unified theory” that gives you a clear edge in a challenging marketplace.
Retain2Gain™: A New Way of Approaching SaaS Growth
Traditionally, SaaS marketing has followed a top-down structure:
Lead Generation > Nurture Campaigns > Acquisition > Onboarding.
The problem is churn. Customers are always looking for a better solution, so churn rates tend to be high, killing your revenue and LTV.
Here’s what’s happening: With a top-down focus, you’re losing so much revenue below the funnel, you must constantly fill the top of the funnel with new qualified leads.
But what if you could plug the leaks below the funnel? With less churn, it would take fewer leads to drive the same revenue. In fact, according to Churnkey, a mere 1-2% reduction in churn can increase the valuation of your entire company by 12%.
That’s why I developed the Retain2Gain™ strategy — it solves for retention first, creating so much value below the funnel, top-of-funnel marketing and sales become easier and faster.
- Bottom-up focus – maximizing retention and customer lifetime value before scaling acquisition.
- Cross-functional approach – aligning product, marketing, sales, and customer success to plug leaks along the entire customer journey.
- Maximum efficiency – so you can get more results with less effort.
- A One Page strategy – creating one source of truth for each product feature to educate and drive results both internally and externally.
The key to this strategy is the One Page concept. We create one powerful piece of content — a Single Source of Truth (SSOT) — for your SaaS product and each of its features and modules. One piece that provides:
- Expertise
- Depth
- Growth
- Efficiency
When executed properly, this unique strategy reduces churn and boosts sales to new and existing customers, increasing LTV on both ends, giving you the EDGE you’re looking for. And for SaaS marketing, it may well be our unified theory.
In science, “unified theory” is a single framework that describes the fundamental forces and relationships between elementary particles within that field of science. General relativity was Einstein’s unified theory. Retain2Gain is mine.
How else can you describe Retain2Gain’s ability to optimize results both internally and externally and create a better customer experience while also driving revenue and improving the product?
Note: If you already have a strong marketing strategy, it complements the lead generation strategies you already have in place, so you can build a robust, efficient growth machine. If you aren’t doing a lot of marketing, this strategy can help you get better results as you scale.
EDGE Content for Revenue & Growth
EDGE content gives you an SSOT, or One Page, for each feature or module within your product. It combines elements of product marketing, sales enablement, and customer success, creating a powerful asset that optimizes every SaaS growth lever with maximum efficiency.
Which makes EDGE content your silver bullet. It works externally to reduce churn (the customer success benefit) and internally to steer product development (the product benefit) and generate revenue (the sales benefit), making it the “unifying theory” for your content.
EDGE content is engineered to impact every growth lever:
- Slashing churn = more revenue from renewed subscriptions
- Marketing to existing customers = more revenue from upgrades
- Educating customers in advance = more sales in less time
Here are some of the results we’ve seen from this content:
- Boosted revenue to existing customers by 100% – our EDGE Content has doubled revenue from additional sales to customers.
- Improved sales win rate – one client saw a 100% close rate in one month for more than half a million in ARR over three years.
- Reducing sales meetings by 50% – Sales discussions become less about the product itself and more about how it can be tailored to the customer’s needs.
- More discussions around premium modules and features – From both prospective customers and existing users.
- Increased marketing and sales efficiency – Champions can distribute this content to stakeholders in their organizations, so people come to the table more educated about the product, eliminating the need to continually demo the product for new stakeholders.
- Improved sales results – Because prospects come to the table more educated, they are able to get buy-in in less time, shortening the sales cycle
- Improved product development – by giving developers and testers real use cases and test cases for product features
It gets these results because it “sells” users on the feature’s value — something most knowledge-base content fails to do. Which means it can be used for sales, marketing, and customer success.
It makes sense if you think about it…
Before you can ask people to invest time in learning about your features or capabilities, you must first persuade them that adopting the feature will improve their lives or save time and energy. When they do invest the necessary time to master your product, it’s far more likely they’ll achieve the outcomes they want. And if they do, the odds of them churning drop to virtually zero.
The Complete SaaS Growth Solution
To strategically implement the Retain2Gain strategy, we recommend EDGE content in addition to SaaS SEO content. This complete package ignites your growth, which is why I call it Growth Catalyst.
Growth Catalyst
Growth Catalyst equips your organization to lift sales, improve retention, and raise your LTV. You get:
- A library of EDGE Content that improves retention rates and drives revenue from new and existing customers
- Consulting to guide your team as they leverage this content for maximum results
- SEO strategy & content to drive organic traffic and leads (We use our EDGE content structure for SEO to give you qualified traffic and higher-quality leads)
Death to Churn
Prefer a DIY approach? Death to Churn is my coaching program that teaches your writers how to create EDGE content, onboarding sequences, and newsletters that increase adoption and mastery, so you can implement this powerful strategy on your own.
Why Continue Investing in Tired Strategies That No Longer Work?
For more than a decade, I’ve worked with SaaS companies to improve traffic, lead generation, acquisition, and retention:
- Directing their content marketing programs
- Creating lead generation and acquisition funnels
- Providing sales enablement content
- Creating onboarding and adoption campaigns
I’ve tried and tested countless strategies and campaigns — delivering incredible wins and enough fails to help me understand what will work, what won’t, and how to adapt and optimize on the fly.
Over the years, I’ve watched so-called best practices lose their effectiveness. The companies that rely on them are now stalled, yet they continue investing time and energy with little ROI.
Companies that are willing to test new approaches and find new best practices are the ones who are finding success.
Today, more than ever, your success depends on your customers’ success. Retain2Gain is the only growth strategy designed to deliver both.
How We’ll Work Together
Whether you choose Growth Catalyst, Death2Churn, or our EDGE SEO services, we’ll work together for six months to refine your strategy and start seeing results. If you like what you see, we can continue to work together to achieve maximum results for your organization.
- Ideation and Collaboration. I learn your product and develop your EDGE strategy.
- Internal and External Alignment. I work with your team to create your priority EDGE articles.
- Consultation. I work with your team to ensure your content is used properly.
- Ongoing Optimization. We’ll meet monthly to review our progress and optimize as we go.
Put Your SaaS Product Marketing
on Steroids
Retain2Gain is more than SaaS marketing, product marketing, sales enablement, or customer success. It’s the “unifying theory” for content, creating extraordinary value for your customers and your organization.
Best of all, this strategy works for SaaS companies of every size. For early-stage SaaS, it’s an effective GTM strategy. For established SaaS, it will complement your existing efforts, making it the perfect addition to your growth toolkit.
This unique strategy is flexible, scalable, and impactful, providing the strategic edge you need to succeed in today’s competitive market so you can achieve the results that matter most — growth, efficiency, and increased revenue.
Ready to get started?
