January 23, 2023

Using Customer Intelligence to Retain Customers: Mike Diaz

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Show notes

As B2B SaaS companies focus on retention rather than acquisition, customer intelligence is becoming more important.

On this episode of Marketing Spark, Mike Diaz talks about the different ways that companies can leverage data and information to keep customers in the fold.

Key takeaways

Define competition broadly. For a given job, the real substitute may be Microsoft Excel or an intern, so look at other ways companies get the job done without your product.
Monitor the three or four competitors that show up in your customers' consideration set. Going deep on more than that is probably not a good use of limited resources.
Cheap competitor tracking works. Set Google Alerts on competitors and your own brand, use SpyFu or SEMrush for keywords, and check Indeed to see who competitors are hiring.
Run win-loss and no-decision interviews. For lost deals, make clear it is not a sales call, consider an incentive, and use a neutral facilitator or third party.
Give customers wins that go beyond your product, such as introductions or useful market information. Also agree on expected value upfront and check in on it well before renewal.

← Previous episodeChatbot and the Future of Conversational Intelligence: Sonny Patel Next episode →The "Less is More" Approach to B2B SaaS Marketing

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