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Actionable CrazyEgg Case Study: Why Retention is the New Acquisition
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Table of contents
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- Description
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About the talk
00:01 Introduction
01:25 Is retention really the new acquisition?
02:30 What’s first: retention or revenue growth?
03:55 Poor retention kills subscription growth
05:11 Why is retention relevant today? The subscription economy
06:10 Your customers are in control
06:52 Capital efficiency
07:43 The blueprint to retention success
10:11 Product-market fit via onboarding cohorts
11:10 Classify and auto-engage customers who fail
13:30 More about CrazyEgg
15:06 3 act story framework
16:41 Growth priorities
17:27 Unrealized revenue
18:43 Brightback and churn funnel
20:42 Using CrazyEgg and the power of “asking” to spark Growth
22:02 Approaching resolution
About speakers
I am a revenue-focused SaaS leader with hands-on experience growing ARR from $0M - $150M. Areas of expertise include marketing, product, growth, and sales functions in marketing automation & attribution, CRM, marketing technology, customer service, open source software, and dev tools. I love making Enterprise software accessible to broad horizontal markets, and am an environmentalist interested in tackling global challenges.
View the profileSuneet is the GM at Crazy Egg, a suite of tools he was lucky enough to use for 10 years before signing on to help take the company through its next evolution. While Crazy Egg is an incredible opportunity and priority, it's a no contest second place to his family. A remote work environment puts him in position to take his kids to school every morning and pick them up every day. With the time that's left he tries to be a husband his wife doesn't regret marrying and a son his parents don't regret bringing into this world. The calendar Gods have also found time and space for him to advise and mentor some incredible CEOs and companies (Boldr Impact and BeerMenus) and to pursue his personal passion as an author and educator through Dream Village, a social enterprise that uses picture books and the web to help kids explore and address important global issues (three books available on Amazon, and counting). No matter what the time of day, he can usually be found counting his blessings and pinching his cheeks for how lucky he is to have the family he does, to work with the people he does, and to have tripped and fallen into a life where so much good is possible. He got his MBA from Duke, but he'd take a Rutgers win over Blue Devil success any day, and twice on Tuesdays.
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My name is Guy Marion and I'm here to speak today about why retention is a new acquisition in some ways Nathan's presentation with a perfect preparation for this cuz he just demonstrated the long-term impact of how as you increase retention over time. You really directly impact the lifetime value of customers with Brightback is really focused on doing is making this something that we can all do much more easily cuz it's actually not so easily. So one question who in this room is focused on who today has clear sure and targets are retention goals within your company.
So few not many who here actually owns that number is directly responsible for driving retention in the organization to literally handful marketing. And really what's Happening Here is we are the initials going through a transition point. So before I talk about that my background, I'm a CEO and Co-Founder of Brightback where 16-person startup based in San Francisco. But remote first, we are focusing on how to automate customer retention for high-volume subscription businesses is based on my experience too many people's experiences growth leaders in the stars in subscription
economy for the last 10 15 years, and we also have a booth here around head of marketing April and rcsm. Marie are both here out front. So if you want to learn more about bright back them they are there to talk. Don't talk directly about why focus on retention. Is this really the new acquisition sounds like a pretty gimmicky title. So if we think about Revenue growth and we think about it for a second, but how do we drive really great Revenue growth? So, you know 20% year-on-year Revenue growth is something we all strive for 20% month to month is what you want to be doing. Is it early to
mid-stage Startup Founder and startup company? We also describe towards great retention. So Nathan just described 140% which is amazing all-time fantastic retention even 105% greater than that according the Pacific Crest for the annual salary survey would put you in a category
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