Customer Success

Customer Success for B2B SaaS: Complete Guide

Customer success is the growth engine of B2B SaaS. Learn how to build a program that drives retention, expansion, and advocacy.

Why Customer Success Matters

For subscription businesses, retaining and expanding customers is more profitable than acquiring new ones. A 5% increase in retention can increase profits by 25-95%. Customer success is how you make that happen.

Core Customer Success Functions

Onboarding: Guide new customers to value quickly
Adoption: Ensure customers use key features
Health monitoring: Identify at-risk customers early
Retention: Prevent churn through proactive intervention
Expansion: Identify and capture upsell opportunities
Advocacy: Turn happy customers into references

Customer Success Tools

The tools you need depend on your scale:

Early Stage (Under 100 Customers)

CRM for customer tracking (HubSpot, Pipedrive)
Email marketing for lifecycle communication (Sequenzy)
Basic product analytics (Mixpanel free tier)
Spreadsheets for health tracking

Growth Stage (100-500 Customers)

Dedicated CS platform (Vitally, Totango Spark)
Advanced email automation (Sequenzy)
Product analytics (Mixpanel, Amplitude)
Customer feedback tools (NPS, surveys)

Scale Stage (500+ Customers)

Enterprise CS platform (Gainsight, Totango)
Full analytics suite
Integrated customer data platform

Email in Customer Success

Email is the primary channel for scaled customer success. Sequenzy helps CS teams:

Automate onboarding sequences based on progress
Send health-based engagement campaigns
Trigger retention sequences for at-risk customers
Deliver expansion messaging to healthy accounts