Retention

If decreasing churn is part of your strategy, guides can help with:
  • Developing a proactive customer success function
  • Honing targeting to avoid allocating sales and marketing effort against churny segments
  • Showing value early during onboarding
  • Creating systems to track and alert at churn early warning signs
  • Game-planning churn prevention plays
  • Increasing product stickiness by building your community and ecosystem

Email Marketing Strategy

Jeanne Jennings is a recognized industry expert and an email marketing consultant and trainer with 25+ years of experience working with both B2B and B2C clients ranging from early-stage startups to major corporations like Capital One and Verizon. In this guide she outlines relevant email regulations, best practices for segmentation and campaign management, and tips for driving conversion rates.
Jeanne Jennings
Jeanne Jennings

Jeanne Jennings is a recognized industry expert and an email marketing consultant and trainer with 25+ years of experience working with both B2B and B2C clients ranging from early-stage startups to major corporations like Capital One and Verizon. She blogs about email marketing on the Email Optimization Shop website, is general manager of Only Influencers, the original community of email industry professionals, and programming chair of the annual Email Innovations Summit conference. She also teaches Digital Marketing as an adjunct professor in the graduate program at Georgetown University.

Optimizing Your Support Function

Maranda Dziekonski is currently the Vice President of Chief Customer Officer at Swiftly, and has previously led customer success and support teams at Lending Club, HelloSign, Castlight Health, and Pared. In this guide, she outlines how to set up and tier a customer support function, including how to divert support queries to self-serve channels, and how to work with product and tech teams on bug management.
Maranda Dziekonski
Maranda Dziekonski

Maranda is currently Chief Customer Officer at Swiftly, a provider of enterprise software for transit agencies. She’s previously built customer success from scratch four times, growing teams of up to 15-20 CSMs. Maranda has worked at companies like Lending Club, HelloSign, Castlight Health, and Pared. Maranda is also a customer success advisor for organizations including CSM Practice and the University of San Francisco School of Management.

Outcome-based Product Roadmapping

Rajesh Nerlikar is a Co-Founder and Product Coach at Prodify, and co-author of the best selling product book, Build What Matters. In this guide he explains how to build a roadmap centered on customer outcomes instead of features shipped. He outlines how to balance new functionality with maintenance and tech debt, and how to run a cross-functional roadmapping process.
Rajesh Nerlikar
Rajesh Nerlikar

Rajesh Nerlikar is a Co-Founder and Principal Product Advisor / Coach at Prodify and co-author of the best selling product book, Build What Matters. Rajesh has more than 16 years of product management experience. Over the past 3.5 years, he’s advised/coached 35 companies on product strategy, team development and operations, from startup founders to growth-stage product executives to entire enterprise product teams. Prior to Prodify, he was a technology consultant at Accenture, an entrepreneur, a product manager at Opower, a senior product manager at HelloWallet, a director of product at Morningstar, and the Interim Vice President of Product and Design at Savonix, a Prodify client.

Designing a Product-led Go-to-Market Strategy

Myk Pono is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor. In this guide, he explains what a product growth team is, and how to operationalize a product-led go-to-market strategy.
Myk Pono
Myk Pono

Myk is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. 

For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor (read more MykPono.com). He previously held product and marketing growth roles at Google, Barracuda, Aptrinsic, and Appodeal.

Conducting Technical Discovery

Joe Casson is the Director of Solutions Engineering at Qualified.com and previously managed solutions engineering at Optimizely. In this guide, he explains that good technical discovery prevents customer dissatisfaction and services inefficiency once it comes time to implement customers. He outlines what to ask prospects and how to weave technical discovery into the sales process.
Joe Casson
Joe Casson

Joe is the Director of Solutions Engineering at Qualified.com, a conversational marketing tool that integrates with Salesforce. He previously managed solutions engineering at Optimizely, where he built and led a team of 6 solutions engineers.

Managing Customer Engagement Marketing

Lisa Pratt is the Vice President of Customer Engagement Marketing at UKG where she leads a team responsible for customer marketing, customer intelligence, advocacy, and community for more than 20,000 customers. In this guide, she explains how customer marketing can make customer retention and expansion efforts more effective at scale, and describes how to manage the function.
Lisa Pratt
Lisa Pratt

Lisa is the Vice President of Customer Engagement Marketing at UKG, a leading global HR provider and one of the largest cloud companies in the world. She’s built a team of 27 to  responsible for customer marketing, customer intelligence, advocacy, and community for more than 20,000 customers. Lisa previously led customer marketing and marketing analytics at Kronos (pre UKG merger) and Fidelity Investments.

Scaling Onboarding with Self-guided Pathways

Shareil Nariman is the Head of Customer Experience at Arrows. Previously, he led customer lifecycle management, including onboarding, at Sprout Social and previously led operations teams at Booking.com. In this guide, he explains how companies that offer lower-priced SaaS products can leverage cross-functional collaboration and automation tools to design high quality self-guided customer onboarding experiences.
Shareil Nariman
Shareil Nariman

Shareil is currently the Head of Customer Experience at Arrows. Previously, he led customer lifecycle management, including onboarding, at Sprout Social, a tool that enables brands to engage with their social audiences. He pioneered and facilitated the company’s “onboarding guild”, a cross-functional group of leaders who gather to optimize and learn from the customer onboarding process. Shareil previously led operations teams as large as 18 employees at Booking.com, and spearheaded an upsell adoption effort for the company’s BookingSuite division, a portfolio of SaaS advertising and property management solutions.

Identifying and Multiplying Your Best Customers with Customer Segmentation

Tamara Grominsky is the Chief Strategy Officer at Unbounce, and has previously led product marketing at other SMB-focused companies including FreshBooks and Yellow Pages. In this guide, she explains why customer segmentation is a powerful tool for improving conversion, acquisition cost, churn, and lifetime value. She outlines how to take on a segmentation project - from analysis to product packaging.
Tamara Grominsky
Tamara Grominsky

Tamara is the Chief Strategy Officer at Unbounce, where she led the company’s conversion intelligence strategy, including an overhaul of customer segmentation and pricing. Her expertise is in driving go-to-market strategy and revenue acceleration at SMB-focused SaaS companies. She previously led product marketing at FreshBooks and Yellow Pages, and is an Expert in Residence with the Product Marketing Alliance. Across her marketing roles, Tamara has built 3 departments from the ground up, scaling teams from 0 to 30+ employees and shepherding products from launch to $17M+ in ARR.

Codifying Your Company’s Customer Success Playbooks

Kristi Faltorusso is currently the VP of Customer Success at ClientSuccess and has previously led the function at IntelliShift, BetterCloud, and Sisense. Her specialty is scaling customer success at hyper-growth companies on their way to $100M in ARR. In this playbook, she explains how CS teams can craft repeatable playbooks to handle common scenarios. She lays out four families of CS playbooks: risk, expansion, lifecycle, and objectives.
Kristi Faltorusso
Kristi Faltorusso

Kristi is currently the VP of Customer Success at ClientSuccess, a customer success platform that helps SaaS companies manage customers and reduce churn. She specializes in building out customer success at hyper-growth companies on their way to $100M in ARR, and has built teams with as few as 3 and as many as 36 CSMs. Kristi has previously led Customer Success at IntelliShift, an Industrial IoT and Fleet Operations Management provider, BetterCloud, a SaaSOps platform for IT professionals, and Sisense, a business intelligence software company and is a founding member of Gain Grow Retain, a community for Customer Success Leaders.

Developing a Customer Onboarding Process

Donna Weber is a recognized Customer Success thought leader and strategist. She’s currently a consultant specializing in customer onboarding, implementation, enablement, and education for high-growth companies. She previously built out customer success and customer enablement organizations at SugarCRM and Jaspersoft. In this guide, she dispels the notion that onboarding is just implementation and shows how education, enablement, and support should be woven into onboarding to help new customers see value and succeed quickly.
Donna Weber
Donna Weber

Donna Weber is a recognized Customer Success thought leader and strategist. She’s currently a consultant specializing in customer onboarding, implementation, enablement, and education for high-growth companies. Donna is also the author of the book “Onboarding Matters: How Successful Companies Transform New Customers Into Loyal Champions”. Her clients range from startups to well-established enterprise companies. Donna previously built out customer education and customer success organizations from scratch at SugarCRM and Jaspersoft.

Defining an Ideal Customer Profile

Kirby Wadsworth is the CMO of Ionir, and has served as CMO at enterprise software and networking companies including Illusive Networks, Bayshore Networks, and Limelight Networks. In this guide, he explains how to identify prospect characteristics that predict strong fit, to help sales and marketing automate prioritization.
Kirby Wadsworth
Kirby Wadsworth

Kirby is the Chief Marketing Officer at Ionir, a container-native storage and data management platform. He’s previously served as CMO at enterprise software and networking companies including Illusive Networks, a cybersecurity provider, Bayshore Networks, an ICS security platform, and Limelight Networks, a digital content delivery provider. Kirby has been named one of Forbes Top 10 Most Influential CMOs, a Top 50 Marketing Thought Leader, and a B2B Killer Content Award Winner.

Hiring Customer Success Managers

Maranda Dziekonski is currently Chief Customer Officer at Swiftly, and has previously led customer success and support teams at Lending Club and HelloSign. In this guide, she describes the CSM role, where to look for candidates, and how to screen for judgement, proactive mindset and communication skills in interviews.
Maranda Dziekonski
Maranda Dziekonski

Maranda is currently Chief Customer Officer at Swiftly, a provider of enterprise software for transit agencies. She’s previously built customer success from scratch four times, growing teams of up to 15-20 CSMs. Maranda has worked at companies like Lending Club, HelloSign, Castlight Health, and Pared. Maranda is also a customer success advisor for organizations including CSM Practice and the University of San Francisco School of Management.

Managing a Customer Success Team

Boaz Maor currently serves as Chief Customer Officer at Talech and has previously led customer success at OpenGov, Mashery, newScale, and FreeMarkets. In this guide, he discusses the role of Customer Success, how to structure a CS team as a company grows, and what metrics to track to measure success.
Boaz Maor
Boaz Maor

Boaz currently serves as Chief Customer Officer at Talech, an SMB point of sale software provider. He’s previously led customer success at OpenGov, a provider of core operating software for local governments, Mashery, an enterprise API management platform (acquired by Intel), newScale, an enterprise ERP4IT software provider (acquired by Cisco) and FreeMarkets, the innovator of B2B reverse auctions (IPO). Boaz has experience launching brand new customer success teams, as well as scaling the function to lead teams of more than 200 across customer success, support, and Professional Services/implementation, and Knowledge Mgt/Training.

Building a Developer Relations Function

Mary Thengvall leads developer relations at Camunda, and has long been a thought leader in the guide, authoring the book, "The Business Value of Developer Relations" and publishing DevRel Weekly. In this guide, she describes what DevRel is, and how to stand up a function to drive developer awareness, enablement, and engagement.
Mary Thengvall
Mary Thengvall

Mary is the Director of Developer relations at Camunda, an open source automation platform. She’s previously led developer community programs at SparkPost, Chef, and O’Reilly Media. She is also the author of the book “The Business Value of Developer Relations”, and the founder of Persea, a developer relations consultancy, and DevRel Weekly, a newsletter on the function.

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