Customer Success Roundup: 20th January 2017

Akita's Customer Success Roundup is a list of hand-picked resources from around the web. We've enjoyed reading them and we hope you do too.

Pagelift Founder James Parsons believes offering incentives and following up with canceled clients can significantly increase your active subscriptions. He offers practical advice in “How to Improve Your Subscription Business Churn Rate”.

Growth marketers should pay attention to the entire customer lifecycle and optimise for customer experience. Brandon Gains of Referral SaaSquatch describes the key growth marketing metrics in “12 Terms You Should Know about Growth Automation”.

Bruce Cleveland, Founding Partner at Wildcat Venture Partners, asks and answers the question "Why don't we have a common metric to measure the health of the bottom of the funnel?" in “The Missing SaaS Metric - Customer Retention Cost (CRC)”.

Yanir Seroussi, Head of Data Science at Aussie start-up Car Next Door, argues that over half of the posts you will find on Google around calculating Customer Lifetime Value (CLV) are misleading. He provides us with some authentic guidance in “Customer Lifetime Value and the Proliferation of Misinformation on the Internet”.

Speaking of Customer Lifetime Value, Barnraisers president Rob Petersen outlines some practical examples of what calculating CLV allows companies to achieve in “9 Inspiring Case Studies of Customer Lifetime Value (CLV)”.

We can avoid the on-boarding of bad fit customers (the primary reason for churn) using effective Account Based Marketing (ABM). G. David Dodd of Point Balance discusses this in “B2B Marketing Directions”.