Imagine having an army of product advocates who not only spread the word about your software to their new employers but also encourage them to buy more licenses. Sounds too good to be true? Well, it's not. Turning former users into advocates is a tried and tested strategy that can help B2B SaaS companies grow their revenue and decrease churn.
In this article, we'll explore this strategy in detail and give you a SaaS example of a company that has successfully implemented it.
Turn Former Users Into Advocates
The goal of turning former users into advocates is to leverage their positive experiences with your software to promote it to their new employer. Here's how you can achieve this:
|Usage||How frequently and extensively did the user use your product?||Wrote 100+ documents using Grammarly|
|Network||Does the user have a large network in your target industry?||Connected with multiple editors and writers on LinkedIn|
|Influence||Is the user considered an industry thought leader or influencer?||Published articles on grammar and writing in industry publications|
|Tenure||How long was the user a customer of your product?||Used Grammarly for over two years|
|Feature Usage||Did the user frequently use a specific feature or tool of your product?||Used the plagiarism checker tool in Grammarly for every document|
|Advocacy History||Has the user recommended your product to others in the past?||Referred three colleagues to try out Grammarly|
Criteria for Identifying Potential Advocates. Example for a Grammarly Premium user.
Identify When a User Changes Jobs
You can use tools like SifData or UserGems to identify when a user changes jobs. This information is essential because it allows you to reach out to the user and offer them an incentive to become an advocate for your product.
Offer an Incentive to Advocate for Your Product
Once you've identified a former user who has changed jobs, offer them an incentive to advocate for your product. This incentive could be in the form of a virtual credit card, gift card, or other rewards that motivate the user to promote your software to their new employer.
Here are some examples of incentives that you could offer:
- Free trial of your product for their new company
- Discount on their next purchase of your product
- Commission on new sales generated through their advocacy
- Exclusive access to new product features or beta tests
- Swag or merchandise related to your product
Provide Resources and Support
To ensure your former users are successful advocates for your product, it's important to provide them with the resources and support they need. Your dedicated program may include:
- Training materials on how to pitch the product
- Sales collateral to share with potential buyers
- Regular check-ins and support from the account management team
Nurture the Relationship
Nurture the relationship with the former user. Keep in touch with them and provide resources to help them make a compelling case for your software to their new employer.
A SaaS Example: Grammarly
Grammarly, the popular writing enhancement tool, is an excellent example of a company that has successfully turned former users into advocates. Here's how they did it:
Identified Former Users Who Changed Jobs
Grammarly identified former users who changed jobs and had a history of using their software.
Offered an Incentive to Advocate for Their Product
Grammarly offered former users a free Grammarly Business account for their new employer for three months. This incentive motivated former users to promote Grammarly to their new employer and increase the number of licenses per client company.
Nurtured the Relationship
Grammarly nurtured the relationship with former users by providing them with resources to help them make a compelling case for their software to their new employer. They also sent monthly newsletters to former users to keep them engaged and updated on new features and improvements.
Turning former users into advocates is a smart strategy that B2B SaaS companies can use to grow their revenue and decrease churn.
By identifying when a user changes jobs, offering an incentive to advocate for your product, and nurturing the relationship, you can create an army of product advocates who will promote your software to their new employer. Take a page out of Grammarly's book and implement this strategy to see the results for yourself.