There’s SaaS, and then there’s Enterprise SaaS.
Charging annual contracts upfront. Big setup fees. Big multi-seat license fees. If you’re charging the big bucks for your SaaS offering, then by design, you probably have big bucks for your customer onboarding program.
A dedicated account manager, multiple Webex’s between your engineers and theirs, maybe even an onsite visit from the VP of Customer Success. You can spend the big money to ensure that one account is going to be successful and have the best experience possible because, after all, this is big tickets. Big game. Big wins.
But what happens if you’re selling a product for $9.99 per month?
You can’t assign a dedicated account manager. You can’t afford to have a call with every signup. You definitely can’t afford to go and have coffee with their CEO!
Some might dismiss you a tiny startup. You need to get into the enterprise game to make any significant money. It’s small tickets. Small game.
But what if you have 100,000 of those customers paying you $9.99 per month?
That’s the situation for a lot of companies such as Buffer, Sendgrid, Mailchimp, Basecamp… They make a huge portion of their business from low value, zero touch accounts. And they’ve still grown to millions in dollars of revenue each year.
Sure, they have enterprise arms as well. But they manage to profitably sell and deliver their product for only a few bucks a month. How are they doing this, while still creating a high conversion onboarding experience, for hundreds of thousands of accounts?
The trick is they’re using clever email automation. Here’s how to introduce the same tactics to your SaaS company.