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5 Ways SaaS Teams Use Customer Success Marketing: Examples

5 Ways SaaS Teams Use Customer Success Marketing: Examples

Table of Content

Did you know that 73% of consumers point to customer experience as an important factor in their purchasing decisions? This speaks volumes about the critical role customer success marketing plays in the SaaS industry.

Let's investigate together how some of the major players in the field, such as Mailchimp, Airtable, Ahrefs, Notion, and Stripo, have successfully used customer success marketing to enhance user experience and drive growth.

We'll uncover the strategies they've employed, which you can adapt and implement in your own SaaS team.

Curious how? Stick around, you're about to find out.

Key Takeaways

  • Customer success marketing is crucial in the SaaS industry, as it enhances user experience and drives growth.
  • Major players like Mailchimp, Airtable, Ahrefs, Notion, and Stripo have successfully implemented customer success marketing strategies.
  • Customer success marketing involves creating tailored content and communications for existing customers, maximizing the value of the SaaS product.
  • Strategies such as onboarding resources, templates, content marketing, case studies, and personalized emails are effective in customer success marketing.

5 Examples of Customer Success Marketing for SaaS Teams

Let's dive into some brilliant examples of customer success marketing implemented by SaaS teams and analyze how they leverage content and communication to drive customer satisfaction and retention.

Consider Mailchimp, a SaaS organization that prioritizes customer success marketing. They've developed Mailchimp 101, a resource hub brimming with marketing insights tailored for their customers. This proactive approach empowers users to maximize the platform, thus fostering customer retention and satisfaction.

Similarly, Airtable offers templates and resources to its existing customers, ensuring they're effectively using the product to its full potential. This strategic approach to customer success marketing not only meets the users' immediate needs but also fosters a deeper connection with the brand.

Then there's Ahrefs, that uses product-led content marketing to educate both potential and existing customers. By demystifying their tool's usage, they've effectively leveraged customer success marketing to enhance user experience and boost customer retention.

In short, these SaaS teams demonstrate that customer success marketing, when executed effectively, nurtures customer relationships, drives satisfaction, and ultimately fuels business growth.

What is Customer Success Marketing?

Undoubtedly, you've encountered the term 'customer success marketing,' but what does it really mean and why is it a game-changer for your SaaS business?

At its core, customer success marketing is a strategy your marketing teams can use to drive customer retention, satisfaction, and loyalty.

Simply put, it's about creating tailored content and communications for your existing customers. Think onboarding materials, product updates, case studies- all designed to keep your customers informed and engaged.

It's a proactive approach that goes beyond just selling your SaaS product, it's about maximizing its value for your customers.

But why should customer success marketing matter to you? Because it's a potent tool for demonstrating your expertise, increasing customer satisfaction, and ultimately, encouraging brand advocacy.

It's not about a hard sell, but about addressing user pain points and delighting your customers. Your customer success team plays a vital role here, leveraging success stories and creating dedicated campaigns.

Example 1: Mailchimp 101 from Mailchimp

Diving into our first example, Mailchimp 101 from Mailchimp, is a prime example of a marketing resource that empowers customers to leverage their product effectively and efficiently. As a SaaS company, Mailchimp understands that product adoption and customer satisfaction go hand in hand. Thus, they've designed a customer success marketing strategy that focuses on teaching users how to maximize the benefit from their services.

Mailchimp 101 offers a rich array of resources for both new and seasoned users. Its comprehensive onboarding process guides newcomers through the platform's functionalities, making the learning curve less steep. For regular users, it provides advanced tips and tricks to enhance their marketing efforts.

But that's not all. Mailchimp also shares success stories, showcasing how real-life businesses have grown using their services. These stories not only inspire users but also demonstrate the platform's potential in real-world scenarios.

Example 2: Templates from Airtable

Moving on from Mailchimp's success-focused approach, we turn our attention to how Airtable leverages its template library to meet customer needs and drive engagement.

As a B2B SaaS content marketer, you ought to consider the examples of customer success Airtable has experienced through their strategic use of templates.

The templates from Airtable aren't just a random assortment of designs. Rather, they're thoughtfully created and tailored to address specific customer needs. Each template page explains its utility, includes an embedded Airtable base, and a link for immediate use. This approach provides practical value to customers while simultaneously encouraging trial of the service.

Airtable's template library is easily accessible for existing customers and optimized for search to attract new leads. As a model, it's a powerful tool for SaaS teams to enhance customer success marketing. By offering tangible, useful tools, you not only meet customer needs, but also foster engagement.

Airtable's strategy is an excellent example of how to convert passive viewers into active users, thereby driving business growth. Emulating this could be a game-changer for your customer success marketing strategy.

Example 3: Content Marketing Strategy by Ahrefs

Turning our lens to Ahrefs, we find a stellar example of product-led content marketing that, if adopted, can significantly elevate your SaaS customer success marketing strategy. Ahrefs' strategy stands as a paragon in our '5 examples of customer success marketing for SaaS teams'.

The content marketing strategy by Ahrefs is built around comprehensive blog articles and YouTube videos. These instructive materials not only demonstrate the functionality of their tools but also solve problems for potential and existing customers. This approach serves several purposes.

First, it encourages acquisition by showcasing real use cases to prospective customers. Secondly, it aids adoption by helping new users grasp the product's potential. Lastly, it boosts retention, enabling current customers to discover new ways to use the product effectively.

In essence, example 3: content marketing strategy by Ahrefs is a testament to the power of product-led content in customer success marketing. It shows how SaaS teams can leverage content to drive customer satisfaction, engagement, and ultimately, business growth. Consider adopting a similar strategy to reap these benefits for your SaaS team.

Example 4: Case Studies from Notion

Shifting our focus from Ahrefs' content marketing strategy, let's explore how Notion utilizes case studies in their customer success marketing approach.

Notion's strategy is a prime example of customer success marketing, showcasing how SaaS teams can effectively highlight their product's value.

Notion's case studies stand out because they feature real-life examples of customer success, inspiring both existing clients and potential prospects. By including screenshots of customers' setups, they're not only demonstrating the capabilities of their product, but also offering inspiration for users to maximize their use of the platform.

Beyond just telling a success story, Notion adds strategic value to their case studies. They link out to product templates that enable others to emulate successful setups. This direct link provides a practical resource for users, fostering further engagement with the platform.

Moreover, by highlighting power users in their case studies, Notion encourages other customers to explore the full potential of their product. It's a persuasive strategy that inspires users to strive for similar success, thereby increasing product usage and customer satisfaction.

Example 5: Emails from Stripo

Delving into Stripo's email marketing approach, you'll find a treasure trove of successful customer engagement strategies, showcasing how their carefully crafted emails are more than just messages – they're tools for customer success.

Stripo's email campaigns don't just fill your inbox; they provide you with valuable resources, personalized content, and an ongoing connection that fosters customer success.

Let's analyze this. The emails from Stripo go beyond mere communication. They're a pivotal part of their customer success strategy, helping to nurture and engage customers after sign-up. Every email sent is targeted and personalized, enhancing the relationship between the brand and the customer. This strategy makes customers feel valued and keeps them engaged with the product.

As part of SaaS teams, you can learn from Stripo's approach. It emphasizes the fact that customer success marketing doesn't require an elaborate team. By focusing on customer satisfaction and engagement, you can drive your business growth.

You Don't Need a Dedicated Customer Success Marketing Team to Make a Difference

Contrary to popular belief, you don't need an entire team dedicated to customer success marketing to make a real impact on your SaaS business. It's not about the size of your team, but the strategy you employ.

You can make a difference without a dedicated customer success marketing team. Start by understanding your customer. Knowing their needs and how your product adds value is key. Create content that's tailored to your existing customers, like product-led content marketing or dedicated email campaigns. It's more about fostering satisfaction and engagement than hard selling.

Use your current SaaS teams to adapt your marketing efforts. Cross-functional collaboration can create a customer-centric culture in your organization. Encourage everyone to be a part of customer success marketing. After all, every interaction with the customer is an opportunity to strengthen your relationship.

In this blog post, we will explore five exceptional examples of customer success marketing specifically tailored for SaaS teams. Each example showcases innovative strategies and tactics that have proven to be highly effective in driving customer engagement and satisfaction

Let's dive right into the heart of customer success marketing by dissecting five stellar examples that SaaS teams everywhere can learn from, each one highlighting unique strategies that have effectively boosted customer engagement and satisfaction.

Firstly, Mailchimp's 101 program uses targeted content to guide customers, enhancing their experience and product understanding.

Secondly, Airtable's templates provide users with practical solutions, driving engagement through immediate value.

Next, Ahrefs has pioneered a content marketing strategy that not only educates but also persuades its audience, turning users into brand advocates.

Notion's case studies exemplify how sharing customers' success stories can create a sense of community and trust.

Lastly, Stripo's personalized emails demonstrate that direct communication can be a powerful tool in customer success marketing.

These examples aptly demonstrate that innovative strategies and tactics are key to driving customer engagement and satisfaction. From creating valuable content to fostering community and direct communication, these tactics have proven highly successful.

As SaaS teams, you can apply these examples of customer success marketing to your strategy, ensuring you not only retain but also delight your customers, turning them into loyal advocates for your brand.

What is Customer Success Marketing?

In the realm of SaaS, customer success marketing is a powerful strategy that focuses on nurturing existing customers, striving to enhance their product experience, drive retention, and ultimately, spur business growth. This approach supports the customer success function, helping your team to maximize product value, and cultivate customer loyalty.

Think of customer success marketing as a series of well-orchestrated touchpoints that keep your customers informed, engaged, and satisfied. This includes onboarding materials, product communications, case studies, customer events, and other customer enablement materials. By investing in these areas, you're not just 'Marketing', you're building a comprehensive customer success program.

Successful SaaS teams, like Mailchimp and Ahrefs, have reaped the benefits of customer success marketing. They've seen that marketing to existing customers not only drives revenue but also builds trust, paving the way for upselling and cross-selling opportunities. In essence, customer success marketing is more than a function—it's a philosophy that puts your customers at the heart of your business, ensuring their success and yours.

Therefore, as a SaaS team, it's a strategy you can't afford to ignore.

Before diving into the examples, let's first establish what customer success marketing entails. Customer success marketing is a proactive approach that focuses on nurturing and retaining existing customers by providing them with valuable resources, personalized support, and ongoing education. It aims to maximize customer satisfaction, loyalty, and advocacy, ultimately leading to increased revenue and business growth

To truly grasp the essence of customer success marketing, you need to comprehend its proactive approach: it's all about retaining and nurturing your existing customers by providing them valuable resources, personalized support, and ongoing education. This isn't merely a strategy – it's a philosophy centered on the customer.

This approach is about more than just preventing churn. It's about your existing customers becoming advocates for your business, promoting your product or service through word of mouth – an invaluable marketing tool. When your customers are satisfied, they're more likely to spread the word, driving business growth.

Maximizing customer satisfaction doesn't just keep your customers happy; it also makes good business sense. Satisfied customers will stick around, buy more, and promote your business to others. It's a win-win situation.

Example 1: Mailchimp 101 from Mailchimp

Diving headfirst into our first example, Mailchimp 101 stands as a prime illustration of customer success marketing, equipping customers with a wealth of resources to master the platform and achieve success. This strategic initiative by Mailchimp is a testament to how SaaS teams can leverage customer success marketing to drive growth and user satisfaction.

Mailchimp 101 is designed to guide users on their customer journey, turning them into successful customers. The comprehensive suite of resources, including how-to guides, tutorials and webinars, provides users with the tools and knowledge they need to achieve their marketing goals using Mailchimp. The strategic value lies in its customer-centric approach, which not only empowers users but fosters loyalty and trust.

This example is a clear demonstration of how providing your users with the right resources at the right time can boost their confidence and capabilities. It's a well-executed blend of marketing and education that puts the customer's needs first.

One outstanding example of customer success marketing is Mailchimp's "Mailchimp 101" program. This initiative offers comprehensive tutorials, guides, and webinars to help users make the most of their email marketing campaigns. By providing valuable educational content, Mailchimp not only empowers its customers but also strengthens their loyalty and trust in the brand

Consider how Mailchimp's 'Mailchimp 101' program stands out as an excellent example of customer success marketing, offering a plethora of comprehensive tutorials, guides, and webinars to maximize your email marketing campaigns. This initiative, designed specifically for SaaS teams, is a model for how to provide value to customers through content that educates, empowers, and engages.

The strength of this program lies in its focus on educating customers. By making tutorials easily accessible, Mailchimp ensures you're equipped with the tools to make the most of your email marketing efforts. This strategic approach not only enhances your skills but also builds trust and loyalty towards the brand.

Moreover, Mailchimp's 'Mailchimp 101' program showcases the essential role of content in customer success marketing. The high-quality, informative content delivered through this initiative underlines Mailchimp's commitment to customer success.

In essence, Mailchimp's approach is a winning formula for SaaS teams seeking to replicate similar success. By prioritizing customer education and delivering valuable content, you can foster a loyal customer base that trusts and advocates for your brand.

Example 2: Templates from Airtable

Airtable's template library, tailored to meet customers' specific needs, showcases a strategic approach to customer success marketing. This SaaS business has created an invaluable resource that not only aids existing customers but also attracts new leads.

As a SaaS team, it's crucial to observe and learn from such examples of customer success. Each template page in Airtable's library isn't just about providing a layout; it's a lesson in how to use their product effectively. It's a persuasive tool that showcases the utility and benefits of the product through practical resources, thus enhancing customer engagement.

Moreover, these templates from Airtable are easily searchable, making it a breeze for customers to find exactly what they need. This user-friendly approach to customer success marketing is a strategy that can propel your own SaaS business towards growth. It's about understanding your customers' needs and providing them with relevant, easy-to-use solutions.

Airtable, a popular project management tool, excels in customer success marketing through its extensive collection of customizable templates. These templates cater to various industries and use cases, enabling users to quickly set up and optimize their workflows. By simplifying the onboarding process and offering ready-to-use solutions, Airtable enhances customer satisfaction and accelerates time-to-value

You'll find that Airtable, renowned for its project management capabilities, shines in the realm of customer success marketing with a vast assortment of customizable templates. This project management tool has mastered the art of easing the onboarding process. It's not just about providing a tool; it's about offering solutions that boost customer satisfaction.

Consider the vast range of industries and use cases that Airtable caters to. It's a strategic move to meet the unique needs of different sectors. What's more, these customizable templates aren't merely about aesthetics. They're about functionality, efficiency, and optimization of your workflows.

Airtable's approach is simple: make it easy for customers to get started, and they'll be more likely to stick around. By offering ready-to-use solutions, they reduce the time it takes for customers to see value from their product. This strategy doesn't just benefit the customer—it also accelerates Airtable's own growth.

In a nutshell, Airtable's success in customer marketing isn't accidental. It's the result of a strategic, customer-centric approach. A focus on onboarding and customer satisfaction, combined with a robust project management tool, makes Airtable stand out in the crowded SaaS market.

Example 3: Content Marketing Strategy by Ahrefs

Diving into our third example, Ahrefs remarkably leverages product-led content marketing as a pivotal part of their customer success strategy. Their approach is a testament to the dynamic SaaS landscape that requires innovative strategies to make customers successful.

How does the content marketing strategy by Ahrefs work? They create in-depth blog posts and educational YouTube videos that teach potential and existing customers how to solve their problems using Ahrefs tools. This proactive approach to customer success isn't just about selling a product. It's about providing solutions, be it for acquisition, adoption, or retention.

Showing real use cases of the product, Ahrefs doesn't just tell customers that they need their product. They show them why they need it and how to use it effectively. This educative approach ensures customers get the most out of their purchase, boosting their success and satisfaction.

In this competitive SaaS world, where customer success is proactive, Ahrefs stands as an excellent example of how to use content marketing to drive customer success. As one of the 5 examples of customer success marketing for SaaS teams, it's a strategy worth considering for your team.

Ahrefs, a leading SEO tool, demonstrates the power of customer success marketing through its content marketing strategy. Ahrefs consistently produces high-quality blog posts, videos, and tutorials that address the pain points and challenges faced by its target audience. By providing valuable insights and actionable advice, Ahrefs establishes itself as a trusted authority in the industry and fosters strong customer relationships

Harnessing the power of content marketing, Ahrefs, a top-tier SEO tool, brilliantly illustrates the potential of customer success marketing in the SaaS industry. Ahrefs' content marketing strategy addresses your pain points head-on with top-notch blog posts, videos, and tutorials tailored to your needs.

No more sifting through irrelevant content. Ahrefs ensures customers feel understood by tackling the challenges you face daily. It's not just about producing content; it's about delivering valuable insights and actionable advice that makes a real difference in your SEO efforts.

This customer-centric approach is what sets Ahrefs apart. Customer success marketing isn't just a box to tick; it's woven into the fabric of their content strategy. They've transformed their expertise into a tool for fostering strong customer relationships. They're not just an SEO tool provider; they're a trusted authority, a reliable companion on your SEO journey.

Example 4: Case Studies from Notion

Switching gears to Notion, another brilliant example of customer success marketing is their use of case studies, which provide practical inspiration using screenshots of real customers' setups. This is a strategic move that SaaS teams can learn from.

Notion's case studies aren't just examples, they're showcases for prospects and a source of inspiration for existing customers. They provide valuable insights and demonstrate the product's potential, urging users to explore its full capabilities.

The beauty of this approach is twofold. Firstly, by featuring real-life scenarios, Notion makes it easier for customers to envision their own success with the product. It's persuasive because it's relatable.

Secondly, the direct links to product templates encourage immediate action. This is a smart way to drive engagement and foster customer satisfaction.

Notion's approach to customer success marketing is one that emphasizes customer empowerment. By highlighting successful customers and providing practical resources, they inspire users to achieve greater success.

This strategy is a testament to the power of case studies in driving customer success. It's an example worth emulating for SaaS teams aiming to enhance their customer success marketing.

Notion, a versatile productivity tool, leverages customer success marketing through its compelling case studies. These case studies highlight real-life examples of how Notion has helped businesses streamline their processes, increase efficiency, and achieve remarkable results. By showcasing the tangible benefits and success stories of its customers, Notion effectively builds credibility and inspires prospects to become paying customers

Building on the idea of case studies as an effective customer success marketing tool, let's look at how Notion, a versatile productivity tool, masterfully employs this strategy.

Notion's case studies serve as an arsenal of proof, showcasing the tangible success its customers have achieved. Each case study is a testament to Notion's efficiency, highlighting how businesses have streamlined their processes and achieved remarkable results.

But how does this impact you as a part of SaaS teams? It's simple. You can look at these case studies as a roadmap. They illustrate how a SaaS platform like Notion can revolutionize your business operations. By doing so, Notion isn't just telling you about the benefits; they're showing you. It's persuasive, credible, and most importantly, it works.

Example 5: Emails from Stripo

Let's dive into how Stripo, a prominent email design tool, utilizes email marketing to bolster customer success. Stripo's emails are an exemplary model of how SaaS teams can use customer success marketing. They deliver valuable content and resources that equip customers with the tools they need to succeed.

Strategically, Stripo employs drip email campaigns to maintain user engagement with the product. It's an effortless way to stay top of mind and a constant source of value for customers. This engagement is crucial to nurturing customers after they sign up, ensuring they remain connected and feel valued.

Take note of Stripo's approach, it's more than just sending emails; it's about sending timely and relevant information that supports customer success. With every email, they remind customers of the value they provide, subtly persuading them to continue using their service.

Stripo, an email template builder, excels in customer success marketing through its personalized and informative email campaigns. Stripo regularly sends out emails with tips, best practices, and updates to help users create engaging and effective email campaigns. By delivering valuable content directly to their inbox, Stripo strengthens customer relationships and encourages continued engagement with their platform

Expanding on Stripo's successful approach, it's clear to see how they've mastered customer success marketing by personalizing and enriching their email campaigns. This strategy helps customers achieve their desired results by equipping them with the necessary tools and knowledge. It's a smart move, focusing on delivering valuable content directly to their users' inboxes.

Stripo isn't just selling an email template builder; they're creating opportunities for their users to improve and excel in their email marketing efforts. By regularly sending out best practices, useful tips, and recent updates, Stripo ensures that their users are always up-to-speed. By doing so, they provide the help customers need in creating engaging and effective email campaigns.

But Stripo goes beyond just providing information. They understand that for customer success marketing to work, it's vital to build and maintain strong relationships. This is why their email campaigns don't just inform – they engage. This approach deepens the connection with their users, encouraging continued interaction with their platform.

In essence, through these strategic practices, Stripo exemplifies how SaaS companies can transform their customer relationships into partnerships, fostering success for all parties involved.

You Don't Need a Dedicated Customer Success Marketing Team to Make a Difference

Contrary to popular belief, you don't need a dedicated customer success marketing team to make a significant impact on your customers' satisfaction and engagement levels. The key is to focus on strategies that delight your customers and solve their pain points. This can be achieved by understanding their needs, delivering exceptional customer service, and providing educational content that helps them get the most out of your product.

For instance, take the 5 examples of customer success marketing from Mailchimp, Airtable, Ahrefs, Notion, and Stripo. These SaaS teams have excelled in customer success marketing, not necessarily because of a dedicated team, but due to a commitment to customer satisfaction and engagement. They've made a difference by offering proactive assistance, implementing loyalty programs, and leveraging customer success stories.

How Can Customer Success Marketing Benefit a Customer Success Team?

Customer success marketing can greatly benefit a customer success team by reinforcing the value of building a customer success team and highlighting the positive outcomes achieved by satisfied customers. This type of marketing can help increase customer loyalty, reduce churn, and ultimately contribute to the overall success of the team.


So, there you have it. You've seen how the big players like Mailchimp, Airtable, Ahrefs, Notion, and Stripo ace customer success marketing.

Now it's your turn. Remember, you don't need a separate team. Focus on delivering value, engaging your customers, and showcasing their success.

This approach is your key to driving business growth.

So, take these strategies, adapt them to your SaaS solution, and start reaping the benefits of customer success marketing today.