Assertion Not checkable as stated
Campbell: Pre-expiration warning emails increase SaaS cancellations by 10% to 20%
“Right now, most people sending emails before the point of failure, it increases active cancellations by 10 to 20%. And we've seen that pretty unequivocally.”
Assertion Supported
Campbell: Improving monetization or retention 1% has a 4-8x revenue impact
“If you improve your revenue per customer, your monetization, or your overall retention by about one percent, you're actually going to see about a four to eight X impact on your revenue.”
Insight
Campbell: Product leaders should treat customer research like prosecuting attorneys, not blindly obey it
“When you're doing customer research, you are not making decisions based on what your customer says. That's not your job. Your job is to get the information, understand where they are, almost being a prosecuting attorney, and then filtering that information and…”
Assertion Not checkable as stated
Campbell: Top SaaS companies get 20%+ of new monthly revenue from expansion
“The best subscription companies, specifically SAS companies out there, 20% or more of their revenue each month is, or new revenue each month is coming from their existing customer base through add ons expansion, some sort of add on.”
Assertion Not checkable as stated
Campbell: Multi-product SaaS companies grow 30-50% faster than single-product peers
“Multi-product companies between 10 and a hundred million in annual revenue, they typically grow at a 30 to 50% higher growth rate than those folks who are single product.”
Insight
Campbell: Features used by under 40% of users should become paid add-ons
“Any feature or functionality that is used by 40% or less of your customer base or that particular group so a tier, if you have a feature in there, anything that's used 40% or less, that's a really strong candidate to pull out and basically sell across the whol…”
Assertion Not checkable as stated
Campbell: Failed credit card payments cause 20% to 40% of subscription churn
“If you are a credit card based business, meaning most of your payments come through credit cards, it is the largest single bucket of lost customers. And just to give you some data on this it typically in both B to B and in consumer subscriptions is about 20 to…”
Assertion Supported
Campbell: SaaS firms spend under 10% on retention and zero on pricing
“When we looked at other pieces such as monetization, basically no budget, no time, no head count was going to pricing. And then ultimately retention was a little bit better about five to 10% of a budget.”
Assertion Not checkable as stated
Campbell: Annual SaaS contracts achieve 30% better retention than monthly plans
“Your annual contracts will typically have 30% better retention overall compared to monthlies. And then quarterlies basically have typically a 20% better retention rate than those monthlies.”
Assertion Not checkable as stated
Campbell: Flat discounts significantly outperform percentage discounts for SaaS upgrades
“Whole numbers, two months off one month off, 100 dollars off versus percentages, 15% off the whole numbers work substantially better. It's not even close in terms of the actual performance between those two buckets.”
Assertion Not checkable as stated
Campbell: Value metrics surpassed feature differentiation in SaaS pricing in December 2020
“December of 20, 20 was the first time period where more SAS companies were using a value metric than using feature differentiation.”
Insight
Campbell: Plain text dunning emails outperform designed corporate emails for recovery
“Do not send highly branded designing emails. They don't work as well. Plain text emails that appear that they're actually from a human. They work really, really well.”
Assertion Supported
Campbell: SaaS companies spend a median 57% of budgets on acquisition
“We did do a study where we essentially looked at the budgets of about 1300 SaaS companies, and we categorized every single expenditure, and we found out, which is really kind of fascinating, that when we categorize all of these expenses, about 57%, at least th…”
Assertion Supported
Campbell: A 1% increase in acquisition yields a 2-3% revenue boost
“We found that if you increase your leads or your conversion volume by about one percent, you can actually expect about a two to three percent boost in your revenue.”
Assertion Not checkable as stated
Campbell: SaaS customers with add-ons have 20-50% higher lifetime value
“Lifetime value is typically about 20 to 50% higher for those customers with at least one add-on.”
