SaaS: Churn Prevention Through Proactive Outbound
How a B2B SaaS reduced churn by 40% with targeted win-back campaigns
Segment Overview
Outbound isn't just for new logo acquisition. At-risk account identification and proactive outreach can dramatically reduce churn. Data-driven triggers and personalized outreach.
Business Situation
Analytics SaaS with €5M ARR. Annual churn 18%. Customer Success team reactive - waiting for cancellation requests. Management wanted proactive churn prevention approach.
Core Challenges
Why Outbound?
Churn prevention requires proactive outreach. Customers announce cancellation only when decision is made. Early engagement with at-risk signals enables intervention.
Ideal Customer Profile
Target: Existing customers with churn risk signals: declining usage, missed QBRs, champion job changes, competitive mentions, payment issues. Outreach to new stakeholders.
Our Approach
Implementation of health scoring system (usage, engagement, sentiment). Triggered outreach program: usage drop → CS call, champion change → exec outreach, competitive signal → value reinforcement. Multi-stakeholder engagement.
What Worked
What Didn't Work
Key Lessons Learned
Recommendations for Similar Cases
Churn prevention outbound is highest ROI outbound motion. Invest in health scoring and triggered outreach before focusing purely on new logos.
Disclaimer: This use case is a generalized scenario based on experience from similar projects. It does not constitute a promise of specific results. Actual results depend on product, market, pricing, and follow-up quality.
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