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From Retention to Advocacy: How to Use Customer Marketing to Grow Your SaaS Business | Online

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Event description

From Retention to Advocacy: How to Use Customer Marketing to Grow Your SaaS Business

Wednesday, 26 July 2023, 11.00AM - 12.00PM


Far too often SaaS businesses put all their focus into ‘top of funnel’ customer acquisition and underinvest in customer retention. The customer experience doesn’t end once first payment has been secured, and SaaS businesses need to build a plan that spans the entire customer lifecycle to succeed long-term. However, customer marketing often falls down a crack due to a lack of clear ownership between customer-facing functions.

Without a strong customer marketing engine, you’ll likely end up with expensive churn (the classic leaky bucket) and additional pressure on the acquisition engine to keep filling the top of the funnel. And when economic conditions get tougher and your runway needs to extend out, customer marketing is more crucial than ever – it is the fuel to your SaaS engine.

Who should attend?

  • This webinar is a must-attend event for SaaS CEOs, marketing, sales and customer success leaders.

You will learn:

● how to bring together customer success, sales, product and marketing for better alignment

● how to right size your marketing approach - particularly as markets get tighter

● the key ingredients to develop an effective customer communication strategy that doesn’t stop at acquisition

● how to foster advocacy and leverage customers for content and events

Following this session, you should be able to bring together your customer success, sales, product and marketing leaders to develop a customer marketing strategy that fuels your SaaS growth engine.

Cost: Free


Christelle Blanchet-Aissaoui, Fractional CMO and co-founder of Proxi

Helping Kiwi SaaS businesses go global is what gets Christelle up in the morning and she has twenty years’ experience in marketing, innovation and technology to back up her mission. As fractional Chief Marketing Officer, she is exposed to a wide range of technology and she loves it. Throughout her global career, she has led teams in the entertainment and tech industries and founded her own tech startup. Christelle is a member of the board of La French Tech NZ, supporting NZ SaaS companies to enter French-speaking markets.

Jane Smallfield, Fractional CMO and co-founder of Proxi

Jane brings decades of business, marketing and communications experience including running her own agency, working as a senior marketing consultant and global marketing director. In addition to working with a range of successful tech businesses as part of the Proxi team, she has held the roles of Global Alliances Officer for NZ Tech , founder and co-chair of the NZ Tech Marketers Group, and Convenor of Judges for the NZ Hi-Tech Awards.

About Proxi

Proxi is on a mission to build SaaS marketing capability with affordable, flexible marketing strategy and delivery programmes that work – and keep working after we leave - enabling Kiwi SaaS businesses to grow and fly in New Zealand and globally. Proxi publishes the annual SaaS Marketing Capability Report, allowing organisations to benchmark themselves against their peers and gives NGOs and advisors an insight into areas where investment in capability might be useful.

kiwiSaaS Need to Know Webinar

Essential, short and punchy Need to Know sessions run by experienced SaaS practitioners and hosted by kiwiSaaS . The kiwiSaaS Need to Know Webinar equips SaaS entrepreneurs with the critical ‘survival’ skills needed to tackle big business challenges such as attracting talent, data security and business scaling. Visit for more details.

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