{"id":19360,"date":"2019-02-12T18:00:11","date_gmt":"2019-02-12T18:00:11","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=19360"},"modified":"2024-07-25T11:56:20","modified_gmt":"2024-07-25T10:56:20","slug":"nurture-saas-customers","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/nurture-saas-customers\/","title":{"rendered":"Why SaaS growth isn’t just about acquiring new customers"},"content":{"rendered":"

Unless your business is transactional, nurturing your existing customers should be just as important as acquiring new logos.<\/p>\n

The way I see it, closing a deal is just the first step. It\u2019s what comes after<\/a> \u2013 onboarding, upselling and cross-selling, renewal \u2013 that determines your customers\u2019 ability to grow with your product and, consequently, the fate of your own growth.<\/p>\n

The cost of selling SaaS can be pretty high. The median SaaS startup takes 11 months to make back the money spent acquiring a customer. In other words, you need your customers to be satisfied and willing to pay you for nearly a year. Otherwise, you\u2019re losing money on every customer you acquire, which will cause your company to flame out.<\/p>\n

“If you want to achieve sustainable growth, you have to keep your customers around for as long as possible”<\/p><\/blockquote>\n

That\u2019s why I think it\u2019s so important to have account or relationship managers<\/a> on your sales team dedicated to building relationships with customers. It\u2019s a difficult job, but an important one. By being a trusted partner to your customers, a good account manager supports your business in three ways:<\/p>\n