How to do 'less with less' and focus on 'moments that matter'
How do you prioritize in the age of abundance where data and technology are commoditized?
NRR > ARR
Increase Net Revenue Retention (NRR) by doing these things:
- Community
- Education
- Usage
- Feedback
- Reminders
- Celebrations
- Advocacy
- Gifting
Yes, it’s a lot of hard work, but that’s where the alpha lies in today’s market.
The above are direct quotes from Kris Rudeegraap, Co-CEO at Sendoso, written in Brendan Short (The Signal)'s synopsis on the PLGTM conference in San Francisco last month.
In the age of abundance, where data and technology are commoditized, which of these tactics that Kris mentioned do you prioritize?
Elaine Zelby, Co-founder and CRO at TOFU, has the right idea:
“I'm now convinced it's not about 'doing more with less' but 'doing less with less'. I keep seeing team after team in a state of constant business, doing random acts of [insert your discipline] without feeling effective or actually moving needles. Fewer channels, fewer checkboxes, fewer random activities but more depth and purpose in everything.”
Elaine’s team is doubling down on 3 areas that they know are effective for their audience:
1. Long-form content
2. Four core LinkedIn plays
3. In-person events
As companies grow, it becomes increasingly challenging to identify the buying triggers or “moments that matter” that lead to loyal customers.
Fragmented data and broken processes reduce velocity and efficiency.
NRR is the North Star, but it's a lagging indicator.
But even early indicators like reply rate or meeting booked might not be the right signal.
Someone not replying doesn't mean they didn't visit your pricing page or check out your CEO's LinkedIn.
How do you figure out what "moments that mattered" you should focus on?
How are you doing ‘less with less’?
How an early-stage SaaS company, RevCast, does ‘less with less’ and focuses on ‘moments that matter’. . .
Hint Hint: It’s about consolidation, experimentation, and enablement
1️⃣ Used ChatGPT deep research to create an exhaustive list of every potential signal a buyer might be leaving that could indicate intent: competitor’s content, first-party content engagement, new followers, profile views, event attendance, website visits, online forums, new hires, job postings, Google searches, and more.
Example of output
2️⃣ Tested messaging for each high-intent lead that was tied to critical business outcomes (aka ‘moments that matter’) for their most loyal customers.
Examples: Reduce overspending on commissions, less time spent on board slides, etc.
3️⃣ After three months, they validated 3 intent signals based on conversion rates: Followers of a big-time LinkedIn influencer, engagers of content with a certain keyword, and engagers of the CEO’s content.
4️⃣ Every week, they pay close attention to those 3 signals to generate new high-intent leads and route them directly into their Sales Engagement Platform. And they now have a proven sales enablement plan to operationalize -- no more guessing on how to take action.
🚀 Results: 4X ROI in the first 2 months of this new initiative + GTM Efficiency
You’ve been following our journey to execute unconventional GTM experiments for top of funnel. Now, we are replicating those processes to address mid-funnel challenges by predicting intent and NRR at the individual level.
Do you have ~5 min to fill out this survey to help inform our product roadmap and build benchmarks for mid-funnel?
How to nurture window shoppers into loyal customers
You don't have a lead generation problem; you have a lead nurture problem.