Customers Hate These 3 Things (and How to Avoid Them).The Real Reason Your Company Invests in Customer Success.The Importance of Consistency in Customer Success Management.Stop Confusing Free Trials and Onboarding (It’s Costing You Customers).Customer Success: Defined (Winter 2023 Update).Growth Unlocked: The Key to Exponential Account Expansion.ChatGPT is a Customer Success Game-Changer.Stop Teaching Your Customers to Ignore You! A Guide to Effective Customer Engagement.ChatGPT in Customer Success: Generative Output to Desired Outcome.Customer Success Pros: Stay Ahead of the Game with ChatGPT.ChatGPT or Bing: Which AI Tool is Best for Customer Success.Creating Customer Success Playbooks with ChatGPT.The Power of Curiosity in Customer Success.Customer Status: The Hidden Motivator You Can’t Ignore.Why CSM Positioning is so Important (and How to Fix it).Discipline: How Knowing the Difference Skyrockets Customer Engagement NRR Panic: The Rollercoaster Ride You Never Saw Coming.If you feel a more involved engagement is required for me to help you, email me with the specifics of your situation (as much detail as you’re comfortable giving) and we’ll setup a meeting to work through the particulars. Let’s Grow Your SaaS Companyįor immediate consultation and advice on effective growth strategies and tactics for your SaaS company, schedule a 60-minute meeting with me via Clarity. But it happens more than it should and that is because the message that Pricing is Marketing and vitally important to your business just isn’t being absorbed. Unfortunately, this kind of thing happens a lot, and when the company is lower-profile than Zendesk, it doesn’t get this kind of coverage. We have always preached the message that Pricing and Revenue Modeling are vitally important for SaaS & Web App companies, startups or not. Please don’t wait until its too late, though we have been known to clean up some messes… Whether its a price increase, moving from beta to production, or from Free to a Paid or Freemium offering, Sixteen Ventures can help you. This is something we help companies with all the time. Just to be clear, Zendesk did not reach out to Sixteen Ventures for help with their pricing nor with the execution of the price increase, but they should have. We will do a post-mortem on the Zendesk Pricing Fiasco of 2010 later, after more details emerge and the dust settles, but It is very obvious the planning around their price increase was either poor or was executed poorly. #zendeskĭid the price increase correlate to an increase in perceived value by the end customer? How is their market position now? How have they helped the competition? Look at this random tweet I grabbed when searching for #zendesk… this is why pricing is marketing!Īnyone got any recommendations for someone considering dumping #zendesk after their crazy stupid level price increase When you need to raise prices, there are two options: engage your user/customer base or alienate them. My immediate reaction on Twitter to the backlash: Some simple polling on Twitter shows that Zendesk did not actively engage their customers in the process prior to raising prices. From the outside, this seems to be indicative of no real pricing strategy (as a part of marketing) and certainly no or at least very poor tactical planning around the price increase. In some cases, customers are reporting a 300% increase in what they’ll pay to use Zendesk. They decided to raise their prices and did so in a way that has caused an enormous amount of negative backlash. We say it all of the time, but what does it really mean? Well, look at Zendesk, a growing startup with $6.5M in funding and, until this morning, very well-liked. If they are leaving too much on the table, they’ll just raise prices until people stop buying and then lower it a notch. Too many SaaS and Web App companies, startups or not, think that they’ll just throw some numbers together, put it on a pricing page and that is the end of it. It is so much more than that and you should seek to get it as right as possible out of the gate. SaaS Pricing is very important to your venture but not just to ensure you make a profit or cover expenses. It is time for SaaS & Web App startups to sit up and pay attention.
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