The Self-Serve SaaS 'Cast

Brian Casel, the CEO of Clarityflow (previously ZipMessage) walks Yohann through his research-first approach to addressing churn, doubling down on a well-performing segment of customers, and blasting through a plateau in revenue growth.

Scott and Yohann talk about churn — how he approaches it at Churnkey, and how he hopes more companies will approach it in general. As he says, “It’s one of the most underrated sources of information and intelligence.” Creating a cancellation system not only helps customers feel like they’re being heard as you part ways but also gives you precious insight to get ahead of potential cancellations before it’s too late.

05:48 Why Churnkey Blends Self-Serve and Sales

09:49 Creating Customer Profiles with Churn Data

19:17 Using Churn to Refine Value Metrics

23:35 Applying End-Of-Lifecycle Lessons to the Early Lifecycle

27:27 Churnkey's North Star Value Metric

39:15 Key Questions to Ask of Your Churn Data

For insights from the episode and the full transcript, check out: https://selfservesaas.feather.blog/learn-from-churn

Craig and Yohann chat about how the Self-Serve system at Castos continues to evolve as the company grows into year six with tens of thousands of active customers. Craig talks about optimizing conversions, experimenting with Enterprise Sales, and using user value as a compass to make better decisions.

00:00 Introduction

02:11 Growing Volume vs. Optimizing Conversions

06:08 Experimenting with Enterprise Sales

09:07 How Castos' Self-Serve System Evolved

15:50 Using User Value as a Compass

18:02 Aligning User and Business Value

23:39 The Limitations of User Value-based Cohorts

For excerpts, commentary, and the full transcript check out: https://selfservesaas.feather.blog/self-serve-castos

Tyler and Yohann chat about how Self-Serve has evolved at LACRM since he started it in 2009 (when buying software meant picking up a CD ROM). Tyler talks about why he doesn’t chase revenue goals anymore, what you can and can’t control in a Self-Serve system, and how segments have become a key part of his strategy to grow revenue.

00:00 Introduction

02:30 The Self-Serve Setup at LACRM

07:22 Tweaking the System to Meet Changing Expectations

11:30 Tyler's Approach to Goal Setting

13:52 What You Can Control to Improve Self-Serve Revenue

21:49 Why LACRM is Now Considering Segmentation

24:53 Creating Swim Lanes for Each Segment

32:18 Using Existing Customers to Unlock New Ones

34:24 Value Can Be as Simple as Being Less Annoying

Join the discussion for the episode here: https://selfservesaas.mn.co/posts/33530141

Seth and Yohann talk about how Rapchat will achieve its ambitious revenue goals. Spoiler alert: user segments are a key part of their strategy. The better you can understand the different kinds of users that make up your customer base, the better you can unlock revenue from them.

00:00 Introduction

05:12 Rapchat's Path to Monetization

09:08 Using Segments For Better Monetization

14:38 What Segmentation Can Unlock

17:37 Correlating Segments with Revenue

23:33 Creating Segmented User Experiences

33:29 Rapchat's Key Revenue Metrics

For more resources and the full transcript: https://selfservesaas.mn.co/posts/growing-self-serve-revenue-at-rapchat-with-ceo-seth-miller