Patrick McKenzie


20 days ago

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This is a *really* clever bit of marketing enabled by engineering / data, especially for a VC fund. Many SaaS companies could benefit from doing it, too, particularly where the "customer" doesn't have full visibility into the whole relationship with you.

It is common in low-touch SaaS for the person who makes the buying decision to be the same person who physically interacts with the web application and the same person who speaks with your CS team and the same person who attends your events. This is not true for larger users.

And so plausibly if e.g. your company has done a good job of supporting and delighting the line employees of a customer, their finance department *may not know that.* Their interaction with you is via financial reporting and the monthly billing email. So give them some context!

Even in low-touch SaaS where you would expect there to be unity of control at your customer, sometimes there are interesting disconnects like e.g. a chargeback getting filed for 6 months of services, you reaching out to the business owner who loves you, and finding the cause:

"Oh I just hired a bookkeeper for the first time and they didn't recognize the name of your LLC on the credit card statement. They didn't ask me. I didn't file a chargeback; I didn't even know that was a thing in the world until you told me just now."

Pro-tip: is a good statement descriptor and you can make that page answer common questions like a) what you do and b) explicitly tell someone "If you don't remember this *ask around the office prior to calling the bank.*

(If you use Stripe or another credit card processing company you'll be asked to set a "statement descriptor" which shows up next to the date and amount on your users' credit card / bank / etc statements. This is some users ONLY window they have into existing relationship.)

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