How to Analyze and Identify the Best Customers for B2B SaaS

  • Seeing low engagement and an increasing customer acquisition cost (CAC)
  • Only converting a small percentage of trial users into regular customers.
  • Being turned down for demo appointments or having a poor conversion rate on demos.
  • Seeing a high customer churn rate and a below-average customer lifetime value (LTV)
  1. Examine the customer relationship management (CRM) data to find the customers who spend the most and have the highest lifetime value (LTV).
  2. Get the sales and customer service departments to assist you in identifying your actual best customers (not just the customers they most prefer to sell to and serve).
  3. Conduct an email survey to obtain valuable feedback from current customers who have given you a high net promoter score (NPS).

3 Misconceptions About Identifying Your Best Customers

1. Highest LTV Customers Are the Best

2. Customers Who Require the Least Amount of Attention Are the Best

3. Customers Who Are the Easiest to Close Are the Best

Need help with finding your best customers? Our team is ready to jump in and assist you.

4 Tactics to Analyze and Identify Your Best Customers for B2B SaaS

  • Refine your SaaS customer personas
  • Improve your targeting and audience creation for PPC campaigns
  • Increase customer retention, average LTV, and monthly recurring revenue (MRR)

1. Analyze CRM Data for Highest Paying Customers and Highest LTV Customers

  • Which customers have relative longevity?
  • Which consumers have upgraded their plans and purchased extra services or add-ons?

2. Talk to Your Sales Team and Ask Them for the Company Names of Your Best Customers

  • What can you tell me about the conversation you had?
  • How long did the onboarding phase take, and what was the buying cycle like?
  • What did they ask about?
  • What were some of their concerns?
  • You’ll then add these business names to a new tab in your spreadsheet.

3. Talk to Your Customer Support Team and Ask Them for the Company Names of Your Happiest Customers

  • Individual support tickets
  • Customer responses to post-support surveys (e.g., happy/sad faces, 1–5 ratings, etc.)
  • Any internal tags relating to customer satisfaction or the role of the company (eg. Evangelist, Super User, Frustrated, Daily User, Manager, Check Signer)
  • Who are the companies that have provided positive feedback on their support experiences?
  • What were the concerns of these customers?

4. Conduct an Email Survey to Poll Existing Customers Who’ve Given You a High Net Promoter Score

  1. Find out the names of the companies that gave you a score of 8 or higher.
  2. Figure out what it is about the product that these businesses love.
  3. Then send them an email to see if they’ll share anything about their customer experience.
  • What do you like most about the product?
  • What helped you the most?
  • What features make it easy to work with?
  • How did you feel before and after using our product?

Synthesis Phase: How to Use this Information Once It’s Collected

  • How our high NPS customers compare to our happiest customers.
  • How does it match up against the best customer list from our sales team?
  • How do the lists from our sales and consumer success teams compare to our list of highest-paying and highest-LTV customers?
  1. Update your SaaS buyer personas to represent the qualities you’ve learned about your best customers.
  2. Update your SaaS website based on what you’ve learned.
  3. Improve the quality of your audience creation across all of your acquisition channels (eg. create Facebook lookalike audiences based on this list)

In case you need help, feel free to reach out!

Let’s make some rock and roll together!



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Nemanja Zivkovic

Nemanja Zivkovic

CEO @ Funky Marketing | We Create Demand Generation Programs To Help B2B Companies Generate Consistent Revenue Growth