What B2B SaaS Customers Want and Need: Findings From Our Research

With the New Year underway, we thought it would be valuable to share a few insights from our research in 2022. Out of the hundreds of customer interviews that IcebergIQ conducted for B2B enterprise software companies last year, certain themes emerged:

More than ever, customers need to see ROI. In the current market, your customer are  facing internal scrutiny on technology investments along with hiring freezes. Be sure the ROI for your solution is clear; help champions make the business case.

Flexible pricing and packaging, along with quick time to value, offer an easier entry point. We’ve seen enterprise software companies moving down-market to increase market share and revenue. Their customers often tell us they’d like month-to-month (evergreen) or pay-per-use pricing, and a rapid deployment (perhaps with limited or no integrations). Or, they’d like to use a pared-down version of the platform, not the full feature set. Consider helping your customers get started in this way.

Genuine partnership, along with pricing sensitivity, can win the renewal. In tough times, customers appreciate knowing they have a vendor they can count on, who will help them not only learn best practices and optimize their use of the platform, but also meet their budgetary needs, especially at renewal time. Be a trusted partner, willing to flex as needed.

Internal decisions to churn happen earlier than you think. We continue to hear from customers that they evaluate and pilot alternatives 6-12 months before the renewal date. Be aware and proactive. Focus on ROI and desired business outcomes, and prioritize major support issues and enhancement requests from your large customers.

Customers love it when you go above and beyond. They told us about much-appreciated gestures like a free data migration, a device upgrade at no extra cost, or a generous extension to a POC. Find ways to surprise and delight your customers – it will go a long way!