If you subscribe to a software-as-a-service (SaaS) solution, in most cases you can quit whenever you want.*
That's great for SaaS customers, but not so great for SaaS providers.
It puts a special burden on providers: They need to be sure that the folks buying their solution are actually using their solution.
If buyers don't become satisfied users, they'll eventually leave. The result: attrition, slower growth, higher customer acquisition costs, and other bad things. (See "SaaS Renewals and the Multiplier Effect").
In this short video, produced with the good folks at Openview Labs, I talk through 3 ways that SaaS providers can turn buyers into users.
*We'll talk about long-term contracts some other time.
This work by Peter Cohen, SaaS Marketing Strategy Advisors is licensed under a Creative Commons Attribution 3.0 Unported License. Images obtained via iCLIPART.com.