#105 - Reducing churn in self-serve SaaS with Jesus Requena, VP Growth Marketing at Figma

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

While many growth marketers consider customer churn a barrier to success, most fail to consider just how top-of-funnel churn really is.
On this FINITE Podcast, Jesus Requena, VP Growth Marketing at Figma, shares how reducing customer churn is, yes, about recapturing the interest of waning users, but also about acquiring the right users in the first place.
Jesus' extensive background in self-serve SaaS marketing has given him incredible insights into the details of customer retention, and we're so pleased he delivered his key takeaways on this episode of the FINITE Podcast.
The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

Chapters

1. #105 - Reducing churn in self-serve SaaS with Jesus Requena, VP Growth Marketing at Figma (00:00:00)

2. How is marketing structured at Figma? (00:02:11)

3. What does the marketing funnel look like at Figma? (00:04:23)

4. Why do orgs need to retain customers in order to scale? (00:08:20)

5. Why should acquisition be about quality, not quantity of new customers? (00:10:56)

6. When should B2B orgs start thinking about retention? (00:13:59)

7. Where should B2B marketers start with reducing churn? (00:17:58)

8. Do you have any practical examples for re engagement? (00:25:00)