A B2B SaaS company providing project management software to creative agencies faced a growing problem: despite a strong product, annual churn hovered around 15%. Customer research showed that while the platform offered powerful features, many users only adopted the basics, limiting their perception of its value. Marketing efforts focused almost entirely on acquisition, leaving retention underdeveloped.

DHAX Agency designed a customer marketing program to increase feature adoption and reduce churn. We began by mapping the customer journey to pinpoint drop-off moments and identify engagement opportunities. Next, we built an onboarding and education campaign with automated email workflows, in-app tutorials, and short video guides tailored to user behavior. Finally, we developed a stream of value-reinforcement content, including a monthly newsletter and case studies highlighting how peer agencies achieved success with the platform’s advanced features.

Results included:

• 10% reduction in annual churn within the first year, protecting recurring revenue
• 25% increase in adoption of advanced features
• Stronger long-term retention and higher customer lifetime value

By shifting focus from acquisition to adoption and retention, this SaaS company strengthened its customer base and reduced costly churn.