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Tech Touch & Holistic Customer Journeys With Jeff Heckler, Sandy Yu, and Vincent Manlapaz

Balancing tech touch with a deep understanding of the customer journey is the future of business growth.


The webinar, hosted by AppEQ, delved into the intricacies of driving growth by striking a balance between personalized service and the evolving dynamics of future revenue focus, long tail, and tech customer success segments. 

Participants included two notable industry experts: Jeff Heckler, the Director of Customer Success Solutions at Market Source, and Sandy Yu, a seasoned advisor specializing in helping companies monetize their customer bases. 

Jeff, spoke about the importance of a holistic approach to the customer journey, emphasizing the need for proactive and timely communication. On the other hand, Yu underscored the growing preference for self-service among customers, especially from larger enterprises, and highlighted the criticality of resource allocation based on discernible customer behavior patterns. 

Both converged on the topic of customer segmentation, discussing its evolution from traditional Annual Recurring Revenue (ARR) models to more diverse and nuanced cohort-based approaches. Overall, the webinar aimed to equip attendees with insights and strategies to better understand customer needs, set clear service expectations, and craft personalized experiences to drive optimal business growth.


Listen to the podcast

5 Key Takeaways

  1. The Customer Journey: Jeff emphasized the importance of understanding the entire customer journey, not just from a product perspective. It’s crucial to design experiences that resonate with what customers truly go through.

  2. Personalization vs. Tech Touch: Sandy highlighted that tech touch doesn’t necessarily mean depersonalization. Many customers, especially from larger companies, prefer self-service options. The key is to provide the right content at the right time.

  3. Resource Allocation: Both speakers touched upon the importance of understanding the resources available to a company. Whether it’s human resources or technological tools, aligning them with customer needs is crucial.

  4. Segmentation Beyond Revenue: While traditionally customers might be segmented based on revenue, it’s essential to look at other factors, such as engagement patterns and specific needs.

  5. Setting Expectations: Starting from sales and marketing, setting clear expectations with clients regarding the tools and support they will receive is crucial.