Retention and proactive communication
Health scoring, lifecycle playbooks, and personalized video.
The headline: , to 90%, on Workable's SMB segment: about 3,500 accounts, $19M, averaging around $5,500 each. I shared responsibility for it with the Renewals and Account Management team. My part was onboarding and the lifecycle communications work below.
My take: at $5,500 an account, you can't put a person on every renewal. So the goal is to make it feel personal anyway.
The toolkit: health scoring, lifecycle playbooks, and business reviews that scaled across the SMB base. We used NPS and recent support tickets together to read each account's sentiment.
Personal touches at scale: I developed a month-in-review email and piloted personalized video, so we could deliver customer success and executive business reviews (EBRs) without a person on every call.
- Emails with personalized video got a compared with text.
- Account health scores rose alongside the monthly emails, and customers commented positively on them.
Expansion: a targeted add-on campaign brought in 30–100 sales a month, about $20K a month in services purchases. We also added upgrade prompts triggered by usage and a lead handoff to Sales, about 20 leads a week.
My part: I came up with these channels, evaluated the technology and automation options, and wrote the requirements for a more personalized v3, built internally. Our design team created the assets.
Stack: HubSpot, ChurnZero, Zapier, Pirsonal, and custom backend processing.