Blue Horizon’s reading list is a curated collection of articles for SaaS founders and management teams. We are entrepreneurs and operators who have lived through the process of founding and scaling software companies. Here are the articles and resources we found useful this week.

8 SaaS Onboarding Best Practices
by ChurnZero

1) Work Cross-Functionally During SaaS Customer Onboarding
2 ) Segment for Customer Onboarding
3 ) Define Key Onboarding Events, Correlate Them to Customers’ Success
4 ) Accelerate Time to Initial Value During SaaS Customer Onboarding
5 ) Avoid Overloading Onboarding Customers
6) Motivate Unresponsive Onboarders
7 ) Manage Customer Outreach After Onboarding
8 ) Measure SaaS Customer Onboarding with the Right KPIs


Choosing the right KPIs can be crucial for having a clear picture of your onboarding process and understanding whether it’s successful. Often, companies choose KPIs that reflect their own internal tasks, when really they should be following metrics that genuinely reflect the customer’s onboarding progress.

You’ll Lose Customers. It Hurts. But Don’t Let Them Become Angry Ex-Customers
by Jason Lemkin,

Happy Customers can create a massive amount of Second-Order Revenue from upsells, word-of-mouth, referrals, champion change and more…a Very Unhappy Customer, especially a Very Unhappy Logo Customer, can do a lot of damage

How Much Should You Bet on Educating the Market?
by Dave Kellogg,

You find existing and/or run proprietary market studies targeting your business buyers, asking about their priorities. Then you create marketing campaigns that bridge from buyer priorities to your messages. If you’re lucky, you’re in Box 2 and everything aligns without the bridge. But most software marketers should spend the majority of their time in Box 1, bridging between what’s important to the audience and what’s important to the company.

Why Nailing the Niche for Outbound Sales Differs From Inbound

Outbound niches may be a subset of the inbound ideal customer profile (ICP) or it may be entirely separate; for instance, a new market or industry that isn’t yet aware of your product or service would be difficult to target with inbound. Target deal size is another factor worth considering. Outbound sales require a larger investment of time and therefore the deal size should be larger as well, or you won’t generate enough revenue to justify the effort.

Your guide to self-serve onboarding: How to get your product to sell itself
by Kyle Poyar, OpenView Partners

Drop-off rates after the first day can be surprisingly high. At the average SaaS company 40-60%+ of new users never return to the product on a second day.


Collect real user feedback
Measure milestones along the user journey
Experiment with different iterations

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Blue Horizon acquires and invests in profitable software businesses with stable recurring revenue streams. The Blue Horizon platform combines long-term capital and industry expertise with an operating model that enables businesses and their leaders to focus on growth and profitability.