Noun

[churn]

Churn, specifically in B2B SaaS, is the rate at which customers cancel or discontinue their use of a software service. Churn is an important metric to measure because it is more cost-effective to retain current customers than acquire new ones.

Reducing churn and increasing retention is often an important goal for SaaS organizations, as they increase the customer lifetime revenue and overall company revenue.

Example: By pursuing high-quality leads from partners, Shari was able to build trust, increase customer satisfaction and reduce churn at her organization.

Noun

[con-tent mar-kit-ing part-nur-ship]

Content marketing partnerships are facets of strategic partnerships wherein a company works with a partner to promote through content marketing. Content marketing partnerships work to expand your reach (by exposing your brand to your partner's audience) and boost your SEO performance, both of which can positively affect brand recognition and sales. Content marketing partnerships require alignment on content strategy and should incorporate the best of each company's brand to create compelling content.

Content marketing partnerships can include sponsored content and posts or co-created content. Whether or not the content is sponsored or co-created, it should fit into the wider editorial look and feel of the company posting it.

Example: To see a real-world example of content marketing partnership, check out the collaboration between Intel and Uproxx. Intel wanted to position itself as a top choice for creatives, so they created a co-branded event with Uproxx (a culture and lifestyle magazine) wherein creators presented work they made through Intel. Both brands got to benefit from exposure to each other's audiences.