Draw on social network engagement principles to drive retention in your SaaS product
User engagement in B2B SaaS is one of the strongest indicators of product success. Much like social media platforms rely on consistent, valuable interactions, B2B SaaS platforms thrive when engagement strategies are designed with user needs, accessibility, and personalization in mind.
Think about the social media networks you use. Which ones keep you coming back over and over again?
For me, it’s LinkedIn. I look at LinkedIn at least once a day, and this has been my routine for many years. I like seeing updates from my connections. I like sharing my professional accomplishments and work. And I return even though I have all notifications turned off. LinkedIn would consider me an “engaged” user. That’s good for LinkedIn, because engaged users are a sign that users find the platform valuable, leading to customer loyalty and ultimately better business.
True, social networks are likely very different from your SaaS product. But we can still learn from them and how they engage users.
Drawing on engagement principles from social platforms — like LinkedIn — here’s how you can ensure users stay connected to your product in ways that drive their success — and yours.
5 ways NOT to engage users in B2B SaaS
1) Bombard users with notifications
User engagement in B2B SaaS doesn’t mean overwhelming users with notifications or pop-ups. Similar to flooding Instagram followers with frequent posts, excessive notifications in SaaS can lead to irritation and disengagement.
Research shows that 32 percent of users consider leaving an app when bombarded with excessive notifications. Instead, prioritize only essential, timely notifications.
How Basecamp engages users
For a project management tool, rather than notifying every user for every comment on a project, offer settings that allow users to select which updates matter most, like task completions or mentions.
For example, Basecamp provides users with personalized notification options, so each team member receives only what’s relevant.
2) Neglect onboarding after initial sign-up
Effective user engagement in B2B SaaS doesn’t stop after users sign up. If your onboarding process is limited to a single tutorial, users might get lost or lose interest in exploring your platform further.
SaaS companies can benefit from onboarding experiences that unfold progressively, introducing features at the right moments and encouraging users to discover value as they go.
How Slack handles onboarding
Slack’s onboarding progressively introduces features based on user actions.
For example, new users start by creating a channel and posting messages. Then they gradually learn about more advanced tools like integrations or shortcuts through targeted prompts.
3) Rely on complex, unintuitive navigation
When navigation is complex, users often feel lost, much like visiting an Instagram page without clear content direction. Users often abandon a platform if they can’t find key functions or resources quickly.
To enhance user engagement in B2B SaaS, avoid overwhelming menus or scattered options; instead, use a clear, organized hierarchy that aligns with user goals.
How Hubspot handles complex navigation
HubSpot organizes its menus by user goals (e.g., “Marketing,” “Sales,” “Service”), making it easy for users to find relevant tools. Simplicity and intuitive organization are critical—users in SaaS platforms are often task-focused, so the path to completing those tasks should be obvious.
4) Ignore feedback channels
Social platforms are built on interaction, and B2B SaaS products should leverage similar feedback loops to maximize user engagement. Ignoring user feedback channels risks missing crucial insights and improvement opportunities.
Regularly gathering and acting on user feedback shows users that you’re listening and committed to refining their experience.
How SurveyMonkey handles user engagement
SurveyMonkey uses in-app feedback buttons to capture real-time user thoughts, with insights directly informing product improvements. Additionally, SaaS companies like Intercom facilitate customer feedback sessions to test new ideas and validate enhancements.
5) Forget about community features
Building a community can transform user engagement in B2B SaaS, by creating a space where users connect, learn, and support each other.
Adding features like discussion boards, forums, or knowledge-sharing sessions can help users solve problems and learn best practices, making your platform a community space rather than just a tool.
How Atlassian engages through community
Atlassian’s user forum, Atlassian Community, lets users ask questions, share knowledge, and learn from each other’s experiences with the product suite. This forum serves as a valuable engagement point, reducing churn and increasing product adoption.
5 ways to boost user engagement in B2B SaaS
1) Be relevant to users’ needs
Just as brands on Instagram aim to resonate with their audience, B2B SaaS platforms should continuously deliver relevant content and features that address user pain points. Personalizing experiences based on user roles or behaviors ensures that every interaction supports user engagement in B2B SaaS.
How Salesforce remains relevant to users
Salesforce tailors its dashboard for each user role (sales, marketing, support) so users can easily access their most-used tools. This relevance increases task efficiency and engagement, reinforcing the platform’s importance to each unique user.
2) Use data-driven nudges for activation
Creating a meaningful user journey involves subtle prompts that guide users toward deeper engagement. Using data insights to identify common points of drop-off or missed feature adoption, SaaS platforms can implement “nudges” to encourage feature discovery or task completion, which drives user engagement in B2B SaaS.
How Dropbox nudges users
Dropbox nudges new users to install the desktop app, which improves engagement and feature use. Additionally, it reminds users to share folders or invite colleagues, enhancing collaborative potential and embedding Dropbox more deeply into their daily workflow.
3) Leverage visuals thoughtfully
Like Instagram’s visually appealing posts, visuals in a SaaS platform should be purposeful and informative. Effective use of visualizations helps users understand complex information quickly and builds user confidence in the platform. This approach strengthens user engagement in B2B SaaS by making tasks easier and more intuitive.
How Tableau uses visuals
Data visualization tools like Tableau showcase complex analytics in an accessible way by using customizable, interactive dashboards that adapt to each user’s needs. Users can adjust and filter visuals to highlight the information most relevant to their work.
4) Create micro-engagements
Micro-engagements, like completing small tasks or earning badges, can significantly enhance user motivation and retention. These interactions encourage users to remain active and explore more, which contributes to user engagement in B2B SaaS by breaking down engagement into small, enjoyable interactions.
How LinkedIn and Asana use micro-engagements
LinkedIn’s profile completion meter serves as a micro-engagement strategy, prompting users to complete sections of their profile. Similarly, Asana uses progress indicators for project milestones, helping users celebrate achievements and encouraging continued platform use.
5) Analyze and refine with analytics
Just as Instagram users track engagement metrics to understand what resonates with their followers, B2B SaaS companies can use analytics to improve user experiences.
Regular analysis of user behavior can inform everything from feature development to user support strategies, driving data-informed user engagement in B2B SaaS. Tools that offer insights into feature adoption, task completion, and drop-off points help refine the product based on real usage patterns.
Analytics in Adobe Experience Cloud
Adobe Experience Cloud allows admins to track in-app behavior and user journeys, with insights that support real-time adjustments and long-term product improvements. Analytics-driven updates ensure that Adobe’s SaaS solutions stay relevant and effective for diverse user needs.
Conclusion
User engagement in B2B SaaS is about creating an environment that continuously meets user needs, adapts to their workflows, and fosters a community of support. By following these do’s and don’ts, you can build a SaaS product that not only attracts users but also keeps them engaged over the long term, creating a truly valuable experience.
