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Keap is a business automation and CRM software company targeting small businesses with annual revenues around one million dollars. The company originally focused on sales and marketing software for established small businesses before shifting down market toward startups and solopreneurs, a move that expanded its customer base but hurt retention. Keap has since reversed that strategy, returning its focus to more sophisticated small business customers and rebuilding its onboarding model around human coaching and goal-oriented product experiences. The company's return-to-growth effort centers on what it calls an integrated product-led growth approach, combining product-led elements with paid, human-assisted onboarding. A six-month experiment involving 705 customers demonstrated that goal-oriented coaching materially improved month-four retention and net revenue retention across customer segments. Keap now offers a 90-day coaching guarantee tied to specific customer goals, a departure from its prior allotment-based coaching model. The presentation was delivered at SaaSOpen in March 2024, a live event that drew approximately 1,000 software CEOs. The speaker described Keap's strategic arc from growth to decline and back, attributing the recovery to a redefined target customer, paid onboarding, and restored human connection throughout the customer lifecycle.

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Zoho Corporation is a software company that provides cloud-based business management and productivity solutions. Zoho's product suite includes applications for CRM, email and collaboration, project management, finance and accounting, human resources, and IT management, among others. The company serves millions of users across various industries, including small and medium-sized businesses, enterprises, and government organizations.