← LibraryCase No. 14
High stakesRegulated-industry marketing team · $50K ARR

They Pay $50K and Log In Once a Quarter

Usage is dead. Renewal is in 4 months. They don't know they're at risk.

Based on real client experiences, but anonymized and dramatized to protect identities and confidential relationships.

The setup

Your CS dashboard flags the account red — 1 login in 90 days. The client thinks everything is fine. You have to start a conversation that wakes them up without sounding like you're threatening them.

The three data points
  1. 01Login frequency collapsed to roughly once a quarter (was double-digits at onboarding)
  2. 02Last value delivered: 6 months ago (a competitive intel report)
  3. 03Two new team members were never onboarded
How you pitch

3 minutes for an outreach call. The client thinks they're a happy customer. You have to surface the risk without making them defensive.

What makes it exciting

Diagnosing an asymptomatic patient. The client doesn't know they're sick. Your job is to help them see it without panic.