Go-to-market (GTM) strategies decide how you attract, engage, and retain your users. But retention is where the real value lives. In this piece, we’ll break down retention rates across 30 GTM strategy types. Each section will show you the numbers and explain what works, why it works, and how to improve it.
1. Freemium GTM strategies have an average 6-month retention rate of 25%
Why freemium gets attention but not always commitment
Freemium GTM strategies bring in a lot of users. It’s a low-barrier entry—no credit card, no pressure. But six months later, only about 25% stick around. That sounds harsh, but it’s also expected. Freemium attracts curiosity more than commitment.
A big part of the problem is that users don’t always see the value fast enough. If the free version delivers most of the value, there’s little incentive to upgrade. On the other hand, if the free version doesn’t do enough, users bounce before they get hooked.
How to improve freemium retention
The key is two-fold: strong onboarding and clear upgrade incentives. The faster you show value, the better your retention. Make sure the free version helps users solve a real, small problem—something valuable enough that they want more.
Introduce in-app nudges. Make the upgrade benefits obvious in real-time. Don’t rely on feature lists. Show them how paid features can help them right now.
Also, monitor usage signals. If users haven’t completed a core task by day three, prompt them with help or shortcuts. Freemium works when it feels like a trial, not a long-term freebie.
2. Product-led GTM approaches show 12-month retention rates averaging 40%
Why product-led works when the product truly sells itself
A 40% retention rate at 12 months is a strong signal. Product-led growth (PLG) isn’t just a trend—it works when done right. But the secret is in how quickly and consistently users see value from the product, without human handholding.
In a PLG model, your product is the main driver of adoption, conversion, and retention. That means UX, UI, and workflows are central to your GTM success.
What makes product-led retention higher
It’s all about habit formation. A product-led GTM builds repeated usage. If users come back often and complete valuable actions early, they’re likely to stick around.
To improve, look at activation points. Identify what actions successful users take in their first session—and make sure new users get there fast. If it usually takes 5 steps to reach that value moment, cut it down to 3.
Also, offer subtle handholds. Use empty states, tooltips, and checklists to keep users on track without making it feel like a tutorial. The more intuitive the journey, the more users stick.
3. Demo-led GTM strategies have a 3-month retention rate of 18%
Why demos can win deals but lose users
Demos often feel impressive in the moment, especially when they’re live and led by a great rep. But they sometimes overpromise. That leads to high early churn, especially by month three.
An 18% retention rate at three months is low. It means most users who came in via demos didn’t build a strong enough habit or didn’t experience enough real value early on.
How to fix the retention gap
First, shift from showing features to solving pain. A demo should feel like a problem-solving session, not a sales pitch. Users should leave knowing exactly how they’ll use the tool—and what to do next.
Second, follow up with action steps. Don’t let users drop after the call. Offer templates, short setup guides, or even recorded demos they can revisit. People forget what they saw in the first 24 hours. Help them re-experience it themselves.
Finally, don’t isolate your demo process. Make sure there’s a smooth handoff to onboarding. Your best demo leads should never start from scratch once inside the product.
4. Sales-led GTM strategies average 9-month retention rates of 32%
Where human touch makes a difference—and where it fails
Sales-led GTM models often close big deals. A 32% retention rate after nine months isn’t bad, especially in B2B settings where sales cycles are longer and contracts run deeper.
But there’s a danger here too. Sales-led models sometimes over-customize the pitch to win the deal. That creates a gap between expectations and actual product experience.
How to improve retention in sales-led motions
Clarity is everything. During the sales process, anchor the conversation around specific use cases. Don’t just sell outcomes—sell workflows. Show what a user’s day will look like with your tool.
Second, build post-sale checkpoints. Once a user is onboarded, have your CSM or support team follow up with usage reviews. Identify who’s using the tool, how often, and where they’re stuck. Fixing these early stops churn before it starts.
Also, don’t assume that a closed deal means a committed user. Help your buyer become your internal champion. Give them the ammo to drive usage across their team.
5. Inbound-driven GTM plans have a 6-month user retention of 28%
When users come to you, but leave too soon
Inbound is great at attracting the right intent. Blog posts, search, and SEO drive users who are already looking for a solution. But the retention rate of 28% after six months shows a problem: interest doesn’t always turn into habit.
Why? Because inbound often drives solo users or small teams. These users are curious, but not always structured in how they explore new tools. Without guidance, they drift.
Retention tactics for inbound-led GTM
Your job is to guide the journey. Think of your product like a funnel inside your content. If someone lands from a blog post, what’s the next thing they should do?
Build in product paths that match your content’s theme. If someone came from a “How to automate X” blog, the product should immediately offer that experience inside the UI.
Also, nurture post-signup. Send contextual follow-ups—not generic welcome emails. Match your email or in-app messages to what the user first engaged with.
6. Outbound GTM strategies often see churn rates of 35% by month three
Why outbound gets people in, but struggles to keep them
Outbound GTM efforts—cold calls, cold emails, outreach on LinkedIn—often lead to fast signups but quick exits. A 35% churn by the third month means people weren’t really ready to buy or weren’t properly qualified.
Outbound can create urgency, but it can’t replace alignment. If your messaging or targeting is off, you’re filling the funnel with people who never really wanted to be there.
How to fix outbound retention
It starts with better targeting. Don’t just chase the right title—go after the right timing. Someone might be the right persona but still not feel the pain your product solves.
Next, align the messaging to onboarding. If your cold email promises something, make sure the product experience delivers it quickly. There should be no disconnect between pitch and platform.
Finally, qualify harder. Ask tough questions in your first call. Make sure the user knows what they’re getting into—and whether they’re ready for it. That might mean fewer signups, but much better retention.
7. Hybrid GTM models (product-led + sales-led) retain 47% of users after 12 months
Why combining strategies often leads to better long-term success
Hybrid GTM approaches combine the best of both worlds. The product does the heavy lifting, while sales teams support higher-value deals. A 47% retention rate at 12 months is one of the strongest on this list.
This works because users aren’t left on their own. They experience the value of the product and get help when they need it. It builds trust and long-term engagement.
Tips for making hybrid GTM models retain better
Timing is key. Don’t bring in sales too early. Let users experience the product first. Then, when they start showing high-intent signals—like using advanced features or inviting teammates—have sales step in.
Also, make sure both teams speak the same language. Sales should understand product flows. Product should understand sales objections. That shared knowledge makes handoffs smoother.
And finally, offer choice. Let users decide if they want help or want to explore. Giving users control builds ownership—and that’s what drives long-term usage.
8. Content-led GTM strategies yield a 20% higher retention rate than cold outbound
Why education builds better users
Content-led GTM models attract users who are already in “learn mode.” They come in through guides, webinars, templates, or tools. That education-first approach leads to users who understand the product better—and use it more consistently.
When compared to cold outbound, content-led retention is 20% higher. That’s a huge gap. The reason is simple: informed users make better decisions and stick longer.
How to build content that retains users
Start with user pain, not product features. Your content should solve a problem, then gently guide people into your product. When users feel like they learned something valuable before they even signed up, they’re much more open to exploring further.
Next, link content to experience. Don’t let users read a great post and then land in a generic product dashboard. Instead, make your product echo the content they just read. Context is everything.
Lastly, keep the education going. Once they’re in, send short playbooks or mini-courses. The more they learn, the more they stay.
9. PLG (Product-Led Growth) companies have 2x higher NRR than sales-led
What Net Revenue Retention says about long-term loyalty
NRR (Net Revenue Retention) is a key metric for growth. It shows how much revenue you keep and grow from your existing users. PLG companies show 2x higher NRR than their sales-led peers—and that’s a massive difference.
Why? Because PLG users start small, experience value, then upgrade or expand on their own. There’s no forced upsell—just natural growth based on real use.
How to drive high NRR in a product-led model
Make expansion pathways obvious. If users hit a limit—storage, usage, features—let them upgrade with one click. The key is to make growth feel like a win, not a wall.
Also, monitor team usage. If one person from a company is active, send nudges to get others onboard. The more users from a single account, the more likely they are to stick—and grow.
Don’t forget to celebrate success. If your product helps them hit a milestone, say it. Small celebrations drive emotional connection, which keeps users coming back.
10. Startups with onboarding-focused GTM strategies retain 50% more users at month one
First impressions are everything
Most churn happens early—often within the first 7 days. That’s why onboarding is not just a setup step—it’s a GTM strategy on its own. Startups that focus on onboarding retain 50% more users at the one-month mark.
The reason is simple: people don’t stay if they don’t see value. Onboarding is your chance to deliver that value immediately.
How to create onboarding that sticks
Get users to their “aha moment” fast. That might be sending their first campaign, importing a file, or inviting a teammate. Identify what success looks like—and guide users there in minutes, not days.
Use in-app checklists or guided tours, but don’t overwhelm. Show only what’s necessary at each step. Every click should feel like progress.
Lastly, ask for feedback early. If users get stuck, you need to know why. Use short surveys or quick exit polls. Then fix what’s broken fast.
11. Companies using live demos as a core GTM convert and retain 22% fewer users than self-serve PLG models
Why live demos aren’t always scalable—or sticky
Live demos can close deals, but they’re harder to scale and often less sticky long-term. Users who sign up from a demo-led GTM strategy retain at a rate 22% lower than self-serve PLG models.
Why? Because demos create dependency. The user watched someone else do the work. They didn’t build the habit themselves.
How to bridge the gap after demos
Don’t stop at the demo. Send users a quick-start version of what they saw. Give them a 3-step checklist to recreate the experience on their own.
Also, record and personalize. A recording lets users revisit what they saw—and share it with teammates. But more than that, pair the recording with links that guide them back into the product.
And remember, follow up with intent. Ask if they’ve taken action since the demo. If not, offer help—but only help that pushes them toward independence, not reliance.
12. Community-led GTM strategies show a 60% 6-month retention rate
Why people stay when they’re not alone
Communities build more than engagement—they build identity. When users are part of something bigger than a product, they stay longer. That’s why community-led GTM strategies see a 60% retention rate by month six.
The value here isn’t just emotional. Community adds layers of support, feedback, and social proof. When users can learn from each other, your team doesn’t have to do all the work.
Building community that sticks
Start small. You don’t need thousands of users in a forum. A Slack group, a live Q&A, or even a customer spotlight can be enough to build momentum.
Make participation easy. Some users want to ask questions, others just want to read. Design for both.
Also, bring your team in. Let users see the faces behind the product. Host AMAs, share roadmaps, and gather feedback. The more users feel involved, the more they’ll stay.
13. Retention for pricing-led GTM models is 15% lower when pricing is opaque
Confused buyers don’t become loyal users
When pricing is unclear, trust erodes. That’s why pricing-led GTM models with opaque pricing have 15% lower retention rates. People don’t like surprises—especially when it comes to money. If users don’t understand what they’re paying for or why, they leave.
This happens often in enterprise SaaS, where sales teams gate pricing behind forms or push custom quotes without clear value mapping. The user signs on, but the long-term relationship feels shaky.
Fixing pricing for better retention
Transparency matters. Show your pricing publicly, clearly, and with use case examples. Break down what each plan is best for. Help users self-identify before they ever talk to sales.
Also, map features to outcomes. Don’t just say “Pro plan includes automation.” Show what automation means for the user—time saved, errors reduced, output doubled.
If you offer custom quotes, anchor them to value. Make sure buyers can justify the price internally. The better they understand the ROI, the longer they’ll stick.
14. Users acquired through event-led GTM retain at a rate of 19% by month six
When one-time hype doesn’t translate to long-term value
Events create spikes in attention. Virtual summits, webinars, booths—they attract eyes and emails. But they often don’t retain. Just 19% of users acquired this way are still around at month six.
The reason? Most events focus on awareness, not usage. The follow-through is weak. Users attend, get excited, maybe sign up—but the product doesn’t stay top of mind after.
Turning event energy into retention
The key is in the follow-up. Don’t just send a thank-you email. Send a personalized path. “Based on what you saw, here’s how to try it for yourself.” Make it specific and fast.
If you demoed a feature at the event, create a mini-onboarding for it. Help attendees recreate the experience on their own.
Also, use time-based triggers. Follow up a week later, then a month later, with real use cases. Don’t let event buzz fade without creating a usage habit.
15. Enterprise buyers in sales-led GTM show 70% 12-month retention
High-touch works—when value is delivered
Enterprise customers stay longer, especially when guided by a strong sales-led GTM. With a 70% retention rate after 12 months, this group proves that deep relationships still win when combined with reliable delivery.
But don’t mistake retention for satisfaction. Enterprises stick because switching is hard. To turn retention into advocacy, you need active, measurable success.
Strengthening enterprise retention
Start with real onboarding plans. Not just kickoffs—actual roadmaps. Define what success looks like for them and review it monthly.
Also, stay close to usage metrics. Are their teams logging in? Are they using key features? If not, address it early. Even large clients can churn quietly if the core team doesn’t use the tool.
Finally, treat your contact like a partner. Co-create. Ask for feedback. Let them shape your roadmap. That kind of involvement builds long-term loyalty.
16. Consumer SaaS using freemium models have 7-day retention rates of 15%
The early cliff in consumer products
Fifteen percent retention after just seven days is common in consumer freemium apps. That means 85% of users are gone in a week. In this space, first impressions aren’t just important—they’re everything.
Consumer attention is short. Users don’t wait to learn. If they don’t get value immediately, they bounce. Freemium makes it easy to try, but also easy to leave.
Surviving the 7-day drop-off
Focus your GTM on speed to value. What can users achieve in 60 seconds? That’s your hook. Design onboarding around it.
Remove every friction point. Don’t ask for sign-up before showing utility. Let users try something—even partially—before committing.
Also, build streaks. Encourage small daily actions. The more users return in the first week, the more likely they’ll stick in week two.
17. Users from referral-based GTM channels retain at 50% after 3 months
Why trust creates stickiness
Referrals come with built-in trust. That’s why users acquired through referral GTM programs retain at 50% after three months—a strong early indicator.
These users already believe in your product because someone they trust recommended it. That’s a huge advantage. But it only works if their experience matches the expectation.
Boosting retention through referrals
Make the handoff seamless. If someone clicks a referral link, show a welcome message: “You’re here because [Name] referred you.” That tiny detail builds comfort.
Also, design custom onboarding flows for referrals. Show the most-loved feature first. Offer them the same setup their friend used.
If possible, connect them. Social proof works better when it’s interactive. Even a single comment or success story from the referrer inside the product can keep a new user engaged.
18. Startups using waitlist-based GTM strategies retain 33% of users by month two
Scarcity can drive attention—and retention
Waitlists build hype. Users feel like they’re getting early access to something exclusive. That emotional investment leads to a 33% retention rate by month two—much better than typical cold traffic.
But this only works if what’s behind the curtain actually delivers. If the product feels underwhelming, the hype turns into disappointment.
Making waitlists work post-launch
Treat the waitlist as a warming phase. Send educational content, product previews, or behind-the-scenes updates. Get users excited and prepared—not just curious.
Once they’re in, deliver immediate payoff. Show what’s new, what’s exclusive, and why they waited. Surprise them with something extra—a feature or bonus they didn’t expect.
Also, use your early adopters for feedback. Show them that their experience is shaping the product. That creates ownership, which fuels retention.
19. ABM-led GTM strategies in B2B SaaS show 65% 6-month retention
Personalized paths pay off
Account-Based Marketing (ABM) works by treating each account like its own market. It’s slow, deliberate, and deeply personalized—and it shows, with 65% of users still active after six months.
That kind of retention comes from relevance. ABM doesn’t sell broadly. It sells precisely. And precision creates satisfaction.
Scaling ABM without losing retention
Keep personalization front and center. Don’t just personalize outreach—personalize onboarding, training, and follow-up. Use their language, their structure, their goals.
Also, document their journey. Track what resonated during sales and continue that thread inside the product.
Finally, stay proactive. Schedule quarterly reviews. Ask what’s working and what’s not. Show that you care beyond the sale.
20. Companies with email-sequence GTM campaigns have 20% retention after month one
Automation without depth doesn’t hold attention
Email sequences are easy to scale. But they often feel robotic. That’s why companies using email-only GTM see just 20% retention after one month. Users may click through—but they don’t connect.
When your entire first impression happens through scheduled emails, you lose flexibility. And users notice.
Making email sequences more human
Start with segmentation. Don’t send the same sequence to everyone. Tailor your emails by role, industry, or use case. Speak directly.
Make the early emails actionable. Don’t just introduce—guide. “Click here to set up your first project.” “Use this template to get started.”
Also, add in real touches. Send at least one message from a real person, with a real reply-to address. Offer help. That small touch can pull someone back in when the automated journey fails.
21. Product tutorials as part of GTM boost week-1 retention by 30%
Teaching keeps people coming back
Users drop off when they don’t know what to do. That’s why including product tutorials in your GTM motion boosts week-one retention by 30%. People stick around when they feel guided, supported, and not left to figure it out alone.
But not all tutorials work. If they feel too long or too generic, users skip them. The key is to make learning part of the doing—not separate from it.
How to create tutorials that actually help retention
Use micro-tutorials. Short, focused, contextual. If a user lands on a dashboard, show a tooltip guiding their first click. If they reach a settings page, walk them through key options.
Make the tutorial interactive. Let users take real steps, not just watch videos or read instructions. The goal is to help them reach their first success without friction.
Track completion. If users skip tutorials, follow up. Ask if they need help. Offer a second chance to engage. These small nudges compound over time.
22. Self-serve GTM models with tiered onboarding retain 45% at 3 months
Letting users choose their path improves stickiness
Self-serve GTM works best when it doesn’t treat all users the same. Tiered onboarding—where users pick how they want to get started—leads to 45% retention at 3 months.
Some users want quick start guides. Others want full walkthroughs. A few might skip onboarding altogether. Giving people options keeps them comfortable, and comfort drives continued use.
Designing tiered onboarding for retention
Ask one question up front: “How would you like to get started?” Then offer clear paths—beginner, experienced, or explore on your own.
Track which path leads to the best outcomes. You may find power users actually perform better with structured onboarding. Use that data to refine your paths.
Also, make switching easy. If someone chooses “I’ll explore on my own,” let them enter a tutorial anytime. Keep the door open.
23. Influencer-led GTM strategies retain users at only 12% by month four
Popularity doesn’t always mean product fit
Influencer-led GTM strategies can generate massive interest fast. But interest doesn’t equal retention. With just 12% of users staying by month four, it’s clear that influence alone can’t carry long-term success.
Often, these users come for the personality, not the product. If the tool doesn’t deliver or match the hype, users won’t convert into loyal customers.
Making influencer-led GTM work longer term
Partner with influencers who actually use the product—not just endorse it. Their walkthroughs and use cases should be real, not scripted.
Create follow-up content. When users arrive, greet them with resources tied to the influencer’s story. Help them continue the same journey.
Most importantly, set expectations. Don’t oversell. Make sure the product does what the campaign promises. That’s the only way to keep new users engaged.
24. GTM strategies targeting mid-market clients show 50%+ 9-month retention rates
The sweet spot between agility and commitment
Mid-market clients often deliver the best mix of fast onboarding and strong retention. With over 50% still active at 9 months, they offer more stability than SMBs and more flexibility than enterprise accounts.
These clients move quickly, adopt fully, and don’t require endless red tape. But they still expect support and performance.
How to win and retain mid-market users
Tailor your GTM for speed and depth. Make onboarding fast, but have backup for complex questions. Provide playbooks, but also offer consultative check-ins.
Show ROI early. Mid-market teams often report to higher-ups and need to prove tool value. Help them track wins and share them internally.
Build champions inside the team. One excited user can influence the entire department—and save your renewal.
25. Cold-call-based GTM strategies in SaaS result in sub-20% 90-day retention
When selling pressure replaces product value
Cold calls can spark deals, but not loyalty. In SaaS, these strategies usually lead to fewer than 20% of users staying past 90 days. The sale was made—but not the habit.
Often, cold call GTM skips discovery. Users buy without fully understanding the product, or worse, without seeing it in action. That leads to mismatch and fast drop-off.
Shifting cold-call GTM toward retention
Start by slowing down the close. Instead of rushing a sale, use the call to uncover pain points and align on use cases. Offer a short trial after the call before signing a deal.
Follow up fast. Within 24 hours of a close, send onboarding help. Make sure they actually use what they bought.
Lastly, keep support close. High-churn GTM flows need tighter feedback loops. Even one call post-onboarding can change the outcome dramatically.
26. SEO-led GTM approaches with embedded CTAs have 35% user retention at month three
Content brings users—but CTAs keep them
SEO works, but only when it guides users past the page. When blog content includes embedded calls to action that match user intent, 3-month retention hits 35%.
That’s because users not only find you—they flow straight into the product with a purpose. The CTA bridges information with action.
Crafting SEO that retains, not just attracts
Each blog should lead to one specific action. If you write about team productivity, the CTA should push users to start a shared workspace—not just “Try now.”
Use mid-content CTAs, not just footers. Don’t wait till users scroll to the end. Meet them halfway, when their interest is still high.
Also, match CTA language with blog tone. If the content is casual, keep the invitation simple and friendly. That continuity keeps users feeling comfortable as they switch contexts.
27. B2B SaaS with sales-assisted PLG retain 60% of users by month six
The combo that builds trust and action
Sales-assisted PLG gives users the freedom to explore, plus the support to go deeper. With 60% retention at six months, it’s a proven strategy for B2B teams that want scale and personalization.
Users self-serve initially. When their activity signals value, sales steps in to guide the next step. It’s consultative, not coercive.
Making assisted PLG a retention asset
Use product usage as your signal. Don’t assign reps blindly. When a user invites teammates or triggers high-value actions, that’s when to step in.
Keep the assist consultative. Don’t just sell upgrades—offer setup help, share power tips, walk through advanced use cases.
Document handoffs clearly. Users should know exactly who to talk to and when. Sales, support, and success teams should feel like one, not three.
28. Apps using GTM via mobile push campaigns show 18% D30 retention
Push without purpose falls flat
Mobile push notifications can bring users back—but only briefly. Apps using push as a main GTM channel see just 18% retention by day 30. Most users opt out or ignore irrelevant messages.
The problem? Many push campaigns are generic. They don’t respect user behavior or timing.
Doing push the right way
Use behavior-based triggers. If a user added a task but didn’t complete it, nudge them. “Finish your task in one tap” beats “Come back now.”
Also, control the cadence. Too many messages lead to fatigue. One or two relevant nudges a week are better than daily pings.
Give users control. Let them set notification types and frequencies. Autonomy improves satisfaction—and keeps the app installed longer.
29. Chatbot-onboarding in GTM increases retention by 25% in the first 7 days
Conversations guide better than clicks
When users land in a new app, they often don’t know where to start. Chatbot onboarding—done well—boosts 7-day retention by 25%. It feels personal, immediate, and helpful.
Users want direction without friction. A chatbot lets them ask questions, follow prompts, and get answers without hunting through docs.
Designing chatbot flows that retain
Start with one goal: get users to value. The chatbot’s job isn’t to sell—it’s to guide.
Use openers like “What would you like to do today?” and suggest paths: “Set up a workflow,” “Import contacts,” etc.
Don’t overload the chat. Keep responses short and let users decide how deep to go. The faster they reach success, the better your retention curve.
30. Multi-channel GTM strategies (email, ads, content) achieve 38% 6-month retention vs. 21% for single-channel
Consistency beats frequency
When users hear your message in multiple places—email, ads, blogs—they trust it more. That’s why multi-channel GTM drives 38% retention by six months, compared to just 21% for single-channel plays.
It’s not about repetition—it’s about reinforcement. Seeing your brand in different contexts builds credibility and recall.
Creating a unified GTM experience
Keep your messaging aligned. If your ad says “Save time with automation,” your blog, onboarding, and emails should reinforce that theme.
Use retargeting wisely. Remind users what they already care about. Don’t chase them with features they haven’t seen yet.
And finally, let channels support each other. Link from blogs to webinars. From webinars to product tours. From ads to instant trials. Make your ecosystem seamless.
Conclusion
Your go-to-market strategy isn’t just about customer acquisition—it’s about building habits, relationships, and long-term value. The real win doesn’t come from getting users in the door. It comes from keeping them there. And as we’ve seen across these 30 stats, the GTM choices you make have a massive impact on who stays and who leaves.
