If you’ve ever stared at your B2B pipeline and thought, “Which of these deals are about to ghost us?”—you’re not alone. Churn risk is a silent killer for SaaS and B2B companies. The earlier you spot it, the less painful (and awkward) those churn conversations become. This guide is for folks who want to use June.so analytics to actually do something about churn—not just generate pretty charts for the board deck.
Why Churn Risk Is So Hard to See
Here’s the problem: In B2B, churn rarely announces itself. It creeps in as slow replies, skipped calls, and “we’ll circle back” emails. You need to catch it before it’s obvious—when you might still have a chance to fix things.
CRM notes and gut feelings can help, but they’re not enough. You need real signals from how customers use (or don’t use) your product. That’s where product analytics come in, and where June.so actually earns its keep.
Step 1: Get the Right Data Flowing Into June.so
Don’t skip this step. If your data’s a mess, everything else is just guesswork.
- Connect your product: Integrate your app with June.so. This might mean dropping in their SDK or using Segment.
- Track the basics: User sign-ins, feature usage, key actions (whatever actually matters in your product).
- Map accounts and users: B2B is account-based. Make sure you’re sending both user and company/account identifiers, or you’ll be staring at a pile of anonymous events.
What to ignore: Vanity metrics. Tracking “page views” or “signup button hover” is a waste unless those actually relate to churn.
Pro Tip: If you’re not sure what to track, start with these: - Logins per user per week - Number of unique users per account - Frequency of use of your core features
Step 2: Define What Healthy Looks Like (No, Really)
Before you can spot churn risk, you need a baseline for “normal.” Don’t overthink it—just be honest about what healthy engagement is for your product.
- Pick one or two core actions that a successful account does regularly. For a project tool, maybe it’s creating tasks. For an analytics app, it’s running reports.
- Decide on a frequency: Is weekly usage normal? Daily? Monthly?
- Look at your best customers: What do they actually do each week or month? Use that as your rough benchmark.
June.so can show you these patterns, but you need to tell it what matters.
What to ignore: Don’t copy someone else’s “north star metric” unless it makes sense for your business. The best metric is the one tied to why people pay you.
Step 3: Set Up Churn Risk Signals in June.so
Now the real work starts. June.so lets you build “health” reports—use them to flag at-risk accounts.
- Create health reports for your key actions and frequency (e.g., “Accounts with no logins in 14 days,” “Accounts with 50% fewer active users than last month”).
- Set up alerts: June.so can notify you in Slack or email if an account drops below your healthy threshold.
- Look for negative trends: Not just total drop-off, but slow declines. A gradual slide is just as dangerous as a sudden stop.
What actually works: - Tracking decreases in activity, not just total inactivity. Sometimes, a 30% drop is all the warning you get. - Segmenting by account size. Big customers might have different healthy patterns than small ones.
What doesn’t: - Relying on averages. They hide edge cases. Always look at individual accounts.
Pro Tip: Build a simple “Churn Risk” dashboard in June.so. Set it to show: - Accounts with zero activity in the last 2 weeks - Accounts where active users dropped >30% month-over-month - Accounts that haven’t used your core feature recently
Step 4: Combine Analytics With Context
Numbers alone don’t tell the whole story. Sometimes a customer goes quiet because their champion is on leave, or they’re about to renew and are just negotiating hard. Here’s how to add context:
- Cross-check with sales/CS notes: If an account is flagged as at-risk in June.so, check if your team knows why. Use CRM notes, emails, or even Slack threads.
- Look for external signals: Did the company just go through layoffs? Did your main contact change jobs?
- Review support tickets: A spike in support issues (or a total absence) can both be warning signs.
What to ignore: Don’t get lost in the weeds of every tiny dip. Focus on meaningful, sustained changes.
Step 5: Take Action—Don’t Just Watch the Dashboard
Spotting churn risk is only useful if you actually do something.
- Reach out proactively: If June.so flags an account, don’t wait for them to cancel. A quick check-in email (“Saw you haven’t logged in much—can we help?”) can reset the relationship.
- Offer value, not just a sales pitch: Share a feature they haven’t used, send a relevant case study, or offer a short training.
- Share findings internally: If you see a pattern (e.g., everyone who tries Feature X stops using the product), tell your product or onboarding team.
What actually helps: - Personal, specific outreach. Automated “we miss you” emails rarely work in B2B.
What doesn’t: - Panic discounts. Don’t immediately offer money off—find out what’s really going on first.
Pro Tip: Keep notes on what works. If a certain type of nudge brings people back, make it part of your playbook.
Some Honest Truths About Churn Analytics
- You’ll miss things. No tool, even June.so, is perfect. Some churn will sneak by.
- Too many signals = noise. If you flag every dip, your team will start ignoring alerts. Focus on the real red flags.
- Fixing churn is about people, not just data. Use analytics as a starting point, then have real conversations.
Wrapping Up: Keep It Simple and Iterate
Don’t try to build a perfect churn prediction machine on day one. Start with basic signals, use June.so to surface them, and actually talk to your customers. Adjust as you learn. Most teams get stuck in setup mode—don’t be that team.
Spot problems early, act fast, and keep your pipeline healthy. That’s really all there is to it.