In this GTM Insider episode, Daphne Costa Lopes (Head of CS for Strategic Accounts at HubSpot) tackled a big debate in CS: Does usage = value?
Her answer? Not always… but zero usage = zero value.
Once onboarding is complete, CSMs must stay laser-focused on usage. Not because it's the end goal but because it's the gateway to value. If your customers aren’t logging in, exploring features, or building habits, they’re unlikely to stick around.
Daphne urges CS teams to constantly push the envelope:
→ Deploy a second use case
→ Encourage stickier workflows
→ Drive adoption through tailored support
She also shared tips for staying ahead of churn risk:
- Forecast renewals 6+ months out
- Flag low engagement patterns early
- Don’t wait until 30 days before renewal to fix things
Usage data isn’t just a health signal. It’s a coaching tool. High-performing CS teams use it to start smarter conversations, surface feature gaps and show customers how to unlock more value. If engagement is dropping off, don’t wait for churn to happen. Reach out, re-educate and re-activate your users. This proactive posture turns low usage into an opportunity to guide your customer back to success.
Final thoughts
Usage alone won’t guarantee retention but without it, you’re flying blind.
Quick Links
📺 Catch the full episode here on YouTube or Spotify
🔗 Read more insights in our full GTM Insider blog
📰 Sign up for Daphne’s newsletter, This is Growth! A must-read head here.
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