Land and expand starts with an easy entry, such as one team, one use case or a small plan, and then grows the account as people see value. It suits products that spread inside organisations and depends on strong onboarding and customer success.
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- Published to your site and tracked in Search Console
- One person answers for your account
- Plans from $400 a month, terms from 3 months
What makes it work
- A low-friction first purchase
- A clear path from one team to many
- Usage signals that show when to expand
- Customer success that finds the next use case
Tie it to marketing
Create content for the second and third buyer in an account, such as admins, finance or security, so expansion has its own supporting pages.
Common mistakes
Landing without an expansion path
Small deals that never grow add cost without growth.
Frequently Asked Questions
Net revenue retention and expansion revenue show whether accounts grow after the first sale.
Keep reading
- Expansion Revenue: Additional recurring revenue from existing customers through upgrades, extra seats, add-ons or higher usage. The main driver of net revenue retention.
- Net Revenue Retention: The share of recurring revenue kept from an existing customer group over a period, including expansion, after downgrades and churn. Above 100% means growth.
- Seat-based pricing: Seat-based pricing charges per user, so revenue grows as more people in a customer's team use the product.
- Buying Committee: The group of people inside a company who influence, evaluate and approve a B2B software purchase, from end users to finance, IT and legal.
- Activation Rate: The share of new sign-ups who reach a defined first moment of value in a product. The bridge between acquiring users and turning them into customers.
- Alternatives Page: A page that answers “[competitor] alternatives” by listing several real options, written for buyers who are leaving or ruling out a product.
- CAC Payback Period: How many months of gross profit from a new customer it takes to recover what it cost to acquire them. A measure of how much cash growth ties up.
- Comparison Page: A page that compares two products side by side, written for buyers searching “[product A] vs [product B]” in the last stage of choosing.
