In a SaaS world obsessed with automation, many companies overlook a simple truth — relationships still close deals and keep customers.
Matt Barnett, founder of Bonjoro (and self-proclaimed “Papa Bear”), learned this the hard way while running an agency out of Sydney. With customers in London, Paris, and New York — and a 12-hour time difference — he couldn’t rely on quick calls to convert leads. Instead, he stumbled into something more powerful: personalized video messages sent at exactly the right time.
The result? Triple the response rate overnight.
This wasn’t just a clever sales hack. It was the seed of a product that would go on to help thousands of businesses increase conversions, onboard customers, and retain them longer — by building human connection into the sales and customer journey.
From Necessity to Scalable Solution
Barnett’s original challenge was classic: leads were slipping away before meaningful contact could be made. So he started recording short, personalized videos — filmed on his commute past the Sydney Opera House — to greet leads by name, reference their company, and invite a conversation.
These videos weren’t marketing fluff. They were anchored in the buyer’s journey:
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Awareness stage: The Opera House backdrop caught attention.
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Consideration stage: Social proof by mentioning recognizable clients.
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Decision stage: A clear call-to-action to meet.
Once the videos worked for him, clients began asking for the same capability. His team hacked together a tool that plugged into CRMs, triggering video prompts whenever a lead signed up, a customer paid, or a milestone was reached.
The Buyer Intelligence Layer
Bonjoro’s biggest leap wasn’t video itself — it was the intelligence layer that determined when to reach out.
By integrating with tools like Salesforce, Intercom, Shopify, and Patreon, the platform could:
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Detect a trigger (e.g., a first purchase, a renewal date, or a churn risk signal).
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Alert a team member.
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Prompt a highly contextual, personal outreach.
This transformed one-off gestures into a repeatable, scalable system — where every touchpoint felt human, but was powered by buyer data.
Retention Starts Where Sales Ends
Barnett’s philosophy is clear: “Automate process, but never relationships.”
While most SaaS companies pour energy into the acquisition funnel, retention often gets a fraction of the attention. Yet, a well-timed personal check-in can:
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Reduce churn by addressing issues before they become cancellations.
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Increase upsells by surfacing relevant offers when customers are most engaged.
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Generate advocacy by creating memorable moments customers want to share.
Our own work with SaaS clients mirrors this — retention isn’t a support function, it’s a sales extension. And buyer intelligence is the bridge between the two.
Lessons for SaaS Leaders
From Barnett’s journey, SaaS and tech founders can take away three key principles:
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Identify the critical “moments of truth” in your customer journey and design personal touchpoints around them.
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Leverage automation to serve your humans, not replace them. The tech should handle the when and who, while your team delivers the how.
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Make culture part of the experience. The Bonjoro bear suits aren’t just fun — they’re a signal to customers that personality matters. In crowded SaaS markets, your brand’s humanity is a differentiator.
The Takeaway
SaaS growth isn’t just about a better funnel — it’s about a better relationship. When you combine buyer intelligence with personal, timely engagement, you create a customer experience that’s hard to ignore… and even harder to leave.
If your sales and retention strategy relies on automation without connection, you’re leaving revenue — and loyalty — on the table.