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Key Takeaways Insufficient documentation, limited feature visibility and poor support can all contribute to churn by making it harder for customers to discover what a product can do and get value from it.
Use support tickets, session recordings, product usage data and public user reviews to find what frustrates users, then turn those insights into content that closes the gap.
Turn each problem into the right type of content. Then embed it in the product and measure impact on support tickets, feature adoption, and churn.
I write a lot of bottom-of-funnel content for B2B software products, so I spend a lot of time on Reddit, G2, Capterra and similar platforms where customers are honest about what they love about a product, what frustrates them and why they stopped using it.
Beyond the usual suspects — budget limitations, price hikes, and missing features — another issue keeps surfacing across hundreds of reviews in multiple product categories. Customers struggle to get value from the product, and insufficient documentation, weak onboarding and limited feature visibility all contribute to that.
Findings from Churnkey’s 2025 State of Retention report, which analyzed over a thousand companies, point to the same issue. Alongside budget limitations and infrequent usage, unmet expectations also drive cancellations, including cases where users underutilize features because onboarding is weak or those features aren’t easy to discover. As a result, some users never fully understand how to apply the product to their needs or where to go for help when they get stuck.
Fixing these issues isn’t a job for product, engineering and customer success alone. These teams can fix bugs, answer tickets and reduce the gap between what a product can do and what customers know how to do with it, but they usually can’t close that gap alone at scale.
That’s why marketing teams need to think beyond the funnel. Working with product and customer success, they can create content that helps users discover features, understand how to use them and get value from the product before frustration turns into churn.
Here’s how marketing teams can help close that gap.
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