Customer Success for Marketing Software


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The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.

In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.

This presentation - Customer Success for Marketing Software - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Marin Software, Influitive, Conductor

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  • Influitive helps B2B marketers recruit, mobilize and recognize an army of advocates that outsell the best sales reps.I’ve been in Customer Success specifically for almost 10 years and when I was at Eloqua, I would get bombarded with requests for references, case studies etc… Influitive takes care of that as We’ve created a web portal that it makes it fun for customers to advocate for you. When requests came at me, I would say, go ask our advocates. Who we are:Founded in 2010 HQ in Toronto, Palo AltoPrivate, VC backed, >$11M raised
  • Advocate marketing is very new – it’s a new category so what we need are really driven people. We hire for their attitude and not their experience. When I was at Eloqua, it was much different. I hired former marketers and former clients.At Influitive, we need to make it fun to be an advocate marketer, we have to be very flexible and we have to be light on process but have some sort of a structure. We need different type of people.It’s the Wild West as we’re writing best practices every day as we have modern marketers as customers who like to experiment with their advocates and share those results with us.One of my favorite sayings of Peter Drucker is that Culture eats strategy for breakfast. At Influitive culture eats every meal. We even bring lunches in three days a week.
  • How can we align our team to meet the demand of this new area of marketing?Of course we have the foundational items: -we have a support team that is exceptional at responding to customers. -We have customer success managers that are amazing at onboarding customers and making them successfulTeam wants to work on a bunch of items but we really need to move the needle and quicklyWe also want to create an environment of learning and we have few resources
  • We looked around and we saw that our development team used Agile Methodology to quickly and efficiently roll out new enhancements. They worked as a team to do this and they produced amazing results. We saw this in marketing in well.We wanted in, Why not Customer Success?
  • This is agile diagram. We just borrowed it from developersWe review our current challenges – what are the barriers to success? What goals are we not hitting and what can do to impact that? We review our ideas from our backlog? What has the CEO said is a priority?We have our Sprint planning meeting – what are the tasks, what can we reasonably do and who will do them. We record the tasks. The rest of the items go to a backlogSprint lasts for three weeks. We have a daily 9 minute stand-up meeting to review our progressAt the end of the sprint we have a retrospective and review what we accomplished and how we can improve the processWe keep the company updated via company wide presentations and updatesWe start over again with the planning process
  • Example of a Trello board we use to track the sprint and backlog
  • We’ve been very successful at maximizing our team’s capabilities and empowering the team to impact our overall results.Here are some of the outputs from the agile customer success process:Data driven recommendations – not just recommendations but having data to back it up is powerfulMore efficient onboarding – better materials, happier customersBlog posts – creating advocate marketing experts and helping our marketing teamSurveys – getting timely feedback from customersKnowledge base articlesBi-weekly customer webinars – education to build stronger usersShort tip videosImproved product adoptionProduct enhancements- providing input to our product team based on our research
  • Happy customers – examples from Engine Yard and OktaHappy employees – if they are happy, your customers will beAre we doing this 100% right? No, but that’s OK as it is a great framework for us and is something we constantly improve.
  • Identify those traits that make an exceptional CSM
  • Health score= goal for 2014
  • Customer Success for Marketing Software

    1. 1. Customer Success for Marketing Software Brian Kaminski, Marin Software Maria Bradley, Conductor Chad Horenfeldt, Influitive
    2. 2. Chad Horenfeldt - @ChadTev Influitive helps B2B marketers recruit, mobilize and recognize an army of advocates that outsell the best sales reps. Who we are: • Founded in 2010 • HQ in Toronto, Palo Alto • Private, VC backed, >$11M raised Director, Customer Operations, Advocate Marketing Expert Agile Customer Success
    3. 3. Our Challenges: • New category – we’re writing the book on advocate marketing • Customers need to see value QUICKLY • Continuous increase in customers • Extremely driven team • Create an environment of learning • Few resources
    4. 4. Agile CS is Born!
    5. 5. Agile Customer Success Methodology
    6. 6. Our Output • Data driven recommendations • More efficient onboarding • Blog posts • Surveys • Knowledge base articles • Bi-weekly customer webinars • Short tip videos • Improved product adoption • Product enhancements
    7. 7. Results: Turning customers into advocates
    8. 8. Maria Bradley Conductor, Inc Conductor is the leader in SEO Technology empowering enterprise marketers to manage and improve their SEO efforts and deliver provable ROI. Conductor created the first and most widely adopted enterprise SaaS SEO technology solution, Conductor Searchlight™, which helps marketers scale natural search, monitor competitive market share, identify content opportunities and boost revenue. Senior Director, Customer Success
    9. 9. Customer Success at Conductor 33 people dedicated to Customer Success • 14 CSMs • 8 Strategic Account Executives • 6 Technical Support & Professional Services And Growing
    10. 10. First 30 days is key Trust is built within first 30 days • Present the key onboarding steps on the 1st call • Train on the use cases that fit your customer pain points • Pass controls so that you can assess the customer’s knowledge • Track and Measure each step in your onboarding process
    11. 11. Lifecycle Management • Ensure you have the right account/CSM ratio if you want to have a high touch CS model • Identify Problem your customer is hoping to solve • How your customer plans to track ROI • Behavior & use cases of your most successful customers • Customer milestones throughout lifecycle • Knowing who your customer champions and internal sponsors are is key • A health score that assesses risk early • Have your customer tell you the value they are getting don’t assume everything is peachy
    12. 12. Make it fun and informal Never be on auto pilot • Customize every interaction • Find out what makes your customer tick • Outreach does not always have to be about your product and their use of the product • Be friendly and you make more friends
    13. 13. Brian Kaminski Marin Software Marin Software offers the complete revenue acquisition management platform, incorporating the workflow, analytics, and optimization tools necessary to enable marketers to save time, make better decisions, and improve financial results. SVP, Customer Success
    14. 14. An Open Platform for Cross-Channel Revenue Acquisition
    15. 15. Our Approach • We embrace owning the outcome • Our Success is defined by customer satisfaction, retention, & existing customer revenue growth for Marin. • Diversity of customer size & needs • Digital Advertising Based revenue Model • Agencies & end advertisers • Balance of digtal skill and software knowledge
    16. 16. Customer Success Pillars • Organize customers by size, needs and relationship • Customer Analytics initiative to understand all dimensions and react quickly • Execute, Scale, & Innovate Mindset • Integration & Attribute profiling • Insights engine to deliver value & identify growth opportunities
    17. 17. Q & A