Totango- The customer engagement company
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Totango- The customer engagement company

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This is an overview of how Totango helps companies drive additional revenue through increasing trial conversion or reducing your churn. We do this by listening to what your customers are doing and ...

This is an overview of how Totango helps companies drive additional revenue through increasing trial conversion or reducing your churn. We do this by listening to what your customers are doing and providing insights on when the should be contacted

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  • We’ve developed a framework called “Listen, understand, engage” that brings all this togetherWe collect rich data from SaaS companies – usage data that is correlated with customer data from other systemsWe then analyze the data and do predictive analysis and real-time segmentation (Totango brains)And we then tie it into your business processes, including your CRM and marketing automation systems
  • 23-24-25 Great slides

Totango- The customer engagement company Presentation Transcript

  • 1. v Renewal Management Customer Success Trial Performance Mgt
  • 2. Insight #1 : Product usage is the #1 driver of key SaaS metrics  Trial conversion  Renewal and churn rates  Upsell and add-on sales “ Active trial users are 4x more likely to buy. ” “ 90% of churn is preceded by poor product usage.” “ Model SaaS companies earn 25% incremental revenue from existing customers.”
  • 3. Insight #2 :Everyone has data but it is really hard to access Totango sifts out customer and user insights from mountains of data… … and makes it actionable to drive revenue and key business processes across sales, customer success, marketing, and products.
  • 4. Totango Insights 1. Metrics • Customer Health • Engagement Score • Vital Signs 2. Alerts and Flags What are the usage indicators of upgrading from freemium to paying? Which customers need attention today? Which new customers need more training or on-boarding assistance? Which customers are ready to buy this month? Which customers are power users and ready for the advanced product? What renewals are at risk in the next 6 months? Which active evaluators gone dark? • Admin change • #customer tickets • Real-time online status 3. Action • Drive calls lists in your CRM • Drive marketing campaigns via any marketing automation platform
  • 5. Totango: Listen, Understand, Engage Product Experience Trial Conversion User Onboarding Customer Success Revenue & Churn Management Customer Marketing & Advocacy Engage Drive Key Business Processes and Actions Understand Analyze & Extract Buy/Churn Signals Users and Accounts Listen Collect Rich Data Applications Connectors Business Connectors Real Time Usage Streams Demographics, Contracts, Billing, Tickets app usage, saas interaction, social media, online behavior CRM, helpdesk, contracts, billing
  • 6. Totango powers SaaS businesses of every size 100+ Customers | 20 million users
  • 7. What our customers use Totango for Trial Conversion Customer Success Expansion Sales +37% conversions +25% retention +20% upsell
  • 8. Totango Methodology  Scalable Implementation Model • Prove first value with trials to drive customer acquisition • Focus on customer success and ongoing value to contain churn • Deliver new value to increase upsell and add-on sales NEW VALUE ONGOING VALUE FIRST VALUE START Trial Onboarding & Adoption Renewal & Upsell
  • 9. Totango in Action – how it will help you! #1 Early Warning System from your data • Real-time alerts when a churn/buy event happens • Most accurate insights from your data so you can take the right action at the right time • Provide health score across your different segments of customers as they act differently and need different actions • Provide lists to sales for trials who are ready to buy #2 Engage in an intelligent way • Know what your users are doing and respond with a relevant message • Know their behaviors before you engage #3 Be Proactive vs Reactive • Know what they need based on insights we provide • Reach out to them before they reach out to you 11/23/2013 Totango Confidential 9
  • 10. TRIAL PERFORMANCE MANAGEMENT
  • 11. Optimize Trial Conversion Value Started a trial Opened 3+ support tickets Invited 3+ users in the trial Spent 60 mins in reports Value Point START NOT USING NOT USING Day 1 … NOT USING Day 10
  • 12. TREND REPORT Trend view of trial accounts – how many are reaching value? Trial Performance Report This month’s trials in real time Signup • New trial signup • No significant activities Discover • Reviewed and explored major features Evaluate • Activated, configured and using application in trial Convert! • New Subscriber (yay)! Marketing Where are we getting the most engaged leads from? Sales Which Sales Rep is succeeding? Our social programs suck The new rep needs more help in engaging trials
  • 13. PERSONAL WORKING QUEUE Right focus, on the right prospect, at the right time This month’s trials in real time Signup • Email nurture Discover • Contact immediately • Contact if not progressing after 1 week Evaluate • Call immediately • Weekly Follow-up • Aim to close in 2weeks Signup √ More Sales √ Predictability √ Efficiency Discover Evaluate Convert
  • 14. LIFECYCLE MARKETING Personalized Email marketing to trial users This month’s trials in real time Signup • Welcome! • Learn about our product… Discover • Follow these steps to test-drive! Evaluate • Tip for getting the most of your trial • How can we help?
  • 15. Signal Analysis report from our data science team highlighting what behaviors drive trial conversion 60% 3 active users, 3, 60 3 active users Insights (+ user) Integrated, resolved, added another User 3 users , 3 days, 60 minutes 50% Rare Diamonds 40% 2 active users 30% We see here that there is a 60% conversion rate when 3 things happen: -3+ active users in the trial -3+ support tickets are opened -60 minutes spent in the platform viewing reports Removed User Bulk Editor Manual Reply Bulk Actions Added User 20% 2+ Response to ticket Resolved case via action Resolved 3 Tickets 60 minutes Added Credit card Responded to a case via bulk updated user 10% 1.8% Golden Path We see a 1.8% conversion on all trials Resolved Ticket 1+ Response to ticket Resolved case via bulk Ended agent tour 3 days of use Started agent tour via menu Responded to a case Skipped agent tour Added new inbound Mailbox Bulk Editor Opened Added New Outbound Mailbox Added FB Page Integrate (email or social) Resolved case Clicked link within tour Agent Tour failed Completed Agent tour Added Twitter Page Viewed business insights Moved to next step Frequency Started agent tour 0% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
  • 16. Totango drives real results for • x25 increase in sales productivity • 37% increase in trial conversion, on average • 40%-85% in trial results predictability • 3x of Marketing Program efficiencies 11/23/2013 Sam Boonin VP Products, Zend esk “There was no way we could innovate so quickly without Totango” If you are a SaaS company – you should definitely use Totango” Totango Confidential 16
  • 17. RENEWAL AND CUSTOMER SUCCESS MANAGEMENT
  • 18. Customer Health – Early Warning System Early Alert System Identify customer at risk Customer Prioritization Creating focused and effective CSM team Executive Dashboards In control of customer health Play Books Take the right action at the right moment
  • 19. Manage The Customer Success Process Customer Health Dashboard Customizable health indicators CSM Performance Revenue Impact Risk prioritized by revenue 11/23/2013 Totango Confidential 19
  • 20. LIFECYCLE MARKETING Personalized Email marketing to customers Customer Lifecycle Marketing On-boarding • Welcome! • Learn about our product… Risk • How can we help? • We noticed that you …. On-going • We noticed that you are not using this feature • Do you need help?
  • 21. Totango drives real results for • 25% reduction in churn • x10 times increase in user engagement within Clarizen • Customer success team efficiency “We now know when an account is falling behind or struggling to onboard with Clarizen and intervene to make a difference Totango keeps our customer success proactive and engaged” 11/23/2013 Totango Confidential 21
  • 22. Customer Success @ Main Issue: • Maintaining good customer health across 5000+ accounts Story: • Tried Gainsight in Q2 13 but failed • Basing health on product usage was key • Segmented self-serve vs CSM managed accounts • Unique dashboards for each use case 11/23/2013 Eddie Nguyen, VP Customer Love Totango Use Cases: User Onboarding Monitoring Customer Health Prioritizing CSM Calls Totango Confidential 22
  • 23. Totango drives results for • Drives in-app messages based on real-time insights derived from Totango’s via our API which increases user engagement and reduces churn • Helps Zendesk get real usage data on key features and prioritizes future development work in the right areas 11/23/2013 Sam Boonin VP Products, Zend esk “There was no way we could innovate so quickly without Totango” If you are a SaaS company – you should definitely use Totango” Totango Confidential 23
  • 24. Totango drives results for CloudBees • Manage their entire lifecycle journey of smaller customers from purchase to renewal to upgrade • All communications driven from insights derived from Totango Sacha Labourey, CEO Cloudbees "For the first time, we have visibility into what our users are doing on our platform, and can interact with them based on usage." 11/23/2013 Totango Confidential 24
  • 25. IMPLEMENTATION OVERVIEW 11/23/2013 Totango Confidential 25
  • 26. Sample Implementation plan Totango Sample Implementation Guide Dates Activities Time Resources Success Services Included with Monthly Subscription Fee Stage 1 Kick off meeting Process Design and Action Definitions 1-3 hours VP/Director Connect the application Setup a Totango account Design the Totango JavaScript Integration Integrate Totango JavaScript into the application code Push to Test and then to production 2-6 hours Web developer Defining lifecycle stages for your users and customers Identifying the logical modules inside your application Identifying meaningful business events for your users Determining the right way to instrument your application Considering privacy and information protection Importing attributes from external systems Connect with Salesforce.com 1-2 hours Salesforce Admin Salesforce user id with API access credentials Stage 2 . Set Salesforce credentials within Totango Populate account information from Salesforce Map Important Salesfroce fields into Totango Install Totango Salesforce Application Identify correlation field within Salesforce Stage 3 Reviews Technical Integration Review Salesforce Integration Review 1-2 hours VP/Director Stage 4 Configure Totango for Customer Success Create active lists for the VP Create reports and dashboards for the VP and team members Create active lists for Team members Create dashboards in Sf.com 4-16 hours VP/Director Integrating with external systems Assisting the team with implementing the tags Success Services Included with Monthly Subscription Fee Defining a customer health score Setting up customer churn alerts Building a data science report on why people churn (extra fee) Defining customer segments based on usage Using the accounts profile page for effective renewal calls Configuring reports and alerts to see where users get stuck Configuring reports to see usage trends & feature adoption Using cohort reports to improve product onboarding flows Defining user segments based on feature usage
  • 27. Sample Implementation Plan Configure Totango for Trial Performance Management Create Trial performance Reports Create active lists for the VP Create reports and dashboards for the VP and team members Create active lists for Team members Create dashboards in Sf.com 4-16 hours VP/Director Configuring reports to understand where trial users get stuck Using cohort reports to understand trial conversion Setting up buy signal alerts Building a data science report on why people convert from free to paid (extra fee) Success Services Included with Monthly Subscription Fee Setting up a nurturing campaign to engagement during trial Defining a win back campaign for expired trials Configure Totango for Email Marketing System 4-16 hours Define segments that you want to email Configure alerts that sync with your marketing automation platform Stage 5 First Training Session Training for the CSM team on Totango Training for the Trial team on Totango 11/23/2013 Success Services Included with Monthly Subscription Fee Segmenting trial users based on their likelihood to buy Setting up rules to decide which trial users sales should call 1 hour Defining lifecycle marketing campaigns based on usage Defining nurturing campaigns to increase engagement VP/Director, Team Totango Confidential 27
  • 28. TOTANGO CUSTOMER SUCCESS SERVICES 11/23/2013 Totango Confidential 28
  • 29. Customer Success Services (included w/ package) • Totango Integration Customer Success Best Practices • • • • • • • Defining lifecycle stages for your users and customers Identifying the logical modules inside your application Identifying meaningful business events for your users Determining the right way to instrument your application Considering privacy and information protection Importing attributes from external systems Integrating with external systems Assisting the team with implementing the tags •Defining a customer health score • Setting up customer churn alerts • Setting up buy signal alerts • Defining customer segments based on usage • Defining lifecycle marketing campaigns based on usage • Using the accounts profile page for effective renewal calls
  • 30. Customer Success Services (included w/ package) • • • • • Customer Lifecycle Marketing Free Trial Optimization • • • • • • Segmenting (free and paying) users based on their usage Defining marketing campaigns to increase engagement Automating offers and campaigns based on customer usage Integrating with your CRM (if appropriate) Integrating with your email marketing system (if appropriate) Segmenting trial users based on their likelihood to buy Setting up rules to decide which trial users sales should call Setting up a nurturing campaign to engagement during trial Defining a win back campaign for expired trials Configuring reports to understand where trial users get stuck Using cohort reports to understand trial conversion Configuring reports and alerts to see where users get stuck • Configuring reports to see usage trends & feature adoption • Using cohort reports to improve product onboarding flows • Defining user segments based on feature usage • Defining nurturing campaigns to increase engagement • Integrating with your email marketing system (if appropriate) • Product Onboarding Acceleration 11/23/2013 Totango Confidential 30
  • 31. PRODUCT SCREENSHOTS 11/23/2013 Totango Confidential 31
  • 32. VP Customer Success - View Customers Status 1. How many customers are in good, average and poor health? 2. Are we improving over time? 3. Does one team member perform less than others? 4. Do I have a problem with high paying customers, or self service customers? 5. Where should I focus my team – onboarding, established or pre-renewal customers? 11/23/2013 Totango Confidential 32
  • 33. Renewal Team –status of my pre-renewal accounts 2nd priority No need to worry 11/23/2013 Totango Confidential Create a get well plan now 33
  • 34. Pre-renewal accounts that need attention 11/23/2013 Totango Confidential 34
  • 35. Pre-renewal accounts that need attention 11/23/2013 Totango Confidential 35
  • 36. CS Team – Pre- Renewals • 60 days prior to renewal • Prepare for the call – account details • Call scenarios • sees value • Not enough value 11/23/2013 Totango Confidential 36
  • 37. CSM – Dashboard of my accounts 11/23/2013 Totango Confidential 37
  • 38. CS Team – Accounts that needs attention • < 100 records added • < 2 Active users • Last login > week 11/23/2013 Totango Confidential 38
  • 39. CS Team – Accounts that needs attention 11/23/2013 Totango Confidential 39
  • 40. CS Team – Real time email alerts 11/23/2013 Totango Confidential 40
  • 41. Onboarding status 11/23/2013 Totango Confidential 41
  • 42. Paying Accounts – active/non active 11/23/2013 Totango Confidential 42
  • 43. Trends on active paying accounts
  • 44. Not using features
  • 45. Account Attributes Customizations, authentication method, private or public, etc 11/23/2013 Totango Confidential 45
  • 46. Users using specific features 11/23/2013 Totango Confidential 46
  • 47. Account Profile – 1/2014 Acme Inc. Since Mar 7, 2013 Active Users: 121 (+ ) License Utilization: 60% (+17 ) Web Hits: 13,558 Active Contacts Used: 45% Campaigns Launched: 3 (-2) Type: Stage: Premium Established Active Status: Contract Value: Renewal: Customer Since: Paying $84,000 Mar 12, 2014 Mar 15, 2012 Score card with all the vital signs Active Users Active Users: 70 Change over time for any vital sign Health history 11/23/2013 Totango Confidential 47