Totango customer-success-summit2
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Totango customer-success-summit2 Presentation Transcript

  • 1. Produced by Customer Success Summit 2014 @ChadTev Customer Success Summit 2014 Customer Success vs. Marketing: From Friction to Win Win Chad Horenfeldt, Director of Customer Operations, Influitive chad@influitive.com @ChadTev
  • 2. Produced by Customer Success Summit 2014 @ChadTev About me and my company 2
  • 3. Produced by Customer Success Summit 2014 @ChadTev Customer Success at Influitive is no BS 3 32% of Influitive’s customers came from referrals
  • 4. Produced by Customer Success Summit 2014 @ChadTev What led me to Customer Success? 4
  • 5. Produced by Customer Success Summit 2014 @ChadTev5 Secret to Customer Success: Be Proactive!
  • 6. Produced by Customer Success Summit 2014 @ChadTev6 Marketing Vs. Customer Success: How to be Best Buds!
  • 7. Produced by Customer Success Summit 2014 @ChadTev • When choosing a vendor, 80%of the factors senior decision makers trust most involve the customer experience 7 Marketing vs. Customer Success: Why now? 2013 SiriusDecisions survey • B2B CMOs chose customer marketing as the #2 priority behind social for new roles to be added
  • 8. Produced by Customer Success Summit 2014 @ChadTev8
  • 9. Produced by Customer Success Summit 2014 @ChadTev Lessons Learned • Crawl: Open Communication – Meet regularly to share goals, successes and challenges • Walk: Embrace and leverage each other – Work together: automated campaigns, user groups, newsletters, online community – Share your wealth of knowledge – Customer advocacy: Recognize your best customers “Don’t fear losing ownership of the customer – you never had it in the first place” • Run: Shared metrics – Customer Success metrics should be tied to advocacy “What is a better metric of customer satisfaction then customer advocacy?” 9
  • 10. Produced by Customer Success Summit 2014 @ChadTev10
  • 11. Produced by Customer Success Summit 2014 @ChadTev Only 8% of organizations are using marketing automation for existing customer marketing 11 Recommended Play: Customer Nurturing SiriusDecisions survey
  • 12. Produced by Customer Success Summit 2014 @ChadTev • Different uses of Customer Nurturing: – Onboarding programs for new customers – Onboarding programs for new users – Post-onboarding education programs – Renewal programs – Low usage programs – Upsell programs – Customer satisfaction survey programs 12 Recommended Play: Customer Nurturing
  • 13. Produced by Customer Success Summit 2014 @ChadTev • Post-onboarding education programs – 8 educational emails sent (1 per week) – Goal is to increase product adoption in the first 3 months and increase scale of customer success • Totango helps us identify the right contacts for the program & track customer health 13 Recommended Play: Customer Nurturing
  • 14. Produced by Customer Success Summit 2014 @ChadTev • Identify an area that of the customer lifecycle that you can automate • Meet with marketing and discuss possible options. Create measurable outcomes • Create the content needed for this campaign: Knowledge Base articles, emails • Work with marketing to create & execute the campaign • Measure results & refine 14 Recommended Next Steps: Customer Nurturing Play
  • 15. Produced by Customer Success Summit 2014 @ChadTev QUESTIONS? @ChadTev chad@influitive.com LinkedIn Group: Customer Success Managers in Action 15
  • 16. Produced by Customer Success Summit 2014 @ChadTev16 Winning in 2014! Think BigStart Small Move>>Fast!