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Run a Smart SaaS Company
 

Run a Smart SaaS Company

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Totango and thismoment discuss data-driven insights for customer acquisition, customer success, and churn management. ...

Totango and thismoment discuss data-driven insights for customer acquisition, customer success, and churn management.

Learn how thismoment uses Totango to:
- Identify buy and churn signals from product usage data
- Segment your user-base for smarter customer engagement
- Impact every aspect of the customer journey from trial to onboarding to renewal and upsell

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    Run a Smart SaaS Company Run a Smart SaaS Company Presentation Transcript

    • Smart Customer Engagement: Data-Driven Customer Success
    • Webinar Outline •  Introduction to data-driven customer success •  Customer Segmentation and Renewal Success, thismoment case study •  How to get started? •  Q&A 2  
    • Data-Driven Customer Success INTRODUCTION 3  
    • Totango powers SaaS businesses of every size
    • Totango powers SaaS businesses of every size About Me Guy Nirpaz, CEO & Co-Founder, Totango guy@totango.com / @guynirpaz About Totango 100+ SaaS Customers 2 Million Accounts 20 Million Users
    • The cloud has changed business in three fundamental ways… •  Delivery model •  Financial model •  Engagement model
    • 90% of customer data now lives in applications… … and it opens up a whole new way to engage customers and maximize revenue
    • But today’s customer systems are missing this critical data
    • Product usage is the #1 driver of key SaaS metrics ü  Trial conversion ü  Freemium-to-paying conversion ü  Renewal and churn rates ü  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.
    • Totango unlocks buy and churn signals from real-time app usage and engagement data… … and makes it actionable to drive revenue and key business processes across sales, marketing, customer success, and products.
    • The Key to Success: Driving Recurring Customer Value •  Prove first value with trials and freemium 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  &  Adop2on   Renewal  &  Upsell  
    • Engage with customers in a whole new way 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 Real Time Usage Streams app usage, saas interaction, social media, online behavior Business Connectors Demographics, Contracts, Billing, Tickets CRM, helpdesk, contracts, billing
    • Examples of 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  a>en=on   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  ac=ve   evaluators  gone   dark?   •  Admin change •  #customer tickets •  Real-time online status 3. Discovery •  Custom lists •  Segmentation •  Adhoc queries
    • Insights require the right architecture Big Data and Predictive Analysis Segmentation User-level + Company-level Data Model Real-time event monitoring Highly Scalable
    • Customer Segmentation and Renewal Success John Broady General Manager, Thismoment THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 15
    • Who we are FOUNDED IN APRIL 2008 LEADERSHIP BACKGROUND COMPANY PROFILE 6 FUNDING PARTNERS OFFICES over with 3 CONTINENTS 150 EMPLOYEES THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 16
    • WE ENABLE THE WORLD’S MOST dynamic brand experiences •  Founded in April 2008 •  Focus on connecting brands and Founded! through technology consumers April 2008" " •  Key product: Distributed Engagement Channel •  6 offices across 3 continents, 170 employees and growing THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 17
    • Create, manage, publish and measure Power content-rich brand experiences across all digital touchpoints THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 18
    • UGC campaign creation & management Pull in user-generated content via social hashtags and make it easy for users to upload their content via any social channel or device THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. Moderate user-generated content before going live 19
    • Local campaigns, global consistency USA BRAZIL GERMANY THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. INDIA NEW ZEALAND 20
    • Over 200 leading brands use DEC Automotive Consumer Goods Finance and Insurance Food/Beverage/ Restaurant Media and Entertainment Technology Retail Health/Home/Personal Care/Travel/Others THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 21
    • Over 200 leading brands use DEC Automotive Consumer Goods Finance and Insurance Food/Beverage/ Restaurant Media and Entertainment 400+ deployments across YouTube, Facebook, the web and mobile Technology Retail Health/Home/Personal Care/Travel/Others THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 22
    • Brands achieve maximum engagement Increases in channel engagement and core marketing KPIs over 6 minutes AVERAGE TIME SPENT PER VISIT Video Views THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. Time Spent Social Shares 23
    • Customer Segmentation and Renewal Success THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 24
    • Customer lifecycle – Typically 12 months Renewal 4) Maintenance 3) Post-launch 1) Planning 2) Implementation THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 25
    • Customer lifecycle – Typically 12 months Renewal 4) Maintenance 3) Post-launch 1) Planning 2) Implementation THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 26
    • Contract renewal is driven by demonstrating customer value The single best indicator of customer value is product usage THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 27
    • How do we measure product usage? THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 28
    • What are our key customer segments? Content management Analytics Page creation Area of product usage Lifecycle phase Tier 1 Tier 2 Tier 3 Account tier Change in usage pattern THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. Planning Implementation Post-launch Maintenance Active à Inactive Inactive à Active 29
    • Gaining segment insights with Totango THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 30
    • Gaining segment insights with Totango Tier 1 Post-launch Change Take action THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 31
    • Totango reports drive Account Manager activity THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 32
    • Engagement reports show trends THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 33
    • Engagement data integrated with Salesforce Totango segment and engagement information is available for every member of the organization inside of Salesforce. THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 34
    • Automated email triggers through Marketo (coming soon!) Dear Jim, THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 35
    • In summary: My recommendations •  Know how your customers are using your product •  Determine your key customer segments •  Understand the critical phases of customer success •  Take action to measure and act on the above
    • HOW TO GET STARTED?
    • Customer Success Mission: Driving recurring value across the customer journey NEW VALUE ONGOING VALUE FIRST VALUE START Trial   Onboarding   Renewal   Upsell  
    • The Active Customer Model, change is constant! Stay Fit and proactively drive Customer Value Sense for changes: Which Customers need attention any why? 39  
    • Customer Success Sensors; “Which customer needs attention and why?” Make Impact Take Action Diagnose Monitor Identify
    • Example: “Who needs training?” 1.  Monitor – All customers 2.  Identify - System will signal ‘leading indicators’ - e.g. shallow usage or low utilization 3.  Diagnose – which training is required? 4.  Take Action – based on customer type (is strategic?), life-cycle stage, product edition, size either run an automated/ manual campaign 5.  Make Impact – Ensure proper usage which leads to retention, value and growth. 41   Totango Confidential Make Impact Take Action Diagnose Monitor Identify
    • Customer Success Playbook: Plays to operationalize value delivery across the customer journey Renewal / Churn Management Plays Onboarding Plays Upsell / Customer Advocacy Plays NEW VALUE ü  Speedy first value ü  New team/user ü  Product coverage ONGOING ü  Revive momentum VALUE onboarding START ü  Cultivate champions ü  New feature FIRST VALUE ü  New product adoption evangelism ü  Admin change ü  Loss of exec sponsorship
    • QUESTIONS? 43   Totango Confidential