Totango Marketo Integration

Totango-MarketoIntegrationThe New Generation LifecycleMarketing

Totango BackgroundTotango is a full-service customer engagementplatform for SaaS businesses.Cloud based businesses use Totango to increasecustomer success, lifetime value and renewals. 2/24

Totango BackgroundTotango offers a customer engagement databaseand analysis engine, which can be used for trialconversion, user on boarding, lifecyclemarketing and customer success. 3/24

Customer Engagement Database Key to increase customer success and customer engagement is to understand what is the value your customers are getting from your solution today. Therefore, the core of the Totango solution is the customer engagement database 4/24

Customer Engagement Database• Focus on collecting real time streams of user actions within your application to understand how users are using your application and where they get stuck, and;• Correlate with demographic data collected from CRM systems, help desk systems and billing systems. 5/24

Analysis & InsightsTotango automatically calculates an EngagementScore and Profile for each account.This score can be used to segment users into cohortsdepending on their activity and to set triggers for userswho are particularly (in)active. 6/24

Analysis & InsightsYou can also run pre-configured reports on specificfeature usage, freeusers, paying users andcancellations and see adashboard summary ofaccounts by lifecycle stage 7/24

Marketo IntegrationActivity-based cohorts can be used to optimize sales andmarketing campaigns and to increase your trialconversion, customer lifetime value and renewals.Totango provides the intelligence and triggers smartcampaigns in Marketo that increase customer success,lifetime value and renewals. 8/24

Marketo Integration 9/24

Marketo IntegrationIn the Marketo and Totango implementation, Marketosmart campaigns are created to target certain behaviors,detected by Totango, by users of the cloud-application.The two systems seamlessly communicate throughSalesforce.com. 10/24

Marketo IntegrationOnce installed on the cloud application, Totango monitorsuser action and determines the nature and level ofengagement of each user.When a configured behavior is detected (such as a dropin engagement or first usage of a specific applicationmodule) the Totango record is updated with theappropriate Totango Insight. 11/24

Marketo IntegrationTotango synchronizes information with Salesforce.com innear real time, updating Leads and Account with Insightsas they happen.Marketo, in turn, seamlessly integrates withSalesforce.com and uses this information (along side anyother) in campaigns and programs. 12/24

Marketo IntegrationA Marketo email campaign is created using TotangoInsights as part of the campaign’s Smart List. 13/24

Use CasesTrial Conversion Trial users still active on day three of a trial are four times more likely to convert into paying users.Checking in with these active trial users increases trialclose rates by 70%. Use Totango to identify who yourmost active trial users are and use Marketo to reach outto them at the right time with the right message. 14/24

Use CasesUser On-boarding Customer engagement leads to sales and long term customer life time value.Use Totango to analyze where customers are gettingstuck while using your product and use Marketo to sendthem helpful tips at the right time to get them back ontrack.Also, improve upselling campaigns by monitoring successand adoption of new features and past feature usage 15/24

Use CasesLifecycle Marketing Nurturing activities should not stop when a prospect or customer is starting to use your trial or paid service. Tailor the timing and content of Marketo campaigns based on an individual user’s product usage.Goals of campaigns should be to increase usage andadoption and to surgically target customers forexpansion sales and up selling opportunities. 16/24

Use CasesCustomer Success Cancellations are almost always preceded by a period of non-use.Use Totango to identify a drop in usage for a particularcustomer and use Marketo to proactively reach outbefore it’s too late.Also, identify successful users for customer casestudies and testimonials to create authentic marketingcollateral that will help spread the word about yourservice. 17/24

Customer Case Study How CloudBees Automate Customer Engagement with Totango “For the first time, we have visibility into what our users are doing on our platform and can interact with them based on usage.” Sacha Labourey, CEO, CloudBees Inc. 18/24

Customer Case StudyQ1: Who are you and what do you do?A: My name is Sacha Labourey and I am the founder and CEO ofCloudBees. CloudBees provides a Java Platform as a Service(PaaS) for enterprises and software developers.Q2: What is your business model?A: Our business model is based on the usage of our platform for thebuilding and running of Java applications. We also utilize afreemium business model to enable developers to try our platformfor free while they become familiar with many of our core platformservices and their value.Q3: What is your sales model?A: We strive for a zero touch or a very low touch selling model. 19/24

Customer Case StudyQ4: What problem or problems are you solving with Totango?A: We are using Totango to gain visibility into user activities and toautomate customer engagement, especially via e-mail for now. Instead ofnurturing our user database based on a fixed timeline, we personalizecontent based on their actual usage of our product. Depending on how theyare (or are not) using specific features we may be able to offer helpful tipsvia e-mail.Q5: How did you do this?A: We monitor how developers are using our platform. Based on their actualusage of the product, we send helpful e-mails. We have integrated Totangowith Salesforce.com and our e-mail marketing system to automatically sendthe right e-mail to the right users at the right time. The goal is to make ourusers more successful with the CloudBees Platform. If our trial users aresuccessful they will hit the paid tier of our service at some point. In thissense the interests of the customer and of CloudBees are completelyaligned. 20/24

Customer Case StudyQ6: What results did you achieve so far?A: We have been able to see how our users are using our platform andengage with our trial users providing them with information to ensure theirsuccess with CloudBees.Q7: Who was responsible for the Totango implementation and howlong did it take?A: This integration was all very easy to perform. It took us a few days ofwork (over a few weeks time) to establish an initial monitoring of ourplatform and an integration with Salesforce.com. It took us a few moreweeks of ramp-up to define how we wanted to best leverage the collectedinformation to automate our interaction with our users and customers.” 21/24

Customer Case StudyQ8: Did you look at other, similar, services? If so, what did you likeabout Totango?A: We considered building some of these capabilities into our platform, butdecided against it. We know our requirements in this area will continuouslygrow and strategically prefer to rely on a partner like Totango for ongoingenhancements, as well as industry best practices. 22/24

Resources – Learn More…• Read introduction to Lifecycle Marketing (including examples and use cases)• Read on Getting Started with Lifecycle Marketing• Read Totango-Marketo configuration guide• Read on How Engagement Score is Calculated 23/24

Among Totango CustomersOver 1 million businesses analyzedProspects and users of our customers 24/24

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Totango Marketo Integration

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