Customer Success for Ad Tech


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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 Ad Tech - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from PubMatic, RocketFuel, Lotame, LiveRamp.

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Customer Success for Ad Tech

  1. 1. Customer Success for Ad Tech Zach Boisi, LotameJarvis Mak, RocketFuel Allison Metcalfe, LiveRamp Kyle Dozeman, PubMatic
  2. 2. Allison Metcalfe LiveRamp Sr. Director, Customer Success LiveRamp is the leading service for onboarding and connecting customer data across digital marketing technologies. By integrating an ecosystem of nearly 100 application providers, LiveRamp helps the world’s leading brands use their data to run more efficient, personalized marketing campaigns.
  3. 3. KEY FACTS CONSIDERED WHEN BUILDING THIS ORG • SAAS business model but not a SAAS product – no legions of end users. ―Adoption‖ as most commonly defined not applicable. • Complex product to understand – NOT complex to use/ implement. • 3 different types of ―customers‖ with very different needs – resellers, data and brands. • Big focus on VAR. Resellers as Customers. • Before Customer Success there was only Sales and Implementation.
  4. 4. Anatomy of a customer success manager Account ManagerProject Manager Marketing Consultant Business Development Sales Person Currently 3 CSMs on my team. Should be close to 7 or 8 by EOY..
  5. 5. Warrior nurturers Renewal $$$ Upsell $$$
  6. 6. Vision All of our customers view LiveRamp as an integral part of their overall digital marketing strategy. They realize such great success working with LiveRamp they take every opportunity possible to expand their partnership with us, and evangelize LiveRamp in the market.
  7. 7. Values • Adding Value. • Connected (partnerships). • Evolving/Improving Product. • Flexible. • Responsive. • Accountability - One Throat to Choke.
  8. 8. Methods & Measures METHOD METRIC GOAL Kick Off Every Customer Meeting type = Kick Off in SFDC 100% Customers have KO with close date after 1.1.14 Onboard Quickly File receipt and file delivery to destination. 7/7 – 7 days from close receive file, 7 days from receipt deliver to destination. MS – how to measure? Minimize Mistakes Human error No more than XYZ per XYZ. MS – how to measure? Best Practices Production of Best Practice documents by use case by industry. Produce best practices for all 6 industries, 7 use cases each = 42 Best Practices Versions by EOY. Fast Resolution Case to Close time. Case to Close average time is X. MS - ? QBRs # QBRs per client. Min 3 per client. Min 1 onsite. Account Planning # Account plans. For all “Rising Star” Customers. Exec/Cross Dept Sponsorship Exec Sponsor, more than 1 dept engagement. For all Rising Star and Marquee Customers. Advocate Generation Case Study, Reference, Co - Present, Media, Guest Blog. 5 Case Studies by EOY. 3 Join Presentations. 3 Customers in Media. Rock Solid Partnerships Engagement of Destination Partners for Account Partner Engagement Score Product Evolution & Improvement Releases/Ramp Rate Travis?
  9. 9. Customer Journey Implementation Value Expansion Ultimate Lifetime Value
  10. 10. What I have learned • 3rd time building an CS org. • The Customer Journey is critical – the concept of moving customers up and to the right frames all conversations. • Big Fan of MBO to set clear quarterly priorities. • Clear responsibility lines are imperative. Every time there has been some slight pain with this. • Share Customer Stories with the Company to shed light on what your org is driving.
  11. 11. Kyle Dozeman PubMatic Corporate Strategy
  12. 12. Jarvis Mak Jarvis is responsible for the Operations, Analytics, and Professional Services teams, partnering with Sales and Account Management to translate customer objectives into inputs to the Rocket Fuel platform that optimize performance and help ensure campaign success. Before joining Rocket Fuel, was head of research and insight at Havas Digital and also did stints at Yahoo and Nielsen. SVP, Customer Success Rocket Fuel
  13. 13. Insert topic • Lintinullam repre perent utae. Itatur mo coreper uptates as mollorem. • Lonessi mporeris vel es autendis dolores quaturiti apiento int, nist voloresecus vid que porent quam remque sum invenim estiasi niet undest, voluptas aut everru. • Luga. Osa cores explatur, nestiasi niet undest, voluptas aut everrum veliquaeptae dolest, explabor res demporestiasi niet undest.
  14. 14. Rocket Fuel Fun Facts NASDAQ: FUEL • Rocket Fuel delivers a leading programmatic media-buying platform that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. • 619+ people globally (30 PhDs) across 20 worldwide offices in 9 countries • #4 on Forbes America’s Most Promising Companies - 2013
  15. 15. How We Gauge Customer Success in the Media World • Goals: Renewed campaign spend • Happiness rating – relative to competition • Voice of Customer Hi! Thanks again for coming out to the Hilton offices last week. I think the meeting went great and I absolutely love your team. Miljean – Wow, just wow. She knows her stuff. She came in well prepared and she is extremely well spoken. I am very impressed with her. Jenn – You know I love her. She knows our campaigns far better than anyone else than we work with. John – I wish I was as smart as him. He always brings phenomenal insights to the tables and makes very strategic measurement recommendations You – You do a great job of balancing the sales aspect of your job and the account insights that expect of you  Thanks for being such great partners.
  16. 16. Zach Boisi VP of Client Success Lotame Lotame is a Data Management Platform (DMP) that helps publishers, marketers and agencies drive Maximum Audience Impact — maximizing the way they collect, unify, protect and activate audience data. Leveraging the industry’s most robust DMP as a central audience management engine, leaders like Targeted Victory, The Weather Channel and many other clients spanning five continents monetize data, gain greater targeting efficiency, and drive higher campaign performance and revenue.
  17. 17. Investing in Client Success Three priorities: • Personnel: Reorganizing Client-Facing Organization • Rebranded & Restructured team • Increased headcount in multiple offices • Facilitated robust Training and Orientation • Process: Better Transparency / Expectation Setting • Client Segmentation • Client Lifecycle • Technical Services • Systems: Greater Collaboration / Communication • ZenDesk • Salesforce • Gainsight Snapshot of CS Retreat • Who We Are • Where We Are • Who We Need to Be • What We Stand For • How We Get There
  18. 18. Gainsight Scorecard Metrics • Relationship • Sales Process / Evaluation • Onboarding Survey • CS Relationship • NPS Score • Marketing • Usage • Logins • Usage Impressions • Uniques Under Management • Financial • Contract Value • Delinquency in Payment Metrics for Client Success CS Team Guiding Principals • Set Proper Expectations • Be Proactive, Not Reactive • Provide Value-Add Support • Make Our Clients Successful CS Team Metrics • Net ACV Churn • Increase in Client ACV (Upsell or Renewal) • Decrease in Client ACV (Downsell or Loss) • Average Total Invoice/Client/Month • Average Customer Score
  19. 19. Q & A