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Customer Success for Marketing Software


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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 Marketing Software - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Marin Software, Influitive, Conductor

Published in: Software, Business
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Customer Success for Marketing Software

  1. 1. Customer Success for Marketing Software Brian Kaminski, Marin Software Maria Bradley, Conductor Chad Horenfeldt, Influitive
  2. 2. Chad Horenfeldt - @ChadTev Influitive helps B2B marketers recruit, mobilize and recognize an army of advocates that outsell the best sales reps. Who we are: • Founded in 2010 • HQ in Toronto, Palo Alto • Private, VC backed, >$11M raised Director, Customer Operations, Advocate Marketing Expert Agile Customer Success
  3. 3. Our Challenges: • New category – we’re writing the book on advocate marketing • Customers need to see value QUICKLY • Continuous increase in customers • Extremely driven team • Create an environment of learning • Few resources
  4. 4. Agile CS is Born!
  5. 5. Agile Customer Success Methodology
  6. 6. Our Output • Data driven recommendations • More efficient onboarding • Blog posts • Surveys • Knowledge base articles • Bi-weekly customer webinars • Short tip videos • Improved product adoption • Product enhancements
  7. 7. Results: Turning customers into advocates
  8. 8. Maria Bradley Conductor, Inc Conductor is the leader in SEO Technology empowering enterprise marketers to manage and improve their SEO efforts and deliver provable ROI. Conductor created the first and most widely adopted enterprise SaaS SEO technology solution, Conductor Searchlight™, which helps marketers scale natural search, monitor competitive market share, identify content opportunities and boost revenue. Senior Director, Customer Success
  9. 9. Customer Success at Conductor 33 people dedicated to Customer Success • 14 CSMs • 8 Strategic Account Executives • 6 Technical Support & Professional Services And Growing
  10. 10. First 30 days is key Trust is built within first 30 days • Present the key onboarding steps on the 1st call • Train on the use cases that fit your customer pain points • Pass controls so that you can assess the customer’s knowledge • Track and Measure each step in your onboarding process
  11. 11. Lifecycle Management • Ensure you have the right account/CSM ratio if you want to have a high touch CS model • Identify Problem your customer is hoping to solve • How your customer plans to track ROI • Behavior & use cases of your most successful customers • Customer milestones throughout lifecycle • Knowing who your customer champions and internal sponsors are is key • A health score that assesses risk early • Have your customer tell you the value they are getting don’t assume everything is peachy
  12. 12. Make it fun and informal Never be on auto pilot • Customize every interaction • Find out what makes your customer tick • Outreach does not always have to be about your product and their use of the product • Be friendly and you make more friends
  13. 13. Brian Kaminski Marin Software Marin Software offers the complete revenue acquisition management platform, incorporating the workflow, analytics, and optimization tools necessary to enable marketers to save time, make better decisions, and improve financial results. SVP, Customer Success
  14. 14. An Open Platform for Cross-Channel Revenue Acquisition
  15. 15. Our Approach • We embrace owning the outcome • Our Success is defined by customer satisfaction, retention, & existing customer revenue growth for Marin. • Diversity of customer size & needs • Digital Advertising Based revenue Model • Agencies & end advertisers • Balance of digtal skill and software knowledge
  16. 16. Customer Success Pillars • Organize customers by size, needs and relationship • Customer Analytics initiative to understand all dimensions and react quickly • Execute, Scale, & Innovate Mindset • Integration & Attribute profiling • Insights engine to deliver value & identify growth opportunities
  17. 17. Q & A