Customer Success Marketing: Scaling your Nurture Program
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How to Scale Your Customer Nurture Program When you leverage an effective Customer Nurture program, you could be rewarded with twice as much – if not more – revenue. Nurture your customers to ensure they achieve their desired result and continue renewing, expanding their use of your product or service, and become vocal advocates. Customer Nurture is a powerful subset of Customer Success Management (CSM) and when you join Jen Gray, Marketing Manager at Adobe PhoneGap, Anthony Nygren, EVP at EMI Strategic Marketing, and Lincoln Murphy, Customer Success Evangelist at Gainsight, you’ll learn the strategies, tactics, tips, and tricks you need to know in order to scale your Customer Nurture program to create long-term value for your customers. By the end of the webinar, you’ll have learned how to: * Segment your customers and identify success milestones * Figure out when and how to interact with your customers * Operationalize your engagement, upsell, and advocacy programs Who: Jen Gray, Marketing Manager at Adobe PhoneGap, Anthony Nygren, EVP at EMI Strategic Marketing, and Lincoln Murphy, Customer Success Evangelist at Gainsight
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Customer Success Marketing: Scaling your Nurture Program
- 1. Customer Success & Marketing: Scaling Your Nurture Program January 21, 2015
- 2. Housekeeping • Q&A panel on your right • Recording for colleagues who can’t make it • All attendees will receive slides • Twitter hashtag #customersuccess
- 3. On Your Mind? • Strategy • What is customer marketing and why should I care? • What is the role of communications vs. offers? • Where does this role fit in my organization and who does it report to? • Implementation • What are the challenges I should be aware of as I start a program? • What should my game plan look like? • What technologies will I need?
- 4. Our Speakers Anthony Nygren Executive Vice President @emistrategic Jen Gray PhoneGap Marketing Manager @jen_l_gray
- 5. Strategy
- 6. Customer Success Marketing: How to Keep Climbing the Mountain January 21, 2015 15 Broad Street, Boston, MA 02109 www.emiboston.com
- 7. Page 7www.emiboston.com @mktg4technology Industry Knowledge Functional Experience Research and Strategy Creative Execution Who Is EMI Strategic Marketing? Strategic, Creative, Pragmatic Solutions for Optimizing Customer Lifetime Value We have… We do…
- 8. Page 8www.emiboston.com @mktg4technology “Nurturing” vs “Marketing” vs “Coaching” Don’t fool yourself: you’re trying to get them to do what you want them to do… …but you’re not always trying to push them to buy
- 9. Page 9www.emiboston.com @mktg4technology One Funnel vs Two Funnels vs Funnel after Funnel Deal Maximize CLV Old Model Captures “Post-Contract” Effort… …but loses the focus “In a recurring revenue business, there’s always another purchase” – Dan Steinman
- 10. Page 10www.emiboston.com @mktg4technology OR: The bear went over the mountain Customer marketing/coaching is a never-ending effort to INFLUENCE CUSTOMER BEHAVIOR in the direction of adoption, expansion, renewal, maximization of lifetime value, with always more on the horizon… …and hopefully you’ll be as happy doing it as this guy
- 11. Page 11www.emiboston.com @mktg4technology To successfully influence, you must… Have an objective Get and maintain the audience’s attention (and then execute well)
- 12. Page 12www.emiboston.com @mktg4technology How to define objectives Influence Timing Do you want to affect behavior NOW or in the FUTURE? Influence Targeting Do you want to affect an individual’s behavior or a whole group’s? TimingImmediate Long-Term Individual Segment/All Have an objective Get and maintain the audience’s attention Audience
- 13. Page 13www.emiboston.com @mktg4technology Turn objectives into tactics Customer feedback survey invitation Monthly eNewsletter New feature/service promotion Training next steps email Immediate Long-Term Individual Segment/All Have an objective Get and maintain the audience’s attention
- 14. Page 14www.emiboston.com @mktg4technology How to get and maintain audience attention You EARN it. By creating a program that: Is relevant Delivers value Have an objective Get and maintain the audience’s attention
- 15. Page 15www.emiboston.com @mktg4technology Be relevant. Deliver value. Be Relevant Who is the audience? Company/Industry Role Needs What is the audience doing? App usage Training Previous behavior Have an objective Get and maintain the audience’s attention Deliver Value Understand “value” Don’t always sell* Make it about them, not you Tell them something new Keep it simple *Not to be confused with “Don’t ever sell”
- 16. Page 16www.emiboston.com @mktg4technology Is it really worth the work? Add value / Increase “stickiness”Open door to new opportunities
- 17. Page 17www.emiboston.com @mktg4technology Who is responsible? Knowledge of customers Understanding of lifecyle and points of friction Context of other customer communications Experience influencing behavior Knowledge of segmentation and targeting Expertise with marketing best practices Customer Marketing / Coaching Sweet Spot MarketingCustomer Success
- 18. Page 18www.emiboston.com @mktg4technology Contact Info Anthony Nygren 617-226-4304 anygren@emiboston.com @emistrategic, @mktg4technology
- 19. Page 19July 22, 2014www.emiboston.com @mktg4technology Implementation
- 24. #2 Challenge pre vs. post sale
- 25. #3 Challenge inside looking out
- 29. About your graphics… no yes
- 32. Wait a second… • Lead nurturing = customer nurturing • Sales enablement = CS enablement • Lead conversion = renewal
- 35. Step 1: righting the ship Customer Support Sales CSM EducationProduct Consulting Onboarding
- 36. Step 2: customer lifecycle
- 37. Step 3: mavens
- 38. Step 4: onboarding CX • Echo pre-sale message • Makes sense • Clarity - CTAs - Who’s Who - What to expect
- 40. Step 5: email marketing embrace it!
- 41. Tip #1 Create Milestones
- 43. Tip #2 Use what you know • Industry • Use case • Product • Behavior
- 45. Tip #2 But don’t be creepy…
- 46. Tip #3 Not too marketing-y • Value-driven • 1:3 ratio – you:customer • Tone
- 48. Tip #4 Too many/unclear CTAs
- 50. Tip #5 Eliminate confusion
- 51. Tip #6 Be human • What’s in it for them? • What did you do for them lately? • Who do they connect with?
- 52. Tip #7 Branding
- 54. Step 6: expansion & advocacy • Upsell/cross-sell campaigns • Referral campaigns • Build in reference and case study indicators in QBRs • Create rewards program
- 55. Misc. tips • Customer success marketing is a revenue generator • Start small • Have fun!
- 56. Questions?
- 57. Power With Customer Success Data
- 59. Thank You! January 21, 2015