In-product Growth Hacking to increase revenue: Customer Success Totango Event 2014

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Outlines the Customer Success/Growth Hacking flow at CloudBees
Slides from Customer Success Summit 2014 hosted by Totango.

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In-product Growth Hacking to increase revenue: Customer Success Totango Event 2014

  1. 1. Produced by Customer Success Summit 2014 Customer Success Summit 2014 In-product growth hacking to increase revenue Harpreet Singh Senior Director, Product Management, CloudBees @singh_harpreet hsingh@cloudbees.com
  2. 2. Produced by Customer Success Summit 2014 • #1 Continuous Delivery PaaS • Global startup: – Aus, NZ, France, Switzerland, Netherlands, Belgium, Ireland, US (MA, VA, TX, IL, WA, CA) • The most fun place I have ever worked  2
  3. 3. Produced by Customer Success Summit 2014 What led me to Customer Success • Setup GlassFish monetization – Sun’s application server • Customer Success – “People like being helped and not sold to” • @CloudBees have setup, managed the Jenkins biz establishing it from 0 -> multi-million 3
  4. 4. Produced by Customer Success Summit 2014 – improve and fine-tune what I’m offering? – connect more intelligently with my users? – help prospects succeed on the platform? – convert free users to paying customers? How can I… 4
  5. 5. Produced by Customer Success Summit 2014 When my customers are… under immense time to market pressures smart developers, focused on delivering cool technologies
  6. 6. Produced by Customer Success Summit 2014 Fairly static customer lists Lifecycle Marketing in the Packaged Software World Lead Nurturing Consideration Sale Post Sale They noticed us! This is why we are special Seems like they might buy Sold! Upsell! Most systems in house: Email marketing, customer lists Marketing
  7. 7. Produced by Customer Success Summit 2014 Lifecycle Marketing in the Cloud Era (Freemium Model) Lead Nurturing Consideration Free Tier Base Tier Add ons Enterpris e Tier Post Sale Most systems external: Hosted, best-of-breed services Users can move freely up and down the tiers Evangelist “Growth Hacker” Customer Success Manager 7 Short cycle, as users can try the free tier and make the determination on product feasibility themselves Marketing
  8. 8. Produced by Customer Success Summit 2014 Lessons Learned: Fail fast • Lesson #1 – Monitor everything – data, data, data… • Lesson #2 – – Health-based metrics. Flag and address dis- engagements real time • Lesson #3 – – Activity-based Metrics: Hypothesis testing & fail fast 8
  9. 9. Produced by Customer Success Summit 2014 Subscribed to a service • Jenkins • RUN@cloud (Deployment PaaS) • Forge (Git, SVN) • DB service • Partner service – MongoHQ – NewRelic – PaperTrail – … Performed an action • Web UI login • Jenkins – Created a Job, Installed a plugin, Ran a job… • Deployment PaaS – Deployed an app, restarted app, app stopped, app hibernated… • Others – Canceled account, added a paid DB, added a user Monitor everything Play: Sensors everywhere in the product
  10. 10. Produced by Customer Success Summit 2014 • Time and activity based • Grade users based on risk profile • Separate onboarding from established users • Offer hands-on help for established users Health-based metrics Play: Flag and address dis-engagements real time 10 Green Sign-Up Yellow Red Lost Use? Use? Use? 1 wk 2 wks 3 wks 4 wks Time Onboarding Yellow Red Lost Use? Use? Established Green Use? Y Y Y N N N N N N Y Y Y Convert
  11. 11. Produced by Customer Success Summit 2014 11 • Track number and types of activity over time – Scale and adjust “smart” communication over time • Users can become inactive and then reactivate • Technical, not sales communication Green Paid Yellow Alarm Bells Lost Use? Use? Use? 1 wk 2 wks 3 wks 4 wks Time Paying Y Y Y N N N Health-based metrics Play: Flag and address dis-engagements real time
  12. 12. Produced by Customer Success Summit 2014 • Popularity of Play! – More articles here – Reach out to the community – Better monitoring – … 12 Play2 Java EE6 WP Hibernate+Tomcat Spring+Hibernate CF Grails PetClinic CF Node.js Glassfish AngularJS Java GAE Activiti Explorer Sencha+Clojure Facebook Backbone+JAX-RS Scala+Lift Java Sauce Clojure/Compojure Java EE6 Sauce Wordpress Python GAE Activity-based metrics Play: Hypothesis testing and fail fast
  13. 13. Produced by Customer Success Summit 2014 Impact of Developer Success Engineers 13
  14. 14. Produced by Customer Success Summit 2014 Established respond 2:1 over onboarding Insight into behavior with the pre-revenue funnel 30% on-boarders @ Risk 10% are sales opportunities30% of paid customers were helped by developer success engineers just before they converted
  15. 15. Produced by Customer Success Summit 2014 Q & A 15
  16. 16. Produced by Customer Success Summit 201416 Winning in 2014! Think BigStart Small Move>>Fast!

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