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BetterCloud - A Customer Journey Deconstructed Putting Customers First to Drive Revenue and Loyalty

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BetterCloud - A Customer Journey Deconstructed Putting Customers First to Drive Revenue and Loyalty

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Presentation by Taylor Gould, VP of Marketing at BetterCloud, from the Marketo Marketing Nation Summit 2014. Taylor walks us through his approach to intelligent marketing automation and marketing-sales alignment in this presentation, "A Customer Journey Deconstructed Putting Customers First to Drive Revenue and Loyalty." BetterCloud provides insights, management, and security for cloud office platforms including Google Apps and Office 365.

Presentation by Taylor Gould, VP of Marketing at BetterCloud, from the Marketo Marketing Nation Summit 2014. Taylor walks us through his approach to intelligent marketing automation and marketing-sales alignment in this presentation, "A Customer Journey Deconstructed Putting Customers First to Drive Revenue and Loyalty." BetterCloud provides insights, management, and security for cloud office platforms including Google Apps and Office 365.

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BetterCloud - A Customer Journey Deconstructed Putting Customers First to Drive Revenue and Loyalty

  1. 1. BetterCloud
  2. 2. Page 2 Provider of insights, management, and security for cloud office platforms including Google Apps and Office 365 Est. Nov. 2011 | Based in NYC + ATL | 50K orgs + 32M users | $47M in total funding Who is BetterCloud?
  3. 3. Page 3 What I’ll Cover Today 01. Marketing automation @ BetterCloud 02. Why it’s important to personalize 03. How we create personalized experiences 04. Actual results from BetterCloud 05. How you can quickly get started
  4. 4. 01.How We Market
  5. 5. Page 5 Our Business Model Freemium model - try paid for 30 days, then free 40% of business sourced through channel partners All types of orgs - SMBs to multi-billion dollar public co’s
  6. 6. Page 6 Our Team Freemium model - try paid for 30 days, then free 40% of business sourced through channel partners All types of orgs - SMBs to multi-billion dollar public co’s Our Team Team - 16 people across 4 groups Content, Lifecycle / Automation, Product Marketing, Sales Development Emphasis on content & marketing automation
  7. 7. Page 7 Content & Communications Lifecycle Marketing Sales Development Subscribed Audience Awesome Content Potential Users Targeted Emails & Offers Qualify & Set Meetings New Installs / Engaged Users ProductKnowledge& Materials Feedback& Requests Disqualify / Recycle ProductMarketing FreemiumBase MarketingAutomationActivity Inside Sales Team
  8. 8. Page 8 Lifecycle / Marketing Automation Team • Team of 2 – campaign design, execution, & systems • Deeply embedded in all teams • Always asking “how can we use automation?” • Goals are: • Gain high leverage of marketing expertise • Produce connections and qualified opportunities for Sales
  9. 9. 02.Why Personalize?
  10. 10. Page 10 Why Personalize? What I’m going to show you has improved BetterCloud’s email response rates by 400%.
  11. 11. Page 11 Why Personalize? You care about your customers and prospects. Give them the you possibly can.experience best
  12. 12. How We Personalize 03.
  13. 13. Page 13 (not like this)
  14. 14. Page 14
  15. 15. Page 15 Why Not? • Anyone can manage this level of personalization (copy / paste + find / replace) • Message is focused on features not benefits • Bottom line, I didn’t respond
  16. 16. Page 16 LIKE THIS(like this instead)
  17. 17. Page 17 partner name account domain Activity data from analytics Customer’s reseller’s name Works better than “Company” Region specific meeting time Large retail organization, likely has PCI Compliance needs Works better than “Company” account domain
  18. 18. Page 18 What’s the Difference? • Really specific merge fields that make the email feel more personal (reseller’s name, features they are using) • Proposing a meeting time specific for that customer’s geography (US, East Coast) • Information in the P.S. that’s specific to a pain point they likely experience (PCI Compliance, as a retail shop)
  19. 19. 03.How We Map It Out
  20. 20. Page 20
  21. 21. Page 21 But what if you don’t have all of this data to work with?
  22. 22. TOFU Campaign
  23. 23. Page 23 Multi-Touch Campaign
  24. 24. Data Sources
  25. 25. Page 25 Product Usage Our product & usage analytics (IP address) Very diligent about CRM (e.g. partner of record) We ask! Survey customers AND prospects
  26. 26. 04.Results
  27. 27. Page 27 Example from earlier
  28. 28. Page 28 128% Increase 204% Increase
  29. 29. Page 29 Relationship is holding strong!
  30. 30. 05.How to Get Started
  31. 31. Page 31 Product Usage Implement a user-based tracking system (we use Evergage) Short-term, start storing last login in your CRM
  32. 32. Page 32 Surveys Keep it short and survey often Incentives are great, but interesting results are even better Share results with entire audience
  33. 33. Page 33 Conversion Points Try to gather one additional piece of information each time Use the conversion point itself to gain insights (i.e. what’s the page about?)
  34. 34. Questions?
  35. 35. Thank You!

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