Customer Success for B2B SaaS Startups- Daphne copy.pptx

1. Daphne Costa Lopes
Head of Customer Success, UKI @ Hubspot
www.daphnelopes.com
‘This is Growth’ on Spotify or Apple Podcasts
Connected Growth
How to improve NRR by focusing on your
customer’s outcomes

2. GROWTH

3. Connected
Growth
Personal Growth
Company Growth
Customer Growth

4. How do we
measure growth
today?
Growth Metrics

5. What do all those growth
metrics have in common?

6. What do all those growth
metrics have in common?
They are all about you!

7. Growth Journey

8. Most customer’s
health status is green
when they cancel

9. How can we measure
our customer's success?

10. Measure
Customer
Outcomes

11. Our job is to help customers
realise their outcomes

12. You can't improve
what you don’t
measure.
Peter Drucker
Management Consultant

13. How do we drive customer outcomes?
1.Collect
2.Centralise
3.Measure

14. We helped customers
increase their leads by
35% this quarter

15. Customers that work with
me, doubled their deal
conversion this year

16. Now… I want to get nerdy with you!
In a world where your company is measuring
customer outcomes, something special can
happen...

17. Connected
Growth
Personal Growth
Company Growth
Customer Growth
Network Effect

18. What’s Network Effect?
It’s when the value of your product
increases based on number of
users leveraging it.

19. Machine
Learning
When we track our customer's success
metrics, we are able to take the
learnings from the top-performing
customers of the network and apply
them to all other customers that share
the same objective.
Scaling Connected Growth

20. Top Performing Customer
35% growth in revenue L12
● It’s a heavy user of 5 tools
● Attended Inbound Marketing Webinar
● Integrates the CRM to Email
New Customer
Goal: Increase Revenue
Recommendations:
● Same 5 tools
● Inbound Marketing Webinar
● Integrates the CRM to Email
What does it look like in practice?

21. How are other
customers like me
doing this?
Connected Growth
Customers will be continuously guided
on best-practice based on the top
performers in the community.

22. 1bn
of what Amazon
users buy, comes
from smart
recommendations
50%
Companies That Are Paving The Way
Connected Growth
Netflix Subscription
churn prevented due to
their recommendation
engine

23. Connected Growth
And what about the
job of the CSM?
It’s going nowhere!
Customers will still need guidance on:
● how to implement the suggestions
● how to navigate change management
● working with nuanced use cases
And much more!

24. Where do I start?
1. Define your Customers ‘Jobs to be done’
2. Start Collecting and Measuring them
3. Take Meaningful Action Based On The Insights
4. Start Lobbying Your Leadership Team To Invest
in Machine Learning NOW

25. Daphne Costa Lopes
www.daphnelopes.com
‘This is Growth’ on Spotify or Apple Podcasts
Thank you!