The document discusses how companies can approach customer relationships as either a "one night stand" or a "long-term relationship". It notes that investing in customer success through retention and upselling efforts is important as customers have choices and competitors aim to take their business. Specific metrics and strategies for customer success are presented, including decreasing time to upsells/upgrades and increasing engagement. The key takeaway is that marketing has an important role to play in customer success by identifying processes, tracking efforts, and bringing in the revenue that retention and growth provide long-term.

1. © Searchmetrics. All rights reserved. Do not distribute without permission.
Are you a One Night Stand or a Long-Term Relationship
Company?
Lauren Costella
Director, Client Success, US/APAC Regions
Twitter: @lcostella; @searchmetrics
LinkedIn: https://www.linkedin.com/in/laurencostella
#IS2015
@lcostella

2. © Searchmetrics. All rights reserved. Do not distribute without permission.
Are you a One Night Stand or a Long-Term Relationship
Company?
Lauren Costella
Director, Client Success, US/APAC Regions
Twitter: @lcostella; @searchmetrics
LinkedIn: https://www.linkedin.com/in/laurencostella
#IS2015
@lcostella

3. The Date

4. 3
© Searchmetrics. All rights reserved. Do not distribute without permission.
@lcostella @Searchmetrics #IS2015
Our Brand

5. 4
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#IS2015
Our Pipeline
@lcostella @Searchmetrics

6. 5
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#IS2015
The Sale
But now what?
@lcostella @Searchmetrics

7. 6
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#IS2015
The Engagement
@lcostella @Searchmetrics

8. 7
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If you aren’t
investing here,
you’re missing
OUT on BIG $$
http://get2growth.com/wp-content/uploads/2013/04/Marketing-Hourglass.png
#IS2015@lcostella @Searchmetrics

9. The Why

10. 9
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Industry Stats
5X
#IS2015
The probability of selling to
a newcustomer is 5-
20%, whereas selling to
an existingone is 60-
70%
http://www.invesp.com/blog/customer-acquisition-retention/
@lcostella @Searchmetrics

11. 10
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There’s
more
LTV of a customer is typically
10X that of the initial sale*
*Gainsight- 10 Laws of Customer Success
@lcostella @Searchmetrics #IS2015

12. 11
© Searchmetrics. All rights reserved. Do not distribute without permission.
And LAST but not LEAST…
Customers have CHOICES: they
can and DO walk away
Why?
• Globalization – the barrier to
entry is low
• New entrants have low friction
models- try out or have shorter
subscriptions
• They can TRY new, BUY new,
and say BYE BYE to you.
@lcostella @Searchmetrics #IS2015

13. The Example

14. 13
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A few
metrics for
Client
Success…
1 Decrease time to reach
upsell/upgrade
2 Increase conversions on upgrade
leads
3 Increase % of engagement using
platform
4 Decrease time to onboarding
5 Increased client competency with
material
@lcostella @Searchmetrics #IS2015

15. 14
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Getting Creative
#IS2015@lcostella @Searchmetrics

16. 15
© Searchmetrics. All rights reserved. Do not distribute without permission.
The Result
#IS2015@lcostella @Searchmetrics
120people attended from about 50different companies
Generated 10-12 qualified upsell leads
From those leads, we converted 5of those leads
1 client to over $360,000/year
Other upgrades per year in the ranges of $6K to $24K

17. 16
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Other Strategies
Retargeting- used not just for lost
conversions but for UPSELL – Product
Releases
#IS2015
Conversions- see rates around 3-5%
higher than simply site targeting
Webinars
Not just for new prospects but targeted
at current clients who have the potential
to buy more
@lcostella @Searchmetrics

18. 17
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Other Strategies
#IS2015
What are people
asking about?
These are great
topics for
conversation/engag
ement in forums or
social
@lcostella @Searchmetrics

19. The Take-Away

20. 19
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• Just like dating, clients have a choice of whether to work with you or go
with a competitor
• There are always other choices, and competitorswill always try to get your
clients to “swipe right” for them
• Customer Success exists to help build that trusted relationship, be the conduit
between clients and product and the company
BUT
Marketing, especially digital, has a HUGE role to play in client
success enablement
@lcostella @Searchmetrics #IS2015

21. 20
© Searchmetrics. All rights reserved. Do not distribute without permission.
#IS2015
Identifyyour after
sales process
Invest money in staff
and resources that can
support Client Success:
reduction in churn and growth
Trackyour efforts and
get attribution for the BIG $$
that retention and growth
bring
Do
@lcostella @Searchmetrics

22. 21
© Searchmetrics. All rights reserved. Do not distribute without permission.
Don’t
@lcostella @Searchmetrics #IS2015

23. Questions?

24. Thank you