The document discusses how automation is revolutionizing customer success through 1:Many programs. It provides examples of how to structure a 1:Many program including establishing lifecycle-based, usage-based, and thought leadership content series. The roles of customer success, marketing, and a dedicated 1:Many program lead are also outlined. Case studies from Network For Good demonstrate how their customer marketing is the backbone of 1:1 interactions and how they leverage tools and content to improve customer outcomes through onboarding, risk mitigation, and successful customer campaigns.

1. ©2015 Gainsight. All Rights Reserved.
Child-like Joy
August, 2015
Customer Success Webinar Series:
How Automation is Revolutionizing Customer Success
©2015 Gainsight. All Rights Reserved.
Lauren Olerich
Director, Demand & Customer Marketing
Gainsight
Laura Tubesing
Director of Customer Success,
Network For Good

2. ©2015 Gainsight. All Rights Reserved.
Do you segment your customers?

3. ©2015 Gainsight. All Rights Reserved.
Industry Study: Customer Segmentation
Segmenting the customer base is essential to understanding the key
breakpoints in your customer contact and CSM coverage model strategy.
75%
25%
Segment
Customers
Do Not Segment
Customers
7% use 5 or more tiers
18% use 4 tiers
56% use 3 tiers
20% use 2 tiers
Source: http://access.gainsight.com/pulse-csi-v1/

4. ©2015 Gainsight. All Rights Reserved.
How frequently do you
reach out to customers?

5. ©2015 Gainsight. All Rights Reserved.
Industry Study: Customer Segmentation
Managing a large customer base with diverse contract sizes is a challenge
for all organizations – supplementing with automation is key to efficiency.
25%
45%
28%
22%
18%
35% 45%
79%
50%
12% 11%
12% 11%
37%
300-500
100-300
50-100
25-50
10-25
Daily Weekly Monthly Quarterly Bi-annually Annually Never
Ratio of
Customers
to CSM
Source: http://access.gainsight.com/pulse-csi-v1/

6. ©2015 Gainsight. All Rights Reserved.
Not all customers should
be treated the same.

7. ©2015 Gainsight. All Rights Reserved.
What is a 1:Many Program?
A One-to-Many (1:M) program is a scalable way to increase
adoption and customer engagement, by leveraging automation
and customer lifecycle messaging through tactics like email,
community, blogs, webinars, etc.
Tech Touch
All
Tech
Touch
Further reading: http://www.gainsight.com/2015/08/13/1-to-many-the-real-difference-between-low-and-high-touch/

8. ©2015 Gainsight. All Rights Reserved.
Goals of 1:Many Program
Drive faster onboarding2
Allow CSMs to focus on providing strategic value3
Encourage customers to self-serve4
Engage customers and improve NPS5
Improve the customer experience6
Improve product adoption1
Scaling your Customer Success organization7
Source: http://pulsecheck.hubs.vidyard.com/watch/a4ELyRCkVDpXu3PYGMNTXA

9. ©2015 Gainsight. All Rights Reserved.
Pillars of a 1:Many Program
Best Practice &
Thought Leadership
Engage customers with curated content from your
CSMs
Usage Based
Reach out to customers at the right time to boost
adoption
Lifecycle Based
Keep customers engaged and encourage them to
move forward on their journey with you
Source: http://pulsecheck.hubs.vidyard.com/watch/a4ELyRCkVDpXu3PYGMNTXA

10. ©2015 Gainsight. All Rights Reserved.
Lifecycle based 1:Many
Lifecycle Based
• Welcome Series
• Onboarding Series
• Surveys
• Renewals
Sample Lifecycle-Based Series

11. ©2015 Gainsight. All Rights Reserved.
Sample Usage-Based Series
Usage Based
• Email series to boost
adoption of product
features
• Triggered by low
usage
Usage Based 1:Many

12. ©2015 Gainsight. All Rights Reserved.
Best Practice &
Thought Leadership
• Product Release
Emails
• Blog Posts
• Webinars on product
and Customer Success
Best Practices
Thought Leadership Based 1:Many

13. ©2015 Gainsight. All Rights Reserved.
Do you have a 1:M program lead?

14. ©2015 Gainsight. All Rights Reserved.
Finding a 1:Many Lead & Measuring Performance
§ Designate someone within Customer Success who has these traits/experience:
• Marketing & Content experience
• Understanding of Customer needs
• Proficiency within your email delivery system
• Ability to prioritize 1:Many activities
§ Measure their performance supporting customer segments with these metrics:
• Time to Value
• Adoption
• Net Promoter Score
• Gross Retention
• Upsell Rate
• Accounts per CSM

15. ©2015 Gainsight. All Rights Reserved.
1:Many Responsibilities at Gainsight
§ Design & Implement Lifecycle Strategy
Create a balanced touch cadence for unique customer segments
§ Schedule Automated Outreaches
• Build effective email templates and use CoPilot to automate touches
§ Collaborate Cross-Functionally
• Source content from multiple orgs and coordinate with Marketing
§ Manage NPS Survey Program
• Use native survey functionality to deliver timely NPS surveys
§ Reporting on Success Metrics
• Define, track, analyze, test and optimize against KPIs

16. ©2015 Gainsight. All Rights Reserved.
Gainsight’s Customer Lifecycle1-to-11-to-Many
Kick-Off
Meeting
Welcome
Email
Gift
Basket
Check-in
with
Customer
EBRs
Intro from
CSM
Onboarding
Email Series
Onboarding
Workshop
Impl.
Satisfaction
Survey
Invite to
Community &
Influitive
Strategic
call with
CSM
NPS
Surveys
Training
Webinars
New
Release
Training
Best
Practice
Webinars
Follow up
to Survey
Purchased LaunchedKicked-Off
Usage-
based
Emails
Adopting

17. ©2015 Gainsight. All Rights Reserved.
Who in the org is responsible for 1:Many?
Adoption
Customer Success
Advocacy
Marketing

18. ©2015 Gainsight. All Rights Reserved.
Defining Goals for 1:Many and Customer Marketing
Improve the customer’s
adoption of the product,
enhance the customer
experience, and increase
satisfaction by providing
a smooth process and
introducing customer
delight.
Mobilize our customers
as advocates, leverage
their success to attract
new prospects and
accelerate existing
pipeline, while providing
customer delight.

19. ©2015 Gainsight. All Rights Reserved.
Intersection of 1:M and Customer Marketing
§ Shared tactics:
• Webinars
• Videos
• Blog Posts
• Emails
• Community
• Advocacy Platform
§ 1:Many program lead manages all communications to our customers
§ If a message is sent from an executive’s email alias, Marketing will review and
ensure the message is on brand.
§ Our two teams collaborate and align on the content calendar topics frequently

20. U N L E A S H E D
GENEROSITY
Network for Good
Network for Good is a Certified B Corporation that offers innovative online
donation and peer fundraising software for nonprofits, plus the expertise,
training, and support to drive successful campaigns. The company distributes
millions of donations from donors to good causes each year.
Serve
over
11,500
nonprofits
with
fundraising
so@ware
Processed
over
$1.25B
to
over
100K
chariHes
since
2001
Established
as
a
nonprofit
in
2001
Trained
over
118K
nonprofit
professional
s
in
2014
More
than
50,000
TwiNer
followers

21. U N L E A S H E D
GENEROSITY
What is our 1:M Strategy
• Customer Marketing is the backbone of all 1:1
interaction
• CSMs focus on key parts of lifecycle
• Tools for Success:
– Automation of business processes
– Marketo/Gainsight integration
– Strong content marketing

22. U N L E A S H E D
GENEROSITY
Org Structure
COO
Marketing
Lead Gen
Customer
Marketing
Content Sales Success

23. U N L E A S H E D
GENEROSITY
Onboarding
Call
First
Login
Sign up
Page
Published
First
Donation
Full
Adoption
First
Recurring
Donor
Example: New Customers

24. U N L E A S H E D
GENEROSITY
Example: New Customers
• Welcome Series
• Triggered emails
when KPIs not met
Customer
Marketing
• Welcome Call
• Follow ups based on
KPI achievement
CSM
Playbook
30 Day
NPS
Drip campaign: at risk
Drip campaign: healthy
At-Risk Playbook

25. U N L E A S H E D
GENEROSITY
Campaign Examples
At-risk
• Direct, short
• Questions about their
plan to see value
• Invitation to contact
CSM

26. U N L E A S H E D
GENEROSITY
Campaign Examples
Successful
• Advanced features
• Ways to see better
results
• Calls to action for self-
serve training options

27. U N L E A S H E D
GENEROSITY
Wins & Challenges
Better customer engagement & open rates
Improved Time to Value
Solving code-red problems earlier
Missing hand-offs between teams
Difficult to quantify effect of personal CSM touch vs.
marketing
Reaching customers when they have time

28. ©2015 Gainsight. All Rights Reserved.
Q & A
©2015 Gainsight. All Rights Reserved.
August, 2015

29. ©2015 Gainsight. All Rights Reserved.
THANK YOU
©2015 Gainsight. All Rights Reserved.
August, 2015