Totango is a customer engagement platform that SaaS businesses use to increase customer success, lifetime value, and renewals. It offers a customer engagement database and analysis engine to optimize trial conversion, user onboarding, lifecycle marketing, and customer success. The core of Totango's solution is a customer engagement database that collects user actions and correlates them with other data to calculate engagement scores and profiles. These insights can be used in Marketo campaigns to smartly target behaviors detected by Totango and increase key metrics like trial conversion and renewals. CloudBees implemented Totango to gain visibility into user activities and automate personalized engagement based on product usage.

1. Totango-Marketo
Integration
The New Generation Lifecycle
Marketing

2. Totango Background
Totango is a full-service customer engagement
platform for SaaS businesses.
Cloud based businesses use Totango to increase
customer success, lifetime value and renewals.
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3. Totango Background
Totango offers a customer engagement database
and analysis engine, which can be used for trial
conversion, user on boarding, lifecycle
marketing and customer success.
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4. Customer Engagement Database
Key to increase customer success
and customer engagement is to
understand what is the value your
customers are getting from your solution
today.
Therefore, the core of the Totango
solution is the customer engagement
database
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5. Customer Engagement Database
• Focus on collecting real time streams of user actions within
your application to understand how users are using your
application and where they get stuck, and;
• Correlate with demographic data collected from CRM
systems, help desk systems and billing systems.
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6. Analysis & Insights
Totango automatically calculates an Engagement
Score and Profile for each account.
This score can be used to segment users into cohorts
depending on their activity and to set triggers for users
who are particularly (in)active.
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7. Analysis & Insights
You can also run pre-
configured reports on specific
feature usage, free
users, paying users and
cancellations and see a
dashboard summary of
accounts by lifecycle stage
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8. Marketo Integration
Activity-based cohorts can be used to optimize sales and
marketing campaigns and to increase your trial
conversion, customer lifetime value and renewals.
Totango provides the intelligence and triggers smart
campaigns in Marketo that increase customer success,
lifetime value and renewals.
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9. Marketo Integration
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10. Marketo Integration
In the Marketo and Totango implementation, Marketo
smart campaigns are created to target certain behaviors,
detected by Totango, by users of the cloud-application.
The two systems seamlessly communicate through
Salesforce.com.
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11. Marketo Integration
Once installed on the cloud application, Totango monitors
user action and determines the nature and level of
engagement of each user.
When a configured behavior is detected (such as a drop
in engagement or first usage of a specific application
module) the Totango record is updated with the
appropriate Totango Insight.
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12. Marketo Integration
Totango synchronizes information with Salesforce.com in
near real time, updating Leads and Account with Insights
as they happen.
Marketo, in turn, seamlessly integrates with
Salesforce.com and uses this information (along side any
other) in campaigns and programs.
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13. Marketo Integration
A Marketo email campaign is created using Totango
Insights as part of the campaign’s Smart List.
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14. Use Cases
Trial Conversion
Trial users still active on day three
of a trial are four times more likely
to convert into paying users.
Checking in with these active trial users increases trial
close rates by 70%. Use Totango to identify who your
most active trial users are and use Marketo to reach out
to them at the right time with the right message.
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15. Use Cases
User On-boarding
Customer engagement leads to
sales and long term customer life
time value.
Use Totango to analyze where customers are getting
stuck while using your product and use Marketo to send
them helpful tips at the right time to get them back on
track.
Also, improve upselling campaigns by monitoring success
and adoption of new features and past feature usage
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16. Use Cases
Lifecycle Marketing
Nurturing activities should not stop when a
prospect or customer is starting to use your trial
or paid service.
Tailor the timing and content of Marketo
campaigns based on an individual user’s
product usage.
Goals of campaigns should be to increase usage and
adoption and to surgically target customers for
expansion sales and up selling opportunities.
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17. Use Cases
Customer Success
Cancellations are almost always
preceded by a period of non-use.
Use Totango to identify a drop in usage for a particular
customer and use Marketo to proactively reach out
before it’s too late.
Also, identify successful users for customer case
studies and testimonials to create authentic marketing
collateral that will help spread the word about your
service.
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18. Customer Case Study
How CloudBees Automate Customer
Engagement with Totango
“For the first time, we have visibility
into what our users are doing on our
platform and can interact with them
based on usage.”
Sacha Labourey, CEO, CloudBees Inc.
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19. Customer Case Study
Q1: Who are you and what do you do?
A: My name is Sacha Labourey and I am the founder and CEO of
CloudBees. CloudBees provides a Java Platform as a Service
(PaaS) for enterprises and software developers.
Q2: What is your business model?
A: Our business model is based on the usage of our platform for the
building and running of Java applications. We also utilize a
freemium business model to enable developers to try our platform
for free while they become familiar with many of our core platform
services and their value.
Q3: What is your sales model?
A: We strive for a zero touch or a very low touch selling model.
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20. Customer Case Study
Q4: What problem or problems are you solving with Totango?
A: We are using Totango to gain visibility into user activities and to
automate customer engagement, especially via e-mail for now. Instead of
nurturing our user database based on a fixed timeline, we personalize
content based on their actual usage of our product. Depending on how they
are (or are not) using specific features we may be able to offer helpful tips
via e-mail.
Q5: How did you do this?
A: We monitor how developers are using our platform. Based on their actual
usage of the product, we send helpful e-mails. We have integrated Totango
with Salesforce.com and our e-mail marketing system to automatically send
the right e-mail to the right users at the right time. The goal is to make our
users more successful with the CloudBees Platform. If our trial users are
successful they will hit the paid tier of our service at some point. In this
sense the interests of the customer and of CloudBees are completely
aligned.
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21. Customer Case Study
Q6: What results did you achieve so far?
A: We have been able to see how our users are using our platform and
engage with our trial users providing them with information to ensure their
success with CloudBees.
Q7: Who was responsible for the Totango implementation and how
long did it take?
A: This integration was all very easy to perform. It took us a few days of
work (over a few weeks time) to establish an initial monitoring of our
platform and an integration with Salesforce.com. It took us a few more
weeks of ramp-up to define how we wanted to best leverage the collected
information to automate our interaction with our users and customers.”
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22. Customer Case Study
Q8: Did you look at other, similar, services? If so, what did you like
about Totango?
A: We considered building some of these capabilities into our platform, but
decided against it. We know our requirements in this area will continuously
grow and strategically prefer to rely on a partner like Totango for ongoing
enhancements, as well as industry best practices.
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23. Resources – Learn More…
• Read introduction to Lifecycle Marketing (including examples and
use cases)
• Read on Getting Started with Lifecycle Marketing
• Read Totango-Marketo configuration guide
• Read on How Engagement Score is Calculated
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24. Among Totango Customers
Over 1 million businesses analyzed
Prospects and users of our customers
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