This document discusses using product insight and customer data to drive customer success initiatives. It presents three plays or strategies: 1) Using results-based marketing to improve campaign response rates, 2) Prioritizing product development based on predicted customer impact, and 3) Delivering personalized and targeted content to customers based on their activities and attributes. The overall goal is to maximize ROI and customer success through data-driven approaches.

1. Produced by
Customer Success Summit 2014
Customer Success Summit 2014
Using Product Insight to Drive
the ROI of Customer Success
Brian Norusis
e-Builder
VP – Customer Success
bnorusis@e-builder.net

2. Produced by
Customer Success Summit 2014
About Me…
Brian Norusis
Vice President - Customer Success
e-Builder
Implementation, Customer Support,
Customer Success, and Managed Services
2
www.linkedin.com/in/
bnorusis/
h4p://www.so7ware-­‐
adop:on.com/

3. Produced by
Customer Success Summit 20143
Who is e-Builder?
• Leading
provider
of
CPMS
for
owners
for
19
years
– Over
250
owner
clients
and
35,000
+
users
• 100+
employees
in
Planta<on,
FL
• 100%
Owner
Focus
– Government
– Educa:on
K-­‐12
– Healthcare
– Higher
Educa:on

4. Produced by
Customer Success Summit 2014
The Opportunity
4

5. Produced by
Customer Success Summit 20145
SaaS CPMS

6. Produced by
Customer Success Summit 20146
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
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User"
User"
User"
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User"
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User"
User"
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User"
User"
User"User"
User"
User"
User"
User"
User"
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User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
User"
Scheduling"
Inspection"
Estimating"
PMAC"
Manufacturer"
Supplier"
Manufacturer"
Manufacturer"
Manufacturer"
Manufacturer"
Manufacturer"
Manufacturer"
Manufacturer"
Manufacturer" Manufacturer"
Manufacturer"
Manufacturer"
Manufacturer"
Manufacturer"
Manufacturer"
Manufacturer" Supplier"
Supplier"
Supplier" Supplier"
Supplier"
Supplier"
Supplier"
Supplier"
Supplier"
Supplier"
Supplier"
Supplier"
Supplier"
Manufacturer"
Supplier"
Manufacturer"
Manufacturer"
Manufacturer"
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Manufacturer"
Supplier" Supplier"
Manufacturer"
Manufacturer"
Cost
Consultant"
Life Safety
Consultant"
Hardware
Consultan
Testing &
Inspection"
Civil
Engineer"
Sanitary"
Engineer"
Structural
Engineer"
Mechanical
Engineer" Graphics &
Signage"
Interiors
Architect"
Parking
Consultant"
Network
Consultant"
Electrical
Engineer"
Security
Consultant"
Traffic
Engineer"
Roofing
Consultant"
Acoustical
Consultant"
Kitchen
Consultant"
Food
Service"
Geo Tech
Consultant"
Audio
Visual"
PermiLng,
regula:on
&
en:tlement
Owner’s
PM"
CM/GC"
Architect"PM"
Soil
Treatment"
Millwork"
HVAC"
Fire
Stopping"
Clean Up"
Masonry"
Hauling"
Erosion
Control"
Fencing"
Sprinklers"
Curtainwall"
Flooring"
Demolition"
Formwork"
Clearing &
Striping" Reinforcing"
Concrete"
Grading &
Excavation" Plumbing"
Electrical"
Fire
Protection"
Misc. Iron
& Steel"
Sheetmetal"
Curtainwall"
Casework"
Ornamental
Iron" Vacuum
Systems"
Painting"
Roof
Hatches"
Carpeting"
Electrical"
Rough
Framing"
Skylights"
Stucco &
Plaster"
Casework"
Glass &
Glazing"
Drywall"
Flagpoles"
Fire
Protection"
Finish
Carpentry"
Tile"
Insulation"
Curtains &
Blinds" Counter
Tops"
Building
Specialties"
Paving"
Roofing"
Metal
Fabrications"
Acoustical
Tile"R. O.
Water" Overhead
Doors"
Kitchen
Equipment"
Wall
Coverings"
Flashing &
Sealants"
Toilet
Accessories"
Ductwork"
Doors &
Frames"
Board"
CEO"
Director
Facilities"
Executives"Executives"
Accounting"Legal"
Standards"Estimating" QC"Program"

7. Produced by
Customer Success Summit 2014
PLAY #1: Results Based Marketing
7
Campaign
Begins
Email Name Sent Delivered % Delivered Opened % Opened Clicked % Clicked
2014 - 2 Chicago - Client Summit.Email 1 - Invitation 1 -
Save the Date 175 141 80.6% 51 36.2% 11 7.8%
2014 - 2 Chicago - Client Summit.Email 2 - Invitation 2 167 133 79.6% 24 18.0% 1 0.8%
2014 - 2 Chicago - Client Summit.Email 3 - Invitation 3 166 133 80.1% 33 24.8% 6 4.5%
2014 - 2 Chicago - Client Summit.Email 4 - Invitation 4 164 131 79.9% 26 19.8% 2 1.5%
Maintenance Release - February 2014.Maintenance
Release - Feb 2014 399 395 99.0% 160 40.5% 71 18.0%
Q1 2014 Release.Q1 2014 - Email 1 402 397 98.8% 144 36.3% 47 11.8%
Storage Upgrade Announcement.Storage Upgrade Feb
2014 398 394 99.0% 152 38.6% 0 0.0%

8. Produced by
Customer Success Summit 2014
PLAY #2: Driving Development Prioritization Based on
Customer Impact
8

9. Produced by
Customer Success Summit 2014
PLAY #3: Activity Based Content Delivery
9
User
and
Account
Data
Sent
to
Create
Contact
Record
Contact
ID
and
Account
ID
User
Ac:vity
w/SF
Acct
&
User
ID
Totango
Insights
Campaigns
Executed
based
on
Insights
and
Customer
Data
Segmenta:on
Campaign
Content
Delivery

10. Produced by
Customer Success Summit 201410
Winning in 2014!
Think
Big
Start
Small
Move>>Fast!