Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Customer Success Summit: Customer Lifecycle Marketing


Published on

Presented by Atri Chatterjee from Act-On Software at Totango's Customer Success Summit.

Published in: Business
  • Be the first to comment

Customer Success Summit: Customer Lifecycle Marketing

  1. 1. Customer Lifecycle MarketingAtri ChatterjeeCMO, Act-On Software | @ActOnSoftware
  2. 2. About Act-On• Our Company • Founded in 2008 • 140+ employees today in Oregon & California• Our Technology • Marketing Automation designed from the ground up for small marketing teams • 3rd generation SaaS platform built to scale• Our Customers • 1,400+ and growing across all major vertical industries • From Progressive Insurance and Motorola to many companies you don’t recognize | @ActOnSoftware
  3. 3. Why Customer Lifecycle Marketing? • We’re a subscription software business • We sell to the mid-market • We allow month-to-month contracts • We see the value of leverage | @ActOnSoftware
  4. 4. The Typical Funnel• Driving customers from awareness to purchase Marketing• In a linear progression Sales• With the final goal being initial purchase {} | @ActOnSoftware
  5. 5. Redrawing the Funnel for the LifecycleAcquisition RetentionExpansion LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES CUSTOMERS & FAN Marketing throughout the customer lifecycle Campaigns, Content, Programs, SLAs, Pipeline Onboarding, Training, measurement Communication, Loyalty, Advocacy, Upsell | @ActOnSoftware
  6. 6. Retention Starts with Activation & Usage• Get customers started • Early success is key LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES CUSTOMERS & FAN• Ensure regular usage • More important if usage drives ROI• Help remove obstacles • Training, processes, expertise Activation Usage Proficiency Customer Experience | @ActOnSoftware
  7. 7. Communication Starts Upon Signing• Engagement starts with a welcome message on Day 1• Personal contact with each and every new customer within Week 1• Dedicated customer success manager for each account | @ActOnSoftware
  8. 8. Communication Continues in the Product | @ActOnSoftware
  9. 9. With Metrics to Gauge Activity• Setup and Training• Product and online assistance usage• Interaction with customer service• Interactions with sales | @ActOnSoftware
  10. 10. From Customer to Advocate & Fan• Satisfied customers are a prerequisite LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES CUSTOMERS & FAN• Customer loyalty is NOT just a {marketing} program• It must be “always on” | @ActOnSoftware
  11. 11. Our Approach – Community & Advocacy• Focus is on building the community • Success with Act-On • Sharing of ideas amongst each other• Multiple form factors • In the product • Social media • Physical events• Advocacy program provides framework | @ActOnSoftware
  12. 12. Some Results• Community activity • Referrals • Active participation; biggest • 15 – 20 deals/qtr source of new ideas • Upsells• Reviews • 20-30% of bookings/qtr • Positive & constructive criticism | @ActOnSoftware
  13. 13. Questions…• Contact me:; @atrichatt• Call: 1 (877) 530-1555 or email us:• Twitter: @actonsoftware | @ActOnSoftware