Customer Success Summit Breakout Session Presented by: Marc Gaffan, GM Incapsula, Imperva

1. Bootstrapping a Customer
Success Program

2. About Me
• GM, Incapsula @ Imperva
• Co founder of Incapsula (2009), acquired by Imperva (2013)
• A techie that stopped writing code 13 years ago
• Main areas of focus: Security, SaaS, Infrastructure
• Incapsula is a cloud service that protectsand accelerates
website and online infrastructure
• Servicing hundreds of thousands of direct customer
websites and millionsvia service providers
About Incapsula

3. Incapsula – Our Business
• Subscription based service
• Monthly, annual and multi year contracts
• We have a very broad range of customers
• Free to multi million $ ACV
• Zero touch sales, inside sales, field sales
• We sell direct and through channels
• VARs – low velocity sales
• Hosting Providers, Telcos – high velocity sales
• We did not know this when we started…

4. Our Early on Customer
Success Objectives

5. MassMoney
#1 - Managing Success Across a Broad Range

6. Design
for
Zero
Touch
Build-­‐in
KPI
Monitoring
#2 - Fully Automate the Customer Success Program
Scale
with
High
Touch

7. #3 - Enable Customer Success For our Partners
• Partners that do not share our CRM or Marketing Automation Platform
• They want their brand tied in to the products they sell
• They don’t have any resources to build tools
• They are not experts at the customer success elements of our business

8. Hybrid Approach
API
Constant
data
sync
from
app
to
Marketo
Marketo
customer
scoring
and
nurturing
Sales
team
feed
via
Marketo
to
SFDC
Upsell
and
cross
sell
campaigns
Business
Tools
App
funnel
tracking
and
messaging
End
of
trial
(push
to
close)
messaging
POC
summary
reporting
Partner
customization
options
In
App
Tools

9. Results
• Increased sales and conversion through partners
• Significantly assisted in partner recruitment
• Tools designed for zero-touch helped scale with high-touch

10. Q&A