Presented by Tayanna Bigatti, Customer Marketing Manager at Trustpilot at Customer Success Summit 2018, Track 3. Overview of how Customer Marketing campaigns and initiatives promote product engagement to reinforce the value of your customer's investment, and how Trustpilot uses Totango to execute and measure the impact of these initiatives.

1. Customer Marketing:
Scaling Customer Success
Efforts
Tayanna Bigatti
Customer Marketing, Global Manager

2. Agenda
About Me & Trustpilot
Customer Marketing at Trustpilot
Deep Dive: How we increased product adoption with this campaign
01
02
03
How far can Customer Marketing go?04

3. Global Manager, Customer Marketing
Joined Trustpilot a year ago
Masters in Economics and Business
4 years of experience in marketing
tay@trustpilot.com
@TayaBigatti
Tayanna Bigatti
About Me

4. The Trustpilot Platform
FOR CONSUMERS
● Consumer review site - free for all
● Experience sharing and social community
● 40 million consumer reviews
● 500k new reviews per month
FOR BUSINESSES
● Review collection system
● Customer interaction
● Freemium model & Paying Tiers
● 207k reviewed websites worldwide
A platform built to connect businesses and consumers through reviews

5. Trustpilot & Totango
High growth year over year creates a challenge on client visibility
Assess customer health
Send marketing campaignsSegment accounts based
on behavior & attributes
Identify trends
How Trustpilot uses Totango

6. Meet Our Team
Customer Base
13K
$60M
North America CS Team
24
Europe CS Team
46
Director // NYC
Global Manger // CPH
Coordinator // NYC

7. Customer Marketing at Trustpilot
Onboarding Product Adoption
Product Updates
Re-engagement
Milestone Achievements
Performance Report
Sales
Renewals
Upsells
Winback
Identify & Engage with...
Beta testers
Co-marketing opportunities
Case study candidates
Customer
Marketing
Getting Started emails
Best practices
How-to videos

8. Onboarding
➔ Getting started with tools
➔ Educate with how-to videos & product tour webinars
➔ Share best practice guides

9. Product Engagement
Product Updates & Training
➔ Increase product
adoption of ‘sticky’
features
➔ Improve likeliness of
renewal or upsell
Circuit Breakers
➔ Identify and target
customers that are
NOT using ‘sticky’
features

10. Product Engagement
Performance ReportsMilestone Achievements
➔ Congratulate customers
on use of features
➔ Reiterate the benefits of
their achievements and
explain next steps to
take
➔ Share account KPIs to
ensure customer knows
how they’re performing
➔ Offer advice on
improvement when
performance is poor

11. Sales
Upsell Readiness & Free Trial Nurture
End of Trial
SuccessPlay for CSM
Performance
Report
Milestone
Achievements
Nurture Emails
CSM Follow-
up
Trial Start

12. Deep Dive: How we increased product adoption with this campaign
Segmentation: Target Group
Segment Based On...
Goal
Drive Adoption: Customers see benefits of
implementing product & adopt
CS team
Country
Package / Tier
Length of Subscription
Product Adoption does not exist

13. Campaign: Content and Flow
1a 2a
1a sent over 2 days ago
1b
1a sent over 5 day ago
2b
2a sent over 5 days ago
1c
1b sent over 5 days ago
Deep Dive: How we increased product adoption with this campaign

14. Measuring Campaign Success
Deep Dive: How we increased product adoption with this campaign
+2000
+300
Converted Customers
Targeted Customers
Secured Value from Campaign
15% conversion
=
$695.61K

15. How far can Customer Marketing go?
Circuit Breaker CampaignOnboarding Campaign
Secured valueSecured value
Today’s Impact

16. How far can Customer Marketing go?
Tomorrow’s Reach
● Own all proactive communication to Lite tier accounts
● Commercial ownership of all small accounts
● Enable CSMs to focus time & energy on larger accounts

17. Thank you for joining!
Questions?
Get in touch! tay@trustpilot.com trustpilot.com bussiness.trustpilot.com