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Customer Success vs Marketing: Friction to win-win

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Customer Success Play by Chad Horenfeldt, Director of Customer Operations at Influitive, at the 2014 Customer Success Summit.

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Customer Success vs Marketing: Friction to win-win

  1. 1. Produced by Customer Success Summit 2014 @ChadTev Customer Success Summit 2014 Customer Success vs. Marketing: From Friction to Win Win Chad Horenfeldt, Director of Customer Operations, Influitive chad@influitive.com @ChadTev
  2. 2. Produced by Customer Success Summit 2014 @ChadTev About me and my company 2  
  3. 3. Produced by Customer Success Summit 2014 @ChadTev Customer Success at Influitive is no BS 3   32% of Influitive’s customers came from referrals
  4. 4. Produced by Customer Success Summit 2014 @ChadTev What led me to Customer Success? 4  
  5. 5. Produced by Customer Success Summit 2014 @ChadTev5   Secret to Customer Success: Be Proactive!
  6. 6. Produced by Customer Success Summit 2014 @ChadTev6   Marketing Vs.Customer Success: How to be Best Buds!
  7. 7. Produced by Customer Success Summit 2014 @ChadTev •  When choosing a vendor, 80%of the factors senior decision makers trust most involve the customer experience 7   Marketing vs.Customer Success: Why now? 2013  SiriusDecisions  survey   •  B2B CMOs chose customer marketing as the #2 priority behind social for new roles to be added
  8. 8. Produced by Customer Success Summit 2014 @ChadTev8  
  9. 9. Produced by Customer Success Summit 2014 @ChadTev Lessons Learned •  Crawl: Open Communication –  Meet regularly to share goals, successes and challenges •  Walk: Embrace and leverage each other –  Work together: automated campaigns, user groups, newsletters, online community –  Share your wealth of knowledge –  Customer advocacy: Recognize your best customers “Don’t fear losing ownership of the customer – you never had it in the first place” •  Run: Shared metrics –  Customer Success metrics should be tied to advocacy “What is a better metric of customer satisfaction then customer advocacy?” 9  
  10. 10. Produced by Customer Success Summit 2014 @ChadTev10  
  11. 11. Produced by Customer Success Summit 2014 @ChadTev Only 8% of organizations are using marketing automation for existing customer marketing 11   Recommended Play: Customer Nurturing SiriusDecisions  survey  
  12. 12. Produced by Customer Success Summit 2014 @ChadTev •  Different uses of Customer Nurturing: –  Onboarding programs for new customers –  Onboarding programs for new users –  Post-onboarding education programs –  Renewal programs –  Low usage programs –  Upsell programs –  Customer satisfaction survey programs 12   Recommended Play: Customer Nurturing
  13. 13. Produced by Customer Success Summit 2014 @ChadTev •  Post-onboarding education programs –  8 educational emails sent (1 per week) –  Goal is to increase product adoption in the first 3 months and increase scale of customer success •  Totango helps us identify the right contacts for the program & track customer health 13   Recommended Play: Customer Nurturing
  14. 14. Produced by Customer Success Summit 2014 @ChadTev •  Identify an area that of the customer lifecycle that you can automate •  Meet with marketing and discuss possible options. Create measurable outcomes •  Create the content needed for this campaign: Knowledge Base articles, emails •  Work with marketing to create & execute the campaign •  Measure results & refine 14   Recommended Next Steps: Customer Nurturing Play
  15. 15. Produced by Customer Success Summit 2014 @ChadTev QUESTIONS? @ChadTev chad@influitive.com LinkedIn Group: Customer Success Managers in Action 15  
  16. 16. Produced by Customer Success Summit 2014 @ChadTev16   Winning in 2014! Think  Big  Start  Small  Move>>Fast!  

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