MARKETING AND CLIENT SUCCESS: MODERN DAY SUPER HEROES
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Customer Success Summit 2015 breakout session: Presented by: Meg Murphy, CMO, Bigcommerce
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MARKETING AND CLIENT SUCCESS: MODERN DAY SUPER HEROES
- 1. Produced by BUILDING A RETENTION MACHINE IN PARTNERSHIP WITH MARKETING Client Success & Marketing Deliver Better Together MEG MURPHY Bigcommerce, CMO & VP Client Experience Produced by
- 2. Powering commerce for the world’s fastest-growing merchants MEG • SaaS veteran • 5 startups, 2 IPOs • B2B marketer • CX leader • 2 daughters
- 3. LAUNCH AN ONLINE STORE IN 30 MINUTES BACKGROUND • 55K merchants • $5B in transactions • Startups to major brands • Rapidly evolving sector • Easy to switch
- 5. USING DATA & AUTOMATION TO SCALE CLIENT SUCCESS
- 6. . BLOG VIDEOS BC UNIVERSITY CLIENT MARKETING ANALYTICSK-BASE SUCCESS SQUAD FORUM WEBSITE • Advisory boards • Blog • Email • Forum • Social media • Videos • Webinars 1:MANY TOOLS TO DELIVER QUALITY INTERACTIONS
- 8. ACQUIRING THE RIGHT CLIENTS
- 9. • Acquire the right clients upfront • Develop a better understanding of clients beyond basic personas • Shift our marketing strategy, tactics & spend GOALS 1,529 487 1,958 3,125 RESPONSES CLIENTS PROSPECTS FORMER CLIENTS PANELISTS INSIGHTS FROM COORDINATED SURVEYS NET PEROMOTER, MERCHANT & BRAND
- 10. TRIALS SALES WAIT & STAY STRONG CHANGE IS CHALLENGING DOWN
- 11. UP CONVERSIONS & AVERAGE SALES PRICE RETENTION CAC/LTV GAINS
- 12. Exec sponsor Be prepared for surprises Gets worse before better Stay strong Data rules Integration is tough & critical Automation is worth it Start sooner LESSONS LEARNED
Editor's Notes
- Bigcommerce: Powering commerce for the world’ s fastest-growing merchants $5B in transactions 55K Clients Austin, SF, Sydney 150 countries DR PEPPER & BREAKFAST TACOS
- Scale & quality interactions are critical
- The Challenge: Are we acquiring the right clients. Micro to Mid-market businesses Easy to switch, highly price sensitive merchants Churn was a bit of a black eye Spending big $$ on acquisition, costly SEM Top down, CEO & Founder co-sponsor
- The Journey: Implement feedback loops and research programs to get smart and align teams Launch two major surveys: Merchant & Brand Collect tons of great profiling data about our “ideal clients” business owners or wanna be’s, about their businesses, industry, geo where to find them—events, industry where do they get their information how they use web, social, mobile demographics brand awareness and perception…a start
- The Journey Cost effective ways to identify and understand your "ideal" clients and how to find them Understanding our churn data and trends Implement a Net Promoter program Deliver quick wins for clients: onboarding and self-service, on demand client help Build an “ideal client profile”
- Sample current, former, prospective clients
- Results Attract the right customers in the first place and this will do most of the heavy lifting for retention. A series of dramatic reduction in SEM spend Trials dropped and sales slipped, but… Rough BOD Time to dust off the LinkedIn profile
- Conversion rates improved Average sales prices increased Retention edged up CAC/LTV jumped Huge insights used across the company to improve product and support
- Lessons Learned Most surprising & most important Requires top executive support Be prepared for surprises Be open to questioning fundamental beliefs and practices Things may get worse before they get better Data is king Improvements are an iterative process Start sooner!