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3 Steps to accelerate revenues               from existing customers                Dominique Levin, CMO Totango          ...
About Totango         Manages Engagement with Over 1.4 Million BusinessesPage 2                        #mus12             ...
Customer Engagement Management         Customer     Buy and churn      Personalized         analytics:   signals:         ...
Totango-Marketo IntegrationPage 4                 #mus12      © 2012 Marketo, Inc.
The Case for Lifecycle Marketing                ~90%         revenues from existing customers             (subscription bu...
Land and Expand Selling Models                   46%           have “per user” pricingPage 6                 #mus12       ...
Grow Customer Lifetime Value         Number of users                                   Use Cases                          ...
15% Upsell Pulls In Profits 3 yearsPage 8                   #mus12            © 2012 Marketo, Inc.
Unlock Existing Customer Revenues              3 StepsPage 9                 #mus12            © 2012 Marketo, Inc.
Step 1                          Newsletters          new features, content, events, training, user groups              Del...
Step 2                   Customer Analytics          purchases, support requests, social, product usage               Know...
Customer Engagement Profile                                                     Buy signals                               ...
Step 3              Behavioral Nurturing          drive engagement throughout the lifecycle             Personalize       ...
Customer Actions Speak Loudest          Active users    50% of paying   Most inactive          are 4x more     users are n...
Relevance Raises Response Rates                         3.5x          conversion increase when using behavioral triggersPa...
Customer Nurturing Strategy                                             Upgrade                                    Paying ...
Example 1                   Never logged in: re-engage                   with case studies                   Didn’t comple...
Example 2                   Declining usage: invite to                   account review tune-up                   Increasi...
Engage Customers    Throughout The Lifecycle            Accelerate Revenues                                  Lifetime Valu...
Thank You!                         30-day free trial: www.totango.com       Free SaaS metrics: dominique@totango.com© 2012...
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Totango: 3 Steps To Accelerate Revenues From Existing Customers

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You can't manage what you can't measure.

Utilize real-time customer analytics to personalize communications to your existing customers by helping them gain the most value from your offerings.

Did you know that about 80-90% of your company's revenues come from existing customers?

Published in: Business, Technology
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Totango: 3 Steps To Accelerate Revenues From Existing Customers

  1. 1. 3 Steps to accelerate revenues from existing customers Dominique Levin, CMO Totango Jeff Wiss, VP Demand Generation Zendesk© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  2. 2. About Totango Manages Engagement with Over 1.4 Million BusinessesPage 2 #mus12 © 2012 Marketo, Inc.
  3. 3. Customer Engagement Management Customer Buy and churn Personalized analytics: signals: engagement: engagement dynamic customer in-app, via email profile segments or phonePage 3 #mus12 © 2012 Marketo, Inc.
  4. 4. Totango-Marketo IntegrationPage 4 #mus12 © 2012 Marketo, Inc.
  5. 5. The Case for Lifecycle Marketing ~90% revenues from existing customers (subscription businesses)Page 5 #mus12 © 2012 Marketo, Inc.
  6. 6. Land and Expand Selling Models 46% have “per user” pricingPage 6 #mus12 © 2012 Marketo, Inc.
  7. 7. Grow Customer Lifetime Value Number of users Use Cases Usage Users Price per usersPage 7 #mus12 © 2012 Marketo, Inc.
  8. 8. 15% Upsell Pulls In Profits 3 yearsPage 8 #mus12 © 2012 Marketo, Inc.
  9. 9. Unlock Existing Customer Revenues 3 StepsPage 9 #mus12 © 2012 Marketo, Inc.
  10. 10. Step 1 Newsletters new features, content, events, training, user groups Deliver Customer ValuePage 10 #mus12 © 2012 Marketo, Inc.
  11. 11. Step 2 Customer Analytics purchases, support requests, social, product usage Know Your CustomersPage 11 #mus12 © 2012 Marketo, Inc.
  12. 12. Customer Engagement Profile Buy signals User actions Usage trends Website visits Emails Usage Webinars Licenses Business Interactions Contract LTV Support requests Renewal date Engagement profile Demographics Social Region Company sizePage 12 #mus12 © 2012 Marketo, Inc.
  13. 13. Step 3 Behavioral Nurturing drive engagement throughout the lifecycle Personalize MarketingPage 13 #mus12 © 2012 Marketo, Inc.
  14. 14. Customer Actions Speak Loudest Active users 50% of paying Most inactive are 4x more users are not users end up likely to buy logging in cancellingPage 14 #mus12 © 2012 Marketo, Inc.
  15. 15. Relevance Raises Response Rates 3.5x conversion increase when using behavioral triggersPage 15 #mus12 © 2012 Marketo, Inc.
  16. 16. Customer Nurturing Strategy Upgrade Paying Activated SignupPage 16 #mus12 © 2012 Marketo, Inc.
  17. 17. Example 1 Never logged in: re-engage with case studies Didn’t complete setup: Signup helpful tips, incentives Activated: congratulations, how to use day-to-dayPage 17 #mus12 © 2012 Marketo, Inc.
  18. 18. Example 2 Declining usage: invite to account review tune-up Increasing usage: offer a Paying better plan, upsell Super-user: send rewards, invite to customer councilPage 18 #mus12 © 2012 Marketo, Inc.
  19. 19. Engage Customers Throughout The Lifecycle Accelerate Revenues Lifetime Value +9% Retention Rate +5% Conversions +37%Page 19 #mus12 © 2012 Marketo, Inc.
  20. 20. Thank You! 30-day free trial: www.totango.com Free SaaS metrics: dominique@totango.com© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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