Housekeeping
• Q&A panel on your right
• Recording for colleagues who can’t make it
• All attendees will receive slides
• Twitter hashtag #customersuccess
On Your Mind?
• Strategy
• What is customer marketing and why should I care?
• What is the role of communications vs. offers?
• Where does this role fit in my organization and who does it report to?
• Implementation
• What are the challenges I should be aware of as I start a program?
• What should my game plan look like?
• What technologies will I need?
Our Speakers
Anthony NygrenExecutive Vice President
@emistrategic
Jen GrayPhoneGap Marketing Manager
@jen_l_gray
Customer Success Marketing: How to Keep Climbing the Mountain
January 21, 2015
15 Broad Street, Boston, MA 02109 www.emiboston.com
Page 7www.emiboston.com @mktg4technology
Industry Knowledge Functional Experience
Research and Strategy Creative Execution
Who Is EMI Strategic Marketing?
Strategic, Creative, Pragmatic
Solutions for Optimizing
Customer Lifetime Value
We have…
We do…
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“Nurturing” vs “Marketing” vs “Coaching”
Don’t fool yourself: you’re trying to get
them to do what you want them to do…
…but you’re not always trying to
push them to buy
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One Funnel vs Two Funnels vs Funnel after Funnel
Deal
Maximize CLV
Old Model Captures “Post-Contract” Effort…
…but loses the focus
“In a recurring
revenue business,
there’s always
another purchase”
– Dan Steinman
Page 10www.emiboston.com @mktg4technology
OR: The bear went over the mountain
Customer marketing/coaching
is a never-ending effort to
INFLUENCE CUSTOMER
BEHAVIOR in the direction of
adoption, expansion, renewal,
maximization of lifetime value,
with always more on the
horizon…
…and hopefully you’ll be as
happy doing it as this guy
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To successfully influence, you must…
Have an objectiveGet and maintain the
audience’s attention
(and then execute well)
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How to define objectives
Influence Timing
Do you want to affect
behavior NOW or in the
FUTURE?
Influence Targeting
Do you want to affect an
individual’s behavior or a
whole group’s?
TimingIm
med
iate
Lo
ng
-Term
Individual
Segment/All
Have an objectiveGet and maintain the
audience’s attention
Au
die
nce
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Turn objectives into tactics
Customer feedback
survey invitation
Monthly
eNewsletter
New feature/service
promotion
Training
next steps email
Imm
edia
teL
on
g-Term
Individual
Segment/All
Have an objectiveGet and maintain the
audience’s attention
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How to get and maintain audience attention
You EARN it.
By creating a program
that:
Is relevant
Delivers value
Have an objectiveGet and maintain the
audience’s attention
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Be relevant. Deliver value.
Be Relevant
Who is the audience?
Company/Industry
Role
Needs
What is the audience doing?
App usage
Training
Previous behavior
Have an objectiveGet and maintain the
audience’s attention
Deliver Value
Understand “value”
Don’t always sell*
Make it about them, not you
Tell them something new
Keep it simple
*Not to be confused with “Don’t ever sell”
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Is it really worth the work?
Add value / Increase “stickiness”Open door to new opportunities
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Who is responsible?
Knowledge of
customers
Understanding of
lifecyle and points
of friction
Context of other
customer
communications
Experience
influencing behavior
Knowledge of
segmentation and
targeting
Expertise with
marketing best
practices
Customer
Marketing /
Coaching Sweet
Spot
MarketingCustomer Success
Page 18www.emiboston.com @mktg4technology
Contact Info
Anthony Nygren
617-226-4304
@emistrategic, @mktg4technology
Wait a second…
• Lead nurturing = customer
nurturing
• Sales enablement = CS
enablement
• Lead conversion = renewal
Step 4: onboarding CX
• Echo pre-sale message
• Makes sense
• Clarity
- CTAs
- Who’s Who
- What to expect
Tip #6 Be human
• What’s in it for them?
• What did you do for them lately?
• Who do they connect with?
Step 6: expansion & advocacy
• Upsell/cross-sell campaigns
• Referral campaigns
• Build in reference and case study
indicators in QBRs
• Create rewards program
Power With Customer Success Data
Automate Success Communications