Date post: | 12-Apr-2017 |
Category: |
Marketing |
Upload: | act-on-software |
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When Marketing Met Customer Success
(How the CMO + CCO Boost Adoption as Today’s Power Couple)
MATT ZELENChief Customer Officer
Act-On Software
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Looking Back....
KEY PRIORITIES• Increasing sales pipe (campaigns & events)• Building brand awareness (online, AR/PR
etc.)• Supporting the sales cycle (funnel-mapped
content, customer case studies)
For the CMO, B2B marketing activity was primarily focused on lead gen & nurturing
Customers? Maybe.Prospects? Definitely.
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Then, a Few Seismic Shifts...
Annual subscription based pricing models meant that
B2B companies had to focus not only on acquiring
new customers, but on keeping them happy.
THE CLOUD
CX
THE AGE OF THE CUSTOMER
PEER TO PEER
B2C marketers focused on personalizing engagement
and experiences across multi-point, complex
customer journeys, which influenced B2B buying cycles and behaviors.
Customers disrupted the B2B sales cycle by
exchanging experiences with each other via social channels before engaging with a marketing offer or
salesperson.
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New Player Comes on to the SceneKEY PRIORITIES• Retain and grow profitable customers• Increase customer satisfaction• Provide a consistent and customer-centric
experience across touchpoints• Enable a consolidated customer view
throughout the organization
Enter the CCO
Today, that gets a CMO’s attention:
“Hey, I LIKE this guy!”
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When Marketing Met Customer Success
It’s time to expand the focus of B2B engagement to the entire customer relationship, including loyalty and retention, which are not traditional priorities for B2B marketers.
B2B LOYALTY TO THE B2C WAY, 2015
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The C-Suite’s New Power Couple
• Drive Adoption & Value: One- to-many training, adoption, renewal & upsell programs
• Drive Engagement: Online communities, live & virtual events
• Drive Loyalty: Converting customers into brand advocates (NPS, reference programs)
CMO
BUT HOW DO YOU BRING THESE TWO TOGETHER?
CCO
A MATCH MADE IN HEAVEN TO:
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Marketing & Customer Success Alignment at Act-OnThe right engagement, with the right customer, at the right time
PURCHASE ONBOARDING GROWTH RENEWAL
Welcome campaign
CUSTOMER DATA | INTELLIGENCE & SEGMENTING | AUTOMATED CAMPAIGNS | COMMUNITY & SUPPORT
Online training engagementCommunity engagementAdvocacy program onramp
Re-engagement campaignsProduct adoption training & campaignsAdvisory boards & user groupsNPS surveys & promoter appreciation
Reinforcement campaigns & activities (ROI studies, market leadership, awards)Upsell campaigns
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Act-On & Totango: Working TogetherPutting Behavioral Campaigns into Action
1. RESEARCH
2. CREATE
4. MEASURE
3. DELIVERIdentify leading indicatorsDetermine timingCraft message/CTA
Launch campaignsMeasure against goalsRefine & optimize
Build the journeyValidateIdentify pain points
Determine visibility methodsEvaluate available tools
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Business Impact after 6 Weeks
Base grew by 12%“Good” Health grew by 34%
CampaignPerformance Re-Engagement
CampaignInteraction
AutomationJumpstart
of targeted users within 3 weeks
of targeted users within 2
weeks
of targeted users within 1 week
31% 1%of targeted
users within 8 weeks
29% 48%
DIFFICULT DIFFICULT EASYMEDIUMMEDIUM
4 MONTHS 5 MONTHS 6 MONTHS 7 MONTHS TRIGGERED
1%
BoostOutbound
of targeted userswithin 2 days
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Campaign Dashboard
• Targeting Users Not Logged in for 30 days
• Goal set to record “Login” after receiving email
• Achieving 47-50% achievement to goal attainment
• Email encourages Training, Login, Best Practices, or Create a Success Plan
• 155 unique logins and 148 accounts
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Next: Driving Success Across the Organization
Behavioral Campaigns
Customer SuccessSALES
ACCOUNT
MARKETING
CSG
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THANK YOU