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Totango customer-success-summit2
The document discusses the relationship between customer success and marketing. It suggests that customer success and marketing should work together collaboratively instead of seeing each other as competing functions. The document provides lessons for how customer success and marketing can have an open line of communication, embrace and leverage each other's work, and use shared metrics to define success. Specific recommendations include regularly meeting to share goals, automating marketing campaigns involving customer success, and recognizing top customers to encourage advocacy.
Totango customer-success-summit2
- 1. Produced by Customer SuccessSummit 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. Produced by Customer SuccessSummit 2014 @ChadTev About me and my company 2
- 3. Produced by Customer SuccessSummit 2014 @ChadTev Customer Success at Influitive is no BS 3 32% of Influitive’s customers came from referrals
- 4. Produced by Customer SuccessSummit 2014 @ChadTev What led me to Customer Success? 4
- 5. Produced by Customer SuccessSummit 2014 @ChadTev5 Secret to Customer Success: Be Proactive!
- 6. Produced by Customer SuccessSummit 2014 @ChadTev6 Marketing Vs. Customer Success: How to be Best Buds!
- 7. Produced by Customer SuccessSummit 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. Produced by Customer SuccessSummit 2014 @ChadTev8
- 9. Produced by Customer SuccessSummit 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. Produced by Customer SuccessSummit 2014 @ChadTev10
- 11. Produced by Customer SuccessSummit 2014 @ChadTev Only 8% of organizations are using marketing automation for existing customer marketing 11 Recommended Play: Customer Nurturing SiriusDecisions survey
- 12. Produced by Customer SuccessSummit 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. Produced by Customer SuccessSummit 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. Produced by Customer SuccessSummit 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. Produced by Customer SuccessSummit 2014 @ChadTev QUESTIONS? @ChadTev chad@influitive.com LinkedIn Group: Customer Success Managers in Action 15
- 16. Produced by Customer SuccessSummit 2014 @ChadTev16 Winning in 2014! Think BigStart Small Move>>Fast!