Upload
totango
View
1.709
Download
1
Embed Size (px)
Citation preview
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
3 Steps to accelerate revenues
from existing customers
Dominique Levin, CMO Totango
Jeff Wiss, VP Demand Generation Zendesk
Page 2 © 2012 Marketo, Inc. #mus12
About Totango
Manages Engagement with Over 1.4 Million Businesses
Page 3 © 2012 Marketo, Inc. #mus12
Customer Engagement Management
Customer
analytics:
engagement
profile
Buy and churn
signals:
dynamic customer
segments
Personalized
engagement:
in-app, via email
or phone
Page 5 © 2012 Marketo, Inc. #mus12
The Case for Lifecycle Marketing
~90% revenues from existing customers
(subscription businesses)
Page 7 © 2012 Marketo, Inc. #mus12
Grow Customer Lifetime Value
Number of users
Price per users
Users
Usage
Use Cases
Page 10 © 2012 Marketo, Inc. #mus12
Step 1
Newslettersnew features, content, events, training, user groups
Deliver Customer Value
Page 11 © 2012 Marketo, Inc. #mus12
Step 2
Customer Analyticspurchases, support requests, social, product usage
KnowYour Customers
Page 12 © 2012 Marketo, Inc. #mus12
Contract
Demographics
Business
Interactions
Usage
Customer Engagement Profile
User actions
Licenses
LTV
Renewal date
Company sizeRegionSocial
Webinars
Emails
Support requests
Engagement
profile
Usage trends
Buy signals
Website visits
Page 13 © 2012 Marketo, Inc. #mus12
Step 3
Behavioral Nurturingdrive engagement throughout the lifecycle
Personalize Marketing
Page 14 © 2012 Marketo, Inc. #mus12
Customer Actions Speak Loudest
Active users are 4x more likely to buy
50% of paying users are not
logging in
Most inactive users end up
cancelling
Page 15 © 2012 Marketo, Inc. #mus12
Relevance Raises Response Rates
3.5xconversion increase when using behavioral triggers
Page 17 © 2012 Marketo, Inc. #mus12
Example 1
Signup
Never logged in: re-engage
with case studies
Didn’t complete setup:
helpful tips, incentives
Activated: congratulations,
how to use day-to-day
Page 18 © 2012 Marketo, Inc. #mus12
Example 2
Paying
Declining usage: invite to
account review tune-up
Increasing usage: offer a
better plan, upsell
Super-user: send rewards,
invite to customer council
Page 19 © 2012 Marketo, Inc. #mus12
Engage Customers
Throughout The Lifecycle
Conversions +37%
Retention Rate +5%
Lifetime Value +9%
Accelerate Revenues
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank You!
30-day free trial: www.totango.com
Free SaaS metrics: [email protected]