Customer Success Marketing: Scaling your Nurture Program

Customer Success & Marketing:

Scaling Your Nurture Program

January 21, 2015

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

Strategy

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…


“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


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


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


To successfully influence, you must…

Have an objectiveGet and maintain the

audience’s attention

(and then execute well)


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



Au

die

nce


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




How to get and maintain audience attention

You EARN it.

By creating a program

that:

Is relevant

Delivers value




Be relevant. Deliver value.

Be Relevant

Who is the audience?

Company/Industry

Role

Needs

What is the audience doing?

App usage

Training

Previous behavior



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”


Is it really worth the work?

Add value / Increase “stickiness”Open door to new opportunities


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


Contact Info

Anthony Nygren

617-226-4304

[email protected]

@emistrategic, @mktg4technology

mailto:[email protected]

Page 19July 22, 2014www.emiboston.com @mktg4technology

Implementation

Marketing. Your

customer success

strategy’s

SECRET WEAPON

Customer Success

Marketing?

#1 Challenge silos

Customer

Support

Sales

CSM

EducationProduct

Consulting

Onboarding

#2 Challenge pre vs. post sale

#3 Challenge inside looking out

#4 Challenge resources

more for your BANG

About your graphics…

no yes

Marketing

knows

stuff…

Customer expansion?

References? Case

studies?

yes

yes

yes

Wait a second…

• Lead nurturing = customer

nurturing

• Sales enablement = CS

enablement

• Lead conversion = renewal

Align

Brand

Communicate

let’s get started

Step 1: righting the ship

Customer

Support

Sales

CSM

EducationProduct

Consulting

Onboarding

Step 2: customer lifecycle

Step 3: mavens

Step 4: onboarding CX

• Echo pre-sale message

• Makes sense

• Clarity

- CTAs

- Who’s Who

- What to expect

Step 5: email marketing

embrace it!

Tip #1 Create Milestones

Tip #2 Use what you know

• Industry

• Use case

• Product

• Behavior

Tip #2 But don’t be creepy…

Tip #3 Not too marketing-y

• Value-driven

• 1:3 ratio – you:customer

• Tone

Tip #4 Too many/unclear CTAs

Tip #5 Eliminate confusion

Tip #6 Be human

• What’s in it for them?

• What did you do for them lately?

• Who do they connect with?

Tip #7 Branding

Tip #8 Communicate

Customer

Support

Sales

CSM

EducationProduct

Consulting

Onboarding

Step 6: expansion & advocacy

• Upsell/cross-sell campaigns

• Referral campaigns

• Build in reference and case study

indicators in QBRs

• Create rewards program

Misc. tips

• Customer success marketing is a

revenue generator

• Start small

• Have fun!

Questions?

Power With Customer Success Data

http://www.gainsight.com/contact-sales/


Automate Success Communications



Thank You!

January 21, 2015