Bootstrapping a Customer Success Program

About Me• GM, Incapsula @ Imperva• Co founder of Incapsula (2009), acquired by Imperva (2013)• A techie that stopped writing code 13 years ago• Main areas of focus: Security, SaaS, Infrastructure

• Incapsula is a cloud service that protects and accelerates website and online infrastructure

• Servicing hundreds of thousands of direct customer websites and millions via service providers

About Incapsula

Incapsula – Our Business

• Subscription based service• Monthly, annual and multi year contracts

• We have a very broad range of customers• Free to multi million $ ACV• Zero touch sales, inside sales, field sales

• We sell direct and through channels• VARs – low velocity sales• Hosting Providers, Telcos – high velocity sales

• We did not know this when we started…

Our Early on Customer Success Objectives

MassMoney

#1 - Managing Success Across a Broad Range

Design  forZero  Touch

Build-­‐inKPI

Monitoring  

#2 - Fully Automate the Customer Success Program

Scale  withHigh  Touch

#3 - Enable Customer Success For our Partners

• Partners that do not share our CRM or Marketing Automation Platform

• They want their brand tied in to the products they sell

• They don’t have any resources to build tools

• They are not experts at the customer success elements of our business

Hybrid Approach

API

Constant  data  syncfrom  app  to  Marketo

Marketo  customer  scoring  and  nurturing

Sales  team  feed  via  Marketo  to  SFDC

Upsell  and  crosssell  campaigns

Business  Tools

App  funnel   trackingand  messaging

End  of  trial  (push   to  close)  messaging

POC  summaryreporting

Partner  customization  options

In  App  Tools

Results

• Increased sales and conversion through partners

• Significantly assisted in partner recruitment

• Tools designed for zero-touch helped scale with high-touch

Q&A