A roadmap to defining and owning a category

12.8.2016

VP Marketing

Anthony Kennada

A Roadmap to Defining and Owning a Category

Gainsight OverviewWe help B2B enterprises drive adoption, expansion and renewals at scale through

Customer Success

• Founded in 2011; Series A in 2013• $104M Raised• 400 Employees

• 6 of the top 10 software companies• 50% of publically traded cloud companies• 20+ industry verticals

2016

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Agenda

1. How Category Marketing Found Us

2. Building the Online Presence

3. Facilitate Community Through Events

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How Category Marketing Found Us

CustomerSupport

CRM AccountMgmt.

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"You need to find a demographic and a customer that no other software company is paying attention to in a modern way, and help them realize their ultimate ambition. Your software comes way down the road -- your job is to make them be heroes. Make them feel like they are transforming their business in the role that they have, internalizing that there is a company out there that cares about me, cares about my role.”

Facilitate the exchange of industry best practices.Create networking opportunities.Celebrate being pioneers.

Create community.

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Building the Category’s Online Presence

Focus on Early Stage Content

• The Kleenex Model

• Drive Inbound Leads

• Become an Authoring Platform for the Community

SEO

eBooks

WebinarsBlogs

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Teach the Market How to Buy

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Think Beyond Typical Form Factors

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Facilitate Community Through Events

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Customer Success Community

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Live

DIGITAL

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Pulse ConferenceAnnual Destination Conference for Customer Success Industry

• Positioned as Industry Conference vs. User Conference• Focus on Customer Success Best Practices and Networking• Heavy Investment on Attendee Experience

2016 Results

• 55.1 NPS (Increase of More Than 10 Points from 2015)• 41% of New Business Revenue in 2015 Influenced by Pulse

Prospects63%

Customers37%

C-Suite7%

VP13%

Director20%

Manager35%

Other25% 40%

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2013 2014 2015 2016 2017E0

1000

2000

3000

4000

5000

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Pulse Conference is growing 63% faster than Dreamforce

in first three years.

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Urgent Messaging

Top performing emails communicated urgency

around end of promotional pricing bands.

Offsite Packages

VIP experiences for top tier prospects and customers, include dedicated onsite

conference room.

Teams Promotions

17% of attending companies brought five or more

members of their team to Pulse 2016

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How We Drove 3200+ Attendees

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Thank You