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A Customer Success eBook
THE9 TENETSOF SAASCUSTOMERENGAGEMENTMARKETING
Customer Successcan directly controlsome, but not all thelevers that lead tohappy customers andlow churn rates.
C U S T O M E R S U C C E S SI N F L U E N C E S
Target Customer
AcquisitionFree Trial Pipeline
Onboarding
Engagement
Adoption
Customer Feedback
Renewal
Expansion
C U S T O M E R S U C C E S SD I R E C T LY C O N T R O L S
But Customer EngagementMarketing is right in theCustomer SuccessWheelhouse
Engagement
But First,What isCustomerEngagementMarketing?
IS:-New feature announcements-Product tutorials-Industry best practices-Industry thought leadership
NOT:-Detailed feature announcements-Help desk content-Onboarding content
The people havespoken!Customer Successshould drive.
In a recent discussion on the LinkedIn
Customer Success Forum group, virtually
every respondent stated that Customer
Success should drive the customer
engagement strategy, while marketing
should “own” the execution.
Pat KellyVP Customer Success, Brainshark
“We have established a CustomerCommunication team…It is a partnershipbetween Customer Success and CustomerMarketing …The marketing part of thegroup executes on the emailcommunications that often are "from"the CSM assigned to the customer.”
Todd OaksVP Customer Success, SceneDoc
“Customer Success owns the customerrelationship strategy and is a direct reportto the CEO. Marketing provides input intothe strategy and is responsible for theexecution based upon agreed uponinitiatives and tactics.”
Karen SunPrincipal, KS Consulting
“It's important to have one single controlpoint for the execution of all customercommunications to avoid spammingcustomers and to have consistentmessaging. This usually resides inMarketing.”
6Tips to Setyour Companyup for CustomerEngagementMarketingSuccess
1No
Launch aCustomer Blog
Duplicate your company’s blog and give it a
light rebrand as a customer blog. Start publishing
posts at a steady cadence – perhaps 2-4 per month.
Encourage customers to subscribe during the
onboarding process.
2No
Don’t Be Boring
Content is a demand generation marketer’s most
effective instrument for building trust with
prospects. They create eBooks, Infographics and
Presentations that have a light, aspirational tone
and are highly visual.
Customer marketers sometimes fail to engage
their audience because they focus on detailed
feature news and screenshots. Steal a page from
demand generation marketing to keep your
customer content interesting!
3No
Send MonthlyEmails
If you’re starting from scratch, pull together a
monthly email that contains 3 things:
1. Highlight your top product feature releases
2. A customer story discussing how they effectively use your product
3. Reuse the best performing content piece your demand generation team
4No
Segment byPersona
“Customer” is not a segment. “Executive in
North America, Pro subscriber for over 90 days,
11-50 employees, actively engages with our
content”. Now that’s a segment!
True, more segments mean more content and
effort – start small and grow your segmentation
strategy as your resources (and customer base)
expand.
5No
InitiateLifecycleMarketing
As your customers move from Trial, to
Onboarding, to their first 90 days of usage and
beyond they should receive content tailored to
their lifecycle stage as they climb the learning
curve. Keep these stages in mind as you grow
your content library.
When you’re ready, deploy the content using a
marketing automation platform like Hubspot or
Marketo so the right content is served to
customers when it is most relevant to them.
6No
EncourageProduct Usage
You’re a master customer marketer! Time to coax
users down the path to success. Monitor how your
customers use of your product. Serve content that
matches new (or existing) features they have not
yet explored in depth. Bonus points if you can
automate this process.