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Customer Marketing: How Much Should Customer Success Own?

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Panel Introduction

Andy Knosp Gainsight

Howard Tarnoff Ceridian HCM

Lauren Denault Demandforce

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TRUE or FALSE?

Customer Success should play a role in prospect Marketing to support the Buyer’s Journey

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TRUE: Customer success should play a role in prospect Marketing to support the Buyer’s Journey

Customer Success

& Care

Referral

Sale Customer Success Goals •  Increase Retention •  Increase Health/Adoption •  Develop Advocates in Territory •  Feed Referrals to Sales

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TRUE: Customer Success Should Play a Role in Prospect Marketing to Support the Buyer’s Journey

UNCOVERING LATENT NEED QUALIFYING

CERIDIAN WITH PEERS

SHORTENED SALES

ENGAGEMENT

SUCCESSFUL ADOPTION

DAYFORCE INDUSTRY

SME

BUYER/ CUSTOMER

JOURNEY

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TRUE or FALSE?

Marketing should own all marketing to existing customers

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TRUE: Marketing should own marketing to existing customers

1:Many

In product discovery

1:Many, Personalized

Co-pilot email from CSM linking to WalkMe

Personal Touch

CTA fires for CSM to proactively reach out

Update to all customers

Segmented message based

on customer criteria

Marketing Customer Success

Improvement in contact data

Example: New Feature Release

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TRUE: Marketing Should Always Own Marketing to Existing Customers

2013 2014 2015

4.7 11.4 18.4

Average Challenge Completions per Advocate

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TRUE or FALSE?

The goal of Customer Marketing is always to upsell

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FALSE: The goal of Customer Marketing is always to upsell

Pre-Sale Goals

Post-Sale Goals

Point of Sale

•  Build interest •  Schedule a demo •  Sign initial contract

•  Increase adoption •  Increase $LTV •  Gather referrals and advocates •  Decrease $CAC

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Driving PEER INFLUENCED opportunities into the funnel

result in:

FALSE: The Goal of Customer Marketing is Always to Upsell

More efficient buying

Lower discounts

An educated buyer with clear understanding

of her role and her business outcomes

Faster on-boarding

Short path to revenue

Absolutely not

We don’t sell anything, customers sell for us

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What you should do with this knowledge:

•  Start thinking about Marketing as an hourglass and not a funnel

•  Put your Customer Success Org in charge of gathering referrals/case studies

•  Stop spending on Demand Generation and transfer $$$ to generating advocates

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Q&A