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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
6000
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
@akennada on Twitter
Thank You