Post on 21-May-2020
Customer Programs Are A Growth Strategy
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What it takes to be an advocate for advocacy and engagement
Megan Heuer VP Marketing Engagio
Copyright ©2020, Engagio Inc.
Why Customer Programs = Growth
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What we want What we have
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What We’ll Cover Today
3
• The Case for Customer Programs
• Real-World Customer Programs Execution
• The New Way to Measure Success
Copyright ©2020, Engagio Inc.
80% of B2B buyers say the main driver of vendor selection is their own
experience with the company or what they hear from others about their
experience with the company -SiriusDecisions Buying Studies 2016-2019
Promoters are 4.2 times more likely to buy again, 5.6 times more likely to
forgive a company after a mistake and 7.2 times more likely to try a new
offering compared with detractors -
Temkin Research 2017
Customer-centric businesses grew revenue 1.4 times faster and increased
customer lifetime value 1.6x more than other companies
- Adobe 2019
Chapter 1 title • 2020 • RKO Engagio Internal Use Only
Customer Journey Improvement Is Money
The Case for Customer Programs
According to the CMO Council, only 14% of marketers say that customer-centricity is a hallmark of their companies.
Only 11% think their customers would consider them customer-centric.
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What number really gets attention?
How much 1% retention improvement is worth to revenue/ARR
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The New Role of Marketers
Winning Is Just the
Beginning:
The Revenue Team
must support post-sale
retention, expansion
and advocacy or the
leaky bucket will never
be fixed
The Funnel…Isn’t One Anymore
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“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the
customer experience a little bit better.”– Jeff Bezos
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Hello, Account Based
Everything
• If our customers are our guests…
• And we want them to stay at our party…
• How do we throw the best party?
(in a work appropriate way)
So this got me thinking…
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10 Ways To Throw a Successful Party
1. Don’t be afraid to invite a circus2. Upend the party formula3. Give your guests something to do4. The music matters5. Embrace wretched excess6. Disregard the last tip7. Plan your bar8. Know your guests and seat them properly9. Set your stage properly10. Cede control
Source: Oprah Magazine10
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Example: Internal Participants in Customer Engagement
For a major
company goal,
every team
can play a part
in delivering
on it and
leadership has
to help make
that happen
Exec Team
Product
Management
Product
Engineering
Marketing
Customer
Support
Customer
Success
Sales
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More Bookings Are Predicted from
Existing Customers in 2019
Survey Says: What percent of your company bookings in 2019 will come from new business?
ABM Tactics and Details +
Change the conversation
about where growth comes
from and marketing’s role in
it to deliver more relevant
measurement while
maintaining credibility
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Useful Tools: OKRs and SiriusDecisions Metric Spectrum
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OKRs: What we want to do in 2020
• Objectives (Impact)– What’s company-level goal?
– Inspirational, aspirational, but not crazy
• Key Results (Output)– What numbers show we’re making
progress to getting there?
How we’ll get there
• Initiatives (Activity, Readiness)– What actions are needed to deliver
on goals? When?
We use the OKR method to link readiness, activity and outcomes to impact
Source: SiriusDecisions
Copyright ©2020, Engagio Inc.
How Customer Programs Link to Corporate Goals
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What we want to do in 2020• Objectives (Impact)
– Improve Retention– Exceed revenue (ARR) targets
• Key Results (Output)– Customer engagement (WAU,
journey progress)– Pipeline, conversion, close rates
How we’ll get there• Initiatives (Activity,
Readiness)– Customer journey support– Customer advocacy– Customer marketing– Messaging – Revenue team enablement
We use the OKR method to link readiness, activity and outcomes to impact
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We had a great foundation for advocacy…
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Just don’t forget to keep track of who said yes!
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Every advocacy
program likely has
members who aren’t
being invited to help
with every activity
they offered to
support
TITLE CSM/AM SEGMENT INDUSTRY WHERE? TECH
STACK
PRO
DUCT
ARR CLUB
?
REF
CALL?SPEAK
?
CASE
STUDY?
CONTENT
?
REVIEWS?
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Don’t forget to help internal teams, too
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For new
assets, create
a Resource
Alert for
internal
customers to
explain what it
is and how to
use it
Sales and
Account
Manager/
Customer
Success
Messages
are not the
same
Help with social,
but let people be
themselves
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Example: New Customer Thank You Packages
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Our head of CX asked
marketing to create new
customer thank you
packages
Result: Great feedback!
Next step: Add content to
support onboarding and
early adoption business
needs
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Example: Detailed Q1 Actions Linked to Corporate Objective
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Put names and
dates to actions and
report weekly; helps
with credibility,
consistency and
visibility…and
don’t forget wins!
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Example: Encourage Customer Advocacy
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Make encouraging advocacy a consistent
but carefully executed part of your post-
sale customer experience
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Example: At-Risk Onboarding/Renewal
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Try this program if:
You need to improve
retention/reduce churn and you
know what behaviors tend to lead
to good (or not-so-good) outcomes
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Example: Customer Personas In Product Releases
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For a new product
feature/partnership, we
started with personas and
tuned messages to needs
and goals from customer
feedback
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Example: Journey Mapping Made Simple
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We held two four-hour workshops with
customer success, onboarding, marketing,
sales and support using simple spreadsheet
to document basic journey
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Example: Journey Mapping Made Simple
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We used the basic map to create a more detailed view to
track actions, resources, people, tech…and gaps!
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How Do Account-Based Programs Evolve?1 -
EstablishLearn and show early successStage Goals
You’re getting started with account-based
efforts and starting to put in place the
building blocks to set you up for longer
term success
Depends on how fast you want to put the
program in place but estimate half time for
one person
2 - Grow 3 - OptimizeExpand skills, resources and reach; deliver early wins Expand scope; prove long term
ROI
Use people on the team you have; Demand
or field marketing, and marketing ops as
well as some sales ops and some sales
reps and leaders
Data integration progress, shared
customer view in place, improved target
coverage, awareness, engagement, early
stage pipeline increase
Program is becoming established and
understood, revenue team is excited about
progress and potential, account-centric
mindset and goals established
More of marketing and sales team
involved as accounts added, sales using
insights in meetings with managers and
building account plans
As program expands, a marketing owner
should be assigned; sales and marketing
ops continue support but time savings
from tech can make it time-neutral
Continued improvement in previous
metrics plus early and late stage pipeline
increase, closed won deals in accounts
Fully realized account centric go-to-market
model including net-new and existing
accounts; Revenue team goals, efforts,
reporting aligned to approach
Full revenue team (sales and marketing)
with possible addition of customer
success/customer operations
All or most revenue team efforts are
aligned to target accounts, so majority of
time goes here
Expanded coverage/ engagement with
new and existing accounts, faster time to
close, higher deal size, LTV and NPS, lower
CAC
What is it like to be in this stage?
Who is involved in the program?
How much time will it take?
What metrics can we use to track success in this
stage?
Engagio Customer Journey: What to ExpectHow we’ll help you reach your goals for Account-based Everything
Chapter 1 title • 2020 • RKO Engagio Internal Use Only
Onboarding Early Adoption Adoption Evolution
Integration, configuration and
enablement
Customization, continued
enablement
Ongoing use, increased
personalization
Value review, program evolution
Week 1-6 Week 7-16 Week 17-30 Week 31-52
Platform set up, initial sales and
marketing training, baseline
benchmark
Platform components refined and
complete, early wins tracked,
increased use by sales and
marketing
Evolution of insights and reporting
based on program needs,
expansion of use cases and
integrations
Clear value from platform and
program success based on revenue
team KPIs, goals set for program’s
future
Suggestedtiming
Stagegoals
Outcometo expect
Welcome and success plan
definition: Our roadmap for your
journey
Ongoing interactions following
checklist for each step from
deployment to initial action
Update success plan and
review action items and timing
Focused interactions and
training based on team
requirements and goals for
early wins
Check in on overall program
development and business
goals; update success plan
Development of additional
segments, audiences,
orchestration and insights;
ongoing team enablement
Review of success plan and
program value delivered; update
on product roadmap
Definition of future plan and
new goals based on product
and business changes, needs
Onboarding: Strategic Implementation Flow
Chapter 1 title • 2020 • RKO Engagio Internal Use Only
Planning &
Analysis
Integration Enablement
▪️ Internal Engagio:
Sales to PS Handover
Call
▪️ Engagio instance
provisioned
▪️ Project Orientation
& Technical Kickoff
Call with Customer
Dive
School
Customer
Completes
recommen
ded dive
school
areas
Target Call
(Sandbox)
Focus on
Minimal
Sandbox
Config to
validate
Data
(minutes
Journey,
List)
Target Call
(Prod)
OS leads call
around setting
up all the
targeting
features. 1st
time to value.
Measure Call
OS leads call
around setting
up all the
measurement
features.
Configuration
Align Call
OS leads call
around setting
up all the
alignment
features.
Preps for
rollout if no
orchestration
purchased.
Config Signoff
and Rollout
Prep Call
OS leads for
completion of
config/signoff
and confirm
rollout strategy
for Mktg and
Sales
Config Phase two
Optional
▪️ OS to lead series of
Orchestration Consulting
calls if purchased
▪️ Dash Attribution Calls
Marketing
Training and
Attribution/
Dash training
(If applicable)
OS lead
Marketing
User Training
Phase 1
Sales
Rollout &
Sales
Training
CSM to lead
training their
Sales Users
PS to CSM &
Support
Handover
Main Sales
Rollout &
Sales Training
Customer to
lead training
their Sales
Users (Main)
2 Week
Review
and RefineSandbox
▪️ Sandbox Connect and Sync
▪️ Limited Config (if applicable)
▪️ Data Validation & Signoff
Production
▪️ Production and Connect and Sync
▪️ Data Validation (Platform and Dash)
▪️ Integration Sign off
Configuration Phase 2: Dash /
Orchestrate (Optional)
▪️ Dash Attribution - Business
decisions
▪️ ORchestrate - use case calls,
business decisions
Early Adoption MilestonesHow We Help Your Program Deliver Early Wins
Chapter 1 title • 2020 • RKO Engagio Internal Use Only
Onboarding Continued Enablement
Transition to Customer Success
and update Success Plan
Reporting and Alerts Training Executive Check in
Week 7-8 Week 9-12 Week 13-15 Week 16-18
Transition and intros complete,
regular check-ins scheduled,
instance solutions review
complete, success plan updated
Platform elements complete; quick
cards set up; automated weekly
snapshots, reports (alerts) in place
Sales roll out (SDR/ AE/ Sales
managers), Executive platform
dashboard training; online curriculum
defined, marketing reporting and
analytics and metrics review
completed
Executive sponsor connect to review
progress and define next steps.
Suggestedtiming
Stagegoals
Outcometo expect
Audit post-onboarding status across
key goals (use cases); transition to
customer success team
Update success plan; agree on action
items and time to complete; enroll in
recommended dive school programs
Continue to refine key platform
elements (configure journey),
update reporting/ alerts for sales;
set up quick cards
Continue to develop
measurement/ analytics for
marketing and communication of
early results
Complete additional training with
marketing and sales teams
including live and online
Continue development of
reporting/ alerts for sales and
measurement/ analytics for
marketing / customize
dashboards within Dsh (if
applicable)
Executive check in with key
stakeholders (VP to VP); Review
progress to date, concerns, etc.
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Magic Moments: When Customers Speak for Themselves
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Sales Executive
client speaker during
Engagio case study
at B2BMX event:
“If I’d had this 20
years ago, I’d be
retired now.”
Copyright ©2020, Engagio Inc.
Party Time!
What Questions Do You Have?
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