In-product Growth Hacking to increase revenue: Customer Success Totango Event 2014

Produced byCustomer Success Summit 2014

Customer Success Summit 2014

In-product growth hacking to increase revenue

Harpreet SinghSenior Director, Product Management, CloudBees

@singh_harpreet [email protected]


• #1 Continuous Delivery PaaS

• Global startup: – Aus, NZ, France, Switzerland,

Netherlands, Belgium, Ireland, US (MA, VA, TX, IL, WA, CA)

• The most fun place I have ever worked


What led me to Customer Success

• Setup GlassFish monetization – Sun’s application server

• Customer Success– “People like being helped and not sold to”

• @CloudBees have setup, managed the Jenkins biz establishing it from 0 -> multi-million


– improve and fine-tune what I’m offering?

– connect more intelligently with my users?

– help prospects succeed on the platform?

– convert free users to paying customers?

How can I…

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When my customers are…

under immense time to market pressures

smart developers, focused on delivering cool technologies


Fairly static

customer lists

Lifecycle Marketing in the Packaged Software World

Lead

Nurturing

Consideration

Sale

Post Sale

They noticed us!

This is why we are special

Seems like they might buy

Sold!

Upsell!

Most systems in house: Email marketing, customer lists

Marketing


Lifecycle Marketing in the Cloud Era (Freemium Model)

Lead

Nurturing

Consideration

Free Tier

Base Tier

Add ons

EnterpriseTier

Post Sale

Most systems external: Hosted, best-of-breed services

Users can move freely up and down the tiers

Evangelist

“Growth Hacker”

CustomerSuccess

Manager

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Short cycle, as users can try the free tier andmake the determination on product feasibility themselves

Marketing


Lessons Learned: Fail fast

• Lesson #1 – Monitor everything – data, data, data…

• Lesson #2 – – Health-based metrics. Flag and address dis-

engagements real time

• Lesson #3 – – Activity-based Metrics: Hypothesis testing & fail fast


Subscribed to a service• Jenkins• RUN@cloud (Deployment

PaaS)• Forge (Git, SVN)• DB service• Partner service

– MongoHQ– NewRelic– PaperTrail– …

Performed an action• Web UI login• Jenkins

– Created a Job, Installed a plugin, Ran a job…

• Deployment PaaS– Deployed an app, restarted

app, app stopped, app hibernated…

• Others– Canceled account, added a

paid DB, added a user

Monitor everythingPlay: Sensors everywhere in the product


• Time and activity based

• Grade users based on risk profile

• Separate onboarding from established users

• Offer hands-on help for established users

Health-based metricsPlay: Flag and address dis-engagements real time

10

Green

Sign-Up

Yellow

Red

Lost

Use?

Use?

Use?

1 wk

2 wks

3 wks

4 wks

Time

Onboarding

Yellow

Red

Lost

Use?

Use?

Established

Green

Use?Y

Y

Y

N

N

N

N

N

N

Y

Y

Y

Convert

Produced byCustomer Success Summit 2014 11

• Track number and types of activity over time

– Scale and adjust “smart” communication over time

• Users can become inactive and then reactivate

• Technical, not sales communication

Green

Paid

Yellow

Alarm Bells

Lost

Use?

Use?

Use?

1 wk

2 wks

3 wks

4 wks

Time

Paying

Y

Y

Y

N

N

N

Health-based metricsPlay: Flag and address dis-engagements real time


• Popularity of Play!– More articles here– Reach out to the

community– Better monitoring– …

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Play2Java EE6 WPHibernate+TomcatSpring+Hibernate CFGrails PetClinic CFNode.jsGlassfishAngularJSJava GAEActiviti ExplorerSencha+ClojureFacebookBackbone+JAX-RSScala+LiftJava SauceClojure/CompojureJava EE6 SauceWordpressPython GAEMeteorNetflix AsgardDrupal

Activity-based metricsPlay: Hypothesis testing and fail fast


Impact of Developer Success Engineers

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Established respond 2:1 over onboarding

Insight into behavior with the pre-revenue funnel

30% on-boarders @ Risk

10% are sales opportunities30% of paid customers were helped by developer success engineers just before they converted


Q & A


Winning in 2014!

Think Big Start Small Move>>Fast!

In-product Growth Hacking to increase revenue: Customer Success Totango Event 2014

Technology

Transcript of In-product Growth Hacking to increase revenue: Customer Success Totango Event 2014