Run a Smart SaaS Company
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Transcript of Run a Smart SaaS Company
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Smart Customer Engagement: Data-Driven Customer Success
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Webinar Outline • Introduction to data-driven customer success
• Customer Segmentation and Renewal Success, thismoment case study
• How to get started?
• Q&A
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INTRODUCTION Data-Driven Customer Success
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Totango powers SaaS businesses of every size
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Totango powers SaaS businesses of every size
About Me
Guy Nirpaz, CEO & Co-Founder, Totango [email protected] / @guynirpaz
About Totango
100+ SaaS Customers 2 Million Accounts 20 Million Users
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The cloud has changed business in three fundamental ways…
• Delivery model
• Financial model
• Engagement model
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90% of customer data now lives in applications…
… and it opens up a whole new way to
engage customers and maximize revenue
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But today’s customer systems are missing this critical data
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Product usage is the #1 driver of key SaaS metrics
Active trial users are 4x more likely to buy.
Model SaaS companies earn 25% incremental revenue from existing customers.
90% of churn is preceded by poor product usage.
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ü Trial conversion
ü Freemium-to-paying conversion
ü Renewal and churn rates
ü Upsell and add-on sales
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Totango unlocks buy and churn signals from real-time app usage and engagement data…
… and makes it actionable to drive revenue and key business processes across sales, marketing, customer success, and products.
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The Key to Success: Driving Recurring Customer Value
• Prove first value with trials and freemium to drive customer acquisition • Focus on customer success and ongoing value to contain churn • Deliver new value to increase upsell and add-on sales
START FIRST VALUE
ONGOING VALUE
Trial Onboarding & Adop2on Renewal & Upsell
NEW VALUE
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Engage with customers in a whole new way User
Onboarding
Customer Success
Customer Marketing &
Advocacy
Trial Conversion
Applications Connectors Real Time Usage Streams
Business Connectors Demographics, Contracts, Billing, Tickets
CRM, helpdesk, contracts, billing app usage, saas interaction, social media, online behavior
Product Experience
Revenue & Churn
Management
Understand Analyze & Extract Buy/Churn Signals
Engage Drive Key Business Processes and Actions
Listen Collect Rich Data
Users and Accounts
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Examples of insights? 1. Metrics
• Customer Health • Engagement Score • Vital Signs
2. Alerts and Flags • Admin change • #customer tickets • Real-time online status
3. Discovery • Custom lists • Segmentation • Adhoc queries
What are the usage indicators of
upgrading from freemium to paying?
Which customers are ready to buy this month?
Which new customers need more training or
on-‐boarding assistance?
What renewals are at risk in the next 6
months?
Which customers are power users and ready
for the advanced product?
Which ac=ve evaluators gone
dark?
Which customers need a>en=on
today?
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Insights require the right architecture
Big Data and Predictive Analysis
Segmentation User-level + Company-level
Data Model
Real-time event monitoring
Highly Scalable
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Customer Segmentation and Renewal Success
John Broady General Manager, Thismoment
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Who we are
2008
over
APRIL
COMPANY PROFILE
6 OFFICES
3 CONTINENTS
FOUNDED IN
with 150 EMPLOYEES
LEADERSHIP BACKGROUND
FUNDING PARTNERS
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Founded!April 2008""
• Founded in April 2008
• Focus on connecting brands and consumers through technology
• Key product: Distributed Engagement Channel
• 6 offices across 3 continents, 170 employees and growing
WE ENABLE THE WORLD’S MOST
dynamic brand experiences
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Create, manage, publish and measure Power content-rich brand experiences across all digital touchpoints
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Moderate user-generated content before going live
Pull in user-generated content via social hashtags and make it easy
for users to upload their content via any social channel or device
UGC campaign creation & management
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Local campaigns, global consistency
GERMANY BRAZIL NEW ZEALAND INDIA USA
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Over 200 leading brands use DEC Automotive
Consumer Goods
Finance and Insurance
Food/Beverage/ Restaurant
Media and Entertainment
Technology
Retail
Health/Home/Personal Care/Travel/Others
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Over 200 leading brands use DEC Automotive
Consumer Goods
Finance and Insurance
Food/Beverage/ Restaurant
Media and Entertainment
Technology
Retail
Health/Home/Personal Care/Travel/Others
400+ deployments across YouTube, Facebook, the web and mobile
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6 minutes over
AVERAGE TIME SPENT PER VISIT
Brands achieve maximum engagement
Video Views
Time Spent
Social Shares
Increases in channel engagement and core marketing KPIs
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Customer Segmentation and Renewal Success
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1) Planning
2) Implementation 3) Post-launch
4) Maintenance
Customer lifecycle – Typically 12 months
Renewal
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1) Planning
2) Implementation 3) Post-launch
4) Maintenance
Customer lifecycle – Typically 12 months
Renewal
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The single best indicator of customer value is
product usage
Contract renewal is driven by demonstrating customer value
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How do we measure product usage?
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What are our key customer segments?
Area of product usage
Lifecycle phase
Account tier
Change in usage pattern
Content management Analytics
Page creation
Tier 1 Tier 2 Tier 3
Planning Implementation Post-launch Maintenance
Active à Inactive Inactive à Active
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Gaining segment insights with Totango
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Gaining segment insights with Totango
Tier 1
Post-launch
Change
Take action
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Totango reports drive Account Manager activity
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Engagement reports show trends
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Engagement data integrated with Salesforce Totango segment and engagement information is available for every member of the organization inside of Salesforce.
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Automated email triggers through Marketo (coming soon!) Dear Jim,
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In summary: My recommendations
• Know how your customers are using your product
• Determine your key customer segments
• Understand the critical phases of customer success
• Take action to measure and act on the above
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HOW TO GET STARTED?
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Customer Success Mission: Driving recurring value across the customer journey
START FIRST VALUE
ONGOING VALUE
Trial Onboarding Upsell
NEW VALUE
Renewal
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The Active Customer Model, change is constant!
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Stay Fit and proactively drive Customer Value
Sense for changes: Which Customers need attention any why?
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Customer Success Sensors; “Which customer needs attention and why?”
Make Impact
Monitor
Identify Diagnose
Take Action
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Example: “Who needs training?”
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Make Impact
Monitor
Identify Diagnose
Take Action
1. Monitor – All customers
2. Identify - System will signal ‘leading indicators’ - e.g. shallow usage or low utilization
3. Diagnose – which training is required?
4. Take Action – based on customer type (is strategic?), life-cycle stage, product edition, size either run an automated/manual campaign
5. Make Impact – Ensure proper usage which leads to retention, value and growth.
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Customer Success Playbook: Plays to operationalize value delivery across the customer journey
START FIRST VALUE
ONGOING VALUE
NEW VALUE
Onboarding Plays
ü Speedy first value ü New team/user
onboarding
Renewal / Churn Management Plays
ü Product coverage ü Revive momentum ü New feature
adoption ü Admin change ü Loss of exec
sponsorship
Upsell / Customer Advocacy Plays
ü Cultivate champions
ü New product evangelism
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QUESTIONS?
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