1.
Customer Success & Marketing:
Scaling Your Nurture Program
January 21, 2015

2.
Housekeeping
• Q&A panel on your right
• Recording for colleagues who can’t make it
• All attendees will receive slides
• Twitter hashtag #customersuccess

3.
On Your Mind?
• Strategy
• What is customer marketing and why should I care?
• What is the role of communications vs. offers?
• Where does this role fit in my organization and who does it report to?
• Implementation
• What are the challenges I should be aware of as I start a program?
• What should my game plan look like?
• What technologies will I need?

4.
Our Speakers
Anthony Nygren
Executive Vice President
@emistrategic
Jen Gray
PhoneGap Marketing Manager
@jen_l_gray

5.
Strategy

6.
Customer Success
Marketing: How to Keep
Climbing the Mountain
January 21, 2015
15 Broad Street, Boston, MA 02109 www.emiboston.com

7.
Page 7www.emiboston.com @mktg4technology
Industry Knowledge Functional Experience
Research and Strategy Creative Execution
Who Is EMI Strategic Marketing?
Strategic, Creative, Pragmatic
Solutions for Optimizing
Customer Lifetime Value
We have…
We do…

8.
Page 8www.emiboston.com @mktg4technology
“Nurturing” vs “Marketing” vs “Coaching”
 Don’t fool yourself: you’re trying to get
them to do what you want them to do…
 …but you’re not always trying to
push them to buy

9.
Page 9www.emiboston.com @mktg4technology
One Funnel vs Two Funnels vs Funnel after Funnel
Deal
Maximize CLV
Old Model Captures “Post-Contract” Effort…
…but loses the focus
“In a recurring
revenue business,
there’s always
another purchase”
– Dan Steinman

10.
Page 10www.emiboston.com @mktg4technology
OR: The bear went over the mountain
 Customer marketing/coaching
is a never-ending effort to
INFLUENCE CUSTOMER
BEHAVIOR in the direction of
adoption, expansion, renewal,
maximization of lifetime value,
with always more on the
horizon…
 …and hopefully you’ll be as
happy doing it as this guy

11.
Page 11www.emiboston.com @mktg4technology
To successfully influence, you must…
Have an objective
Get and maintain the
audience’s attention
(and then execute well)

12.
Page 12www.emiboston.com @mktg4technology
How to define objectives
 Influence Timing
Do you want to affect
behavior NOW or in the
FUTURE?
 Influence Targeting
Do you want to affect an
individual’s behavior or a
whole group’s?
TimingImmediate
Long-Term
Individual
Segment/All
Have an objective
Get and maintain the
audience’s attention
Audience

13.
Page 13www.emiboston.com @mktg4technology
Turn objectives into tactics
Customer feedback
survey invitation
Monthly
eNewsletter
New feature/service
promotion
Training
next steps email
Immediate
Long-Term
Individual
Segment/All
Have an objective
Get and maintain the
audience’s attention

14.
Page 14www.emiboston.com @mktg4technology
How to get and maintain audience attention
You EARN it.
By creating a program
that:
 Is relevant
 Delivers value
Have an objective
Get and maintain the
audience’s attention

15.
Page 15www.emiboston.com @mktg4technology
Be relevant. Deliver value.
Be Relevant
 Who is the audience?
 Company/Industry
 Role
 Needs
 What is the audience doing?
 App usage
 Training
 Previous behavior
Have an objective
Get and maintain the
audience’s attention
Deliver Value
 Understand “value”
 Don’t always sell*
 Make it about them, not you
 Tell them something new
 Keep it simple
*Not to be confused with “Don’t ever sell”

16.
Page 16www.emiboston.com @mktg4technology
Is it really worth the work?
Add value / Increase “stickiness”Open door to new opportunities

17.
Page 17www.emiboston.com @mktg4technology
Who is responsible?
 Knowledge of
customers
 Understanding of
lifecyle and points
of friction
 Context of other
customer
communications
 Experience
influencing behavior
 Knowledge of
segmentation and
targeting
 Expertise with
marketing best
practices
Customer
Marketing /
Coaching Sweet
Spot
MarketingCustomer Success

18.
Page 18www.emiboston.com @mktg4technology
Contact Info
Anthony Nygren
617-226-4304
anygren@emiboston.com
@emistrategic, @mktg4technology

19.
Page 19July 22, 2014www.emiboston.com @mktg4technology
Implementation

20.
Marketing. Your
customer success
strategy’s
SECRET WEAPON

21.
Customer Success
Marketing?

22.
#1 Challenge silos
Customer
Support
Sales
CSM
EducationProduct
Consulting
Onboarding

23.
#2 Challenge pre vs. post sale

24.
#3 Challenge inside looking out

25.
#4 Challenge resources

26.
more for yourBANG

27.
About your graphics…
no yes

28.
Marketing
knows
stuff…

29.
Customer expansion?
References? Case
studies?
yes
yes
yes

30.
Wait a second…
• Lead nurturing = customer
nurturing
• Sales enablement = CS
enablement
• Lead conversion = renewal

31.
Align
Brand
Communicate

32.
let’s get started

33.
Step 1: righting the ship
Customer
Support
Sales
CSM
EducationProduct
Consulting
Onboarding

34.
Step 2: customer lifecycle

35.
Step 3: mavens

36.
Step 4: onboarding CX
• Echo pre-sale message
• Makes sense
• Clarity
- CTAs
- Who’s Who
- What to expect

37.
Step 5: email marketing
embrace it!

38.
Tip #1 Create Milestones

39.
Tip #2 Use what you know
• Industry
• Use case
• Product
• Behavior

40.
Tip #2 But don’t be creepy…

41.
Tip #3 Not too marketing-y
• Value-driven
• 1:3 ratio – you:customer
• Tone

42.
Tip #4 Too many/unclear CTAs

43.
Tip #5 Eliminate confusion

44.
Tip #6 Be human
• What’s in it for them?
• What did you do for them lately?
• Who do they connect with?

45.
Tip #7 Branding

46.
Tip #8 Communicate
Customer
Support
Sales
CSM
EducationProduct
Consulting
Onboarding

47.
Step 6: expansion & advocacy
• Upsell/cross-sell campaigns
• Referral campaigns
• Build in reference and case study
indicators in QBRs
• Create rewards program

48.
Misc. tips
• Customer success marketing is a
revenue generator
• Start small
• Have fun!

49.
Questions?

50.
Power With Customer Success Data

51.
Automate Success Communications

52.
Thank You!
January 21, 2015