Customer Post Purchase Journey

2015 Copyright © Grazitti Interactive. All rights reserved.
Leveraging Marketo to power
Customer Post-Purchase Journey
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Quick Intro
Rachit Puri
Marketing Manager
Balkar Singh
Marketo Certified Expert

Who we are?
AutomationStrategy
Content Technology
AnalyticsOperations
85+
280+
Team of Marketing Experts
B2B Clients Served Since 2007

Marketing
Technology
Services
Online
Communities
Marketing
Operations
Salesforce
Web & Mobile
Development
Data Science
Demand
Generation
Our Services

Some of our Marketing Customers

Let’s Start

What are we planning to discuss today?
 Why Customer Post-purchase marketing is critical?
 What is a typical Customer lifecycle for b-to-b companies?
 How marketing automation drives customer success in b-to-b space?
 How to set up milestones and implementing marketing automation at different
stages?
 Key Takeaways

Why Customer Post-purchase
marketing is critical?

Customer Experience is your
Differentiating Advantage

According to Marketing Metrics, the probability of selling
to a new prospective customer is less than 20%, while
the probability of selling to an existing
customer is greater than 60%.

Just 8% of B2B organizations are using
marketing automation to support customer
lifecycle
- SiriusDecisions

Why is this CRITICAL?
It's 6 to 7 times more costlier to acquire a
new customer than retaining an existing one
25%-95% increase in profit can
come from boosting customer
retention rates by as little as 5%
Average customer is 50% more likely
to churn and try a competitor product.
31% more upsell from engaged
customers than the customers
with low usage
- Frederick Reichheld, Bain and Company, Published by HBR
- CEB Marketing Leadership Council Survey

Standard Marketing Automation Implementation

So where’s the GAP?

Marketer’s Focus
85%
15%
ESTABLISH
DECREASES

What is a typical Customer lifecycle
for b-to-b companies?

Sirius Decision Matrix

How marketing automation drives
customer success in b-to-b space?

Marketing automation drives customer success
 Customer Engagement model – quantifies the usage and
product/service usage
 Right messages at right time – use of triggers
 Makes the solution scalable
 Setup timeline of touches and define the triggers for the same
 Low cost of sales – cost effective to market/sell to known entities
 High profitability per customer – Shorter time to upsell, Easier to
communicate cross sell advantages
 Higher marketing ROI

 Lack of clarity on where to begin
 Content mapping to different
post-purchase stages
 Need for a scalable solution
 Detailed Reporting Metrics
Challenges to deploying nurturing

How to set up milestones and
implementing marketing
automation at different stages?

CUSTOMER ENGAGEMENT INFO
 Product Usage
 Customer Support
 Customer Community
 Partner Portal
 Purchased Information
 Registered Information
CUSTOMER INFO
 Webinar Platform
 Advertisement Platform
 Advocacy Platform
MARKETING INFO
CRM (Salesforce)
Marketo
Architecture
Partner Portal

Milestones/Stages
Deliver
New Customer
First 6-12 months
Welcome
Onboarding
Community Info
ENTRY:
TREATMENT:
TRANSITION
At the end of
onboarding cycle
Develop
6 months to start
for renewal cycle
Usage
development,
Community usage,
Thought leadership
At the start for
renewal cycle
Retain
Renewal Cycle
Value definition
Peer validation
Vision sharing
Post
renewal/Project
completion
Grow
End of year one,
Post initial
renewal
Thought leadership,
Advisory events,
Advocate vision
Upon proof of
value agrees
upon

RetainDevelopDeliver Grow
Welcome
Personalized
Thank You
from CEO
Introduction
to Product or
Services
Training
Schedule
Feedback
Product Education (Training Resources, Community)
Best Practices
Join
Community
News and
Announcement
Deployment
Assistance
Confirm
Deployment
CSAT Survey
Gamify
(Reward with
Recognition)
Promotional
Offers
(Encourage
Referrals)
Offer Trial
Advanced and
Beta Features
Reminder of
Expiration
Benefits of
Renewal
Renew ASAP
“X” days left for
Expiration
Offer more
Products/Services
Referral
Promotional
Email
Product
Feedback
Milestone Checks (Triggers)
Products/Service Engagement Score
0 - 2 Months 2 – 8 Months 8 – 12 Months 6 Months to Ongoing
Measure Account Health StatusNPS Survey

Onboarding
• Personalized thank you email from CEO
• Roadmap email
• How to tips
• Training Schedules
• Milestone checks
• Access to customer portals
• On-boarding CSAT Surveys
• Offer Execution
Measure –
• Customer Engagement Scoring
• Product Usage Levels
• Customer Support Metrics
When a lead becomes a customer;

Campaigns
• Product/Service Maturity Model
• Lifecycle nurturing
• Product Education
• Deployment Assistance
• Community Adoption
Measure –
• Product Usage Levels
• Customer Support Metrics
• NPS Survey
• Customer Health Score
When a customer completes
the onboarding cycle;

Campaigns
• Opportunity development
• Renewal notices
• Personalized data driven campaign
Measure –
• Customer Health Score
• Renewal %
When the customer has been into develop stage
and is at the start of Renewal cycle;

Campaigns
• Post purchase promotions
• Trial Advanced Features
• Advocacy support
• Reward with Recognition
• Advocacy platforms e.g. Influitive
Measure –
• Customer Advocacy %
Upon end of 1 year and post initial renewal

Track report metrics
 Satisfaction with your products/services
- Regular survey at intermediate milestones, Usage and change in usage
 Product Usage
 Customer Health Metrics
 Advocacy
- Number and Growth in advocates
- Level of engagement
- Number and quality of referrals received
 Expansion
- Increase in revenue from customer
- New customer from referrals

Key Takeaways

2015 Copyright © Grazitti Interactive. All rights reserved.Grazitti Interactive Copyright 2014
Takeaways
1. Build Marketo as your primary system of email
2. Dedicate marketing resources for customer success
3. Create Campaigns to hear your customers
4. Implement a holistic tracking and reporting system
5. Gamify and engage

THANK YOU

Customer Post Purchase Journey

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