Lincoln Murphy has worked with 300+ SaaS and so ware vendors to accelerate growth through Customer Success. He is currently Customer Success Evangelist at Gainsight and is responsible for driving the company’s thought-leadership in the areas of Customer Success, retention, churn mitigation, and expansion revenue. Your Existing Customers are a Major Source of New Revenue Introducing Customer Nurture 1 Marketing / Sales Funnel Fallacy We need a better analogy… Introducing Customer Nurture Nurture is the process of caring for and encouraging the growth or development of someone or something. (According to Google) Introducing Customer Nurture • Everybody knows about Lead Nurturing • But once the sale is complete, “nurturing” stops • In Subscription businesses (but *any* business, actually) everything is Pre-Sales • Renewal • Upsell • Add-On • Next Transaction Customer Nurture is Also Known As… Introducing Customer Nurture • Customer Marketing • Lifecycle Messaging • Marketing for Loyalty • Demand Generation w/ a Captive Audience• Customer Nurture is important because it accelerates all aspects of the customer lifecycle • Activation / Adoption / Engagement • Retention - Churn Reduction / Renewals • Expansion - LTV Growth • Advocacy - Virality Segmenting Your Customers 2 How Should you Segment your Customers? • Most segment based on ARR • Consider Segmenting on Other Things • Advocacy Potential - Referencability • Industry • Complexity • Brand Identify Success Milestones 3 Desired Outcome Identify Success Milestones Success Milestones on the way to Desired Outcome Identify Success Milestones Activation, Onboarding, Oh My! Identify Success Milestones • First Value Delivered = Activation • Time to First Value (TTFV) = Time to "Activation" • Adoption = Breadth and Depth of use • What Adoption NEEDs to look like though is congruent with Desired Outcome • If value is being delivered - if the Desired Outcome is being achieved - then Adoption is where needs to be. Why Thinking in “Success Milestones” is best for all parties Identify Success Milestones • Your Customers • Structure • Expectations • Alignment • Understanding • To You: • All of the Above... • No more “boil the ocean” requests Orchestrate Interactions 4 Who will you Interact With? Orchestrate Interactions • Customers • Users • Personas • Admins • Power Users • Champions • Advocates • Triggered vs. Timed • Tied to Success Milestones; tries to get you to take the next one • Core is Triggered • Have a Timed Track, too • Frequency • Email • SMS • Content • In-App Messaging • Social • Customer Summits • User Groups • Phone Calls • Communities • Webinars Operationalize Engagement 5 Who Owns Customer Nurture? Operationalize Engagement • Content Creation • Customer Segmentation • Renewal or Upsell • Organizationally • Sales • Marketing • Customer Success Management