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Sean Work - KISSmetrics -
@seanvwork Sean Work runs the blog at KISSmetrics.com. He’s been with the team since 2010. He loves working from Southern California where he can surf, snowboard and camp under the bright starts with no blankies. Lincoln Murphy – Gainsight & Sixteen Ventures - @lincolnmurphy 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.
Nurture is the process of
caring for and encouraging the growth or development of someone or something. (According to Google)
Customer Nurture is… 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…
Introducing Customer Nurture • 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
How Should you Segment your
Customers? Segmenting Your Customers • Most segment based on ARR • Consider Segmenting on Other Things • Advocacy Potential - Referencability • Industry • Complexity • Brand
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
When Will you Interact With
Them? Orchestrate Interactions • 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
How Will you Interact With
Them? Orchestrate Interactions • Email • SMS • Content • In-App Messaging • Social • Customer Summits • User Groups • Phone Calls • Communities • Webinars