How to effectively use Marketing automation in customer service and Customer Success Management principles. #marketingautomation, #customersuccess. I cover new strategy of active customer support approach focused on business goals and success criterias.

1. MARKETING AUTOMATION IN
CUSTOMER SUCCESS MANAGEMENT
Łukasz Kosuniak
ITMAGINATION

2. AGENDA
WHY B2B
CUSTOMERS BUY?
01
WHAT IS A
CUSTOMER
SUCCESS?
02
WHY DO YOU NEED
TO KNOW YOUR
CUSTOMER’S
BUSINESS GOALS?
03
CUSTOMER
SUCCESS
MANAGEMENT -
REALITY
04
AUTOMATED
PERSONALIZATION
05

3. Be like dr House
To zdjęcie, autor: Nieznany autor, licencja: CC BY-NC

4. WHY B2B CUSTOMERS BUY?

5. THEY HAVE PROBLEM
OR CHALLENGE TO RESOLVE

6. DO YOU ASK CUSTOMERS
WHY THEY NEED YOUR PRODUCT?

7. FIND OUT WHAT IS YOUR CUSTOMER’S SUCCES

8. BUYER PERSONA
BEFORE YOU SELL
FIND OUT HOW TO HELP

9. CUSTOMER SUCCESS MANAGEMENT
DEFINITION
ACTIVE SUPPORT FOCUSED
ON HELPING CUSTOMERS TO ACHIEVE THEIR BUSINESS GOALS

10. PREPARATION
ASSETS, COMPETENCIES,
KNOWLEDGE
SUCCES DEFINITION
KNOW THE GOALS AND REASONS
WHY CUSTOMERS BOUGHT YOUR
PRODUCT
.
ACTIVENESS
ACTIVE SUPPORT PROCESSES.
DON’T WAIT FOR SUPPORT
INQUIRY.
TOOLS
BUSINESS ANLYSIS AND
CONTEXTUAL COMMUNICATION
CUSTOMER SUCCESS MANAGEMENT
BUILDING BLOCKS

11. CUSTOMER SUCCESS IN PRACTISE

12. PERSONA
YOU KNOW HOW TO HELP AS
YOU KNOW WHAT IS THE
GOAL
CONTENT STRATEGY
CONTENT SELECTION TO FOCUS
ON CUSTOMER’S NEEDS AND
GOALS
LEAD NURTURING
STEP BY STEP
EDUCATION FOCUSED ON
BUSINESS GOALS
SALES PROCESS
MAKE SURE YOU
UNDERSTAN THE GOAL
AND IDENTIFY
STAKEHOLDERS

13. AFTER SALES
ONBOARDING
INDIVIDUAL TRAINING
SUCCESS ANALYSIS
IS CUSSESS ACHIEVED
IS PRODUCT FULLY USED
ARE SUPPORT ASSETS FULLY
UTILIZED
SATISFACTION
NET PROMOTER SCORE

14. PERSONALIZED AUTOMATION

15. MARKETING AUTOMATION TOOLS HELP
COMMUNICATE IN A PERSONAL WAY

16. PERSONALIZED AUTOMATION IN PRACTISE
MESSAGE SEQUENCES
ONBOARDING
PROBLEM DETECTION
TRAINING PROGRESS
GAMIFICATION
SATISFACTION
TRACKING
ONGOING
CONTEXTUAL
PROGRESSIVE
CONTEXTUAL
INTERACTIONS
PURCHASE BASKET ANALYSIS
WEBSITE VISITOR BEHAVIOR
PERSONALIZATION
CONTENT
SCENARIOS
DEYNAMIC SEGMENTATION

17. HUMAN TOUCH IN AUTOMATION
BRAND24.COM AND THEIR CUSTOMER APPRECIATION VIDEO
THEY USED VINTOM VIDEO PERSONALIZATION TECHNOLOGY
TO PLACE MY DATA DIRECTLY INTO THE RENDER

18. Brand24 & Vintom - a new way to say
„Thank you”

19. Be like dr House
SATISFACTION IS
NOT ENOUGH
FOCUS ON
CUSTOMER’S GOAL
AND SUCCESS
To zdjęcie, autor: Nieznany autor, licencja: CC BY-NC

20. Join me
Twitter: @Lukaszkosuniak
LinkedIn: Lukasz Kosuniak
Lukasz.kosuniak@outlook.com
BUSINESSMARKETER.PL