Customer Success vs Marketing: Friction to win-win

Produced by Customer Success Summit 2014 @ChadTev

Customer Success Summit 2014

Customer Success vs. Marketing: From Friction to Win Win Chad Horenfeldt, Director of Customer Operations, Influitive chad@influitive.com @ChadTev

Produced by Customer Success Summit 2014 @ChadTev

About me and my company

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Produced by Customer Success Summit 2014 @ChadTev

Customer Success at Influitive is no BS

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32% of Influitive’s customers came from referrals

Produced by Customer Success Summit 2014 @ChadTev

What led me to Customer Success?

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Secret to Customer Success: Be Proactive!

Produced by Customer Success Summit 2014 @ChadTev 6  

Marketing Vs. Customer Success: How to be Best Buds!

Produced by Customer Success Summit 2014 @ChadTev

•  When choosing a vendor, 80% of the factors senior decision makers trust most involve the customer experience

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Marketing vs. Customer Success: Why now?

2013  SiriusDecisions  survey  

•  B2B CMOs chose customer marketing as

the #2 priority behind social for new roles to be added

Produced by Customer Success Summit 2014 @ChadTev 8  

Produced by Customer Success Summit 2014 @ChadTev

Lessons Learned

•  Crawl: Open Communication –  Meet regularly to share goals, successes and challenges

•  Walk: Embrace and leverage each other

–  Work together: automated campaigns, user groups, newsletters, online community

–  Share your wealth of knowledge –  Customer advocacy: Recognize your best customers “Don’t fear losing ownership of the customer – you never had it in the first place”

•  Run: Shared metrics –  Customer Success metrics should be tied to advocacy “What is a better metric of customer satisfaction then customer advocacy?”

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Produced by Customer Success Summit 2014 @ChadTev 10  

Produced by Customer Success Summit 2014 @ChadTev

Only 8% of organizations are

using marketing automation for existing customer marketing

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Recommended Play: Customer Nurturing

SiriusDecisions  survey  

Produced by Customer Success Summit 2014 @ChadTev

•  Different uses of Customer Nurturing: –  Onboarding programs for new customers –  Onboarding programs for new users –  Post-onboarding education programs –  Renewal programs –  Low usage programs –  Upsell programs –  Customer satisfaction survey programs

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Recommended Play: Customer Nurturing

Produced by Customer Success Summit 2014 @ChadTev

•  Post-onboarding education programs –  8 educational emails

sent (1 per week) –  Goal is to increase

product adoption in the first 3 months and increase scale of customer success

•  Totango helps us identify the right contacts for the program & track customer health

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Recommended Play: Customer Nurturing

Produced by Customer Success Summit 2014 @ChadTev

•  Identify an area that of the customer lifecycle that you can automate

•  Meet with marketing and discuss possible options. Create measurable outcomes

•  Create the content needed for this campaign: Knowledge Base articles, emails

•  Work with marketing to create & execute the campaign

•  Measure results & refine

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Recommended Next Steps: Customer Nurturing Play

Produced by Customer Success Summit 2014 @ChadTev

QUESTIONS? @ChadTev chad@influitive.com LinkedIn Group: Customer Success Managers in Action

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Winning in 2014!

Think  Big  Start  Small  Move>>Fast!