G R E E N H O U S E . IO

Activating Customers to Drive GrowthBarbra Gago, VP of Marketing @Greenhouse

Barbra GagoVP of Marketing@Greenhouse

Previously, early-stage SaaS marketing consultant

Strong background in B2B demand gen + content

Both fast-growth/startup and enterprise strategy

Greenhouse is a platform that helps you improve

your recruiting performance.

We are in rapid-growth mode• Product to market mid-2013• ~ 35 to 105 employees in last 12 months, 185 by

EOY• On track to quadruple our revenue and hit 1k+

customers• (And marketing is responsible for 70% of the ARR

goal!)

Our view of the funnel

How do we activate our customers at scale?

The opportunity • Referrals drive 15% of our revenue and convert to customers at a rate of

60%!

• Starting early (before $12M ARR) will help us build and sustain longer-term growth and increase % of inbound revenue

• We can enrich relationship with customers through automation - Customer Success can’t scale the 1-1 relationship (many have 100+ customers)

• Building advocacy early will help us build brand leadership and elevate our brand in the recruiting space (help us become a brand that people want to be associated with)

• We know that referrals are a great source of revenue but as we scale it’s hard to maintain the channel unless we operationalize it

Align with Customers Success to drive engagement

Activate influential customers to grow top of funnel

Leverage customers expertise for product innovation

Support our customers’ professional development

Scale up low-effort – big impact activities

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Our goals

Understand the customer life-cycle stages/milestones 1

Identify our advocates and their motivations 2

Develop a program that balances high touch with scalability

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Our process

Automated customer nurturingBootcamp series

Advocate personas

The Visionary The MavenWhat motivates them to advocate: Status

Access to a rich leadership communityThey want help building their personal brand

They want to ‘make’ their career

What motivates them to advocate: CommunityThey’ve been able to learn from their peers

They want help building their employer brandThey want to share with others

High touch program – Advisory BoardWhat they’ll do for us What we’ll do for them

Spread the word about Greenhouse

Act as a Greenhouse ambassador

Make referrals that result in ARR

Act as references for deals in the pipeline

Speak at events and conferences

Publically endorse in PR and sales collateral

Invite them to our Advisory Board

Visibility/influence on product roadmap

Complimentary consulting services

Exclusive content; strategy reviews, benchmarks

Private workshop events (off-sites) with peers

Exclusive access to beta-testing

Position them as a thought leader (PR)

Low touch program – Advocate HubWhat they’ll do for us What we’ll do for them

Comment on articles or blogs

Shout-out on social media

Reviews on directory sites, etc.

Case study / testimonial

Host a meet-up or user group

Reference call

Access to private VIP dinners / events

Feature in blog and newsletter

Launch kits (repeat customers)

Access to community / mentor program

Job posting credits

Industry and Greenhouse event passes

Exclusive swag + resources

Create a ‘pull’ system for customers to opt-in to activities and get appropriate rewards

Start early. If you have a customer you should be thinking about this.

Hire someone to own this.

‘Enable’ Customer Success as you would enable Sales

Ask your customers what they want. Don’t assume.

Find the low-hanging fruit and focus on that.

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Getting started

Thank you.

GREENHOUSE. IO