activating customers to drive top of funnel growth
Post on 20-Jan-2017
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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
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