cmo summit customer acquisition & growth
DESCRIPTION
Best practices for customer acquisition, retention and expansionTRANSCRIPT
Martyn Christian, CMO, Kofax
Grant Johnson, CMO, Pega
B2B Customer Acquisition, Retention and Expansion
04/27/11
2© 2011 Pegasystems Inc.
2© 2011 Pegasystems Inc.
Discussion
Customer Acquisition Approach
Customer Retention/Expansion Approach
What’s working/not for us
What’s working/not for you
3 © 2011 Pegasystems Inc. 3 © 2011 Pegasystems Inc.
New Customers vs. CurrentSiriusPerspective: Despite the generally accepted truth that it pays to sell to current customers, few companies do so systematically.
Source: SiriusDecisions
4© 2011 Pegasystems Inc.
4© 2011 Pegasystems Inc.
Customer Acquisition Approach
Selling Cycle vs. Buying Cycle
One Size Fits All vs. Audience Segmentation
Monologue vs. Dialogue
Hard Sell vs. the Customer Journey
5© 2011 Pegasystems Inc.
5© 2011 Pegasystems Inc.
Customer Acquisition Approach
Adapt Your Marketing Activities to Buying Cycle StagesLaura McLellan – VP Gartner Buying Cycle vs.
Selling Cycle Understand the
problem Sales & marketing
integration Research & SME
knowledge Solutions vs.
Product focus
6© 2011 Pegasystems Inc.
6© 2011 Pegasystems Inc.
Customer Acquisition Approach – IBM CxO Studies
Collection of customer insights and opinions
Engaging customers in dialog
Establishing a positive brand perception as a “listener” not a “seller”
Helps define positioning Extend into local demand
generation programs Multi-media options Localization options
7 © 2011 Pegasystems Inc. 7 © 2011 Pegasystems Inc.
Customer Acquisition Approach – IBM CxO Studies
8© 2011 Pegasystems Inc.
8© 2011 Pegasystems Inc.
The Customer Acquisition Journey
Source:, Forrester Research
9 © 2011 Pegasystems Inc. 9 © 2011 Pegasystems Inc.
MarketingMarketing
Anatomy of the Journey
3/15Targeted Campaign
3/15Targeted Campaign
4/26Pega.com
visits
4/26Pega.com
visits
December Community
Regs
December Community
Regs
6/21Tradeshow
Meeting
6/21Tradeshow
Meeting
12/15VOC
12/15VOC
1/20Negotiation
1/20Negotiation
Feb:Close/Won
Feb:Close/Won
NovemberNewsletter Sign-Ups
NovemberNewsletter Sign-Ups
11/1Proof Of Concept
11/1Proof Of Concept
JanuaryWeb &
Community
JanuaryWeb &
Community
8/15Contact Us
Web Request
8/15Contact Us
Web Request
8/18Qualification
SQL
8/18Qualification
SQL
October15 Unique
Web Visitors
October15 Unique
Web Visitors
10/1Initial
Meeting and Demo
10/1Initial
Meeting and Demo
10© 2011 Pegasystems Inc.
10© 2011 Pegasystems Inc.
Engagement Levels as “Heat Indicator” Engagement levels: continuous tracking, based
on contact’s last engagement activity date̶F Active: last activity within X days̶F Casual: last activity between X and Y days̶F Inactive: activity older than Y days
11© 2011 Pegasystems Inc.
11© 2011 Pegasystems Inc.
Poll
How many spend >50% program budget on acquisition?
Where increasing? Acquisition or Expansion? Where would you put an extra $500k? A or E? Where are you on the Sales & Marketing
Alignment Continuum?̶F A) Finger pointing is an art̶F B) We have a healthy dynamic tension̶F C) We agree on investment and program priorities̶F D) We are aligned up and down the organization
12© 2011 Pegasystems Inc.
12© 2011 Pegasystems Inc.
Customer Retention/Expansion Approach
Lifetime customer value
Leveraging customer success
Expansion in multi-influencer, multi-stage markets
Campaign framework strategies
Customer loyalty lessons learned
13 © 2011 Pegasystems Inc. 13 © 2011 Pegasystems Inc.
Improve Operations
Optimize Customer Service
Grow Revenue
Customer Expansion: Global Financial Services
2. Multi-Channel Customer Service
2. Multi-Channel Customer Service
1. Operations Case
Management
1. Operations Case
Management
4. Service Case Management4. Service Case Management
3. Enterprise Agility Platform3. Enterprise Agility Platform
6. Conversation Management
6. Conversation Management
5. New Business5. New Business
1.1. Visa Division purchases Pega Visa Division purchases Pega to automate credit card to automate credit card disputes disputes
2.2. Company adds program to Company adds program to renew the CSR desktop with renew the CSR desktop with Card CPMCard CPM
3.3. Selects Pega Platform for Selects Pega Platform for various Case Management various Case Management applications applications
4.4. Company purchases cross-Company purchases cross-channel service managementchannel service management
5.5. Company selects Pega for an Company selects Pega for an on-line account opening on-line account opening solutionsolution
6.6. Selects Pega for upsell, Selects Pega for upsell, cross-sell and retentioncross-sell and retention
1.1. Visa Division purchases Pega Visa Division purchases Pega to automate credit card to automate credit card disputes disputes
2.2. Company adds program to Company adds program to renew the CSR desktop with renew the CSR desktop with Card CPMCard CPM
3.3. Selects Pega Platform for Selects Pega Platform for various Case Management various Case Management applications applications
4.4. Company purchases cross-Company purchases cross-channel service managementchannel service management
5.5. Company selects Pega for an Company selects Pega for an on-line account opening on-line account opening solutionsolution
6.6. Selects Pega for upsell, Selects Pega for upsell, cross-sell and retentioncross-sell and retention
ROI
Phases
14 © 2011 Pegasystems Inc. 14 © 2011 Pegasystems Inc.
Client SuccessClient Success
Public AwarenessPublic Awareness
Case Case StudiesStudies PressPress SpeakingSpeaking AwardsAwards
Leveraging Customer Success
ReferencesReferences
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Recognize and Reward
16 © 2011 Pegasystems Inc. 16 © 2011 Pegasystems Inc.
The Results
17© 2011 Pegasystems Inc.
17© 2011 Pegasystems Inc.
Customer Expansion
Many points of influence and input within customer
Messaging needs to be appropriate for stage in sales cycle and audience
Multi-product offerings complicate this further
Cross-sell and up-sell requires careful planning
18 © 2011 Pegasystems Inc. 18 © 2011 Pegasystems Inc.
Customer Expansion – Campaign Framework
18
Offerings for Sale
Product 1
Product 2
Product 3
Product 4
Product 5Product 6
Product 7
Product 8
19 © 2011 Pegasystems Inc. 19 © 2011 Pegasystems Inc.
Customer Expansion – Campaign Framework
Offerings for Sale
Product 1
Product 2
Product 3
Product 4
Product 5Product 6
Product 7
Product 8
Campaign Framework
Lea
de
rsh
ip
Ind
ustr
y V
ert
ical
1
Solution Set 3
Upgrade Offer
Inds
utry
Ve
rtic
al 4
Ind
ustr
y V
ert
ical
3
Ind
sutr
y V
ert
ical
2
Horizontal Segment
SolutionSet 1
SolutionSet 2
Channel 1
Channel 2
20© 2011 Pegasystems Inc.
20© 2011 Pegasystems Inc.
Customer Expansion – Role Based Marketing
Increases relevance but increases complexity
Role based messaging requires SME’s
Campaign managers need to invest in planning as well as execution
21© 2011 Pegasystems Inc.
21© 2011 Pegasystems Inc.
Results – Customer Loyalty Works
Loyalty Survey & Methodology (NetPromoter)
Marketing should sponsor and lead integration across the business
Pragmatic insight and solutions for cross functional problems
Result – increased revenue and profitability
Doing more with less
22© 2011 Pegasystems Inc.
22© 2011 Pegasystems Inc.
Poll
What are you doing in customer expansion that’s working?
What’s giving you the most leverage in managing the customer journey?
What’s not working and why? What would you do with an extra $500k? If you weren’t CMO, what other seat at the table would
you like?
Martyn Christian, CMO, Kofax
Grant Johnson, CMO, Pega
Thanks!
04/27/11