low-touch tactics to grow customer adoption
TRANSCRIPT
Low-Touch Tactics to Grow Customer Adoption
Today’s Host: Nichole Lemieux
Partner Experience Architect, Global Customer Success Cisco Systems, Inc.
2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Customer Success Methodology#successtalk
People
Automation
Process Analytics
3© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
On demand webinars, videos, infographics, blogs, whitepapers and much more!
Visit SuccessHub
Visit Success Hub
Low-Touch Tactics to Grow Customer Adoption
Guest Presenter: Carrie Hawkins@owch
Marketing Manager, Digital Experience
Cisco Systems, Inc.
Guest Presenter: Anvi Bui@AnviBui
Marketing Automation Architect
Cisco Systems, Inc.
5© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Sources: Sirius Decisions, 2014; Gartner 360 Summit; CEB, 2013
Transforming the buying process
67% 2020 57%
Of the buyer’s journey is
now done digitally
Customers will manage 85% of their
relationship with the enterprise without
interacting with a human.
Of the purchase decision is
complete before a customer
even calls a supplier
6© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Discovery
Define Audience
Define Workflow &
Create Content
Tailor to Regions
Execute
Analyze & Optimize
Journey automation process
7© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Identify stakeholders within your company
Get a deep understanding of the product and how your
customers use it
Dig into persona research: Understand who the customer
is, what their goals are, and how they want to be engaged
Understand the business outcome
8© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Discovery
Define Audience
Define Workflow &
Create Content
Tailor to Regions
Execute
Analyze & Optimize
Journey automation process
9© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Contact DataMarketing
AutomationPersonalized Experience
10© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
0%
10%
20%
30%
40%
50%
60%
70%
80%
0-100 100-1000 1000-3000 3000-8000
Email Effectiveness by Campaign Size - GCS FY16
Segment Size
Open
Rate
Why data targeting?
11© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
AnalyticsPrescriptive | Descriptive | Predictive
Company Level Data
• Install Base Size
• Services Purchased
• Contract Status
• Renewal Date
• Segment
Consumption Behavior
• Portal Registration
• Reports Run
• DA Registered
• SDA Enabled
Timing
• Last Email Send Date
Contact Level Data
• Email Status
• Job Ranking
Digital Behavior
• Target Contact Known
• Pain Point Known
12© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
1
2
3
What data do you have? (Current State)
Where is your data coming from? (Align)
What data do you want to capture, and why? (Ideal State)
13© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Discovery
Define Audience
Define Workflow &
Create Content
Tailor to Regions
Execute
Analyze & Optimize
Journey automation process
14© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
“Data drives personalization.Content reflects personalization.”
- @owch
15© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Content & Workflow Development
1. Understand customer needs and potential pain
points
2. Perform content audit: what content do we have,
what content needs to be created?
3. Develop Workflow
16© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Content & Workflow Development
Evaluate (Customer Feedback Loop)
Create Audience
Take Personalized
Action
Wait then Evaluate
Take Personalized
Action
Email Send
(Welcome Message)
New
Customer
Social Media Targeting
(Educational)
Existing Customer
(Active)
Follow-up from Field
(Helpful Resources)
Existing Customer
(Inactive)
17© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
“Today’s self-educated, self-initiatedcustomer expects personalizationdriven by data.”
- @anvibui
18© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Inventory DateReminds customer
of last date
SurveyLearn more about
their preferences
Tailored WebinarsHelps drive registration
for webinars; ensure right
webinar to right person
19© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Email w/Landing Page
Social Media
Video
Support Community
Webinars
Field Enablement
In-Product Messaging
Social Media Advertising
Display Advertising
Simulive Webinars
SEO
Mobile
Direct MailWebsite (Cisco.com)
Industry Forums/Blogs
Content Syndication
Live Events
Phase 1 Phase 2
20© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Discovery
Define Audience
Define Workflow &
Create Content
Tailor to Regions
Execute
Analyze & Optimize
Journey automation process
22© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Discovery
Define Audience
Define Workflow &
Create Content
Tailor to Regions
Execute
Analyze & Optimize
Journey automation process
23© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
The handoff between program strategy & execution should never be a surprise.
Define the appropriate processes and document.
24© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Discovery
Define Audience
Define Workflow &
Create Content
Tailor to Regions
Execute
Analyze & Optimize
Journey automation process
25© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Best Practices:
• Create a trend analysis report to measure your campaigns – Identify KPIs FIRST.
• Benchmark against yourself vs. focusing against industry.
• Customer engagement rates should trend upwards.
• Unsubscribes and hard bounce back rates should trend downwards.
• Develop a post-campaign reporting schedule.
0%
10%
20%
30%
40%
50%
60%
70%
80%
J A N FE B M A R A P R
Open Rate Clickthrough Rate
Product Consumption - User Rate Hard Bounceback Rate
Unsubscribe Rate
Analyzing Your Campaign Performance Reports
26© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
0%
10%
20%
30%
40%
50%
60%
70%
80%
J A N FE B M A R A P R
Open Rate Clickthrough Rate
Product Consumption - User Rate Hard Bounceback Rate
Unsubscribe Rate
Use multiple data points to analyze your campaign performance across a channel.
Look for spikes in behavior.
EXAMPLE 1:
JAN: High Open + CTR+ High Unsub Rate
.
Analyzing Your Campaign Performance Reports
27© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
0%
10%
20%
30%
40%
50%
60%
70%
80%
J A N FE B M A R A P R
Open Rate Clickthrough Rate
Product Consumption - User Rate Hard Bounceback Rate
Unsubscribe Rate
EXAMPLE 2:
JAN: High Open + CTR+ High Unsub Rate
MAR: High Open Rate + Low CTR + Low Unsub
.
Analyzing Your Campaign Performance Reports
28© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
0%
10%
20%
30%
40%
50%
60%
70%
80%
J A N FE B M A R A P R
Open Rate Clickthrough Rate
Product Consumption - User Rate Hard Bounceback Rate
Unsubscribe Rate
EXAMPLE 3:
JAN: High CTR+ High Unsub Rate
MAR: High Open Rate + Low CTR + Low Unsub
MAR > APR: High Open + High CTR + Low Unsub
.
Analyzing Your Campaign Performance Reports
29© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
0%
10%
20%
30%
40%
50%
60%
70%
80%
J A N FE B M A R A P R
Open Rate Clickthrough Rate
Product Consumption - User Rate Hard Bounceback Rate
Unsubscribe Rate
EXAMPLE 4:
JAN: High CTR+ High Unsub Rate
MAR: High Open Rate + Low CTR + Low Unsub
MAR > APR: High Open + High CTR + Low Unsub
NOTE: Product consumption rates should correlate with engagement and trend upwards over time.
.
Analyzing Your Campaign Performance Reports
30© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Ways to Optimize Now
• Implement A/B testing
• Use Progressive Profiling
Forms
• Mobile optimize your assets
• Refine audiences + Add
additional streams
• Experiment with the marketing
matrix (mix it up!)
31© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Healthy customers renew their service contracts and purchase more from your
company, but what does a customer healthy look like? Discover simple ways to
improve customer health for Smart Net Total Care and keep your customers
happy.
Product Usage: Your Silent Revenue KillerJune 28, 2016
Upcoming Sessions#successtalk
Sign up for a webinar
Closing your first sale is just the beginning to reaching the true value of your
customers. Find out more about capturing hidden opportunities that boost your
revenue potential in this four-part, short video series.
Expand Selling Tips to Increase Your Wallet ShareVideo on Demand
32© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
@Schell_Shocked
@CiscoImpact
Let us know what you think!