marketo marketing nation summit 2016: beyond acquisition - how to keep your customers happy and grow...
TRANSCRIPT
Beyond Acquisition:How to Keep Your Customers Happy And Grow Your
Revenue
Anastasia PavlovaSr. Director, Marketing, Marketo
@digijinni
Agenda
STRATEGY: Design a winning customer DG strategyPROGRAMS: Develop and execute programs at scaleMEASUREMENT: Measure marketing impact ALIGNMENT: Focus Sales & Marketing on the same goals
Marketers Must Own the Entire Customer Experience
Acquiring a customer costs 5-10 times more than retaining one1
A 5% increase in retention yields profit increases of 25-95%2
1. eMarketer,2. Bain and Company
5X-10X
25%-95%
How to Design a Winning Customer DG Strategy?
Strategy • Programs • Measurement • Alignment
1• Bookings Revenue, $$
2• # of Wins
3• # of Opportunities
4• Pipeline
• # of SQLs
5• # of MQLs
1. Start With the Goals
2. Create Customer Personas
Exec. Sponsor Decision Maker User
ENABLEMENT
ADOPTIONRETENTION
GROWTHADVOCACY
Matching expectations with the customer experience
Drive up usage, platform adoption and retention across all segments
Optimization and growth through cross-sell
ENGAGEMENT MARKETING MATURITY & VALUE REALIZATION
Grow the influence of our advocates within the Nation
3. Map Customer Journeys
4. Segment Your Customer Base
Organization Industry
Size Territory
Revenue
Customer Journey
Persona
Product or Solution
Target Account
Purchase History Usage Demographic
s
5. Map Products to SegmentsBUY —>
Segments | V
Product A
Product B
Product C
Solution1
Solution2
Solution3
Segment 1Persona
Segment 2Persona
Segment 3Persona
Segment 4Persona
6. Map Content to Buyer Personas & Journeys
ENABLEMENT STAGE
NEEDS:• Reporting, metrics, insights• Skills & resources• Budget, ROI• Value realization
GROWTHENABLEMENT
NEEDS:• Systems integration• Data migration• CRM sync & workflows
ENABLEMENT
NEEDS:• Content strategy,
segmentation• Lead scoring, nurturing• Org. alignment
ADOPTION / RETENTION
7. Design the Programs Mix
Strategy • Programs • Measurement • Alignment
Develop and Execute Programs at Scale
• Adoption / Retention• Cross-sell
Programs
Personas• Products purchased• Type & size of company• Role: User / Executive• Geo
ADOPTION PROGRAMS: DIMENSIONS
Product Usage & Journey Stage• # engagement streams• # of basic reports• # of email programs
SEGMENTS TRIGGERS STORY ARC
Content• Why: strategy, value, best
practices• How: step-by step in
Marketo, tips & tricks
ADOPTION PROGRAMS EXAMPLES
Personas• Based on products they
don’t have• Type & size of company• Customer role (user, exec)
Product Interest & Journey Stage• Product pages visited• Content downloads• Webinar attended
SEGMENTS TRIGGERS STORY ARC
CROSS-SELL PROGRAM DIMENSIONS
Content• Entertain• Educate• Create a need• Accelerate to purchase
CROSS-SELL PROGRAM EXAMPLES
Strategy • Programs • Measurement • Alignment
Measure Marketing Impact
Cross-sell Metrics: Set Goals & Incentives Upfront
1• Bookings goal: $5,000,000
2• # of Wins: 200
3• # of Opportunities: 800
4• Pipeline: $20,000,000
5 • # of SQLs: 889
6• # of MQLs: 5926
ASP: $25,000Win rate: 25%Pipeline = Opps x ASPSQL to Opp-ty conv. rate: 90%MQL to SQL conv. rate: 15%
Hypothetical example
What to analyze?
Early - Engagement Metrics Late - Revenue Metrics
1• Registrations
2• Attendance, Downloads
3• CTR, CTO, Unsubscribe rates
4• Act Nows, Call Nows
1• Customer MQLs
2• Opportunities
3• Pipeline Revenue
4• ROI
Cross-sell Metrics: What to Measure When
Design Programs to Be Measurable
• Customer satisfaction• Net Promoter Score (NPS)• Customer account temperature• Retention, renewals and churn rates• Subscription dollar retention rate• Customer lifetime value
Retention Metrics
Strategy • Programs • Measurement • Alignment
Align Sales And Marketing on the Same Goals
Align Teams & Hand-off ProcessMarketing
Sales Development
Sales
Services
Customer Success
Agree on DefinitionsProgram SuccessMarketing Qualified Lead
Customer MQL vs. Product MQLSales Qualified Lead Opportunity Act Now, Call Now
Stars and Flames show priority
List of Interesting Moments
Prioritize Leads
Communicate & Train FrequentlyWeekly email updates
Monday “To help you sell” emailThursday global forecast notesBi-Weekly SDR / Sales / CAM / Mktg. meetingsMonthly and ongoing training for SDRs and new hiresQuarterly business reviewsSemi-annual S&M Revenue Kick-offOngoing conversations
Takeaways1. Focus on driving revenue first, throughout the ENTIRE customer
lifecycle2. Create relevant and personalized experiences across multiple
channels3. Design your programs to be measurable4. Don’t set it and forget it – have regular checks and balances for
scoring and input from sales 5. It’s 10X cheaper to retain an existing customer than to acquire a new
one
@digijinni #mktgnation@marketo
Thank You!