In product growth hacking to increase revenue
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Customer Success Play by Harpreet Singh, Senior Director of Product Management at CloudBees at the 2014 Customer Success Summit.
Transcript of In product growth hacking to increase revenue
Produced by Customer Success Summit 2014
Customer Success Summit 2014
In-product growth hacking to increase revenue Harpreet Singh Senior Director, Product Management, CloudBees @singh_harpreet [email protected]
Produced by Customer Success Summit 2014
• #1 Continuous Delivery PaaS • Global startup:
– Aus, NZ, France, Switzerland, Netherlands, Belgium, Ireland, US (MA, VA, TX, IL, WA, CA)
• The most fun place I have ever worked J
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What led me to Customer Success
• Setup GlassFish monetization – Sun’s application server
• Customer Success
– “People like being helped and not sold to”
• @CloudBees have setup, managed the Jenkins biz establishing it from 0 -> multi-million
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– improve and fine-tune what I’m offering?
– connect more intelligently with my users?
– help prospects succeed on the platform?
– convert free users to paying customers?
How can I…
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When my customers are…
under immense -me to market pressures
smart developers, focused on delivering cool technologies
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Fairly sta*c
customer lists
Lifecycle Marketing in the Packaged Software World
Lead
Nurturing
Considera*on
Sale
Post Sale
They no-ced us!
This is why we are special
Seems like they might buy
Sold!
Upsell!
Most systems in house: Email marke-ng, customer lists
Marke*ng
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Lifecycle Marketing in the Cloud Era (Freemium Model)
Lead
Nurturing
Considera*on
Free Tier
Base Tier
Add ons
Enterprise Tier
Post Sale
Most systems external: Hosted, best-‐of-‐breed services
Users can move freely up and down the -ers
Evangelist
“Growth Hacker”
Customer Success Manager
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Short cycle, as users can try the free -er and make the determina-on on product feasibility themselves
Marke*ng
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Lessons Learned: Fail fast
• Lesson #1 – Monitor everything – data, data, data…
• Lesson #2 –
– Health-based metrics. Flag and address dis-engagements real time
• Lesson #3 –
– Activity-based Metrics: Hypothesis testing & fail fast
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Subscribed to a service • Jenkins • RUN@cloud (Deployment
PaaS) • Forge (Git, SVN) • DB service • Partner service
– MongoHQ – NewRelic – PaperTrail – …
Performed an action • Web UI login • Jenkins
– Created a Job, Installed a plugin, Ran a job…
• Deployment PaaS – Deployed an app, restarted
app, app stopped, app hibernated…
• Others – Canceled account, added a
paid DB, added a user
Monitor everything Play: Sensors everywhere in the product
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• Time and activity based
• Grade users based on risk profile
• Separate onboarding from established users
• Offer hands-on help for established users
Health-based metrics Play: Flag and address dis-engagements real time
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Green
Sign-‐Up
Yellow
Red
Lost
Use?
Use?
Use?
1 wk
2 wks
3 wks
4 wks
Time
Onboarding
Yellow
Red
Lost
Use?
Use?
Established
Green
Use? Y
Y
Y
N
N
N
N
N
N
Y
Y
Y
Convert
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• Track number and types of activity over time
– Scale and adjust “smart” communication over time
• Users can become inactive and then reactivate
• Technical, not sales communication
Green
Paid
Yellow
Alarm Bells
Lost
Use?
Use?
Use?
1 wk
2 wks
3 wks
4 wks
Time
Paying
Y
Y
Y
N
N
N
Health-based metrics Play: Flag and address dis-engagements real time
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• Popularity of Play! – More articles here – Reach out to the
community – Better monitoring – …
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Play2
Java EE6 WP
Hibernate+Tomcat
Spring+Hibernate CF
Grails PetClinic CF
Node.js
Glassfish
AngularJS
Java GAE
Ac*vi* Explorer
Sencha+Clojure
Backbone+JAX-‐RS
Scala+LiU
Java Sauce
Clojure/Compojure
Java EE6 Sauce
Activity-based metrics Play: Hypothesis testing and fail fast
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Impact of Developer Success Engineers
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Established respond 2:1 over onboarding
Insight into behavior with the pre-revenue funnel
30% on-‐boarders @ Risk
10% are sales opportuni-es 30% of paid customers were helped by developer success engineers just before they converted
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Q & A
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Winning in 2014!
Think Big Start Small Move>>Fast!
