Totango: 3 Steps To Accelerate Revenues From Existing Customers

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

3 Steps to accelerate revenues

from existing customers

Dominique Levin, CMO Totango

Jeff Wiss, VP Demand Generation Zendesk

© 2012 Marketo, Inc. #mus12

About Totango

Manages Engagement with Over 1.4 Million Businesses


Customer Engagement Management

Customer

analytics:

engagement

profile

Buy and churn

signals:

dynamic customer

segments

Personalized

engagement:

in-app, via email

or phone


Totango-Marketo Integration


The Case for Lifecycle Marketing

~90% revenues from existing customers

(subscription businesses)


Land and Expand Selling Models

46%have “per user” pricing


Grow Customer Lifetime Value

Number of users

Price per users

Users

Usage

Use Cases


15% Upsell Pulls In Profits 3 years


Unlock Existing Customer Revenues

3 Steps


Step 1

Newslettersnew features, content, events, training, user groups

Deliver Customer Value


Step 2

Customer Analyticspurchases, support requests, social, product usage

KnowYour Customers


Contract

Demographics

Business

Interactions

Usage

Customer Engagement Profile

User actions

Licenses

LTV

Renewal date

Company sizeRegionSocial

Webinars

Emails

Support requests

Engagement

profile

Usage trends

Buy signals

Website visits


Step 3

Behavioral Nurturingdrive engagement throughout the lifecycle

Personalize Marketing


Customer Actions Speak Loudest

Active users are 4x more likely to buy

50% of paying users are not

logging in

Most inactive users end up

cancelling


Relevance Raises Response Rates

3.5xconversion increase when using behavioral triggers


Customer Nurturing Strategy

Signup

Activated

Paying

Upgrade


Example 1

Signup

Never logged in: re-engage

with case studies

Didn’t complete setup:

helpful tips, incentives

Activated: congratulations,

how to use day-to-day


Example 2

Paying

Declining usage: invite to

account review tune-up

Increasing usage: offer a

better plan, upsell

Super-user: send rewards,

invite to customer council


Engage Customers

Throughout The Lifecycle

Conversions +37%

Retention Rate +5%

Lifetime Value +9%

Accelerate Revenues

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Thank You!

30-day free trial: www.totango.com

Free SaaS metrics: [email protected]

http://www.totango.com

Totango: 3 Steps To Accelerate Revenues From Existing Customers

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