When Marketing Met Customer Success

(How the CMO + CCO Boost Adoption as Today’s Power Couple)

MATT ZELENChief Customer Officer

Act-On Software

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Looking Back....

KEY PRIORITIES• Increasing sales pipe (campaigns & events)• Building brand awareness (online, AR/PR

etc.)• Supporting the sales cycle (funnel-mapped

content, customer case studies)

For the CMO, B2B marketing activity was primarily focused on lead gen & nurturing

Customers? Maybe.Prospects? Definitely.

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Then, a Few Seismic Shifts...

Annual subscription based pricing models meant that

B2B companies had to focus not only on acquiring

new customers, but on keeping them happy.

THE CLOUD

CX

THE AGE OF THE CUSTOMER

PEER TO PEER

B2C marketers focused on personalizing engagement

and experiences across multi-point, complex

customer journeys, which influenced B2B buying cycles and behaviors.

Customers disrupted the B2B sales cycle by

exchanging experiences with each other via social channels before engaging with a marketing offer or

salesperson.

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New Player Comes on to the SceneKEY PRIORITIES• Retain and grow profitable customers• Increase customer satisfaction• Provide a consistent and customer-centric

experience across touchpoints• Enable a consolidated customer view

throughout the organization

Enter the CCO

Today, that gets a CMO’s attention:

“Hey, I LIKE this guy!”

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When Marketing Met Customer Success

It’s time to expand the focus of B2B engagement to the entire customer relationship, including loyalty and retention, which are not traditional priorities for B2B marketers.

B2B LOYALTY TO THE B2C WAY, 2015

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The C-Suite’s New Power Couple

• Drive Adoption & Value: One- to-many training, adoption, renewal & upsell programs

• Drive Engagement: Online communities, live & virtual events

• Drive Loyalty: Converting customers into brand advocates (NPS, reference programs)

CMO

BUT HOW DO YOU BRING THESE TWO TOGETHER?

CCO

A MATCH MADE IN HEAVEN TO:

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Marketing & Customer Success Alignment at Act-OnThe right engagement, with the right customer, at the right time

PURCHASE ONBOARDING GROWTH RENEWAL

Welcome campaign

CUSTOMER DATA | INTELLIGENCE & SEGMENTING | AUTOMATED CAMPAIGNS | COMMUNITY & SUPPORT

Online training engagementCommunity engagementAdvocacy program onramp

Re-engagement campaignsProduct adoption training & campaignsAdvisory boards & user groupsNPS surveys & promoter appreciation

Reinforcement campaigns & activities (ROI studies, market leadership, awards)Upsell campaigns

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Act-On & Totango: Working TogetherPutting Behavioral Campaigns into Action

1. RESEARCH

2. CREATE

4. MEASURE

3. DELIVERIdentify leading indicatorsDetermine timingCraft message/CTA

Launch campaignsMeasure against goalsRefine & optimize

Build the journeyValidateIdentify pain points

Determine visibility methodsEvaluate available tools

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Business Impact after 6 Weeks

Base grew by 12%“Good” Health grew by 34%

CampaignPerformance Re-Engagement

CampaignInteraction

AutomationJumpstart

of targeted users within 3 weeks

of targeted users within 2

weeks

of targeted users within 1 week

31% 1%of targeted

users within 8 weeks

29% 48%

DIFFICULT DIFFICULT EASYMEDIUMMEDIUM

4 MONTHS 5 MONTHS 6 MONTHS 7 MONTHS TRIGGERED

1%

BoostOutbound

of targeted userswithin 2 days

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Campaign Dashboard

• Targeting Users Not Logged in for 30 days

• Goal set to record “Login” after receiving email

• Achieving 47-50% achievement to goal attainment

• Email encourages Training, Login, Best Practices, or Create a Success Plan

• 155 unique logins and 148 accounts

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Next: Driving Success Across the Organization

Behavioral Campaigns

Customer SuccessSALES

ACCOUNT

MARKETING

CSG

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THANK YOU