Bootstrapping a Customer Success Program
About Me• GM, Incapsula @ Imperva• Co founder of Incapsula (2009), acquired by Imperva (2013)• A techie that stopped writing code 13 years ago• Main areas of focus: Security, SaaS, Infrastructure
• Incapsula is a cloud service that protects and accelerates website and online infrastructure
• Servicing hundreds of thousands of direct customer websites and millions via service providers
About Incapsula
Incapsula – Our Business
• Subscription based service• Monthly, annual and multi year contracts
• We have a very broad range of customers• Free to multi million $ ACV• Zero touch sales, inside sales, field sales
• We sell direct and through channels• VARs – low velocity sales• Hosting Providers, Telcos – high velocity sales
• We did not know this when we started…
Our Early on Customer Success Objectives
MassMoney
#1 - Managing Success Across a Broad Range
Design forZero Touch
Build-‐inKPI
Monitoring
#2 - Fully Automate the Customer Success Program
Scale withHigh Touch
#3 - Enable Customer Success For our Partners
• Partners that do not share our CRM or Marketing Automation Platform
• They want their brand tied in to the products they sell
• They don’t have any resources to build tools
• They are not experts at the customer success elements of our business
Hybrid Approach
API
Constant data syncfrom app to Marketo
Marketo customer scoring and nurturing
Sales team feed via Marketo to SFDC
Upsell and crosssell campaigns
Business Tools
App funnel trackingand messaging
End of trial (push to close) messaging
POC summaryreporting
Partner customization options
In App Tools
Results
• Increased sales and conversion through partners
• Significantly assisted in partner recruitment
• Tools designed for zero-touch helped scale with high-touch
Q&A
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