are you a one night stand or long term relationship company?

© Searchmetrics. All rights reserved. Do not distribute without permission.

Are you a One Night Stand or a Long-Term Relationship Company?

Lauren CostellaDirector, Client Success, US/APAC RegionsTwitter: @lcostella; @searchmetricsLinkedIn: https://www.linkedin.com/in/laurencostella

#IS2015@lcostella

https://www.linkedin.com/in/laurencostella

The Date

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© Searchmetrics. All rights reserved. Do not distribute without permission. @lcostella @Searchmetrics #IS2015

Our Brand

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© Searchmetrics. All rights reserved. Do not distribute without permission. #IS2015

Our Pipeline

@lcostella @Searchmetrics

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The Sale

But now what?


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The Engagement


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If you aren’t investing here, you’re missing OUT on BIG $$

http://get2growth.com/wp-content/uploads/2013/04/Marketing-Hourglass.png

#IS2015@lcostella @Searchmetrics

http://get2growth.com/wp-content/uploads/2013/04/Marketing-Hourglass.png

The Why

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Industry Stats

5X#IS2015

The probability of selling to

a new customer is 5-20%, whereas selling to

an existing one is 60-70%

http://www.invesp.com/blog/customer-acquisition-retention/


http://www.invesp.com/blog/customer-acquisition-retention/

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There’s more

LTV of a customer is typically

10X that of the initial sale**Gainsight- 10 Laws of Customer Success

@lcostella @Searchmetrics #IS2015

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And LAST but not LEAST…

Customers have CHOICES: they can and DO walk away

Why?

• Globalization – the barrier to entry is low

• New entrants have low friction models- try out or have shorter subscriptions

• They can TRY new, BUY new, and say BYE BYE to you.


The Example

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A few metrics for Client Success…

1 Decrease time to reach upsell/upgrade

2 Increase conversions on upgrade leads

3 Increase % of engagement using platform

4 Decrease time to onboarding

5 Increased client competency with material


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Getting Creative


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The Result


120 people attended from about 50 different companies

Generated 10-12 qualified upsell leads

From those leads, we converted 5 of those leads

1 client to over $360,000/yearOther upgrades per year in the ranges of $6K to $24K

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Other Strategies

Retargeting- used not just for lost conversions but for UPSELL – Product Releases

#IS2015

Conversions- see rates around 3-5% higher than simply site targeting

Webinars

Not just for new prospects but targeted at current clients who have the potential

to buy more


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Other Strategies

#IS2015

What are people asking about?

These are great topics for

conversation/engagement in forums or

social


The Take-Away

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• Just like dating, clients have a choice of whether to work with you or go

with a competitor

• There are always other choices, and competitors will always try to get your clients to “swipe right” for them

• Customer Success exists to help build that trusted relationship, be the conduit between clients and product and the company

BUT

Marketing, especially digital, has a HUGE role to play in client

success enablement@lcostella @Searchmetrics #IS2015

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Identify your after

sales process

Invest money in staff

and resources that can support Client Success: reduction in churn and growth

Track your efforts and

get attribution for the BIG $$that retention and growth bring

Do


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Don’t


Questions?

Thank you