bettercloud - a customer journey deconstructed putting customers first to drive revenue and loyalty
TRANSCRIPT
BetterCloud
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Provider of insights, management, and security for cloud
office platforms including Google Apps and Office 365
Est. Nov. 2011 | Based in NYC + ATL | 50K orgs + 32M users | $47M in total funding
Who is BetterCloud?
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What I’ll Cover Today
01. Marketing automation @ BetterCloud
02. Why it’s important to personalize
03. How we create personalized experiences
04. Actual results from BetterCloud
05. How you can quickly get started
01.How We Market
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Our Business Model
Freemium model - try paid for 30 days, then free
40% of business sourced through channel partners
All types of orgs - SMBs to multi-billion dollar public co’s
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Our Team
Freemium model - try paid for 30 days, then free
40% of business sourced through channel partners
All types of orgs - SMBs to multi-billion dollar public co’s
Our Team
Team - 16 people across 4 groups
Content, Lifecycle / Automation, Product Marketing, Sales
Development
Emphasis on content & marketing automation
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Content & Communications
Lifecycle Marketing
Sales Development
Subscribed Audience Awesome Content
Potential Users Targeted Emails & Offers
Qualify & Set Meetings
New Installs / Engaged Users
Product Knowledge &
Materials
Feedback &
Requests
Disqualify / Recycle
Product Marketing
Free
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ase
Mar
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ctiv
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Inside Sales Team
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Lifecycle / Marketing Automation Team
• Team of 2 – campaign design, execution, & systems
• Deeply embedded in all teams
• Always asking “how can we use automation?”
• Goals are:
• Gain high leverage of marketing expertise
• Produce connections and qualified opportunities for Sales
02.Why Personalize?
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Why Personalize?
What I’m going to show you has
improved BetterCloud’s email
response rates by 400%.
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Why Personalize?
You care about your customers and
prospects. Give them the
you possibly can.experiencebest
How We Personalize
03.
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(not like this)
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Why Not?
• Anyone can manage this level of personalization
(copy / paste + find / replace)
• Message is focused on features not benefits
• Bottom line, I didn’t respond
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LIKE THIS(like this instead)
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partner name
account domain
Activity data from analytics
Customer’s reseller’s name
Works better than “Company”
Region specific meeting time
Large retail organization, likely has PCI Compliance
needs
Works better than “Company”
account domain
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What’s the Difference?
• Really specific merge fields that make the email feel more personal
(reseller’s name, features they are using)
• Proposing a meeting time specific for that customer’s geography
(US, East Coast)
• Information in the P.S. that’s specific to a pain point they likely
experience (PCI Compliance, as a retail shop)
03.How We Map It Out
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But what if you don’t have all of this data to work with?
TOFU Campaign
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Multi-Touch Campaign
Data Sources
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Product Usage
Our product & usage analytics (IP address)
Very diligent about CRM (e.g. partner of
record)
We ask! Survey customers AND prospects
04.Results
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Example from earlier
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128% Increase
204% Increase
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Relationship is holding strong!
05. How to Get Started
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Product Usage
Implement a user-based tracking
system (we use Evergage)
Short-term, start storing last login in
your CRM
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Surveys
Keep it short and survey often
Incentives are great, but interesting
results are even better
Share results with entire audience
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Conversion Points
Try to gather one additional piece of
information each time
Use the conversion point itself to gain
insights (i.e. what’s the page about?)
Questions?
Thank You!