customer nurture: your new growth engine

Lincoln Murphy

Customer Nurture: Your New Growth Engine January 2015 Presentation

@LincolnMurphy #KISSwebinar

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Sean Work - KISSmetrics - @seanvwork Sean Work runs the blog at KISSmetrics.com. He’s been with the team since 2010. He loves working from Southern California where he can surf, snowboard and camp under the bright starts with no blankies.

Lincoln Murphy – Gainsight & Sixteen Ventures - @lincolnmurphy Lincoln Murphy has worked with 300+ SaaS and so"ware vendors to accelerate growth through Customer Success. He is currently Customer Success Evangelist at Gainsight and is responsible for driving the company’s thought-leadership in the areas of Customer Success, retention, churn mitigation, and expansion revenue.

Your Existing Customers are a Major Source of New Revenue

1 Introducing Customer Nurture

2 Segmenting Your Customers

3 Identify Success Milestones

Table of Contents

4 Orchestrate Interactions

5 Operationalize Engagement

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Introducing Customer Nurture

1

Marketing / Sales Funnel Fallacy We need a be!er analogy…


Nurture is the process of caring for and encouraging the growth or development of someone or

something. (According to Google)

Customer Nurture is…


•  Everybody knows about Lead Nurturing

• But once the sale is complete, “nurturing” stops

•  In Subscription businesses (but *any* business, actually)

everything is Pre-Sales

• Renewal

• Upsell

• Add-On

• Next Transaction

Customer Nurture is Also Known As…


• Customer Marketing

•  Lifecycle Messaging

• Marketing for Loyalty

• Demand Generation w/ a Captive Audience

Customer Nurture is Important because…


• Customer Nurture is important because it accelerates all

aspects of the customer lifecycle

•  Activation / Adoption / Engagement

•  Retention - Churn Reduction / Renewals

•  Expansion - LTV Growth

•  Advocacy - Virality

It’s an AARRR accelerator…


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Segmenting Your Customers

2

Why Should You Segment your Customers?

Segmenting Your Customer

How Should you Segment your Customers?

Segmenting Your Customers

• Most segment based on ARR

• Consider Segmenting on Other Things

•  Advocacy Potential - Referencability

•  Industry

•  Complexity

•  Brand

Identify Success Milestones

3

Desired Outcome


Success Milestones on the way to Desired Outcome


Activation, Onboarding, Oh My!


•  First Value Delivered = Activation

• Time to First Value (TTFV) = Time to "Activation"

• Adoption = Breadth and Depth of use

•  What Adoption NEEDs to look like though is congruent

with Desired Outcome

•  If value is being delivered - if the Desired Outcome is

being achieved - then Adoption is where needs to be.

Why Thinking in “Success Milestones” is best for all parties


•  Your Customers

•  Structure

•  Expectations

•  Alignment

•  Understanding

• To You:

•  All of the Above...

•  No more “boil the ocean” requests

Orchestrate Interactions

4

Who will you Interact With?


• Customers

• Users

•  Personas

• Admins

• Power Users

• Champions

• Advocates

When Will you Interact With Them?


•  Triggered vs. Timed

•  Tied to Success Milestones; tries to get you to take the next one

•  Core is Triggered

•  Have a Timed Track, too

•  Frequency

How Will you Interact With Them?


•  Email

•  SMS

•  Content

•  In-App Messaging

•  Social

•  Customer Summits

•  User Groups

•  Phone Calls

•  Communities

•  Webinars

Operationalize Engagement

5

Who Owns Customer Nurture?


• Content Creation

• Customer Segmentation

• Renewal or Upsell

• Organizationally

•  Sales

• Marketing

• Customer Success Management

Orchestrating the Workflow


• Automation

•  Playbooks

• Determining the Right Mix for you

Questions?

Lincoln Murphy Gainsight & Sixteen Ventures

@lincolnmurphy [email protected]

Sean Work Inbound Marketing Director

KISSmetrics @seanvwork