customer post purchase journey

2015 Copyright © Grazitti Interactive. All rights reserved.

Leveraging Marketo to power Customer Post-Purchase Journey

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Quick Intro

Rachit PuriMarketing Manager

Balkar SinghMarketo Certified Expert


Who we are?

AutomationStrategy

Content Technology

AnalyticsOperations

85+280+

Team of Marketing Experts

B2B Clients Served Since 2007


Marketing

Technology

Services

Online

Communities

Marketing

Operations

Salesforce

Web & Mobile

Development

Data Science

Demand

Generation

Our Services


Some of our Marketing Customers


Let’s Start


What are we planning to discuss today?

Why Customer Post-purchase marketing is critical?

What is a typical Customer lifecycle for b-to-b companies?

How marketing automation drives customer success in b-to-b space?

How to set up milestones and implementing marketing automation at different stages?

Key Takeaways


Why Customer Post-purchase marketing is critical?


Customer Experience is your

Differentiating Advantage


According to Marketing Metrics, the probability of selling

to a new prospective customer is less than 20%, while the probability of selling to an existing

customer is greater than 60%.


Just 8% of B2B organizations are using

marketing automation to support customer lifecycle

- SiriusDecisions


Why is this CRITICAL?

It's 6 to 7 times more costlier to acquire a new customer than retaining an existing one

25%-95% increase in profit can come from boosting customer

retention rates by as little as 5%

Average customer is 50% more likely to churn and try a competitor product.

31% more upsell from engaged customers than the customers

with low usage

- Frederick Reichheld, Bain and Company, Published by HBR- CEB Marketing Leadership Council Survey


Standard Marketing Automation Implementation


So where’s the GAP?


Marketer’s Focus

85%

15%

ESTABLISH

DECREASES


What is a typical Customer lifecycle for b-to-b companies?


Sirius Decision Matrix


How marketing automation drives customer success in b-to-b space?


Marketing automation drives customer success

Customer Engagement model – quantifies the usage and product/service usage

Right messages at right time – use of triggers

Makes the solution scalable

Setup timeline of touches and define the triggers for the same

Low cost of sales – cost effective to market/sell to known entities

High profitability per customer – Shorter time to upsell, Easier to communicate cross sell advantages

Higher marketing ROI


Lack of clarity on where to begin

Content mapping to different post-purchase stages

Need for a scalable solution

Detailed Reporting Metrics

Challenges to deploying nurturing


How to set up milestones and implementing marketing automation at different stages?


CUSTOMER ENGAGEMENT INFO

Product Usage

Customer Support

Customer Community

Partner Portal

Purchased Information

Registered Information

CUSTOMER INFO

Webinar Platform

Advertisement Platform

Advocacy Platform

MARKETING INFO

CRM (Salesforce)

Marketo

ArchitecturePartner Portal


Milestones/Stages

Deliver

New CustomerFirst 6-12 months

WelcomeOnboardingCommunity Info

ENTRY:

TREATMENT:

TRANSITIONAt the end of onboarding cycle

Develop

6 months to start for renewal cycle

Usage development, Community usage, Thought leadership

At the start for renewal cycle

Retain

Renewal Cycle

Value definitionPeer validationVision sharing

Post renewal/Project completion

Grow

End of year one, Post initial renewal

Thought leadership, Advisory events, Advocate vision

Upon proof of value agrees upon


RetainDevelopDeliver Grow

Welcome

Personalized Thank You from CEO

Introduction to Product or

Services

Training Schedule

Feedback

Product Education (Training Resources, Community)

Best Practices

Join Community

News and Announcement

Deployment Assistance

Confirm Deployment

CSAT Survey

Gamify(Reward with Recognition)

Promotional Offers

(Encourage Referrals)

Offer Trial Advanced and Beta Features

Reminder of Expiration

Benefits of Renewal

Renew ASAP

“X” days left for Expiration

Offer more Products/Services

Referral Promotional

Email

Product Feedback

Milestone Checks (Triggers)

Products/Service Engagement Score

0 - 2 Months 2 – 8 Months 8 – 12 Months 6 Months to Ongoing

Measure Account Health StatusNPS Survey



Onboarding• Personalized thank you email from CEO• Roadmap email• How to tips• Training Schedules• Milestone checks• Access to customer portals• On-boarding CSAT Surveys• Offer Execution

Measure –• Customer Engagement Scoring• Product Usage Levels• Customer Support Metrics

When a lead becomes a customer;



Campaigns• Product/Service Maturity Model• Lifecycle nurturing• Product Education• Deployment Assistance• Community Adoption

Measure –• Product Usage Levels• Customer Support Metrics• NPS Survey• Customer Health Score

When a customer completes the onboarding cycle;



Campaigns• Opportunity development• Renewal notices• Personalized data driven campaign

Measure –• Customer Health Score• Renewal %

When the customer has been into develop stage and is at the start of Renewal cycle;



Campaigns• Post purchase promotions• Trial Advanced Features• Advocacy support• Reward with Recognition• Advocacy platforms e.g. Influitive

Measure –• Customer Advocacy %

Upon end of 1 year and post initial renewal


Track report metrics Satisfaction with your products/services

- Regular survey at intermediate milestones, Usage and change in usage

Product Usage

Customer Health Metrics

Advocacy

- Number and Growth in advocates

- Level of engagement

- Number and quality of referrals received

Expansion

- Increase in revenue from customer

- New customer from referrals


Key Takeaways

2015 Copyright © Grazitti Interactive. All rights reserved.Grazitti Interactive Copyright 2014

Takeaways

1. Build Marketo as your primary system of email

2. Dedicate marketing resources for customer success

3. Create Campaigns to hear your customers

4. Implement a holistic tracking and reporting system

5. Gamify and engage


THANK YOU

customer post purchase journey

Business

marketing customers

marketing metrics

customer experience

existing customer

typical customer lifecycle

customer shorter time

b companies

b space