customer programs are a growth strategy heuer fo… · chapter 1 title •2020 •rko engagio...

Customer Programs Are A Growth Strategy

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What it takes to be an advocate for advocacy and engagement

Megan Heuer VP Marketing Engagio

Copyright ©2020, Engagio Inc.

Why Customer Programs = Growth

2

What we want What we have


What We’ll Cover Today

3

• The Case for Customer Programs

• Real-World Customer Programs Execution

• The New Way to Measure Success


80% of B2B buyers say the main driver of vendor selection is their own

experience with the company or what they hear from others about their

experience with the company -SiriusDecisions Buying Studies 2016-2019

Promoters are 4.2 times more likely to buy again, 5.6 times more likely to

forgive a company after a mistake and 7.2 times more likely to try a new

offering compared with detractors -

Temkin Research 2017

Customer-centric businesses grew revenue 1.4 times faster and increased

customer lifetime value 1.6x more than other companies

- Adobe 2019

Chapter 1 title • 2020 • RKO Engagio Internal Use Only

Customer Journey Improvement Is Money

The Case for Customer Programs

According to the CMO Council, only 14% of marketers say that customer-centricity is a hallmark of their companies.

Only 11% think their customers would consider them customer-centric.

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What number really gets attention?

How much 1% retention improvement is worth to revenue/ARR

6


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The New Role of Marketers

Winning Is Just the

Beginning:

The Revenue Team

must support post-sale

retention, expansion

and advocacy or the

leaky bucket will never

be fixed

The Funnel…Isn’t One Anymore


“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the

customer experience a little bit better.”– Jeff Bezos

8


Hello, Account Based

Everything

• If our customers are our guests…

• And we want them to stay at our party…

• How do we throw the best party?

(in a work appropriate way)

So this got me thinking…

9


10 Ways To Throw a Successful Party

1. Don’t be afraid to invite a circus2. Upend the party formula3. Give your guests something to do4. The music matters5. Embrace wretched excess6. Disregard the last tip7. Plan your bar8. Know your guests and seat them properly9. Set your stage properly10. Cede control

Source: Oprah Magazine10


Example: Internal Participants in Customer Engagement

For a major

company goal,

every team

can play a part

in delivering

on it and

leadership has

to help make

that happen

Exec Team

Product

Management

Product

Engineering

Marketing

Customer

Support

Customer

Success

Sales

More Bookings Are Predicted from

Existing Customers in 2019

Survey Says: What percent of your company bookings in 2019 will come from new business?

ABM Tactics and Details +

Change the conversation

about where growth comes

from and marketing’s role in

it to deliver more relevant

measurement while

maintaining credibility


Useful Tools: OKRs and SiriusDecisions Metric Spectrum

15

OKRs: What we want to do in 2020

• Objectives (Impact)– What’s company-level goal?

– Inspirational, aspirational, but not crazy

• Key Results (Output)– What numbers show we’re making

progress to getting there?

How we’ll get there

• Initiatives (Activity, Readiness)– What actions are needed to deliver

on goals? When?

We use the OKR method to link readiness, activity and outcomes to impact

Source: SiriusDecisions


How Customer Programs Link to Corporate Goals

16

What we want to do in 2020• Objectives (Impact)

– Improve Retention– Exceed revenue (ARR) targets

• Key Results (Output)– Customer engagement (WAU,

journey progress)– Pipeline, conversion, close rates

How we’ll get there• Initiatives (Activity,

Readiness)– Customer journey support– Customer advocacy– Customer marketing– Messaging – Revenue team enablement

We use the OKR method to link readiness, activity and outcomes to impact


We had a great foundation for advocacy…


Just don’t forget to keep track of who said yes!

19

Every advocacy

program likely has

members who aren’t

being invited to help

with every activity

they offered to

support

TITLE CSM/AM SEGMENT INDUSTRY WHERE? TECH

STACK

PRO

DUCT

ARR CLUB

?

REF

CALL?SPEAK

?

CASE

STUDY?

CONTENT

?

REVIEWS?


Don’t forget to help internal teams, too

20

For new

assets, create

a Resource

Alert for

internal

customers to

explain what it

is and how to

use it

Sales and

Account

Manager/

Customer

Success

Messages

are not the

same

Help with social,

but let people be

themselves


Example: New Customer Thank You Packages

22

Our head of CX asked

marketing to create new

customer thank you

packages

Result: Great feedback!

Next step: Add content to

support onboarding and

early adoption business

needs


Example: Detailed Q1 Actions Linked to Corporate Objective

24

Put names and

dates to actions and

report weekly; helps

with credibility,

consistency and

visibility…and

don’t forget wins!


Example: Encourage Customer Advocacy

26

Make encouraging advocacy a consistent

but carefully executed part of your post-

sale customer experience


Example: At-Risk Onboarding/Renewal

27

Try this program if:

You need to improve

retention/reduce churn and you

know what behaviors tend to lead

to good (or not-so-good) outcomes


Example: Customer Personas In Product Releases

29

For a new product

feature/partnership, we

started with personas and

tuned messages to needs

and goals from customer

feedback


Example: Journey Mapping Made Simple

30

We held two four-hour workshops with

customer success, onboarding, marketing,

sales and support using simple spreadsheet

to document basic journey


Example: Journey Mapping Made Simple

31

We used the basic map to create a more detailed view to

track actions, resources, people, tech…and gaps!


How Do Account-Based Programs Evolve?1 -

EstablishLearn and show early successStage Goals

You’re getting started with account-based

efforts and starting to put in place the

building blocks to set you up for longer

term success

Depends on how fast you want to put the

program in place but estimate half time for

one person

2 - Grow 3 - OptimizeExpand skills, resources and reach; deliver early wins Expand scope; prove long term

ROI

Use people on the team you have; Demand

or field marketing, and marketing ops as

well as some sales ops and some sales

reps and leaders

Data integration progress, shared

customer view in place, improved target

coverage, awareness, engagement, early

stage pipeline increase

Program is becoming established and

understood, revenue team is excited about

progress and potential, account-centric

mindset and goals established

More of marketing and sales team

involved as accounts added, sales using

insights in meetings with managers and

building account plans

As program expands, a marketing owner

should be assigned; sales and marketing

ops continue support but time savings

from tech can make it time-neutral

Continued improvement in previous

metrics plus early and late stage pipeline

increase, closed won deals in accounts

Fully realized account centric go-to-market

model including net-new and existing

accounts; Revenue team goals, efforts,

reporting aligned to approach

Full revenue team (sales and marketing)

with possible addition of customer

success/customer operations

All or most revenue team efforts are

aligned to target accounts, so majority of

time goes here

Expanded coverage/ engagement with

new and existing accounts, faster time to

close, higher deal size, LTV and NPS, lower

CAC

What is it like to be in this stage?

Who is involved in the program?

How much time will it take?

What metrics can we use to track success in this

stage?

Engagio Customer Journey: What to ExpectHow we’ll help you reach your goals for Account-based Everything


Onboarding Early Adoption Adoption Evolution

Integration, configuration and

enablement

Customization, continued

enablement

Ongoing use, increased

personalization

Value review, program evolution

Week 1-6 Week 7-16 Week 17-30 Week 31-52

Platform set up, initial sales and

marketing training, baseline

benchmark

Platform components refined and

complete, early wins tracked,

increased use by sales and

marketing

Evolution of insights and reporting

based on program needs,

expansion of use cases and

integrations

Clear value from platform and

program success based on revenue

team KPIs, goals set for program’s

future

Suggestedtiming

Stagegoals

Outcometo expect

Welcome and success plan

definition: Our roadmap for your

journey

Ongoing interactions following

checklist for each step from

deployment to initial action

Update success plan and

review action items and timing

Focused interactions and

training based on team

requirements and goals for

early wins

Check in on overall program

development and business

goals; update success plan

Development of additional

segments, audiences,

orchestration and insights;

ongoing team enablement

Review of success plan and

program value delivered; update

on product roadmap

Definition of future plan and

new goals based on product

and business changes, needs

Onboarding: Strategic Implementation Flow


Planning &

Analysis

Integration Enablement

▪️ Internal Engagio:

Sales to PS Handover

Call

▪️ Engagio instance

provisioned

▪️ Project Orientation

& Technical Kickoff

Call with Customer

Dive

School

Customer

Completes

recommen

ded dive

school

areas

Target Call

(Sandbox)

Focus on

Minimal

Sandbox

Config to

validate

Data

(minutes

Journey,

List)

Target Call

(Prod)

OS leads call

around setting

up all the

targeting

features. 1st

time to value.

Measure Call

OS leads call

around setting

up all the

measurement

features.

Configuration

Align Call

OS leads call

around setting

up all the

alignment

features.

Preps for

rollout if no

orchestration

purchased.

Config Signoff

and Rollout

Prep Call

OS leads for

completion of

config/signoff

and confirm

rollout strategy

for Mktg and

Sales

Config Phase two

Optional

▪️ OS to lead series of

Orchestration Consulting

calls if purchased

▪️ Dash Attribution Calls

Marketing

Training and

Attribution/

Dash training

(If applicable)

OS lead

Marketing

User Training

Phase 1

Sales

Rollout &

Sales

Training

CSM to lead

training their

Sales Users

PS to CSM &

Support

Handover

Main Sales

Rollout &

Sales Training

Customer to

lead training

their Sales

Users (Main)

2 Week

Review

and RefineSandbox

▪️ Sandbox Connect and Sync

▪️ Limited Config (if applicable)

▪️ Data Validation & Signoff

Production

▪️ Production and Connect and Sync

▪️ Data Validation (Platform and Dash)

▪️ Integration Sign off

Configuration Phase 2: Dash /

Orchestrate (Optional)

▪️ Dash Attribution - Business

decisions

▪️ ORchestrate - use case calls,

business decisions

Early Adoption MilestonesHow We Help Your Program Deliver Early Wins


Onboarding Continued Enablement

Transition to Customer Success

and update Success Plan

Reporting and Alerts Training Executive Check in

Week 7-8 Week 9-12 Week 13-15 Week 16-18

Transition and intros complete,

regular check-ins scheduled,

instance solutions review

complete, success plan updated

Platform elements complete; quick

cards set up; automated weekly

snapshots, reports (alerts) in place

Sales roll out (SDR/ AE/ Sales

managers), Executive platform

dashboard training; online curriculum

defined, marketing reporting and

analytics and metrics review

completed

Executive sponsor connect to review

progress and define next steps.

Suggestedtiming

Stagegoals

Outcometo expect

Audit post-onboarding status across

key goals (use cases); transition to

customer success team

Update success plan; agree on action

items and time to complete; enroll in

recommended dive school programs

Continue to refine key platform

elements (configure journey),

update reporting/ alerts for sales;

set up quick cards

Continue to develop

measurement/ analytics for

marketing and communication of

early results

Complete additional training with

marketing and sales teams

including live and online

Continue development of

reporting/ alerts for sales and

measurement/ analytics for

marketing / customize

dashboards within Dsh (if

applicable)

Executive check in with key

stakeholders (VP to VP); Review

progress to date, concerns, etc.


Magic Moments: When Customers Speak for Themselves

38

Sales Executive

client speaker during

Engagio case study

at B2BMX event:

“If I’d had this 20

years ago, I’d be

retired now.”


Party Time!

What Questions Do You Have?

39


Thank You

@[email protected]

40

mailto:[email protected]

customer programs are a growth strategy heuer fo… · chapter 1 title •2020 •rko engagio...

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