Customer Relationships & Marketing During Crisis

Let’s talk The elephant in the room

Assumptions:

1. Physical isolation only increases the need for engagement (social/digital/professional)

2. Customers, in most cases, appreciate maintaining vendor relationships during crisis

3. Many companies, especially in tech, aspire to maintain business as usual remotely

Your customers still have a job to do, still wish to be productive, and

evermore seek dialog.

The SaaS / Marketing Paradox

Demand Generation

Customer Lifecycle

MARKETING SPEND

Customer Base (recurring revenue)

New Customers

REVENUE IMPACT

80%

80%

20%

20%

95% of MarTech is focused on demand generation,

such as: prospecting, ABM, advertisements, etc.

Driving Retention and Expansion – The Concept

Retention Marketing

Insight and time-based systematic campaigns to individuals within target accounts in order to influence renewal.

Objectives

Create stickiness and reduce churn by generating & showing value, fostering loyalty, and seeking growth opportunities.

Renewal / Expansion

Adoption & Utilization

Growth Opportunities

Journey Insights

Value

Loyalty & Satisfaction

The 2nd Funnel

The post-sale funnel is a new purchasing process to be managed

7 decision makersIn a typical firm with 100-500 employees, an average of 7 people are involved in most buying decisions. (Gartner Group)

New Purchase

Renewal

Expansion

Upsell & Cross sell

Leverage Customer Marketing as your

programmatic targeted air coverage

New Funnel = New Strategy

➢ Designated teams and tools

➢ Plan campaigns by segments, lifecycle and expansion/upsell relevance

➢ Create expansion opportunities and measure

Customer

Marketing

AE

CSMSDR/BDR

Marketing

Customers Prospects / Leads

Opportunity Expansion / Upsell

Closed Won

1-minute poll

The Buyer Customer Journey➢ B2B customers have 10-20 touch points with 3rd

party applications ➢ The product is max 50% of the customer experience ➢ Different roles / users = different journeys ➢ Turn journeys into interactions

Account Data

User Profile

Engagement

Behavior

Gain insights on your

customer base and

each individual users

Retention Campaign in Numbers

➢ Share achievements – both their own and other company

➢ Holistic satisfaction – NPS, stars, ☺. Cross users, stages, touchpoints

➢ Promote utilization / adoption

Baseline

(annual)

Chosen to the

program

(nurturing)

Engaged /

opened

Interacted /

clicked

Total Accounts

Up for renewal 600

Closed Won 466

Closed Lost 134

Not up for Renewal

Churn 22%

Chosen for the

program

(nurturing)

363

185

152

33

178

18%

Engaged /

opened

250

106

89

17

144

16%

Interacted /

clicked

65

31

29

2

34

6%

3-4-month

retention campaign

Campaign cadence and messaging

➢ Reverse engineer the steps till objective, i.e. renewal

➢ Campaigns, AKA program mix, can vary by:

➢ Objective – Renewal, Expansion, upsell

➢ Account profile – use-cases / product / industry

➢ Define messaging metrics T-minus 4 / 3 / 2 / 1

Example: Renewal campaign

T-minus 4 months Message objective Timing Example template

User a. Gauge satisfactionb. Increase adoption to a stickiness feature

T-minus 4, week 1 and week 3

a. Quick NPS / satisfactionb. Other <your title> use <feature> to get <value>, try it

now for free

Power User a. Increase adoption to a stickiness feature b. Get feedback c. Capture advocacy

T-minus 4, week 1, week 2 and week 3

a. Other <your title> use <feature> to get <value>, try it now for free

b. We’d love to hear your feedback <5 questions>c. Hey <name>, we’re impressed with you as a power

user, and thought you can contribute to others <write a how-to> <write a review>…

Decision Maker a. Update on value T-minus 4, week 4 a. We love how your team is leveraging the product…b. Snip stats: # of users, achievements, satisfaction /

feedback

Upsell & cross-sell

Example campaign

141 companies eligible

25% response (35)

20% = 7 upsell closed

Over $600k in single quarter

➢ Upsell campaigns have a shorter cadence, normally 2 months

➢ Companies are 60-70% likely to sell to an existing customer vs. 5-20% likelihood of selling to a prospect (Source: HubSpot)

➢ Make it hyper relevant, segment by:

1. Potential upsell / cross sell offering

2. Industry

3. Relevant value to cohort

➢ Example target cohort for upsell

0%

10%

20%

30%

40%

50%

60%

70%

Upsell & Cross Sell New sell

Adoption

• Increase usage

Feedback

• Strengthen relationship

• Personal value

Advocacy

• Conviction, loyalty, value

Value

• Reinforce

• Visualize

Peers / FOMO

• Industry story

• How other succeed

Success & trajectory

• Account success KPIs

• Year 2 vision

Engage the Journey

Create a parallel growth journey

Adoption

• Increase usage

Feedback

• Strengthen relationship

• Personal value

Advocacy

• Conviction, loyalty, value

Value

• Reinforce

• Visualize

Peers / FOMO

• Industry story

• How other succeed

Success & trajectory

• Account success KPIs

• Year 2 vision

Engage with Personal Advocacy

Create a parallel growth journey

Customer Marketing Pillars – Post Sale

Customer Marketing

Onboarding and

adoption

Events & User

Groups, CAB

Community

Advocacy -reviews,

customer evidence

VoC / feedback

Reference Mgmt.

Customer Lifecycle

Marketing –retention,

upsell, expansion

MarCom

Lifecycle data and insights

Meet Crowdvocate

➢ Building a category and community of professionalsJoin meetups, Slack channel, content, connect to peers

➢ All in one platform for Customer Marketing & Advocacy

➢ Lifecycle analytics and activation cross platform

Gal.biran@crowdvocate.com

Contact me at

Who is doing it right?!

Customer Acquisition Customer Expansion

Customer Acquisition Customer Expansion

Customer Acquisition Customer Expansion

ReinforceDefeat STATUSQUO BIAS

Customer Acquisition Customer Expansion

ReinforceDefeat

WhyChange?

WhyNow?

STATUSQUO BIAS

Customer Acquisition Customer Expansion

ReinforceDefeat

WhyChange?

WhyNow?

WhyStay?

WhyEvolve?

STATUSQUO BIAS

Customer Acquisition Customer Expansion

ReinforceDefeat

WhyChange?

WhyNow?

WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different Psychology

Different Stories

Different Skills

De-stabilize Preferences

Cost ofSame

ClearContrast

ProofStory

Status Quo BiasDefeat

Why Change Messaging Model

Introduce Unconsidered

Needs

Show Limitations of Current Approach

Compare Improved New

Approach

Tell Before and After Success

Story

De-Stabilize Preferences

Cost of Staying Same

Clear Contrast

Proof Story

De-stabilize Preferences

Cost ofSame

ClearContrast

ProofStory

Status Quo BiasDefeat

De-stabilize Preferences

Cost ofSame

ClearContrast

ProofStory

Status Quo BiasDefeatReinforce

XReinforce X Reinforce

XReinforce

XReinforce

VALUE

TIME

VALUE

TIME

Current Impact

DEAL

VALUE

TIME

Current Impact

DEAL Investment + Effort

VALUE

TIME

Current Impact

DEAL Investment + Effort

Incumbent Advantage

VALUE

TIME

Competitor

Current Impact

DEAL Investment + Effort

Potential Value?

New Needs

Incumbent Advantage

VALUE

TIME

Competitor

Current Impact

DEAL Investment + Effort

Potential Value?

New NeedsFutureImpact

Incumbent Advantage

VALUE

At Risk!

TIME

Competitor

Current Impact

DEAL Investment + Effort

Potential Value?

New Needs

At Risk!

FutureImpact

Incumbent Advantage

Customer Acquisition Customer Expansion

ReinforceDefeat

WhyChange?

WhyNow?

WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different Psychology

Different Stories

Different Skills

Customer Acquisition Customer Expansion

Reinforce

WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different Psychology

Different Stories

Different Skills

Defeat

WhyChange?

WhyNow?

Document Results

Review Prior Decision Process

Mention Risk of Change

Highlight Cost of Change

Detail Your Competitive Advances

Reinforce Preference Stability

Reinforce Anticipated Regret and

Blame

Reinforce Perceived Cost

of Change

Reinforce Selection Difficulty

Why Stay Messaging Model

Why Stay Test Results

10

13

11

Higher Favorability %Greater Intention to Renew%Less Likely to Switch%

Document Results

Review Prior Decision Process

Mention Risk of Change

Highlight Cost of Change

Detail Your Competitive Advances

Reinforce Preference Stability

Reinforce Anticipated Regret and

Blame

Reinforce Perceived Cost

of Change

Reinforce Selection Difficulty

Why Stay Messaging Model

PriceIncrease

PriceIncrease

Why Pay More Test Results

19

16

16

Higher Favorability %Greater Intention to Renew%Less Likely to Switch%

Up from 10

Up from13

Up from 11

%

+%

+%

Provide a high anchor for a

price increase with a

justification-based

discount

Why Stay Story

AnchoredPrice

Increase w/ Justification

Why Pay More Messaging Model

Customer Acquisition Customer Expansion

Reinforce

WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different Psychology

Different Stories

Different Skills

Defeat

WhyChange?

WhyNow?

Customer Acquisition Customer Expansion

Reinforce

WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different Psychology

Different Stories

Different Skills

Defeat

WhyNow?

Why Change?

Why Evolve Messaging Model

Why Evolve Test Results

10

13

16

More Convincing Case%More Willing to Upgrade+%More Likely to Purchase+%

Why Evolve Messaging Model

Customer Acquisition Customer Expansion

Reinforce

WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different Psychology

Different Stories

Different Skills

Defeat

WhyChange?

WhyNow?

Who is doing it right?!