Navigating the customer lifecycle
•
1 j'aime•1,008 vues
The customer lifecycle - from visitor to customer. Techniques for driving traffic, trials, nurturing, conversion, success monitoring and handling churn. Presented by David Mytton at Startup Camp Berlin 2015-03-13.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (19)
Similaire à Navigating the customer lifecycle
Similaire à Navigating the customer lifecycle (20)
Plus de Server Density
Plus de Server Density (20)
Dernier
Dernier (14)
Navigating the customer lifecycle
- 1. Navigating the customer lifecycle Startup Camp, Berlin 2015 David Mytton, CEO, Server Density
- 2. David Mytton
- 5. Agenda • Hand raisers • Trial signups • Purchase / loss • Customer lifecycle • Churn • Visitors
- 6. Visitors • Quantity != quality
- 7. Visitors • Long form content • Quantity != quality
- 10. Visitors • Long form content • Journey / tour • Quantity != quality
- 13. Visitors • Long form content • Journey / tour • Quantity != quality • Single CTA
- 17. Visitors • Long form content • Journey / tour • Quantity != quality • Single CTA • Content - blog, video, tool
- 23. Hand raisers • Request demo
- 25. Hand raisers • Request quote • Request demo
- 27. Hand raisers • Request quote • “Contact us for pricing” • Request demo
- 31. Hand raisers • Request quote • “Contact us for pricing” • Request demo • Download data sheet
- 32. Trial Signups • Qualify for inside sales
- 36. Trial Signups • Qualify for inside sales • Automated emails
- 38. From: jsalamero@serverdensity.com Hola ${first.name}, I've seen that you have signed up on the trial for Server Density and started monitoring your servers, yay! How is the experience so far? Which services (Nginx, MySQL, MongoDB, etc) are you planning to monitor? If you need any help getting things up and running, finding additional plugins or any other features like API, custom metrics or cloud integration just let me know. Cheers, Jorge Salamero
- 40. Trial Signups • Qualify for inside sales • Automated emails • Time pressure
- 43. Trial Signups • Qualify for inside sales • Automated emails • Time pressure • Give/get trial extensions
- 45. Purchase • Upsell to annual • Credit card
- 46. Subject line: Get One Free Month of (Insert Service Name Here) By Switching To Annual Billing Contents: “Thank you for being a loyal customer of ours. As a reward for your loyalty, we’d like to extend you a special offer: instead of paying $200 a month for the next 12 months (a total of $2,400) for the service, we’ll let you buy a year of service in advance for $2,200 (a $200 savings — essentially, your next month is free). [Click here] to switch today.” (Credit Patrick McKenzie (patio11))
- 47. Purchase • Upsell to annual • Handoff to account manager • Credit card
- 48. Loss • Why?
- 49. Loss • Call vs email • Why?
- 50. Loss • Call vs email • Delayed survey • Why?
- 51. Loss • Call vs email • Delayed survey • Why? • Nurturing
- 52. Loss • Call vs email • Delayed survey • Why? • Nurturing • Renewal followup
- 53. Customer lifecycle • Value determines actions
- 54. Customer lifecycle • Regular checkins • Value determines actions
- 55. Customer lifecycle • Regular checkins • Automated emails • Value determines actions
- 56. Customer lifecycle • Regular checkins • Automated emails • Value determines actions • Product usage stats
- 58. Churn • Why?
- 59. Churn • Why? • Often unhelpful
- 60. Churn • Often unhelpful • Goal: Negative MRR • Why?