This document outlines an webinar on data-driven customer success. The webinar will include an introduction to data-driven customer success, a case study from Thismoment on customer segmentation and renewal success using Totango, and how companies can get started with a data-driven approach. Thismoment will discuss how they use customer segmentation and product usage data from Totango to understand key customer segments, measure the impact of engagement activities, and integrate insights into their Salesforce CRM and Marketo automation. Attendees will learn how monitoring product usage can provide insights to improve renewal rates and customer success plays across the customer journey.

1. Smart Customer Engagement:
Data-Driven Customer Success

2. Webinar Outline
• Introduction to data-driven customer success
• Customer Segmentation and Renewal Success,
thismoment case study
• How to get started?
• Q&A
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3. Data-Driven Customer Success
INTRODUCTION
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4. Totango powers SaaS businesses of every size

5. Totango powers SaaS businesses of every size
About Me
Guy Nirpaz,
CEO & Co-Founder, Totango
guy@totango.com / @guynirpaz
About Totango
100+ SaaS Customers
2 Million Accounts
20 Million Users

6. The cloud has changed business in
three fundamental ways…
• Delivery model
• Financial model
• Engagement model

7. 90% of customer data now lives in applications…
… and it opens up a whole new way to
engage customers and maximize revenue

8. But today’s customer systems are
missing this critical data

9. Product usage is the #1 driver of key SaaS metrics
ü Trial conversion
ü Freemium-to-paying conversion
ü Renewal and churn rates
ü Upsell and add-on sales
Active trial users are 4x more likely to buy.
90% of churn is preceded by poor product usage.
Model SaaS companies earn 25% incremental revenue from existing customers.

10. Totango unlocks buy and churn signals from
real-time app usage and engagement data…
… and makes it actionable to drive revenue and
key business processes across sales, marketing,
customer success, and products.

11. The Key to Success: Driving Recurring Customer Value
• Prove first value with trials and freemium to drive customer acquisition
• Focus on customer success and ongoing value to contain churn
• Deliver new value to increase upsell and add-on sales
NEW
VALUE
ONGOING
VALUE
FIRST
VALUE
START
Trial
Onboarding
&
Adop2on
Renewal
&
Upsell

12. Engage with customers in a whole new way
Product
Experience
Trial
Conversion
User
Onboarding
Customer
Success
Revenue &
Churn
Management
Customer
Marketing &
Advocacy
Engage
Drive Key Business Processes and Actions
Understand
Analyze & Extract Buy/Churn Signals
Users and
Accounts
Listen
Collect Rich Data
Applications Connectors
Real Time Usage Streams
app usage, saas interaction, social media, online behavior
Business Connectors
Demographics, Contracts, Billing, Tickets
CRM, helpdesk, contracts, billing

13. Examples of insights?
1. Metrics
• Customer Health
• Engagement Score
• Vital Signs
2. Alerts and Flags
What
are
the
usage
indicators
of
upgrading
from
freemium
to
paying?
Which
customers
need
a>en=on
today?
Which
new
customers
need
more
training
or
on-­‐boarding
assistance?
Which
customers
are
ready
to
buy
this
month?
Which
customers
are
power
users
and
ready
for
the
advanced
product?
What
renewals
are
at
risk
in
the
next
6
months?
Which
ac=ve
evaluators
gone
dark?
• Admin change
• #customer tickets
• Real-time online status
3. Discovery
• Custom lists
• Segmentation
• Adhoc queries

14. Insights require the right architecture
Big Data and
Predictive
Analysis
Segmentation
User-level +
Company-level
Data Model
Real-time event
monitoring
Highly
Scalable

15. Customer Segmentation
and Renewal Success
John Broady
General Manager, Thismoment
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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16. Who we are
FOUNDED IN
APRIL
2008
LEADERSHIP BACKGROUND
COMPANY PROFILE
6
FUNDING PARTNERS
OFFICES
over
with
3 CONTINENTS
150 EMPLOYEES
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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17. WE ENABLE THE WORLD’S MOST
dynamic brand experiences
• Founded in April 2008
• Focus on connecting brands and
Founded! through technology
consumers
April 2008"
" •
Key product: Distributed
Engagement Channel
• 6 offices across 3 continents,
170 employees and growing
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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18. Create, manage, publish and measure
Power content-rich brand experiences across all digital touchpoints
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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19. UGC campaign creation & management
Pull in user-generated content via
social hashtags and make it easy
for users to upload their content via
any social channel or device
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
Moderate user-generated
content before going live
19

20. Local campaigns, global consistency
USA
BRAZIL
GERMANY
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
INDIA
NEW ZEALAND
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21. Over 200 leading brands use DEC
Automotive
Consumer Goods
Finance and Insurance
Food/Beverage/
Restaurant
Media and
Entertainment
Technology
Retail
Health/Home/Personal
Care/Travel/Others
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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22. Over 200 leading brands use DEC
Automotive
Consumer Goods
Finance and Insurance
Food/Beverage/
Restaurant
Media and
Entertainment
400+
deployments across YouTube,
Facebook, the web and mobile
Technology
Retail
Health/Home/Personal
Care/Travel/Others
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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23. Brands achieve maximum engagement
Increases in channel engagement and
core marketing KPIs
over
6 minutes
AVERAGE TIME
SPENT PER VISIT
Video
Views
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
Time
Spent
Social
Shares
23

24. Customer Segmentation
and Renewal Success
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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25. Customer lifecycle – Typically 12 months
Renewal
4) Maintenance
3) Post-launch
1) Planning
2) Implementation
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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26. Customer lifecycle – Typically 12 months
Renewal
4) Maintenance
3) Post-launch
1) Planning
2) Implementation
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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27. Contract renewal is driven by demonstrating
customer value
The single best indicator of customer value is
product usage
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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28. How do we measure product usage?
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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29. What are our key customer segments?
Content management
Analytics
Page creation
Area of
product
usage
Lifecycle
phase
Tier 1
Tier 2
Tier 3
Account
tier
Change in
usage
pattern
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
Planning
Implementation
Post-launch
Maintenance
Active à Inactive
Inactive à Active
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30. Gaining segment insights with Totango
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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31. Gaining segment insights with Totango
Tier 1
Post-launch
Change
Take action
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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32. Totango reports drive Account Manager activity
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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33. Engagement reports show trends
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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34. Engagement data integrated with Salesforce
Totango segment and engagement information is
available for every member of the organization
inside of Salesforce.
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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35. Automated email triggers through Marketo
(coming soon!)
Dear Jim,
THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
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36. In summary: My recommendations
• Know how your customers are using your product
• Determine your key customer segments
• Understand the critical phases of customer success
• Take action to measure and act on the above

37. HOW TO GET STARTED?

38. Customer Success Mission:
Driving recurring value across the customer journey
NEW
VALUE
ONGOING
VALUE
FIRST
VALUE
START
Trial
Onboarding
Renewal
Upsell

39. The Active Customer Model, change is constant!
Stay Fit and proactively drive Customer
Value
Sense for changes: Which Customers need
attention any why?
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40. Customer Success Sensors;
“Which customer needs attention and why?”
Make
Impact
Take
Action
Diagnose
Monitor
Identify

41. Example: “Who needs training?”
1. Monitor – All customers
2. Identify - System will signal ‘leading
indicators’ - e.g. shallow usage or low
utilization
3. Diagnose – which training is required?
4. Take Action – based on customer type
(is strategic?), life-cycle stage, product
edition, size either run an automated/
manual campaign
5. Make Impact – Ensure proper usage
which leads to retention, value and
growth.
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Totango Confidential
Make
Impact
Take
Action
Diagnose
Monitor
Identify

42. Customer Success Playbook:
Plays to operationalize value delivery across the customer journey
Renewal / Churn
Management Plays
Onboarding Plays
Upsell / Customer
Advocacy Plays
NEW
VALUE
ü Speedy first value
ü New team/user
ü Product coverage
ONGOING
ü Revive momentum
VALUE
onboarding
START
ü Cultivate
champions
ü New feature
FIRST
VALUE
ü New product
adoption
evangelism
ü Admin change
ü Loss of exec
sponsorship

43. QUESTIONS?
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Totango Confidential