Totango: 3 Steps To Accelerate Revenues From Existing Customers
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You can't manage what you can't measure. Utilize real-time customer analytics to personalize communications to your existing customers by helping them gain the most value from your offerings. Did you know that about 80-90% of your company's revenues come from existing customers?
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Totango: 3 Steps To Accelerate Revenues From Existing Customers
- 1. 3 Steps to accelerate revenues from existing customers Dominique Levin, CMO Totango Jeff Wiss, VP Demand Generation Zendesk © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 2. About Totango Manages Engagement with Over 1.4 Million Businesses Page 2 #mus12 © 2012 Marketo, Inc.
- 3. Customer Engagement Management Customer Buy and churn Personalized analytics: signals: engagement: engagement dynamic customer in-app, via email profile segments or phone Page 3 #mus12 © 2012 Marketo, Inc.
- 4. Totango-Marketo Integration Page 4 #mus12 © 2012 Marketo, Inc.
- 5. The Case for Lifecycle Marketing ~90% revenues from existing customers (subscription businesses) Page 5 #mus12 © 2012 Marketo, Inc.
- 6. Land and Expand Selling Models 46% have “per user” pricing Page 6 #mus12 © 2012 Marketo, Inc.
- 7. Grow Customer Lifetime Value Number of users Use Cases Usage Users Price per users Page 7 #mus12 © 2012 Marketo, Inc.
- 8. 15% Upsell Pulls In Profits 3 years Page 8 #mus12 © 2012 Marketo, Inc.
- 9. Unlock Existing Customer Revenues 3 Steps Page 9 #mus12 © 2012 Marketo, Inc.
- 10. Step 1 Newsletters new features, content, events, training, user groups Deliver Customer Value Page 10 #mus12 © 2012 Marketo, Inc.
- 11. Step 2 Customer Analytics purchases, support requests, social, product usage Know Your Customers Page 11 #mus12 © 2012 Marketo, Inc.
- 12. Customer Engagement Profile Buy signals User actions Usage trends Website visits Emails Usage Webinars Licenses Business Interactions Contract LTV Support requests Renewal date Engagement profile Demographics Social Region Company size Page 12 #mus12 © 2012 Marketo, Inc.
- 13. Step 3 Behavioral Nurturing drive engagement throughout the lifecycle Personalize Marketing Page 13 #mus12 © 2012 Marketo, Inc.
- 14. Customer Actions Speak Loudest Active users 50% of paying Most inactive are 4x more users are not users end up likely to buy logging in cancelling Page 14 #mus12 © 2012 Marketo, Inc.
- 15. Relevance Raises Response Rates 3.5x conversion increase when using behavioral triggers Page 15 #mus12 © 2012 Marketo, Inc.
- 16. Customer Nurturing Strategy Upgrade Paying Activated Signup Page 16 #mus12 © 2012 Marketo, Inc.
- 17. Example 1 Never logged in: re-engage with case studies Didn’t complete setup: Signup helpful tips, incentives Activated: congratulations, how to use day-to-day Page 17 #mus12 © 2012 Marketo, Inc.
- 18. Example 2 Declining usage: invite to account review tune-up Increasing usage: offer a Paying better plan, upsell Super-user: send rewards, invite to customer council Page 18 #mus12 © 2012 Marketo, Inc.
- 19. Engage Customers Throughout The Lifecycle Accelerate Revenues Lifetime Value +9% Retention Rate +5% Conversions +37% Page 19 #mus12 © 2012 Marketo, Inc.
- 20. Thank You! 30-day free trial: www.totango.com Free SaaS metrics: dominique@totango.com © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Notes de l'éditeur
- To build a profile of how engaged a customer is, you need data from mulitple source .. We already collect much of itTotango helps you manage customer engagement to ensure ongoing customer success.Customer engagement is a “360 view” of each account. In brings together 4 key aspects of each accountUsage: How they are using your serviceContract: What they purchasedDemographics: Who they are, where they came fromBusiness interactions: they interactions they’ve had with your business operations: tickets, support calls etc.Usage: We measure how often they login, how much time they spent, key actions they take, etc.Assets they’ve been able to create: Number of campaigns launched, Number of landing pages created, Size of lead DatabaseContract:Number of licenses they’ve purchased… and how many they useLife time value: how important is this customer financially, When are they up for renewalDemoWhat region they belong to, how big is the company (potential growth)Marketing keywork they came in fromBusiness InteractionsSupoprt cases they have,Webinars attendedTraining / phone support sessions conductedEmails… The combination of all this infromation helps you undestand how engaged and how successful a customer is.