navigating the customer lifecycle

Navigating the customer lifecycle

Startup Camp, Berlin 2015 David Mytton, CEO, Server Density

David Mytton

Slides: @davidmytton

Agenda

• Hand raisers

• Trial signups

• Purchase / loss

• Customer lifecycle

• Churn

• Visitors

Visitors• Quantity != quality

Visitors

• Long form content

• Quantity != quality

Visitors

• Long form content

• Journey / tour

• Quantity != quality

Visitors

• Long form content

• Journey / tour

• Quantity != quality

• Single CTA

Visitors

• Long form content

• Journey / tour

• Quantity != quality

• Single CTA

• Content - blog, video, tool

Hand raisers• Request demo

Hand raisers

• Request quote

• Request demo

Hand raisers

• Request quote

• “Contact us for pricing”

• Request demo

Hand raisers

• Request quote

• “Contact us for pricing”

• Request demo

• Download data sheet

Trial Signups• Qualify for inside sales

Trial Signups• Qualify for inside sales

• Automated emails

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

Trial Signups• Qualify for inside sales

• Automated emails

• Time pressure

Trial Signups• Qualify for inside sales

• Automated emails

• Time pressure

• Give/get trial extensions

Purchase• Credit card

Purchase

• Upsell to annual

• Credit card

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))

Purchase

• Upsell to annual

• Handoff to account manager

• Credit card

Loss• Why?

Loss

• Call vs email

• Why?

Loss

• Call vs email

• Delayed survey

• Why?

Loss

• Call vs email

• Delayed survey

• Why?

• Nurturing

Loss

• Call vs email

• Delayed survey

• Why?

• Nurturing

• Renewal followup

Customer lifecycle• Value determines actions

Customer lifecycle

• Regular checkins

• Value determines actions

Customer lifecycle

• Regular checkins

• Automated emails

• Value determines actions

Customer lifecycle

• Regular checkins

• Automated emails

• Value determines actions

• Product usage stats

Churn• Why?

Churn• Why?

• Often unhelpful

Churn

• Often unhelpful

• Goal: Negative MRR

• Why?

ありがとうございます

david@serverdensity.com

@davidmytton