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Optimizing Training and MarketingOptimizing Training and Marketing
for Success in the Social Cloud:for Success in the Social Cloud:How Companies Offering ApplicationHow Companies Offering Application
and Weband Web--based Solutions Must based Solutions Must
Reshape the Sales Funnel Reshape the Sales Funnel
3/30/2011 Confidential
Presented by
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On Demand Demands More
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� The subscription model depends on keeping
churn rates low and renewal rates high
� Free trials put customers behind the wheel of competitor solutions ² customers are
well-informed before they engage with you
� Social networking is turbo-charging word of
mouth referrals
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The Legacy Sales Funnel
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Telesales
Telemarketing
Advertising
Capture Prospect Info / CRM
InternetTrade Shows
Webinars
Seminars Referrals
Word of Mouth
Qualify
Leads
Opportunities
Sales
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A Tale of Two Funnels
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Marketing
Sales
OLDAPPROACH
Education
Focused
Marketing
Training
Focused
Marketing
Heavy
Sales Focus
Marketing Optimization Programs
NEWAPPROACH
Automated Sales Engagement
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Customer Acquisition PhasesCustomer Acquisition Phases
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$
Phase I Phase II Phase III Phase VI Phase V Phase VI Phase VII
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Phase IPhase I
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� Increase Awareness/Traffic
± PPC (search and content network)/Advertising
± Display ads on sites sending converting traffic± PR and analyst outreach
± Social media channels
± SEO
± Channels± Webinars and events
± Sponsorships/Associations/Awards
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Phase IVPhase IV
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� Increase Conversion from Trial to Paid User
± Test email interactions during trial
± Test promotion offers during trial period± Test trial period length
± Analyze shopping cart experience
± Identify objections/hurdles to conversion through
research/probing
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Phase VPhase V
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� Onboarding/Training
± Analyze on boarding process
± Support and self-service knowledgebase± Surveys and polls
± Email communication
± Training tools and programs
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Phase VI
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� Adoption/Upselling/Training
± Training tools and programs
± Upselling opportunities being optimized± Identify and leverage evangelists
± Channel/partner programs
± Customer adoption patterns
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Phase VII
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� Evangelism
± Leverage evangelists
± Referral and reward programs± Channel/partner programs
± Advisory boards
± User groups/community
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Key MetricsKey Metrics
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� Phase I ± Unique visitors, number of free trials
� Phase II ± Free trial conversion rate, bounce rate
� Phase III ± Increased average trial usage� Phase IV ± Increased trial to paid conversion
� Phase V ± Customer support ticket score,
product knowledge of users
� Phase VI ± Renewal rate, upsell growth� Phase VII ± number of customer referrals,
number of positive customer reviews
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Summary
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� Old funnel is no longer enough
� Customer facing groups need to collaborate
throughout the customer lifecycle
� Create a university for your customers
and encourage ongoing training
� Use analytics-driven, customer-centric campaigns
� Stay alert to response to breaking
social opportunities