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BUILDING A RETENTION MACHINE IN PARTNERSHIP WITH MARKETING

Client Success & Marketing Deliver Better Together

MEG MURPHYBigcommerce, CMO & VP Client Experience

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Powering commerce for the world’s fastest-growing merchants

MEG• SaaS veteran

• 5 startups, 2 IPOs

• B2B marketer

• CX leader

• 2 daughters

LAUNCH AN ONLINE STORE IN 30 MINUTES

BACKGROUND • 55K merchants• $5B in transactions• Startups to major brands• Rapidly evolving sector• Easy to switch

RAPID GROWTHCHURN CONCERNING

USING DATA & AUTOMATION TO SCALE CLIENT SUCCESS

.

BLOG

VIDEOS

BC UNIVERSITY

CLIENT MARKETING

ANALYTICSK-BASE

SUCCESS SQUAD

FORUM

WEBSITE

• Advisory boards

• Blog

• Email

• Forum

• Social media

• Videos

• Webinars

1:MANY TOOLS TO DELIVER QUALITY INTERACTIONS

EARLY WINSROOT CAUSERESEARCH

ACQUIRING THE RIGHT CLIENTS

• Acquire the right

clients upfront

• Develop a better

understanding of

clients beyond basic

personas

• Shift our marketing

strategy, tactics &

spend

GOALS

1,529

487

1,958

3,125

RESPONSES

CLIENTS

PROSPECTS

FORMER CLIENTS

PANELISTS

INSIGHTS FROM COORDINATED SURVEYSNET PEROMOTER, MERCHANT & BRAND

TRIALSSALES WAIT & STAY STRONG

CHANGE IS CHALLENGING

DOWN

UPCONVERSIONS & AVERAGE SALES PRICE RETENTION CAC/LTV GAINS

Exec sponsor

Be prepared for surprises

Gets worse before better

Stay strong

Data rules

Integration is tough & critical

Automation is worth it

Start sooner

LESSONS LEARNED

Questions & Answers