Beyond Acquisition:How to Keep Your Customers Happy And Grow Your

Revenue

Anastasia PavlovaSr. Director, Marketing, Marketo

@digijinni

Agenda

STRATEGY: Design a winning customer DG strategyPROGRAMS: Develop and execute programs at scaleMEASUREMENT: Measure marketing impact ALIGNMENT: Focus Sales & Marketing on the same goals

Marketers Must Own the Entire Customer Experience

Acquiring a customer costs 5-10 times more than retaining one1

A 5% increase in retention yields profit increases of 25-95%2

1. eMarketer,2. Bain and Company

5X-10X

25%-95%

How to Design a Winning Customer DG Strategy?

Strategy • Programs • Measurement • Alignment

1• Bookings Revenue, $$

2• # of Wins

3• # of Opportunities

4• Pipeline

• # of SQLs

5• # of MQLs

1. Start With the Goals

2. Create Customer Personas

Exec. Sponsor Decision Maker User

ENABLEMENT

ADOPTIONRETENTION

GROWTHADVOCACY

Matching expectations with the customer experience

Drive up usage, platform adoption and retention across all segments

Optimization and growth through cross-sell

ENGAGEMENT MARKETING MATURITY & VALUE REALIZATION

Grow the influence of our advocates within the Nation

3. Map Customer Journeys

4. Segment Your Customer Base

Organization Industry

Size Territory

Revenue

Customer Journey

Persona

Product or Solution

Target Account

Purchase History Usage Demographic

s

5. Map Products to SegmentsBUY —>

Segments | V

Product A

Product B

Product C

Solution1

Solution2

Solution3

Segment 1Persona

Segment 2Persona

Segment 3Persona

Segment 4Persona

6. Map Content to Buyer Personas & Journeys

ENABLEMENT STAGE

NEEDS:• Reporting, metrics, insights• Skills & resources• Budget, ROI• Value realization

GROWTHENABLEMENT

NEEDS:• Systems integration• Data migration• CRM sync & workflows

ENABLEMENT

NEEDS:• Content strategy,

segmentation• Lead scoring, nurturing• Org. alignment

ADOPTION / RETENTION

7. Design the Programs Mix

Strategy • Programs • Measurement • Alignment

Develop and Execute Programs at Scale

• Adoption / Retention• Cross-sell

Programs

Personas• Products purchased• Type & size of company• Role: User / Executive• Geo

ADOPTION PROGRAMS: DIMENSIONS

Product Usage & Journey Stage• # engagement streams• # of basic reports• # of email programs

SEGMENTS TRIGGERS STORY ARC

Content• Why: strategy, value, best

practices• How: step-by step in

Marketo, tips & tricks

ADOPTION PROGRAMS EXAMPLES

Personas• Based on products they

don’t have• Type & size of company• Customer role (user, exec)

Product Interest & Journey Stage• Product pages visited• Content downloads• Webinar attended

SEGMENTS TRIGGERS STORY ARC

CROSS-SELL PROGRAM DIMENSIONS

Content• Entertain• Educate• Create a need• Accelerate to purchase

CROSS-SELL PROGRAM EXAMPLES

Strategy • Programs • Measurement • Alignment

Measure Marketing Impact

Cross-sell Metrics: Set Goals & Incentives Upfront

1• Bookings goal: $5,000,000

2• # of Wins: 200

3• # of Opportunities: 800

4• Pipeline: $20,000,000

5 • # of SQLs: 889

6• # of MQLs: 5926

ASP: $25,000Win rate: 25%Pipeline = Opps x ASPSQL to Opp-ty conv. rate: 90%MQL to SQL conv. rate: 15%

Hypothetical example

What to analyze?

Early - Engagement Metrics Late - Revenue Metrics

1• Registrations

2• Attendance, Downloads

3• CTR, CTO, Unsubscribe rates

4• Act Nows, Call Nows

1• Customer MQLs

2• Opportunities

3• Pipeline Revenue

4• ROI

Cross-sell Metrics: What to Measure When

Design Programs to Be Measurable

• Customer satisfaction• Net Promoter Score (NPS)• Customer account temperature• Retention, renewals and churn rates• Subscription dollar retention rate• Customer lifetime value

Retention Metrics

Strategy • Programs • Measurement • Alignment

Align Sales And Marketing on the Same Goals

Align Teams & Hand-off ProcessMarketing

Sales Development

Sales

Services

Customer Success

Agree on DefinitionsProgram SuccessMarketing Qualified Lead

Customer MQL vs. Product MQLSales Qualified Lead Opportunity Act Now, Call Now

Stars and Flames show priority

List of Interesting Moments

Prioritize Leads

Communicate & Train FrequentlyWeekly email updates

Monday “To help you sell” emailThursday global forecast notesBi-Weekly SDR / Sales / CAM / Mktg. meetingsMonthly and ongoing training for SDRs and new hiresQuarterly business reviewsSemi-annual S&M Revenue Kick-offOngoing conversations

Takeaways1. Focus on driving revenue first, throughout the ENTIRE customer

lifecycle2. Create relevant and personalized experiences across multiple

channels3. Design your programs to be measurable4. Don’t set it and forget it – have regular checks and balances for

scoring and input from sales 5. It’s 10X cheaper to retain an existing customer than to acquire a new

one

@digijinni #mktgnation@marketo

Thank You!