navigating the customer lifecycle
TRANSCRIPT
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: [email protected]
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?
