SCALING SUCCESS THROUGH ONE:MANY CAMPAIGNS
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1 SCALING SUCCESS THROUGH ONE:MANY CAMPAIGNS Nikka Mathur Sr. Customer Success Manager Gainsight Zach Boisi VP Global Client Success Lotame
2 Introductions: Nikka Mathur Nikka Mathur Sr. Customer Success Manager Gainsight Gainsight is a Customer Success Management solution that helps businesses reduce churn, increase up-sell and drive customer success. The Customer Success team is comprised of the following groups: SMB Enterprise & Mid-Market Strategic Accounts 1:Many Operations
3 Customers Marketing Adoption Advocacy
4 Customers Marketing Adoption Advocacy
5 Introductions: Zach Boisi Zach Boisi VP, Global Client Success Lotame is a data management platform (DMP) that lets marketers, agencies and publishers harness audience data to make smarter marketing, product and business decisions. Our Global Client Success team is comprised of the following groups: Strategic Client Engagement Technical Account Management Client Success Managers Platform Services & Education
6 What we ll cover today What is the goal of a 1:Many Program? Who is responsible for the 1:Many Program? How to build a 1:Many Program? What should a 1:Many Program consist of? How do you know if your program is working?
7 Goals of a 1:Many Program Improve product adoption Drive faster onboarding Allow CSMs to focus on providing strategic value Encourage customers to self-serve Engage customers and improve NPS Improve the customer experience Scaling your Customer Success organization
8 Overarching Goal: Customer Reliance Maturity 1:1 Acct. Manager Interaction Questions submitted to Account Manager Many:1 Support Desk Interaction Questions submitted to pooled resources 1:Many Community Interaction Clients search for their own answers Challenges -Many Customers -Single point of failure Challenges -Account familiarity -Personal relationship Challenges -Non-updated information -No personal interaction Benefits -Relationship building -Finger on the pulse Benefits -Issue familiarity -Quicker responses Benefits -No dedicated resources -Better community For Customers to mature in this model, they need to trust proper and timely issue resolution at each phase.
9 Who is responsible for the 1:Many Program? 1. Designate someone within Customer Success who has some of the following experience/traits: Marketing & Content experience Understanding of Customer needs Proficiency within your delivery system Ability to prioritize 1:Many activities 2. Ensure buy-in from cross-functional departments: Customer Success Marketing Support Desk Product Executive
10 How to build a 1:Many Program? 1 Map out your Customer Lifecycle to determine the touch points 2 Determine what tactics to use for the 1:Many touches identified on your Customer Lifecycle
11 Customer Lifecycle Mapping Exercise Tactics 1:1 Comms. 1:M Comms. EBRs Surveys Exec. Sponsor Time to Value Milestones Tips: Engage all Customer-facing teams in Lifecycle-mapping exercise Determine appropriate cadence and content for each phase (see Tactics on right) Consider catering content to different Customer User groups (Executive Sponsors, POCs, etc.)
12 Gainsight s Customer Lifecycle 1- to- 1 Kick- Off Mee+ng Strategic call with CSM Check- in with Customer EBRs Follow up to Survey Purchased Kicked-Off Launched Adopting 1- to- Many Welcome Gi5 Basket Intro from CSM Onboarding Workshop Onboarding Series Training Webinars Impl. Sa+sfac+on Survey Invite to Community & Influi+ve Best Prac+ce Webinars NPS Surveys New Release Training Usage- based s
13 Gainsight s Customer Lifecycle 1- to- 1 Kick- Off Mee+ng Strategic call with CSM Check- in with Customer EBRs Follow up to Survey Purchased Kicked-Off Launched Adopting 1- to- Many Welcome Gi5 Basket Intro from CSM Onboarding Workshop Onboarding Series Training Webinars Impl. Sa+sfac+on Survey Invite to Community & Influi+ve Best Prac+ce Webinars NPS Surveys New Release Training Usage- based s
14 1:Many Tactics Tips & Tricks Identify the right distribution method (e.g. CoPilot and Marketo) Make text simple and then link to content Vary sender: individual vs. team alias Send out in timely fashion Simple and to-the-point subjects
15 1:Many Tactics Community Tips & Tricks Organize your content Make content searchable Vary content delivery Videos, White Papers, Blog Posts, Technical Docs, etc. Regularly refresh content Invite participation from both internal & external partners Consider gamification Highlight most popular content Brand the experience
16 1:Many Tactics Engagement/Gamification Tips & Tricks Maintain consistent branding with your Community & Site Invite your customer all stars to be advocates Build on themes presented via other tactics Provide a clear ask and make it fun!
17 1:Many Tactics Webinars Tips & Tricks Organize your content Invite customers to copresent Vary content and make it relevant to certain types of Users, Prospects & Clients Develop a cadence / regular schedule Archive content Choose a time that works for multiple Time Zones Leave time for Q&A
18 1:Many Tactics Blogs Tips & Tricks Present thought leadership in different channels Mix up industry expertise with Company-specific Add personality Post regularly Answer often-asked questions Make shareable Use compelling visuals
19 Pillars of the 1:Many Program Lifecycle Based Keep customers engaged and encourage them to move forward on their journey with you Usage Based Reach out to customers at the right time to boost adoption Best Practice & Thought Leadership Engage customers with curated content from your CSMs
20 Lifecycle Based 1:Many Touches Onboarding Series Lifecycle Based Welcome Series Onboarding Series Surveys Renewals
21 Usage Based 1:Many Touches Sample Usage-Based Series Usage Based series to boost adoption of product features Triggered by low usage
22 Best Practice & Thought Leadership Best Practice & Thought Leadership Product Release s Blog Posts Webinars on product and Customer Success Best Practices Sample Blog Posts and Release
23 Metrics and Analysis: The Basics The Basics What to Track? Open & Click rates Webinars: Feedback and Attendance Blogs & Community Join and Post rates Examples Open and Click Rates Dashboard on Admin Training Webinars Support: # of tickets by theme, client & user; response rates
24 Metrics and Analysis: Cause and Effect Cause & Effect What to Analyze? Success of the touch: open, click, attended, etc. Examples Analysis of Usage-Based 1:Many series Impact on adoption: did the touch lead to increased usage of feature x?
25 Keep the CS team in the loop Keep all CSMs in the loop of all 1:Many touches: Shared Calendar Shared calendar with planned webinars, s and blog posts Gather input from CSMs on content Report on s in the Customer 360 Provide CSMs a view into s sent to their customers on the C360
26 Wrap up What is the goal of a 1:Many Program? Goals: Increase adoption, engagement, etc. at scale Who is responsible for the 1:Many Program? Hire or appoint someone to prioritize How to build a 1:Many Program? 3 Pillars: Approach (Lifecycle, usage, thought leadership) What should a 1:Many Program consist of? Tactics: , Community, Blogs, Webinars How do you know if your program is working? Metrics and Measurement
27 Questions?
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