in-product growth hacking to increase revenue: customer success totango event 2014
DESCRIPTION
Outlines the Customer Success/Growth Hacking flow at CloudBees Slides from Customer Success Summit 2014 hosted by Totango.TRANSCRIPT
Produced byCustomer Success Summit 2014
Customer Success Summit 2014
In-product growth hacking to increase revenue
Harpreet SinghSenior Director, Product Management, CloudBees
@singh_harpreet [email protected]
Produced byCustomer Success Summit 20142
• #1 Continuous Delivery PaaS
• Global startup: – Aus, NZ, France, Switzerland,
Netherlands, Belgium, Ireland, US (MA, VA, TX, IL, WA, CA)
• The most fun place I have ever worked
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What led me to Customer Success
• Setup GlassFish monetization – Sun’s application server
• Customer Success– “People like being helped and not sold to”
• @CloudBees have setup, managed the Jenkins biz establishing it from 0 -> multi-million
Produced byCustomer Success Summit 2014
– improve and fine-tune what I’m offering?
– connect more intelligently with my users?
– help prospects succeed on the platform?
– convert free users to paying customers?
How can I…
4
Produced byCustomer Success Summit 2014
When my customers are…
under immense time to market pressures
smart developers, focused on delivering cool technologies
Produced byCustomer Success Summit 2014
Fairly static
customer lists
Lifecycle Marketing in the Packaged Software World
Lead
Nurturing
Consideration
Sale
Post Sale
They noticed us!
This is why we are special
Seems like they might buy
Sold!
Upsell!
Most systems in house: Email marketing, customer lists
Marketing
Produced byCustomer Success Summit 2014
Lifecycle Marketing in the Cloud Era (Freemium Model)
Lead
Nurturing
Consideration
Free Tier
Base Tier
Add ons
EnterpriseTier
Post Sale
Most systems external: Hosted, best-of-breed services
Users can move freely up and down the tiers
Evangelist
“Growth Hacker”
CustomerSuccess
Manager
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Short cycle, as users can try the free tier andmake the determination on product feasibility themselves
Marketing
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Lessons Learned: Fail fast
• Lesson #1 – Monitor everything – data, data, data…
• Lesson #2 – – Health-based metrics. Flag and address dis-
engagements real time
• Lesson #3 – – Activity-based Metrics: Hypothesis testing & fail fast
Produced byCustomer Success Summit 2014
Subscribed to a service• Jenkins• RUN@cloud (Deployment
PaaS)• Forge (Git, SVN)• DB service• Partner service
– MongoHQ– NewRelic– PaperTrail– …
Performed an action• Web UI login• Jenkins
– Created a Job, Installed a plugin, Ran a job…
• Deployment PaaS– Deployed an app, restarted
app, app stopped, app hibernated…
• Others– Canceled account, added a
paid DB, added a user
Monitor everythingPlay: Sensors everywhere in the product
Produced byCustomer Success Summit 2014
• Time and activity based
• Grade users based on risk profile
• Separate onboarding from established users
• Offer hands-on help for established users
Health-based metricsPlay: Flag and address dis-engagements real time
10
Green
Sign-Up
Yellow
Red
Lost
Use?
Use?
Use?
1 wk
2 wks
3 wks
4 wks
Time
Onboarding
Yellow
Red
Lost
Use?
Use?
Established
Green
Use?Y
Y
Y
N
N
N
N
N
N
Y
Y
Y
Convert
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• Track number and types of activity over time
– Scale and adjust “smart” communication over time
• Users can become inactive and then reactivate
• Technical, not sales communication
Green
Paid
Yellow
Alarm Bells
Lost
Use?
Use?
Use?
1 wk
2 wks
3 wks
4 wks
Time
Paying
Y
Y
Y
N
N
N
Health-based metricsPlay: Flag and address dis-engagements real time
Produced byCustomer Success Summit 2014
• Popularity of Play!– More articles here– Reach out to the
community– Better monitoring– …
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Play2Java EE6 WPHibernate+TomcatSpring+Hibernate CFGrails PetClinic CFNode.jsGlassfishAngularJSJava GAEActiviti ExplorerSencha+ClojureFacebookBackbone+JAX-RSScala+LiftJava SauceClojure/CompojureJava EE6 SauceWordpressPython GAEMeteorNetflix AsgardDrupal
Activity-based metricsPlay: Hypothesis testing and fail fast
Produced byCustomer Success Summit 2014
Impact of Developer Success Engineers
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Produced byCustomer Success Summit 2014
Established respond 2:1 over onboarding
Insight into behavior with the pre-revenue funnel
30% on-boarders @ Risk
10% are sales opportunities30% of paid customers were helped by developer success engineers just before they converted
Produced byCustomer Success Summit 201415
Q & A
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Winning in 2014!
Think Big Start Small Move>>Fast!