marketing and client success: modern day super heroes
TRANSCRIPT
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BUILDING A RETENTION MACHINE IN PARTNERSHIP WITH MARKETING
Client Success & Marketing Deliver Better Together
MEG MURPHYBigcommerce, CMO & VP Client Experience
Produced by
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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
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LAUNCH AN ONLINE STORE IN 30 MINUTES
BACKGROUND • 55K merchants• $5B in transactions• Startups to major brands• Rapidly evolving sector• Easy to switch
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RAPID GROWTHCHURN CONCERNING
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USING DATA & AUTOMATION TO SCALE CLIENT SUCCESS
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BLOG
VIDEOS
BC UNIVERSITY
CLIENT MARKETING
ANALYTICSK-BASE
SUCCESS SQUAD
FORUM
WEBSITE
• Advisory boards
• Blog
• Forum
• Social media
• Videos
• Webinars
1:MANY TOOLS TO DELIVER QUALITY INTERACTIONS
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EARLY WINSROOT CAUSERESEARCH
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ACQUIRING THE RIGHT CLIENTS
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• 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
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TRIALSSALES WAIT & STAY STRONG
CHANGE IS CHALLENGING
DOWN
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UPCONVERSIONS & AVERAGE SALES PRICE RETENTION CAC/LTV GAINS
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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
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Questions & Answers