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Produced byCustomer Success Summit 2014 @ChadTev

Customer Success Summit 2014

Customer Success vs. Marketing: From Friction to Win Win

Chad Horenfeldt, Director of Customer Operations, Influitive

[email protected]@ChadTev

mailto:[email protected]

Produced byCustomer Success Summit 2014 @ChadTev2

About me and my company


Customer Success at Influitive is no BS

32% of Influitive’s customers came from referrals


What led me to Customer Success?


Secret to Customer Success: Be Proactive!


Marketing Vs. Customer Success: How to be Best Buds!


•When choosing a vendor, 80% of

the factors senior decision makers trust most involve the customer experience

Marketing vs. Customer Success: Why now?

2013 SiriusDecisions survey

• B2B CMOs chose customer marketing as

the #2 priority behind

social for new roles to be added


Lessons Learned

• Crawl: Open Communication– Meet regularly to share goals, successes and challenges

• Walk: Embrace and leverage each other– Work together: automated campaigns, user groups, newsletters, online

community– Share your wealth of knowledge– Customer advocacy: Recognize your best customers

“Don’t fear losing ownership of the customer – you never had it in the first place”

• Run: Shared metrics– Customer Success metrics should be tied to advocacy

“What is a better metric of customer satisfaction then customer advocacy?”


Only 8% of organizations are

using marketing automation for existing customer marketing

Recommended Play: Customer Nurturing

SiriusDecisions survey


• Different uses of Customer Nurturing:– Onboarding programs for new customers– Onboarding programs for new users– Post-onboarding education programs– Renewal programs– Low usage programs– Upsell programs– Customer satisfaction survey programs



• Post-onboarding education programs– 8 educational emails sent

(1 per week)– Goal is to increase product

adoption in the first 3 months and increase scale of customer success

• Totango helps us identify the right contacts for the program & track customer health



• Identify an area that of the customer lifecycle that you can automate

• Meet with marketing and discuss possible options. Create measurable outcomes

• Create the content needed for this campaign: Knowledge Base articles, emails

• Work with marketing to create & execute the campaign

• Measure results & refine

Recommended Next Steps: Customer Nurturing Play


QUESTIONS?

@[email protected] Group: Customer Success Managers in Action


Winning in 2014!

Think Big Start Small Move>>Fast!

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