Totango-Marketo IntegrationThe New Generation Lifecycle Marketing

Totango Background

Totango is a full-service customer engagement platform for SaaS businesses.

Cloud based businesses use Totango to increase customer success, lifetime value and renewals.

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Totango Background

Totango offers a customer engagement database and analysis engine, which can be used for trial conversion, user on boarding, lifecycle marketing and customer success.

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Customer Engagement Database

Key to increase customer success and customer engagement is to understand what is the value your customers are getting from your solution today. Therefore, the core of the Totango solution is the customer engagement database

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Customer Engagement Database

• Focus on collecting real time streams of user actions within your application to understand how users are using your application and where they get stuck, and;

• Correlate with demographic data collected from CRM systems, help desk systems and billing systems.

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Analysis & Insights

Totango automatically calculates an Engagement Score and Profile for each account. This score can be used to segment users into cohorts depending on their activity and to set triggers for users who are particularly (in)active.

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Analysis & Insights

You can also run pre-configured reports on specific feature usage, free users, paying users and cancellations and see a dashboard summary of accounts by lifecycle stage

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Marketo Integration

Activity-based cohorts can be used to optimize sales and marketing campaigns and to increase your trial conversion, customer lifetime value and renewals.

Totango provides the intelligence and triggers smart campaigns in Marketo that increase customer success, lifetime value and renewals.

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Marketo Integration

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Marketo Integration

In the Marketo and Totango implementation, Marketo smart campaigns are created to target certain behaviors, detected by Totango, by users of the cloud-application.

The two systems seamlessly communicate through Salesforce.com.

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Marketo Integration

Once installed on the cloud application, Totango monitors user action and determines the nature and level of engagement of each user.

When a configured behavior is detected (such as a drop in engagement or first usage of a specific application module) the Totango record is updated with the appropriate Totango Insight.

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Marketo Integration

Totango synchronizes information with Salesforce.com in near real time, updating Leads and Account with Insights as they happen.

Marketo, in turn, seamlessly integrates with Salesforce.com and uses this information (along side any other) in campaigns and programs.

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Marketo Integration

A Marketo email campaign is created using Totango Insights as part of the campaign’s Smart List.

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Use Cases

Trial Conversion

Checking in with these active trial users increases trial close rates by 70%. Use Totango to identify who your most active trial users are and use Marketo to reach out to them at the right time with the right message.

Trial users still active on day three of a trial are four times more likely to convert into paying users.

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Use Cases

User On-boarding

Use Totango to analyze where customers are getting stuck while using your product and use Marketo to send them helpful tips at the right time to get them back on track. Also, improve upselling campaigns by monitoring success and adoption of new features and past feature usage

Customer engagement leads to sales and long term customer life time value.

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Use Cases

Lifecycle Marketing

Tailor the timing and content of Marketo campaigns based on an individual user’s product usage.

Nurturing activities should not stop when a prospect or customer is starting to use your trial or paid service.

Goals of campaigns should be to increase usage and adoption and to surgically target customers for expansion sales and up selling opportunities.

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Use Cases

Customer Success

Use Totango to identify a drop in usage for a particular customer and use Marketo to proactively reach out before it’s too late.

Cancellations are almost always preceded by a period of non-use.

Also, identify successful users for customer case studies and testimonials to create authentic marketing collateral that will help spread the word about your service.

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Customer Case Study

How CloudBees Automate Customer Engagement with Totango

“For the first time, we have visibility into what our users are doing on our platform and can interact with them based on usage.”Sacha Labourey, CEO, CloudBees Inc.

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Customer Case Study

Q1: Who are you and what do you do?A: My name is Sacha Labourey and I am the founder and CEO of CloudBees. CloudBees provides a Java Platform as a Service (PaaS) for enterprises and software developers.

Q2: What is your business model?A: Our business model is based on the usage of our platform for the building and running of Java applications. We also utilize a freemium business model to enable developers to try our platform for free while they become familiar with many of our core platform services and their value.Q3: What is your sales model?A: We strive for a zero touch or a very low touch selling model.

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Customer Case Study

Q4: What problem or problems are you solving with Totango?A: We are using Totango to gain visibility into user activities and to automate customer engagement, especially via e-mail for now. Instead of nurturing our user database based on a fixed timeline, we personalize content based on their actual usage of our product. Depending on how they are (or are not) using specific features we may be able to offer helpful tips via e-mail.Q5: How did you do this?A: We monitor how developers are using our platform. Based on their actual usage of the product, we send helpful e-mails. We have integrated Totango with Salesforce.com and our e-mail marketing system to automatically send the right e-mail to the right users at the right time. The goal is to make our users more successful with the CloudBees Platform. If our trial users are successful they will hit the paid tier of our service at some point. In this sense the interests of the customer and of CloudBees are completely aligned.

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Customer Case Study

Q6: What results did you achieve so far?A: We have been able to see how our users are using our platform and engage with our trial users providing them with information to ensure their success with CloudBees.

Q7: Who was responsible for the Totango implementation and how long did it take?A: This integration was all very easy to perform. It took us a few days of work (over a few weeks time) to establish an initial monitoring of our platform and an integration with Salesforce.com. It took us a few more weeks of ramp-up to define how we wanted to best leverage the collected information to automate our interaction with our users and customers.”

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Customer Case Study

Q8: Did you look at other, similar, services? If so, what did you like about Totango?A: We considered building some of these capabilities into our platform, but decided against it. We know our requirements in this area will continuously grow and strategically prefer to rely on a partner like Totango for ongoing enhancements, as well as industry best practices.

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Resources – Learn More…

• Read introduction to Lifecycle Marketing (including examples and use cases)

• Read on Getting Started with Lifecycle Marketing• Read Totango-Marketo configuration guide• Read on How Engagement Score is Calculated

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Among Totango Customers

Over 1 million businesses analyzed

Prospects and users of our customers