why marketers should care about customer success
DESCRIPTION
Event: How to be Customer Obsessed in B2B Presentation by Anthony Kennada, VP Marketing of Gainsight Presented at 1871 Chicago, August 6, 2014TRANSCRIPT
Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
Why Marketers
Should Care About
Customer Success
Anthony Kennada
August
2014
2014 Gainsight, Inc. All rights reserved.
Anthony KennadaVice President of MarketingGainsight
@akennada
2014 Gainsight, Inc. All rights reserved.
Transactional Economy Subscription Economy
Vendor Success
Customer Success
Vendor Success
Customer Success
The New Chasm
2014 Gainsight, Inc. All rights reserved.
Vendor
Can I get a reference?
Want to buy more?
Ready to renew?
Who are you
again?
Transactional Economy Subscription Economy
Success
Retention
Advocacy
Expansion
Onboarding
Customer
The New Customer Lifecycle
2014 Gainsight, Inc. All rights reserved.
Customer Success is…
2014 Gainsight, Inc. All rights reserved.
Rethinking the B2B Funnel
M A R K E T I N G
S A L E S
R E T E N T I O N
2014 Gainsight, Inc. All rights reserved.
MARKETING
SALES
SUCCESS
The B2B Hourglass
Higher Growth Rate
Higher Multiple
Higher CAC Frontier
2014 Gainsight, Inc. All rights reserved.
Valuations go up…
2014 Gainsight, Inc. All rights reserved.
Retention Goes to > 100%
2014 Gainsight, Inc. All rights reserved.
BTW, WE’RE MARKETERS…
2014 Gainsight, Inc. All rights reserved.
75% of the buying process is complete
before a B2B prospect contacts a company
60% of tech B2B customers search for peer testimonials on products
84% of B2B decision makers start their buying process with a referral from a trusted peer.
2014 Gainsight, Inc. All rights reserved.
Why Should Marketers Care About Customer Success?
• Growth multiplier on pipeline generation• Increased sales conversions
2014 Gainsight, Inc. All rights reserved.
The Next Frontier: Marketing – Customer Success Alignment
2014 Gainsight, Inc. All rights reserved.
Why Should Marketers Care About Customer Success?
• Growth multiplier on pipeline generation• Increased sales conversions• Turn customers into advocates
2014 Gainsight, Inc. All rights reserved.
Turning Customers into Advocates
Build a Foundation for
Value
Business Reviews
Nurture Growth
2014 Gainsight, Inc. All rights reserved.
Ensure Adoption
2014 Gainsight, Inc. All rights reserved.
Engagement Analytics
2014 Gainsight, Inc. All rights reserved.
Validate Value
2014 Gainsight, Inc. All rights reserved.
Success Snapshots
2014 Gainsight, Inc. All rights reserved.
Grow LTV
2014 Gainsight, Inc. All rights reserved.
White-space Analysis
2014 Gainsight, Inc. All rights reserved.
Turning Customers into Advocates
Build a Foundation for
Value
Business Reviews
Nurture Growth
2014 Gainsight, Inc. All rights reserved.
Matrix Data Architecture
Reduce Churn
“Headwind”
Increase Up-Sell “Tailwind”
Scale Team Efficiently
Source: Measuring the ROI of Customer Success Management Solutions - Mainstay Company
What?
5% points 3% points 25%Why?*
How?
Ag
gre
gate
Gainsight Customer360
An
aly
ze Gainsight4-D Analytics
Au
tom
ate
Gainsight Predictive Playbooks
Gainsight Drives Growth
2014 Gainsight, Inc. All rights reserved.
Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
2014 Gainsight, Inc. All rights reserved.
Q&A