Customer Success Summit: Customer Lifecycle Marketing
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Act-On provides marketing automation software to help companies manage customer relationships throughout the entire lifecycle, from initial lead to long-term advocate. They emphasize early activation and ongoing communication to boost retention and encourage advocacy. Act-On has seen success with their community-focused approach, generating referrals, positive reviews, and expanding existing customers.
Customer Success Summit: Customer Lifecycle Marketing
- 1. Customer Lifecycle Marketing Atri Chatterjee CMO, Act-On Software www.act-on.com | @ActOnSoftware
- 2. About Act-On • Our Company • Founded in 2008 • 140+ employees today in Oregon & California • Our Technology • Marketing Automation designed from the ground up for small marketing teams • 3rd generation SaaS platform built to scale • Our Customers • 1,400+ and growing across all major vertical industries • From Progressive Insurance and Motorola to many companies you don’t recognize www.act-on.com | @ActOnSoftware
- 3. Why Customer Lifecycle Marketing? • We’re a subscription software business • We sell to the mid-market • We allow month-to-month contracts • We see the value of leverage www.act-on.com | @ActOnSoftware
- 4. The Typical Funnel • Driving customers from awareness to purchase Marketing • In a linear progression Sales • With the final goal being initial purchase {} www.act-on.com | @ActOnSoftware
- 5. Redrawing the Funnel for the Lifecycle Acquisition Retention Expansion LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES CUSTOMERS & FAN Marketing throughout the customer lifecycle Campaigns, Content, Programs, SLAs, Pipeline Onboarding, Training, measurement Communication, Loyalty, Advocacy, Upsell www.act-on.com | @ActOnSoftware
- 6. Retention Starts with Activation & Usage • Get customers started • Early success is key LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES CUSTOMERS & FAN • Ensure regular usage • More important if usage drives ROI • Help remove obstacles • Training, processes, expertise Activation Usage Proficiency Customer Experience www.act-on.com | @ActOnSoftware
- 7. Communication Starts Upon Signing • Engagement starts with a welcome message on Day 1 • Personal contact with each and every new customer within Week 1 • Dedicated customer success manager for each account www.act-on.com | @ActOnSoftware
- 8. Communication Continues in the Product www.act-on.com | @ActOnSoftware
- 9. With Metrics to Gauge Activity • Setup and Training • Product and online assistance usage • Interaction with customer service • Interactions with sales www.act-on.com | @ActOnSoftware
- 10. From Customer to Advocate & Fan • Satisfied customers are a prerequisite LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES CUSTOMERS & FAN • Customer loyalty is NOT just a {marketing} program • It must be “always on” www.act-on.com | @ActOnSoftware
- 11. Our Approach – Community & Advocacy • Focus is on building the community • Success with Act-On • Sharing of ideas amongst each other • Multiple form factors • In the product • Social media • Physical events • Advocacy program provides framework www.act-on.com | @ActOnSoftware
- 12. Some Results • Community activity • Referrals • Active participation; biggest • 15 – 20 deals/qtr source of new ideas • Upsells • Reviews • 20-30% of bookings/qtr • Positive & constructive criticism www.act-on.com | @ActOnSoftware
- 13. Questions… • Contact me: atri@act-on.com; @atrichatt • Call: 1 (877) 530-1555 or email us: info@act-on.com • Twitter: @actonsoftware www.act-on.com | @ActOnSoftware
Editor's Notes
- #9: Highlight of a few key items of navigation