The document discusses the relationship between customer success and marketing. It suggests that customer success and marketing should work together collaboratively by openly communicating, embracing each other's roles, and using shared metrics. Specifically, it recommends the "play" of customer nurturing, where customer success and marketing cooperatively create and execute automated email campaigns to educate customers at different points in the lifecycle such as onboarding, renewals, and increasing product adoption. This can help increase customer satisfaction, scale, and advocacy.

1. Produced by
Customer Success Summit 2014 @ChadTev
Customer Success Summit 2014
Customer Success
vs. Marketing:
From Friction to Win Win
Chad Horenfeldt, Director of
Customer Operations,
Influitive
chad@influitive.com
@ChadTev

2. Produced by
Customer Success Summit 2014 @ChadTev
About me and my company
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Customer Success Summit 2014 @ChadTev
Customer Success at Influitive is no BS
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32% of Influitive’s customers came from referrals

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Customer Success Summit 2014 @ChadTev
What led me to Customer Success?
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Customer Success Summit 2014 @ChadTev5
Secret to Customer Success: Be Proactive!

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Customer Success Summit 2014 @ChadTev6
Marketing Vs.Customer Success: How to be Best Buds!

7. Produced by
Customer Success Summit 2014 @ChadTev
• When choosing a vendor, 80%of
the factors senior decision makers trust
most involve the customer experience
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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

8. Produced by
Customer Success Summit 2014 @ChadTev8

9. Produced by
Customer Success Summit 2014 @ChadTev
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?”
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Customer Success Summit 2014 @ChadTev10

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Customer Success Summit 2014 @ChadTev
Only 8% of organizations are
using marketing automation for existing customer
marketing
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Recommended Play: Customer Nurturing
SiriusDecisions
survey

12. Produced by
Customer Success Summit 2014 @ChadTev
• 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
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Recommended Play: Customer Nurturing

13. Produced by
Customer Success Summit 2014 @ChadTev
• 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
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Recommended Play: Customer Nurturing

14. Produced by
Customer Success Summit 2014 @ChadTev
• 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
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Recommended Next Steps: Customer Nurturing Play

15. Produced by
Customer Success Summit 2014 @ChadTev
QUESTIONS?
@ChadTev
chad@influitive.com
LinkedIn Group: Customer Success Managers in Action
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Customer Success Summit 2014 @ChadTev16
Winning in 2014!
Think
Big
Start
Small
Move>>Fast!