In product growth hacking to increase revenue
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Customer Success Play by Harpreet Singh, Senior Director of Product Management at CloudBees at the 2014 Customer Success Summit.
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In product growth hacking to increase revenue
- 1. Produced by Customer Success Summit 2014 Customer Success Summit 2014 In-product growth hacking to increase revenue Harpreet Singh Senior Director, Product Management, CloudBees @singh_harpreet hsingh@cloudbees.com
- 2. Produced by Customer Success Summit 2014 • #1 Continuous Delivery PaaS • Global startup: – Aus, NZ, France, Switzerland, Netherlands, Belgium, Ireland, US (MA, VA, TX, IL, WA, CA) • The most fun place I have ever worked J 2
- 3. Produced by Customer Success Summit 2014 What led me to Customer Success • Setup GlassFish monetization – Sun’s application server • Customer Success – “People like being helped and not sold to” • @CloudBees have setup, managed the Jenkins biz establishing it from 0 -> multi-million 3
- 4. Produced by Customer Success Summit 2014 – improve and fine-tune what I’m offering? – connect more intelligently with my users? – help prospects succeed on the platform? – convert free users to paying customers? How can I… 4
- 5. Produced by Customer Success Summit 2014 When my customers are… under immense -me to market pressures smart developers, focused on delivering cool technologies
- 6. Produced by Customer Success Summit 2014 Fairly sta*c customer lists Lifecycle Marketing in the Packaged Software World Lead Nurturing Considera*on Sale Post Sale They no-ced us! This is why we are special Seems like they might buy Sold! Upsell! Most systems in house: Email marke-ng, customer lists Marke*ng
- 7. Produced by Customer Success Summit 2014 Lifecycle Marketing in the Cloud Era (Freemium Model) Lead Nurturing Considera*on Free Tier Base Tier Add ons Enterprise Tier Post Sale Most systems external: Hosted, best-‐of-‐breed services Users can move freely up and down the -ers Evangelist “Growth Hacker” Customer Success Manager 7 Short cycle, as users can try the free -er and make the determina-on on product feasibility themselves Marke*ng
- 8. Produced by Customer Success Summit 2014 Lessons Learned: Fail fast • Lesson #1 – Monitor everything – data, data, data… • Lesson #2 – – Health-based metrics. Flag and address dis- engagements real time • Lesson #3 – – Activity-based Metrics: Hypothesis testing & fail fast 8
- 9. Produced by Customer Success Summit 2014 Subscribed to a service • Jenkins • RUN@cloud (Deployment PaaS) • Forge (Git, SVN) • DB service • Partner service – MongoHQ – NewRelic – PaperTrail – … Performed an action • Web UI login • Jenkins – Created a Job, Installed a plugin, Ran a job… • Deployment PaaS – Deployed an app, restarted app, app stopped, app hibernated… • Others – Canceled account, added a paid DB, added a user Monitor everything Play: Sensors everywhere in the product
- 10. Produced by Customer Success Summit 2014 • Time and activity based • Grade users based on risk profile • Separate onboarding from established users • Offer hands-on help for established users Health-based metrics Play: Flag and address dis-engagements real time 10 Green Sign-‐Up Yellow Red Lost Use? Use? Use? 1 wk 2 wks 3 wks 4 wks Time Onboarding Yellow Red Lost Use? Use? Established Green Use? Y Y Y N N N N N N Y Y Y Convert
- 11. Produced by Customer Success Summit 2014 11 • Track number and types of activity over time – Scale and adjust “smart” communication over time • Users can become inactive and then reactivate • Technical, not sales communication Green Paid Yellow Alarm Bells Lost Use? Use? Use? 1 wk 2 wks 3 wks 4 wks Time Paying Y Y Y N N N Health-based metrics Play: Flag and address dis-engagements real time
- 12. Produced by Customer Success Summit 2014 • Popularity of Play! – More articles here – Reach out to the community – Better monitoring – … 12 Play2 Java EE6 WP Hibernate+Tomcat Spring+Hibernate CF Grails PetClinic CF Node.js Glassfish AngularJS Java GAE Ac*vi* Explorer Sencha+Clojure Facebook Backbone+JAX-‐RS Scala+LiU Java Sauce Clojure/Compojure Java EE6 Sauce Activity-based metrics Play: Hypothesis testing and fail fast
- 13. Produced by Customer Success Summit 2014 Impact of Developer Success Engineers 13
- 14. Produced by Customer Success Summit 2014 Established respond 2:1 over onboarding Insight into behavior with the pre-revenue funnel 30% on-‐boarders @ Risk 10% are sales opportuni-es 30% of paid customers were helped by developer success engineers just before they converted
- 15. Produced by Customer Success Summit 2014 Q & A 15
- 16. Produced by Customer Success Summit 201416 Winning in 2014! Think Big Start Small Move>>Fast!
Editor's Notes
- So, as software developers, we really should be doing for our customers what we prefer ourselves.
- In the cloud, as-a-service world, with a freemium (sign up for free and try it) model or a time-trial model, it’s different. First of all the evaluation cycle is short. People try it out and decide without ever talking to you or a salesperson whether they want to invest more in it. Once they get serious, they might move to different tiered pricing that is tied to the level of usage, users, or something. In this world, Marketing’s more traditional activities are to drive the leads from anonymous visitors into known users. The other parts are now engaged in by people with different titles – evangelists, growth hacker (a trendy silicon valley term!), and customer success managers.
- Let’s make it more concrete by using CloudBees as an example. What we’re interested in is how people are using our service. Part of that is: what service are they using – like “what software has someone bought” in the old packaged software world. But more specifically, we want to know how engaged they are. Are they doing builds? Are they deploying new apps on a regular basis. Are they adding new users?
- But in our as-a-service world, we can so a lot better job. (Forgive my making a garbage collection joke here on the slide by using name of object spaces and collectors!) In our world, we have people who sign up but don’t’ do anything after looking around. We classify them as “onboarding”, and we engage with them differently than we do with those who dig in and actually start to use the service.
- But probably more importantly, once someone has stepped up to paying for the service, we have an opportunity to keep them happy using it in ways that are obviously just not possible with packaged software. Of course, part of the trick here is to know your audience, which being mostly developers, just want to be left alone.
- And this gives us some data that helps us determine where to put our investments. Now this changes because we roll out new ClickStarts every week, and some are accompanied by more visibility than others, but this is actual data we also share on our developer blog. What you can see here is that Play is very popular on CloudBees, as are the traditional Java stacks mixed with JavaScript UI frameworks like Backbone. Node.js is also popular, primarily because people want to find out what it’s about as far as we can tell. At any rate, we’re getting better at sorting out causality on these technologies as we go along. Today the data is there, but it’s hard to interpret.