Part of The Leading Edge executive signature series, this presentation, “The Role of Software Integration in Driving Successful Post-Sale Customer Engagement” was delivered by Dustin Hall, President of Firesnap Inc., at SoCal BMA’s 3rd Annual Regional Conference, “Process to Profits: Customer-Centric Strategies for Accelerating Growth” — held November 17, 2016, in Irvine, CA.
The Role of Software Integration in Driving Successful Post-Sale Customer Engagement
1. The Role of
Software Integration
in Driving Successful
Post-Sale Customer Engagement
Dustin Hall
President | Firesnap, Inc.
@MrDustinHall
@socalbma
2. President & Co-Founder of Firesnap, Inc.
Past SoCal BMA Board of Directors Member
10+ Years Marketing Experience
Marketing Automation
Content Marketing
Search Engine Optimization (SEO)
Sales & Marketing Alignment
Dad, Husband, Drummer, Speaker, Hug Giver
First, who is this guy?
Firesnap, Inc. @socalbma
3. 1. Post-Sale Expectations
2. Marketers Gettin’ SaaSy
3. The Growing MarTech Landscape
4. Integration: Disparate Times/Desperate Measures
5. Successful Post-Sale Use Cases
6. The Future of MarTech
What We’re Covering Today
Firesnap, Inc. @socalbma
15. Companies with the strongest
omni-channel customer
engagement strategies retain
an average of 89% of their
customers, compared with
33% for companies with weak
omni-channel strategies.
Aberdeen Group 2014
The Case for CRM & MA Integration
Firesnap, Inc. @socalbma
16. In the past three years, customer use of
other engagement channels has risen:
Web self-service — 18%
Online communities — 39%
Chat — 43%
*Phone is still most preferred channel.
Customer Experience Insight 2016
The Case for CRM & MA Integration
Firesnap, Inc. @socalbma
17. 3 Common CRM & MA
Integration Architectures
Firesnap, Inc. @socalbma
23. Customer Onboarding & Initiation
Helping Customers Navigate the Post-Sale Process
Firesnap, Inc. @socalbma
24. Onboarding & Initiation Workflow CRM Marketing Automation
Sales Rep marks
Prospect as a Customer
(trigger)
Account Manager
receives notification w/
Customer details.
Customer receives
welcome email from
Account Manager +
access to customer
portal.
Customer receives
step-by-step
walkthrough emails +
Advanced FAQ on the
company.
Onboarding is marked
as complete in CRM.
Sale Rep receives
notification that
onboarding is complete
+ note to check in with
Customer.
Instant Instant
Daily
InstantInstant
Firesnap, Inc. @socalbma
26. RESEARCH CRM Marketing Automation
Sales Rep marks
Prospect as a Customer
(trigger)
Customer receives email
with link to Win/Loss
Analysis.
Customer receives
Quarterly Satisfaction
surveys throughout
entirety of engagement.
All surveys redirect to
dedicated LP URL to
indicate completion,
populating relevant
fields.
Survey completion
notifications are sent to
key Marketing personnel
OR auto-pop key fields.
New Opportunities or
Issues are populated in
CRM for Sales Rep follow
up.
Instant quarterly
instant
Instant
Firesnap, Inc. @socalbma
27. Customer Up & Cross Selling
Maximizing Client Lifetime Value (LTV)
Firesnap, Inc. @socalbma
33. Maintain strict divisions of labor
with no overlapping workflows.
Firesnap, Inc. @socalbma
Tips for Successful
CRM & MA Integrations
Firesnap, Inc. @socalbma
34. Reduce burden on 3rd party
software integration tools.
Firesnap, Inc. @socalbma
Tips for Successful
CRM & MA Integrations
35. IS AN “MQL”?
Create a unified taxonomy across
marketing & sales teams.
WHAT IN THE HELL
Firesnap, Inc. @socalbma
Tips for Successful
CRM & MA Integrations