As a business, you are collecting loads of customer data. But are you making the most of it? Learn how Insights, Zuora's customer analytics module, can reveal new data and trends to help you deliver more meaningful customer experiences. Check out Zuora Academy for more actionable advice for finance, marketing, tech, operations, product, and more. All the info you need to build and run an amazing subscription business: https://www.zuora.com/academy/

1. Using your subscriber data to gain focus,
achieve results, and scale for success
Jason Hubbard | VP Marketing, Cirrus Insight
Kevin Suer | Product Director, Zuora Insights
Rachel English | Director, Customer Success, Zuora Insights
Do You Really Know
Your Customers?
Using your subscriber data to gain focus,
achieve results, and scale for success

2. Jason Hubbard | VP Marketing, Cirrus Insight
Kevin Suer | Product Director, Zuora Insights
Rachel English | Director, Customer Success, Zuora Insights

3. agenda
do you really know your customers?
page
03
achieve
results
bring your
customers into
focus
scale across your
whole team

4. page
04
Kevin Suer
Product Director
Zuora
Rachel English
Director, Customer
Success
Zuora
Jason Hubbard
VP, Marketing
Cirrus Insight
meet
today’s speakers

5. cirrus insight
your inbox perfectly integrated with
salesforce

6. cirrus insight
in two numbers
page
06Based on average Cirrus Insight customers’ Salesforce organizations.
roi based on 3.5 hours saved per
week
per user of cirrus insight
700%
boost in salesforce adoption
when using cirrus insight10x

7. Zuora Insights was built for the Subscription Economy, where
enduring relationships with customers are the key to success.
zuora insights
why it’s important

8. Bring your customers into focus

9. the challenge, part 1:
customer data lives
everywhere
page
09
CRM
Your team is profiling and
interacting with prospects and
customers
Analytics
Your customers are visiting
your sites, searching for you,
and consuming your social
media
Spreadsheets
Your team is analyzing your
subscribers
Marketing
You’re promoting your brand
and products
Product
Your customers are engaging
with your product every day
Zuora
Your customers are signing up
and paying for subscriptions
Data
WarehouseYou’re storing lots of detailed
information about your
customers
Customer Support
Your customers are getting
help from your customer care
team

10. how do you determine
healthy customer behavior?
how does it differ
from at-risk
customers?
what should you do
about all of it?
the challenge, part 2:
the right customer focus

11. how to:
put your data together in a
pipeline
page
011
pull together customer data
from all of your systems on a
regular schedule
ingest
create a place to permanently
store all raw data for future-
proof analysis
store
match and blend your data
sources and create
meaningful metrics that
connect the dots
transform
surface engaging
visualizations and trends,
segment your customers, and
enable alerts and triggers
use

12. how to:
look at data with the most
leverage
page
012
Subscriptions, products, rate plans
Subscription data
Invoices, payments
Payment data
Application usage, website visits
Usage data
Profile, interactions, tasks,
campaigns
CRM data
Cases, tickets, ratings, escalations
Support data
Email, social, ads
Marketing data

13. Name
Email
Address
TRADITIONAL CUSTOMER RECORD
SUBSCRIBER IDENTITY RECORD
Engagement
Behaviors
Interactions
Trends
Metrics
Orders
Invoices
Payments
how to:
deepen the “subscriber identity”
Profiles
Subscriptions
Lifecycle
Personas
Comparisons

14. Dynamic membership
Timeseries visualizations
track segment trends
Flexible query tool
Multiple data sources
draw from rich criteria
set
how to:
broaden perspective with
segments

15. how to:
insights product demo

16. Achieve results

17. cirrus insight
we lacked visibility into customer
data
page
017
Customer data was siloed in Salesforce
Our usage data was siloed in Mixpanel
Our silos made it difficult for us to be
proactive

18. zuora insights
has helped us get the visibility
we need
page
018
Insights segments have helped us group
customers based on behavior.
Segments
Account dashboards pull together key
information in a single place.
Account Dashboard
Insights models offer reliable measures
of account engagement.
Accurate Models
Our sales reps can access data about
accounts right from Salesforce.
Salesforce Access

19. cirrus insight
we wanted to optimize trial
conversions
High volume of trials
We were experiencing a very high volume of new trial
accounts for our product.
Prioritize sales team focus
We wanted a way to help prioritize which trial account
sign-ups we should have our sales team focus on.
“As a boot strapped
startup we had to find
ways to sell smarter that
allowed us to scale with
limited resources”

20. trial accounts that
converted to paid49%
new trial accounts
in last year14,000
account executives
managing all trial accounts7
cirrus insight
results

21. cirrus insight
we wanted to retain more
customers
page
021
annual contracts
Our company was 2.5 years old when we
adopted Insights and with annual contracts,
preventing churn was becoming a bigger focus
for our organization.
smart operations
With limited resources we couldn’t build out a
success team big enough to touch all accounts.
customer targeting
When we launched Insights, we had no
Customer Success team, we didn’t have a good
way to identify accounts to target.

22. grew csm team
members in last
year
3
training sessions
conducted
400+
additional revenue
from add-ons &
upsells
$500K
cirrus insight
results

23. unified compliance
results
page
023

24. bizlibrary
results
page
024

25. Scale across your whole
team

26. Customer Success - Prioritization
“Can you help me identify the
customers at risk of churn so I can
save them?”
your teams
have different questions
page
026
Marketing - Engagement & Targeting
“Can you tell me who my most engaged customers
are?”
Sales - Upsell Identification
“Can you help me identify my
expansion opportunities?”
Product - Optimization
“Can you tell me what parts of the
product customers use the most?”
Finance - Planning & Analysis
“What do we need to do to hit
our corporate objectives?”
put
subscribers
at the center

27. you work with customers
in many ways; meet them where
they work
page
027
Email
Your team is interacting with
your customers over email.
Social
Your customers are interacting
with you on social media.
Phone
Your team is having phone
conversations with your
customers.
In Person
Your team is meeting in person
with your customers.

28. your
logo
cirrus insight
automating the csm team
check up emails sent automatically to at risk
accounts.
automatic emails
01
alerts and Salesforce tasks automatically
assigned to success managers.
instant alerts
03
dashboards utilized to assess health of
account and review with organization’s
admin.
health dashboards
02
after implementing, success plan results are
measured and reviewed.
measureable results
04

29. demo:
insights in your team’s
workflow

30. introducing
cirrus insight inbox apps
page
030

31. final takeaways
page
031
01Put your data together
in a data pipeline 04Broaden perspective
with segments
02Look at data with the
most leverage 05Have customer data
meet your team where
they work
03Deepen the “subscriber
identity” 06Insights can help

32. how to
get insights
page
032
contact your zuora account executive
Your Zuora account executive will walk you through the process of exploring Insights for your
organization.
email our product specialist,
amanda.olsen@zuora.comAmanda will connect you with the appropriate contacts to start the process of exploring
Insights.
or,

33. Check out Zuora Academy for more great info and actionable
advice.
All the info you need to build and run
an amazing subscription business.
https://www.zuora.com/academy/