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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Produced by
Customer Success Summit 2014 @ChadTev
Customer Success at Influitive is no BS
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32% of Influitive’s customers came from
referrals

4.
Produced by
Customer Success Summit 2014 @ChadTev
What led me to Customer Success?
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5.
Produced by
Customer Success Summit 2014 @ChadTev5
Secret to Customer Success:
Be Proactive!

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Produced by
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

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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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Produced by
Customer Success Summit 2014 @ChadTev10

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Produced by
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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Produced by
Customer Success Summit 2014 @ChadTev16
Winning in 2014!
Think BigStart Small Move>>Fast!