You know about creating a go-to-market strategy, but how are you getting more from your existing customers? This deck will explore a new strategy designed to help you know, grow, and amaze your customers.

1. WHAT IS A
GO-TO-CUSTOMER STRATEGY?
The team, process, and tactics that fuel customer growth.

2. WAIT, DO YOU MEAN GTM?
A go-to-market (GTM) strategy
is how a company takes products
& services into a market to
acquire customers, capture
share, and reach revenue goals.
NOPE!

3. GTMS LOOK LIKE THIS

4. AND THIS…

5. …AND THIS.

6. THERE ARE MANY WAYS TO GTM

7. BUT (BIG BUT)…
“There are really THREE THINGS that really
matter when running a SaaS business:
1. Acquiring customers
2. Retaining customers
3. Monetizing your customers”
-David Skok
WICKED SMAHT
http://www.forentrepreneurs.com/saas-metrics-2/
DAVID SKOK
General Partner at Matrix Partners
“

8. SO WHAT IS THE GTM MISSING?
CUSTOMERS!

9. CONSIDER THESE FACTS
70% of companies say it’s cheaper to
retain a customer than acquire them.
Increasing customer retention rates by just 5%
increases profits by 25-95%.
80% of your company's revenue will come from
just 20% of your customers.

10. SO WHY THE ARE WE MARKETING TO STRANGERS?!****

11. THE GO-TO-CUSTOMER STRATEGY IS THE ANSWER
“In the age of the customer, you will
only be successful if you become
customer-obsessed, so you must plan to
go “to customer,” not “to market.”
VP, B2B Marketing Research
Forrester Research
PETER O’NEILL
“

12. GET EVERYTHING WE’RE LEARNING ABOUT PRODUCT,
GROWTH, AND CUSTOMER MARKETING IN OUR WEEKLY
NEWSLETTER
IT’S USEFUL; WE PROMISE.
,
,

13. A go-to-customer (GTC)
strategy is how a company
drives customer usage,
satisfaction, and growth.
WHAT IS THE GO-TO-CUSTOMER STRATEGY?
GTC
SEGMENT ENGAGE
SATISFYGROW

14. WHO IS RESPONSIBLE FOR THE GTC?
PRODUCT
MARKETING
PRODUCT
MANAGEMENT
CUSTOMER
MARKETING
NEW ROLE?
• Segments customer base
• Sets GTC Strategy
• Launches new products
to customers
• Drives product usage
• Solicits product feedback
• Owns Voice of Customer
• Creates customer-centric
product information
• Showcases customer
success
• Drives cross-sell/upsell
campaigns
ACCOUNT
MANAGEMENT
• Approves GTC Strategy
• Assesses Customer
Satisfaction
• Opts customers in and
out of campaigns

15. WHAT ARE THE TENENTS OF A GTC?
SEGMENT ENGAGE
SATISFYGROW
#1: Relevance
Segment the customer
base to ensure
conversations are
relevant.
#2: Value
Engage the customer in
their subscription to
drive usage and show
value.
#2: Retention
Assess satisfaction to
ensure customers are
seeing value and intend
to renew.
#4. Monetization
Through effective
upsell/cross-sell
programs, achieve
customer growth.

16. WHAT ARE THE TACTICS?
SEGMENT
To achieve relevance in all communications, establish customer
segments that need to be addressed uniquely.
PRO SUBSCRIBER
CMO
NON-USER
HIGH TECH
LOW USAGE
LOW SAT
ENT SUBSCRIBER
MARKETING MGR
USER
PUBLISHING
LOW USAGE
NEUTRAL SAT
DEV SUBSCRIBER
DEVELOPER
USER
GAMING
HIGH USAGE
HIGH SAT
WHAT TIER?
WHAT ROLE?
WHAT INDUSTRY?
USER OR NON-USER?
HOW SATISFIED?
LEVEL OF USAGE?
SEGMENT 1 SEGMENT 2 SEGMENT 3

17. WHAT ARE THE TACTICS?
To create your customer engagement strategy, set goals and
corresponding outreach types and mediums to achieve goals.
DRIVE USAGE
INCREASE SAT
INCREASE SAT
CROSS-SELL
UPSELLSET GOALS
OUTREACH ACTIVATE
SHOW RESULTS
BUILD
RELATIONSHIP
SHOW RESULTS
SHOW NEW VALUE
PROMOTE
PRODUCTS
INVITE TO WEBINAR
SHOW FEATURES
OFFER DISCOUNT
ENGAGE
SEGMENT 1 SEGMENT 2 SEGMENT 3

18. WHAT ARE THE TACTICS?
To improve satisfaction, first you need to set your baseline. Ask
the Net Promoter question, and then re-ask it at every major
event, and track progress.
NET PROMOTER
CUSTOMER LIFECYCLE
ONBOARDING
USING
SUPPORTING
GROWING
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER TIP
Your greatest
insight comes in
the first 90 days
of product usage,
ask once per
month to detect
trends.
SATISFY

19. WHAT ARE THE TACTICS?
To monetize within your customer base beyond their core
subscription, segment, craft upsell/cross-sell campaign strategies
& priorities, and track performance monthly.
FREE
SUBSCRIPTION TIER
SEGMENT 1
SEGMENT 2
SEGMENT 3
NEW PRODUCTS
DEVELOPER
PROFESSIONAL
ENTERPRISE
ELITE
ADD-ON 1 ADD-ON 2 ADD-ON 3 ADD-ON 4
SEGMENT 4
1
1
2 12
1 2
GROW

20. HOW TO MEASURE YOUR GTC
Measurement needs to be as granular as the desired outcomes, by segment.
SEGMENT 1 SEGMENT 2 SEGMENT 3 …
GROWTH
RETENTION
SATISFACTION
USAGE
GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL

21. AND THEN…
YOU RE A RELATIONSHIP MARKETER
’

22. AND THEN…
YOU RE SCALING CUSTOMER INTIMACY
’

23. AND THEN…
’
YOU RE FUELING CUSTOMER GROWTH.

24. P.S. WANT TO KNOW THE STATE OF GO-TO-
CUSTOMER STRATEGY?
US, TOO!
HELP US BY TAKING THE 5-MINUTE SURVEY

25. THANKS FOR READING!
GET PRODUCT, GROWTH, AND CUSTOMER
MARKETING TIPS WEEKLY:
GO.DRIFTT.COM/NEWSLETTER