The Evolution of Marketing and the Age of the Customer

Heidi Bullock
CMO, Engagio
Anthony Kennada
CMO, Gainsight

© Copyright 2018 Gainsight, Inc. All Rights Reserved© Copyright 2018 Gainsight, Inc. All Rights Reserved
A brief history of marketing.

THE MID-20th CENTURY
Scarce resource: DIFFERENTIATION
"The Age of Brand"
Functional and emotional product value

THE LATE-20th CENTURY
Scarce resource: SUPPLY
"The Age of Specialization"
Business marketing to other businesses.

THE INTERNET AGE
Scarce resource: CUSTOMERS
"The Age of Information"
Marketing Automation Software.

THE 21st CENTURY
Scarce resource: EXPERIENCES
"The Age of the Customer"
Power has shifted away from the vendor.
Business to Human
B2H
Account Based Marketing
ABM
Customer Success
CSM

Why does this matter?

A new customer is five to 25
times more expensive to acquire
than an existing customer.
Bain & Company

The Funnel
Marketing stops, Customer Success starts

The Helix
ONE successful customer = THREE revenue leads
1. A renewal lead
2. An expansion lead
3. A new logo (advocacy)

The digitally empowered buyer.

60% of today’s business buyers prefer not to
interact with a sales rep as the primary source of
information
68% prefer to research on their own online
62% say they can now develop selection criteria
or finalize a vendor list based solely on digital
content

I’ve already spoken
to two other
clients, three
people who left
you for
competitors, done
a test drive,
and read several
online reviews.
I’m excited to
introduce you to the
market and our
business
SALES PITCHES IN 2019

But please…
proceed with your
pitch
SALES PITCHES IN 2019

WHAT CUSTOMERS FEEL
Reference
Request
MARKETING
SALES
SUPPORT SERVICES
PRODUCT
FINANCE
Upsell
Conversation
Escalated
Tickets
Delayed
Implementation
Feature
Requests
Automatic
Renewal

Organizational structures
At Gainsight... Reporting to...
Adoption CS Ops & Product (In-App) CCO/CPO
Renewal CS Ops CCO
Expansion Customer Marketing CMO
Advocacy Customer Marketing CMO
Communicating at scale throughout the customer journey

Challenges.

@akennada @HeidiBullock
This is still too common
19
I thought we were just
starting this journey….

Process
Teams are less incentivized on post-sale.
20
Challenge 1 – poor process
44% of companies admit
they focus more on
customer acquisition than
customer retention.
This needs attention as
well!

Org
Marketing teams are not set up for a strong
focus on customers.
21
Challenge 2 – org structure lacking
Demand Gen Team Customer Marketing

Data
is spread across systems.
22
Challenge 3 – tech siloes
Leads
Leads
Leads
Accounts
Contacts
Leads
Leads
Marketing
Automation
Corporate Email
Web Visits
• Challenging
measurement
• Bad routing
• Poor coordination
• Limited alignment
with revenue teams
• Different data inputs

Designing customer strategy.

Start with the Goals

Define Clear Plan for Teams
• Plan of Record (POR)
– Define for upsell/cross-sell
– Marketing contributes x% to pipeline
– Partner or Channel contributes y% to pipeline
– Sales contributes z% to pipeline
• Look at how teams are compensated

Define Your Model and Stages
Marketing and ADRs Sales Customer Success
Define stages, clear handoffs and service level
agreements. Ex: MQAs for different products
(product MQAs).

Who Runs Up-sell/X-sell Programs?
27
Ideal Customer Profile
Identified – applies to
customers too!
Have an account
foundation/reportin
g
1.
Understand
account behavior
(engagement and health)
2.
Now decide
on program
tactics
3.
Run personal
‘plays’
4. 5.
Measure results
This is a simple example. In marketing, here is an example of who participates if you do not have a dedicated head for
expansion.
Marketing
Operations
Product
Marketing
Marketing +
Sales +
Customer
Success
Marketing +
Sales
Marketing +
Sales +
Customer
Success
Marketing
point
person
Help ensure
ICP is
defined.
Helps work
on
messaging.
Marketing
Operations
Does scoring of
accounts, tags in
CRM, helps with
ABM
technology.
A person in marketing – could be demand gen or field
marketing owns program –works with Sales. They need to
include Sales at each step.

Technology
• Involves sales, marketing, customer
success (revenue ops ideal)
• Clear owners for technology (CRM,
marketing automation, etc.)
• Data reporting ‘single source of truth’
–Do all teams have a shared view of an
account?
–What does the customer already own?
–How happy are they?
–What communications do they receive?
28

The how: Develop a program.

Important for Customers
You NEED to be:
• Personal
• Timely
• Relevant
• Authentic
30

Program Basics
1. Who – identify and
understand key personas
2. What – message/content for
where buyers are in their
journey
3. Where – set of channels
31

How can I segment?
Behavior:
• Stage
• Engagement (minutes)
• Interaction with a type of content
(product specific)
• No activity or decline in activity
• Health
Demographics/Firmographics:
• Company size
• Vertical
• Location /Geo
• Role / Type of user
• Owner of a type of technology

75%
WHO: Have defined personas and key messages

WHAT: Have clearly defined journeys
34
PERSONA – A BUYER’S JOURNEY
STAGE GOAL AWARENESS CONSIDERATION PURCHASE ADOPTION X-SELL/UP-
SELL
ADVOCACY
BUYER GOAL I think I have a
problem
How do I fix my
problem and why
you?
What do I
need to buy?
I can I get
going fast
and be
successful
with the
product?
I like product
x, I would like
more seats, or
I am
interested in
product y.
I love the
products – I
am happy to
recommend to
others!
CONTENT Targeted ads,
blog posts,
ebooks, events,
webinars
Video testimonials,
field events, case
studies, analyst
reports
Product
video, on-site
workshops,
demos
Workshops
Online
tutorials
Product
webinars,
video
testimonials,
case studies
Early access to
new features

WHERE: Multi-channel personalization
Email Video Website Social Direct Mail

Type of Program Accounts
Tier 1 Tier 2 Tier 3
Direct Mail – new product ‘x’
announcement
High value Post card – lower value Post-card lower value
Field Events – showcasing new
product ‘x’
Lunch and learn + dinners + onsites +
executive presence
Lunch and learn If in geography / territory ok
Tradeshows Special customer dinner No No
Personalized emails Yes Yes Yes
Database sends- (featuring new
content)
In some cases OK Yes Yes
Targeted Ads Yes + tailored content + logo Yes + industry Yes – industry
Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive attendance) Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Contact Discovery Yes Yes No
Customer content
Custom streams
Yes (tier 1 and 2)
Customer Program Entitlements

• Type & size of company –
stick with entitlements
• Products customer does
not currently own
• Role: User / Executive
• Geo
• Health and usage
• Product pages visited
• Content downloads
• Webinar attended
WHO: Demographics WHAT: Activity HOW: Education
• Drive awareness – do it
by educating,
entertaining
• Create a need
• Accelerate to purchase
Cross-sell Framework

Cross-sell Program Example
Targeted ads
entire account around
new product
Email
T: Key user in buying
center
F: Sales
Direct Mail
Key
personas – delightful
item + content –
from Sales
Email
T: Key influencer in buying
center
F: Customer Success
Checklist
Package received?
Phone
T: Key user in buying
center
F: Sales

Measurement and optimization.

MQA
Aware
No
Engagement
Opp
Customer
Advocacy
Renewal
Upsell / Cross-sell
Many Journeys for Many Outcomes

41
Early Stage Metrics Later Stage Metrics
1
• Coverage
2
• Awareness
3
• Engagement with key
programs
4
• Meetings
1
• Customer MQAs
2
• Opportunities
3
• Pipeline
4
• Impact/ ROI
Tip 1: Measure at different points in time

Type Metric Description
Accounts Engagement
Am I creating and deepening
relationships with my target accounts?
Journeys Outcomes
How do accounts move through their
buying journeys towards the outcomes
(pipeline, revenue) we care about?
Programs ROI
What is the marketing return on
investment on my programs (multi-
touch attribution)?
The Framework for Account Analytics

Early - Engagement
Are the right people at the account spending time with your company,
is that engagement going up over time?

For a Milestone
What Does It Take to Get There?
44

Create Goals to Measure ROI
Helps us understand WHERE we should
be investing. Want the best return
possible. 10x is our goal. Have regular
meetings to review results.
Program Investment Expansion
Pipeline
Created
Return
Field event A $10,000 $50K 5x
Field event B $20,000 $200K 10x

Thank you.
Any questions?

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The Evolution of Marketing and the Age of the Customer

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