Driving Revenue with a Focus on Renewals and Upsell
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Tiffany Caruthers, Director of Customer Success at LiveOps Kelly Payne, VP CSM at Glassdoor Presented at Pulse Conference 2015.
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Driving Revenue with a Focus on Renewals and Upsell
- 1. ©2015 Gainsight. All Rights Reserved. Driving Revenue with a Focus on Renewals and Upsell Moderator: Kelly DeHart, Sr CSM at Gainsight Tiffany Caruthers, Director of Customer Success at LiveOps Kelly Payne, VP CSM at Glassdoor
- 2. ©2015 Gainsight. All Rights Reserved. Director of Client Services Kelly Payne GlassdoorGlassdoor
- 3. ©2015 Gainsight. All Rights Reserved. 3 “Value is providing benefit to the customer. Anything else is a waste.” - Eric Ries, Lean Startup
- 4. ©2015 Gainsight. All Rights Reserved. Glassdoor Mission 4 Our mission: to help people everywhere find jobs and companies they love.
- 5. ©2015 Gainsight. All Rights Reserved. Glassdoor Overview 5 61% job seekers in US use Glassdoor when searching for jobs Pros Good opportunity to learn a lot Work-life balance can be tough Cons Company Benefits Stock & Health “Exceptional benefits package. Great stock and health options” Interview Questions Sales Representative “Make sure to research companies growth strategy” Salary Software Dev Engineer 107k (1,448 Salaries) Amazon.com 3.5k Reviews 80% Approve Reviews 3.3 “Opportunity like nowhere else”
- 6. ©2015 Gainsight. All Rights Reserved. Glassdoor’s Audience 6 30,000,000+ Years Experience No College Reason for visit… Members 50% 50% Male Female College Grad School 52% 22% 26% 52%job search 44%researching companies 4%other
- 7. ©2015 Gainsight. All Rights Reserved. Candidates Are Already Here 7 61%On average, Glassdoor Employer Clients can expect 61% of job seekers to visit their profile at some point during their job search Source: Glassdoor Labs, Feb 2015
- 8. ©2015 Gainsight. All Rights Reserved. Today’s Candidates’ Decision Process 8 These candidates really want to work for you!
- 9. ©2015 Gainsight. All Rights Reserved. How We Help Employers Job AdvertisingEnhanced ProfileDisplay Advertising • Target ideal candidates • Advertise on competitor pages • Follow jobseekers offsite • Amplify Your Brand Message • Eliminate Competitor Ads • Measure Candidate Analytics • Source Quality Applicants • Demographic Targeting • Desktop, Mobile & Email
- 10. ©2015 Gainsight. All Rights Reserved. Glassdoor Client Lifecycle Journey Post-Signage, a New Client Receives: • Contact within 24 hours (Automated) • Human touch within 48 hours • Client Welcome Package (within 1 week)
- 11. ©2015 Gainsight. All Rights Reserved. Year 1 Kick-Off QBR1 QBR2 Renewal Proposal Client Lifecycle Journey – Post-Launch You are here
- 12. ©2015 Gainsight. All Rights Reserved. Our Mission The mission of the Glassdoor Client Services Team is to provide industry-leading service to our clients and teammates. We do this by providing innovative training, industry expertise and superior product knowledge to help our clients achieve their recruiting and employer branding goals.
- 13. ©2015 Gainsight. All Rights Reserved. Glassdoor Client Account Team Account Manager •Day to Day Contact •Product Adoption •Meetings & QBRs •Support & Guidance Client Success Manager •Client Training •Product Delivery •Issue Resolution •Data & ROI Analysis •Support & Guidance Implementation Manager •Product Configuration •Technical Support •Issue Resolution •Support & Guidance
- 14. ©2015 Gainsight. All Rights Reserved. Glassdoor Client Account Team Branding Enhanced Profile Competitor Targeting Company Updates Featured Review Adding Videos/Photos Utilizing all 5 tabs Updated Awards Updated Benefits Section Targeted Banner Ads* Competitor Re-targeted Ads* Spotlight Campaign* Homepage Highlight* Recruiting Tracking Sharing Source Report Tracking Pixel JobAds / Job Slots* Full Job coverage* Sponsored JobAds for high priority roles* Reputation & Ratings OpenCompany Updated Photos 10 Reviews Responding to Reviews Updated Company Information Glassdoor Social Badge Reputation Scorecard Analysis Employee Engagement Anniversary encouragement New hire encouragement Updated Email Signature CEO/Executive announcement Employer Center Reports = currently doing = suggested completion * = requires additional investment
- 15. ©2015 Gainsight. All Rights Reserved. Gainsight – Insight Into Client Health Gainsight Does 3 Things Extremely Well: 1.Calculates a clients Health score 2.Identify risks / opportunities / client lifecycle events = Calls to Action (CTAs) 3.Ensures Consistent Service Deliver Why Gainsight Works: 1.Standardizes the Service Playbook 2.More prescriptive than subjective information 3.More insight into client risks 4.More insights into opportunity
- 16. ©2015 Gainsight. All Rights Reserved. Gainsight – Ensures Consistent Service Delivery
- 17. ©2015 Gainsight. All Rights Reserved. Gainsight – Helps Manage Client Lifecycle & Info Manage QBRs -Prep -Execution -Follow-ups Client Risk Notifications Prepare for Upcoming Renewals
- 18. ©2015 Gainsight. All Rights Reserved. THANK YOU
- 19. ©2015 Gainsight. All Rights Reserved. Director, Customer Success Tiffany Caruthers INSERT YOUR PHOTO HERE INSERT YOUR PHOTO HERE LiveOpsLiveOps
- 20. ©2015 Gainsight. All Rights Reserved. “Initial purchase decisions are based on hope. Renewal decisions are based on experience.” Jason Whitehead, “Customer Success and the Critical Path to SaaS Renewals” (January 2014)
- 21. ©2015 Gainsight. All Rights Reserved. Our renewal framework is simple…. S Schedule E Evaluate C Collaborate U Upsell R Renew E Elevate
- 22. ©2015 Gainsight. All Rights Reserved. This isn’t a conversation just about tactics, this is a conversation about strategy. What have we done to change the game with our customer?
- 23. ©2015 Gainsight. All Rights Reserved. A paradigm shift has occurred…. buy use capex long term subscribe adopt opex short term
- 24. ©2015 Gainsight. All Rights Reserved. We’ve been forced to change our focus
- 25. ©2015 Gainsight. All Rights Reserved. Renewals are an opportunity to…
- 26. ©2015 Gainsight. All Rights Reserved. So how do you do it? SECURE it!SECURE it!
- 27. ©2015 Gainsight. All Rights Reserved. S: Schedule Tier 1 = 120 days Tier 2 = 90 days Tier 3 = 75 days
- 28. ©2015 Gainsight. All Rights Reserved. E: Evaluate
- 29. ©2015 Gainsight. All Rights Reserved. C: Collaborate Establish contact with customer Identify primary stakeholder to manage the renewal Understand the decision making process Discuss critical milestones and timeline to accomplish renewal Review current deal terms Agree on next steps
- 30. ©2015 Gainsight. All Rights Reserved. U: Upsell There are multiple ways to ‘upsell’ your customer…
- 31. ©2015 Gainsight. All Rights Reserved. R: Renew
- 32. ©2015 Gainsight. All Rights Reserved. E: Elevate • Not a ‘fire and forget’ event • Define a new success strategy • Reinvigorate the customer relationship • Facilitate new introductions • Align for future success Customer engagement does not stop once the paperwork is signed…
- 33. ©2015 Gainsight. All Rights Reserved. THANK YOU
Hinweis der Redaktion
- If your customer doesn’t see value from your product or service, there low switching costs, lots of options Low Barrier To Entry Fast customer acquisition Revenue growth potential You know so much more about your customer Speed of innovation Lower barrier to exit Large customer volumes Revenue growth expectations Multiple sources of data to manage Competitive landscape & fickle customer base ----- Meeting Notes (3/26/15 16:06) ----- Try to find a good slide to quantify the impact. Got to address this now. ----- Meeting Notes (3/26/15 16:32) ----- Change to circles Pay as you go pricing
- Explain our mission and how that serves jobseekers + employers
- Script How do we fufill our missino? Jobseekers research company culture, salaries, benefits, interview questions, business outlook and CEO ratings. The fastest growing area of content on Glassdoor is the jobs section where we allow employers to reach job seekers at a pivotal point in the job seeking process. We serve up targeted ads to job seekers based on their research behavior which makes these ads highly effective compared to standard job boards. Instructions ---------------- None Objective of Slide -------------------- Overview of GD and our unique content
- Script ------- We have over 27 million members visiting the site from all over the world. Our audience is highly diverse, educated and informed. Although most employers think job seekers use Glassdoor to research companies, in fact Job search has become the number and fastest growing page on Glassdoor. Instructions ---------------- None Objective of Slide -------------------- Help employers understand that Glassdoor’s audience is large, diverse and informed.
- Script ------- The reality is that nearly two thirds of your candidates already visit Glassdoor during their job application and search. Glassdoor labs (Data Science team) recently conducted research across 110 Glassdoor clients, and found that on average, 61% of their candidates who applied at their company visited Glassdoor during their job search. Pause, Question: Does this percentage number surprise you? Does Glassdoor come up in conversation with your candidates today? Objective of Slide -------------------- Prove to employers that Glassdoors influence and relevance to their recruiting strategy is significant
- Script ------- Let’s walk though a typical candidate decision process, and highlight at every step where Glassdoor influences your candidates. At the top of the funnel is “Awareness”, where the majority of employers invest in channels like LinkedIn, Indeed, Monster and Head Hunters. Glassdoor also provides Job Advertising to increase candidate flow in this area. Once a candidate is made aware of a job, the next question they ask is “Do I want to work at that company?” This where Glassdoor’s unique business value starts for the employer. Glassdoor is the only vendor that is able to influence the candidate at every step as they consider, interview and reviews their offer from the employer. Glassdoor does this thru infusing all employers reviews, interviews, salaries, benefits and ratings with the employers brand so that the candidate can make smart decisions. For example, a candidate can prepare for an interview at the employer by reading interview reviews from previous candidates. They can also review their offer and compare salary & benefits information to make sure the offer is right for them. Every time a candidate comes back to Glassdoor the employer has an opportunity to influence candidates with their brand, story, content and transparency. This is ultimately what converts candidates to “want to work” at the employer. Instructions ---------------- None Objective of Slide -------------------- Demonstrate how Glassdoor influences candidates at every step of their recruiting funnel.
- Script ------- Glassdoor has three products that allow employers to brand, influence and hire: 1. First is our display advertising campaigns that allow employers to build brand awareness, and target job seekers with diverse backgrounds as well as candidates researching your competitors profiles 2. Second is our enhanced profile which helps companies amplify their employer brand and influence candidates as they research and make career decisions. This product also includes unique analytics and deep candidate insight so you can see who exactly is researching your company. 3. And finally job slots, which places YOUR jobs in front of candidates on Glassdoor across desktop, mobile and email who might not be aware of your company. GO LIVE TO SITE Instructions ---------------- Move to LIVE DEMO directly after Objective of Slide -------------------- Show a high level overview of our products