Part of The Leading Edge executive signature series, this presentation, “The Role of Software Integration in Driving Successful Post-Sale Customer Engagement” was delivered by Dustin Hall, President of Firesnap Inc., at SoCal BMA’s 3rd Annual Regional Conference, “Process to Profits: Customer-Centric Strategies for Accelerating Growth” — held November 17, 2016, in Irvine, CA.

1. The Role of
Software Integration
in Driving Successful
Post-Sale Customer Engagement
Dustin Hall
President | Firesnap, Inc.
@MrDustinHall
@socalbma 

2.  President & Co-Founder of Firesnap, Inc.
 Past SoCal BMA Board of Directors Member
 10+ Years Marketing Experience
 Marketing Automation
 Content Marketing
 Search Engine Optimization (SEO)
 Sales & Marketing Alignment
 Dad, Husband, Drummer, Speaker, Hug Giver
First, who is this guy?
Firesnap, Inc. @socalbma 

3. 1. Post-Sale Expectations
2. Marketers Gettin’ SaaSy
3. The Growing MarTech Landscape
4. Integration: Disparate Times/Desperate Measures
5. Successful Post-Sale Use Cases
6. The Future of MarTech
What We’re Covering Today
Firesnap, Inc. @socalbma 

4. Post-Sale Expectations
Customer Service.
Customer Obsessed.
Firesnap, Inc. @socalbma 

5. • Personalization / One-to-One Engagement
• Omni-Channel Engagement
• Frequent Engagement
• No Friction
• Listening & Response
Firesnap, Inc. @socalbma 

6. Marketers Gettin’ SaaSy
Software as a Service.
Technology as a Must.
Firesnap, Inc. @socalbma 

7. Leadership’s Expectations are Changing, Too
Gartner CMO Spend Survey 2015-2016
Firesnap, Inc. @socalbma 

8. Firesnap, Inc. @socalbma 

9. Growing MarTech Landscape
Certainty of Growth.
Paradox of Choice.
Firesnap, Inc. @socalbma 

10. THE 2016 MARTECH LANDSCAPE
Firesnap, Inc. @socalbma 

11. THE 2016 MARTECH LANDSCAPE
Yep.
That’s 3,874 marketing solutions
offered by 3,500 companies
Firesnap, Inc. @socalbma 

12. THE 2016 MARTECH LANDSCAPE
161
marketing
automation
solutions
117
CRM
solutions
Firesnap, Inc. @socalbma 

13. Ugh…
Firesnap, Inc. @socalbma 

14. Software Integration
Disparate Times.
Desperate Measures.
Firesnap, Inc. @socalbma 

15. Companies with the strongest
omni-channel customer
engagement strategies retain
an average of 89% of their
customers, compared with
33% for companies with weak
omni-channel strategies.
Aberdeen Group 2014
The Case for CRM & MA Integration
Firesnap, Inc. @socalbma 

16. In the past three years, customer use of
other engagement channels has risen:
Web self-service — 18%
Online communities — 39%
Chat — 43%
*Phone is still most preferred channel.
Customer Experience Insight 2016
The Case for CRM & MA Integration
Firesnap, Inc. @socalbma 

17. 3 Common CRM & MA
Integration Architectures
Firesnap, Inc. @socalbma 

18. Direct API Integration
CRM
PLATFORM
AUTOMATION
PLATFORM
Bidirectional
Data Sync
Firesnap, Inc. @socalbma 

19. 3RD Party Integrators
CRM
PLATFORM
AUTOMATION
PLATFORM
INTEGRATION
PLATFORM
Bidirectional
Data Sync
Bidirectional
Data Sync
Firesnap, Inc. @socalbma 

20. Native Integration (typically ideal)
CRM & Automation
PLATFORMS
Data Sync
Firesnap, Inc. @socalbma 

21. Successful Use Cases
Firesnap, Inc. @socalbma 

22. Customer
Relationship
Management
(CRM)
Marketing
Automation
The CEO
Firesnap, Inc. @socalbma 

23. Customer Onboarding & Initiation
Helping Customers Navigate the Post-Sale Process
Firesnap, Inc. @socalbma 

24. Onboarding & Initiation Workflow CRM Marketing Automation
Sales Rep marks
Prospect as a Customer
(trigger)
Account Manager
receives notification w/
Customer details.
Customer receives
welcome email from
Account Manager +
access to customer
portal.
Customer receives
step-by-step
walkthrough emails +
Advanced FAQ on the
company.
Onboarding is marked
as complete in CRM.
Sale Rep receives
notification that
onboarding is complete
+ note to check in with
Customer.
Instant Instant
Daily
InstantInstant
Firesnap, Inc. @socalbma 

25. Customer Research
Developing Processes for Consistent Feedback
Firesnap, Inc. @socalbma 

26. RESEARCH CRM Marketing Automation
Sales Rep marks
Prospect as a Customer
(trigger)
Customer receives email
with link to Win/Loss
Analysis.
Customer receives
Quarterly Satisfaction
surveys throughout
entirety of engagement.
All surveys redirect to
dedicated LP URL to
indicate completion,
populating relevant
fields.
Survey completion
notifications are sent to
key Marketing personnel
OR auto-pop key fields.
New Opportunities or
Issues are populated in
CRM for Sales Rep follow
up.
Instant quarterly
instant
Instant
Firesnap, Inc. @socalbma 

27. Customer Up & Cross Selling
Maximizing Client Lifetime Value (LTV)
Firesnap, Inc. @socalbma 

28. Customer Social Engagement
Optimizing Engagement & Referral Channels
Firesnap, Inc. @socalbma 

29. Customer Value Scoring
Identifying & Nurturing Your Most Profitable Customers
Firesnap, Inc. @socalbma 

30. Tips for Successful
CRM & MA Integrations
Firesnap, Inc. @socalbma 

31. Tips for Successful
CRM & MA Integrations
Create a technology plan that
includes IT infrastructure.
Firesnap, Inc. @socalbma 

32. Firesnap, Inc. @socalbma 
Tips for Successful
CRM & MA Integrations
Always start simple.

33. Maintain strict divisions of labor
with no overlapping workflows.
Firesnap, Inc. @socalbma 
Tips for Successful
CRM & MA Integrations
Firesnap, Inc. @socalbma 

34. Reduce burden on 3rd party
software integration tools.
Firesnap, Inc. @socalbma 
Tips for Successful
CRM & MA Integrations

35. IS AN “MQL”?
Create a unified taxonomy across
marketing & sales teams.
WHAT IN THE HELL
Firesnap, Inc. @socalbma 
Tips for Successful
CRM & MA Integrations

36. The Future of MarTech
Firesnap, Inc. @socalbma 

37. • G2Crowd (g2crowd.com)
• TrustRadius (trustradius.com)
• SimilarTech (similartech.com)
• Software Advice (softwareadvice.com)
• Capterra (capterra.com)
• GetApp (getapp.com)
Reputable, peer-reviewed websites for further research.
Real Software Insight
Firesnap, Inc. @socalbma 

38. Questions?
Dustin Hall, President
@MrDustinHall
Linkedin.com/in/dustinjhall
/socalbma
/company/socalbma
/socalbma
/socalbma
The Role of
Software Integration in Driving Successful
Post-Sale Customer Engagement
SoCalBMA.org 

39. SoCalBMA.org 