In eras past, a CMO's job was often limited to the creation and handoff of leads; the pipeline took priority. These days, her responsibilities are broader: generating leads as she did before, but growing brand awareness in the process, while also retaining and evangelizing customers as advocates and impacting the bottom line. CMOs everywhere now have a larger part to play in the customer lifecycle, and as they step into this expanded role, it's critical they embrace a key partner in the customer experience: the CCO. In this presentation, Act-On's Matt Zelen dispels the myths of the partnership, demonstrating that CMOs and CCOs are more friends than foes, natural allies and collaborators, and the new, necessary power couple of the enterprise.

1. When Marketing Met
Customer Success
(How the CMO + CCO Boost Adoption as Today’s Power Couple)

2. MATT ZELEN
Chief Customer Officer
Act-On Software

3. PRODUCED BYPRODUCED BY
Looking Back....
KEY PRIORITIES
• Increasing sales pipe (campaigns & events)
• Building brand awareness (online, AR/PR etc.)
• Supporting the sales cycle (funnel-mapped
content, customer case studies)
For the CMO, B2B marketing activity was primarily focused on lead gen &
nurturing
Customers? Maybe.
Prospects? Definitely.

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Then, a Few Seismic Shifts...
Annual subscription based
pricing models meant that B2B
companies had to focus not
only on acquiring new
customers, but on keeping
them happy.
THE CLOUD
CX
THE AGE OF THE CUSTOMER PEER TO PEER
B2C marketers focused on
personalizing engagement and
experiences across multi-point,
complex customer journeys,
which influenced B2B buying
cycles and behaviors.
Customers disrupted the B2B
sales cycle by exchanging
experiences with each other via
social channels before
engaging with a marketing offer
or salesperson.

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New Player Comes on to the Scene
KEY PRIORITIES
• Retain and grow profitable customers
• Increase customer satisfaction
• Provide a consistent and customer-centric experience
across touchpoints
• Enable a consolidated customer view throughout the
organization
Enter the CCO
Today, that gets a CMO’s attention:
“Hey, I LIKE this guy!”

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When Marketing Met Customer Success
It’s time to expand the focus
of B2B engagement to the
entire customer relationship,
including loyalty and
retention, which are not
traditional priorities for B2B
marketers.
B2B LOYALTY TO THE B2C WAY,
2015

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The C-Suite’s New Power Couple
• Drive Adoption & Value: One- to-many
training, adoption, renewal & upsell
programs
• Drive Engagement: Online communities,
live & virtual events
• Drive Loyalty: Converting customers into
brand advocates (NPS, reference
programs)
CMO
BUT HOW DO YOU BRING THESE TWO TOGETHER?
CCO
A MATCH MADE IN HEAVEN TO:

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Marketing & Customer Success Alignment at Act-
On
The right engagement, with the right customer, at the right time
PURCHASE ONBOARDING GROWTH RENEWAL
Welcome campaign
CUSTOMER DATA | INTELLIGENCE & SEGMENTING | AUTOMATED CAMPAIGNS | COMMUNITY & SUPPORT
Online training
engagement
Community
engagement
Advocacy program
onramp
Re-engagement
campaigns
Product adoption
training & campaigns
Advisory boards &
user groups
NPS surveys &
promoter appreciation
Reinforcement
campaigns &
activities (ROI
studies, market
leadership, awards)
Upsell campaigns

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Act-On & Totango: Working Together
Putting Behavioral Campaigns into Action
1. RESEARCH
2. CREATE
4. MEASURE
3. DELIVER
Identify leading indicators
Determine timing
Craft message/CTA
Launch campaigns
Measure against
goals
Refine & optimize
Build the journey
Validate
Identify pain
points
Determine visibility methods
Evaluate available tools

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Business Impact after 6 Weeks
Base grew by 12%
“Good” Health grew by 34%
Campaign
Performance Re-Engagement
Campaign
Interaction
Automation
Jumpstart
of targeted users
within 3 weeks
of targeted users
within 2 weeks
of targeted users
within 1 week
31% 1%
of targeted users
within 8 weeks
29% 48%
DIFFICULT DIFFICULT EASYMEDIUMMEDIUM
4 MONTHS 5 MONTHS 6 MONTHS 7 MONTHS TRIGGERED
1%
Boost
Outbound
of targeted users
within 2 days

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Campaign Dashboard
• Targeting Users Not Logged in
for 30 days
• Goal set to record “Login” after
receiving email
• Achieving 47-50% achievement
to goal attainment
• Email encourages Training,
Login, Best Practices, or Create
a Success Plan
• 155 unique logins and 148
accounts

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Next: Driving Success Across the Organization
Behavioral Campaigns Customer SuccessSALES
ACCOUNT
MARKETING
CSG

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THANK YOU