Scaling Customer Success on a Rocketship Webinar Slides
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When HubSpot hit the market a few years ago, they revolutionized the marketing landscape by allowing marketing teams to do things that were previously unimaginable, like create journeys of content unique to individual prospects and customers. Today, Customer Success Management tools like Amity are doing the same thing for Customer Success teams. In this webinar, Uberflip's Director of Customer Success, Sam Brennand, will explore how Uberflip has combined the power of HubSpot with the power of Amity to help a dedicated team of seven do the work of a team of twenty.
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Scaling Customer Success on a Rocketship Webinar Slides
- 1. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Scaling Customer Success on a Rocketship Sam Brennand Director of Customer Success Amity Welcomes #PracticalCustomerSuccess
- 2. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Scaling Customer Success on a Rocketship How Uberflip Scales Customer Success Sam Brennand Director of Customer Success 2
- 3. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand HOUSEKEEPING! Get your tweet on and join the conversation #PracticalCustomerSuccess @GetAmity @Uberflip We’ll send slides and the recording Q&A at the end - ask them in the questions box! (If we run out of time, tweet or email us!)
- 4. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Uberflip, huh? Sounds a lot like Uber.
- 5. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Uberflip, huh? Sounds a lot like Uber. (we’re not)
- 6. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand We’re your content marketing system. Some of the world’s biggest brands use Uberflip to streamline content management, accelerate lead generation, and fuel marketing automation.
- 7. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Our Growth 2008 2015 1,700+ From product to platform. 225+ 2012 100
- 8. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 9. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Customer Segment #1 • 2008-2010 • Light single-product usage • Month-to-month payment • Low $ value
- 10. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 11. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Customer Segment #2 • 2010-2012 • Heavy single-product usage • New use cases • Month-to-month payment • Medium $ value
- 12. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand +
- 13. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Customer Segment #3 • 2012-2014 • Light multi-product usage • New use cases • Mix of month-to-month and annual • Medium to high $ value
- 14. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Content Marketing Automation Marketers easily connect their content: To a beautiful, optimized front-end experience that is: With built-in tools to: RESPONSIVE DISCOVERABLE SOCIAL CONVERT AND UNDERSTAND LEADS ORGANIZED PERSONALIZED
- 15. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 16. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Customer Segment #4 • 2014 – present • Sophisticated, multi-product users • New use cases • Annual contracts • Highest $ value
- 17. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand 1,300+ Customers 400+ Customers Legacy (<$) Newer (>$) 1 2 3 4
- 18. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand The Uberflippin’ Challenge How do we (with a unique, 1,700+ customer base)… (a) reduce churn, (b) improve customer health, and (c) scale upmarket …all with a team of just six people?
- 19. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Step 1 Find a Tool
- 20. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Step 2 Document & Process-ify
- 21. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 22. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 23. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 24. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 25. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Step 3 Automate (and think like a marketer)
- 26. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 27. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Smart people!
- 28. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Marketing automation has changed the way that marketers operate. Marketing automation platforms like HubSpot, Marketo, Eloqua, Pardot, Act-On, and MailChimp have helped marketers to market better, save time, and scale.
- 29. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 30. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Customer Success Management tools are starting to do the same for CSMs. It’s now possible to understand which customers need attention and why, and to do it at scale for the first time.
- 31. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand + Better Together How we use Amity & HubSpot to scale success
- 32. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Trigger workflows in HubSpot based on Amity Insights Understand how content engagement impacts the health of our customers 1 2
- 33. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Insights Insights let us know where our attention is required. Insights we trigger in Amity are based on a few key things: • Activities • Outcomes Each tells us something very important.
- 34. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand If we notice that an account hasn’t been engaged with for 60 days, we’ll automatically drop contacts from that account into a HubSpot workflow that’s been specially designed to re-engage them over the span of a few days or weeks. The goal? Spurring conversations. Triggering Workflows with Insights
- 35. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand
- 36. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand 84% increase in engaged accounts
- 37. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Understanding the Customer- Impact of Content Why do I care whether or not customers are engaging with marketing content like blog posts, webinars, infographics, eBooks, and white papers ?
- 38. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand HubSpot’s CHI – Customer Happiness Index
- 39. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand HubSpot’s CHI – Customer Happiness Index
- 40. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Takeaways • Segment, segment, segment • Find a Customer Success Management tool – yesterday! You can’t start too soon • Build out processes based on key activities and outcomes to make the most use of the tool you choose • Automate as much as you can using by combining a CS tool with marketing automation
- 41. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Meet Our Host Paul Philp Founder & CEO @pphilp @GetAmity GetAmity.com
- 42. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Questions? #PracticalCustomerSuccess
- 43. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Many Thanks To Our Presenter @sambrennand @uberflip hub.uberflip.com info@uberflip.com Sam Brennand Director of Customer Success
- 44. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Join us on October 7 & October 28 for the next webinars in the Practical Customer Success, Fall 2015 Series Visit getamity.com/resources to register!
- 45. Scaling Customer Success on a Rocketship @GetAmity @Uberflip @SamBrennand Let’s continue the conversation Thank you for being here! @GetAmity GetAmity.com
Editor's Notes
- Low = 32% of MRR High = 68% of MRR
- We started with our onboarding program. For us, and for most SaaS businesses, onboarding is the silver bullet. If your onboarding process isn’t succeeding at turning new customers into advocates in the first 100 days, you’re ultimately just setting yourself up for failure.
- Take the time to understand the actions that lead to successful outcomes.
- Take the time to understand the actions that lead to successful customer outcomes. THE RESULT OF THIS EXERCISE SHOULD BE A SERIES OF INSIGHTS THAT TELL YOU THINGS ABOUT YOUR CUSTOMERS BASE.
- Ultimately, automation is the key. Processes don’t matter if you don’t have the bandwidth to follow them. And with a team of 6 and a customer base of 1700, bandwidth is obviously a huge concern for me.
- For guidance, I turned to the members of our team who know automation better than almost anyone: our marketing team.
- When marketing automation tools like HubSpot, Marketo, Eloqua, Pardot, Act-On, and MailChimp first launched, they completely changed the way that Marketing teams operate, allowing even small teams to reach huge audiences at scale. With a marketing automation tool in place, a single marketer could do alone what used to take entire teams – and in many cases, do it better. And marketers have been quick to embrace marketing automation – according to Pardot, 79% of top performing companies have been using marketing automation for two or more y ears. The beauty of marketing automation tools is that they have allowed marketers to spend less time doing repetitive, low-value tasks, and instead spend more time on the work that truly matters, such as creating and distributing amazing content.
- Marketers operate in an environment where scale is a necessity. Accordingly, they’ve become very adept at managing a one-to-many relationship through automation.
- It’s now easier than ever (if not possible for the first time, in many cases) to understand which customers need our attention and why, and to do it at scale for a customer base that could number into the tens of thousands.
- Insights are based on the processes we’ve laid out in step 2.
- Since we’ve started tracking, our % of engaged accounts has risen 84% in the span of a few weeks. Our customer base has never been more engaged.
- It’s now easier than ever (if not possible for the first time, in many cases) to understand which customers need our attention and why, and to do it at scale for a customer base that could number into the tens of thousands.
- HubSpot example – the HubSpot CHI index measures customers not just on how they’re using the product, but in terms of how much they’ve embraced what HubSpot preaches. In other words, how much they’ve drank the HubSpot Kool-Aid.
- HubSpot example – the HubSpot CHI index measures customers not just on how they’re using the product, but in terms of how much they’ve embraced what HubSpot preaches. In other words, how much they’ve drank the HubSpot Kool-Aid. At Uberflip, we take a similar approach. Uberflippers that aren’t regularly consuming content aren’t as likely to be as successful over the long-term. For example, churned customers were likely to open X% of marketing emails and clickthrough to 13%, while our best customers average 90% and a CTR of 25%. Early indications are that our best customers are much more likely to engage with our marketing content than churned customers (as you might expect). Because of the unique nature of our product, we also hope to be able to tie information about Knowledge Base content consumption into our health scoring model.
- It’s now easier than ever (if not possible for the first time, in many cases) to understand which customers need our attention and why, and to do it at scale for a customer base that could number into the tens of thousands.