Presented by Atri Chatterjee from Act-On Software at Totango's Customer Success Summit.

1. Customer Lifecycle Marketing
Atri Chatterjee
CMO, Act-On Software
www.act-on.com | @ActOnSoftware

2. About Act-On
• Our Company
• Founded in 2008
• 140+ employees today in Oregon & California
• Our Technology
• Marketing Automation designed from the ground up for
small marketing teams
• 3rd generation SaaS platform built to scale
• Our Customers
• 1,400+ and growing across all major vertical industries
• From Progressive Insurance and Motorola to many
companies you don’t recognize
www.act-on.com | @ActOnSoftware

3. Why Customer Lifecycle Marketing?
• We’re a subscription software business
• We sell to the mid-market
• We allow month-to-month contracts
• We see the value of leverage
www.act-on.com | @ActOnSoftware

4. The Typical Funnel
• Driving customers from
awareness to purchase
Marketing
• In a linear progression
Sales
• With the final goal
being initial purchase
{}
www.act-on.com | @ActOnSoftware

5. Redrawing the Funnel for the Lifecycle
Acquisition Retention
Expansion
LEADS SQL & CUSTOMERS
ENGAGED ADVOCATE
MQL OPPORTUNITIES CUSTOMERS & FAN
Marketing throughout the customer lifecycle
Campaigns, Content, Programs, SLAs, Pipeline
Onboarding, Training,
measurement
Communication, Loyalty,
Advocacy, Upsell
www.act-on.com | @ActOnSoftware

6. Retention Starts with Activation & Usage
• Get customers started
• Early success is key LEADS SQL & CUSTOMERS
ENGAGED ADVOCATE
MQL OPPORTUNITIES CUSTOMERS & FAN
• Ensure regular usage
• More important if usage drives ROI
• Help remove obstacles
• Training, processes, expertise
Activation Usage Proficiency
Customer Experience
www.act-on.com | @ActOnSoftware

7. Communication Starts Upon Signing
• Engagement starts with
a welcome message on
Day 1
• Personal contact with
each and every new
customer within Week 1
• Dedicated customer
success manager for
each account
www.act-on.com | @ActOnSoftware

8. Communication Continues in the Product
www.act-on.com | @ActOnSoftware

9. With Metrics to Gauge Activity
• Setup and Training
• Product and online
assistance usage
• Interaction with
customer service
• Interactions with sales
www.act-on.com | @ActOnSoftware

10. From Customer to Advocate & Fan
• Satisfied customers are
a prerequisite LEADS SQL & CUSTOMERS
ENGAGED ADVOCATE
MQL OPPORTUNITIES CUSTOMERS & FAN
• Customer loyalty is NOT
just a {marketing}
program
• It must be “always on”
www.act-on.com | @ActOnSoftware

11. Our Approach – Community & Advocacy
• Focus is on building the
community
• Success with Act-On
• Sharing of ideas amongst
each other
• Multiple form factors
• In the product
• Social media
• Physical events
• Advocacy program provides
framework
www.act-on.com | @ActOnSoftware

12. Some Results
• Community activity • Referrals
• Active participation; biggest • 15 – 20 deals/qtr
source of new ideas • Upsells
• Reviews • 20-30% of bookings/qtr
• Positive & constructive
criticism
www.act-on.com | @ActOnSoftware

13. Questions…
• Contact me: atri@act-on.com; @atrichatt
• Call: 1 (877) 530-1555 or email us: info@act-on.com
• Twitter: @actonsoftware
www.act-on.com | @ActOnSoftware