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Successful Lifecycle Marketing through Innovative Marketo & Totango Integration

We are excited about our integration with Marketo to help companies with lifecycle marketing (marketing to existing customers).

Combining the capabilities of Marketo with Totango leads to the automatic customization of content, timing and type of Lifecycle Marketing campaigns targeted at existing customers.

Account nurturing should not stop when a customer buys from you. On the contrary: revenues from existing customers can far exceed revenues from new customers and these revenues are less costly to attain. Therefore, use Totango to understand how your existing customers are using your software and to automatically create usage-based cohorts.

Totango significantly enhances the native capabilities of Marketo, helping to drive adoption and usage of SaaS products. The result: better relationships with clients, increased revenues, customer success and lifetime value.

Lifecycle Marketing: Challenge & Solution

Challenge:
Oftentimes, customer nurturing activities abruptly stop when a prospect or customer starts using a trial or paid service. To continue to nurture the relationship with customers, businesses must create effective Lifecycle Marketing campaigns that engage, support and serve customer needs as their usage evolves.

Challenges in creating successful Lifecycle Marketing campaigns:

  1. Accurately assessing customer needs and behaviors; and,
  2. Following through with timely, relevant customer engagement initiatives.

Solution:

Totango – Marketo: Working Together

Totango automatically calculates a customer engagement score for each account, based on real time streams of user actions (showing how people are using the service and where they get stuck), and customer demographics collected from CRM systems, help desk systems and billing systems. This score, as well as specific customer actions, can be used to segment users into activity-based cohorts, which in turn can be leveraged for automated and customized sales and marketing campaigns.

Totango Marketo Integration

Examples of activity-based cohorts include:

  • Users who signed up for a trial but never activated
  • Users who are more active than the average activity
  • Users who display similar behavior to the most successful customers
  • Users of a particular feature
  • Users who logged in once but never returned
  • Users who referred other customers

Totango Marketo use case examples:

Trial Conversion: Trial users still active on the 3rd day of a trial are 4 times more likely to convert into paying users. Checking in with these active trial users increases trial close rates by 70%. Totango identifies who the most active trial users are, and Marketo reaches out to them at the right time with the right message.

User Onboarding: Totango analyzes where customers are getting stuck while using the product or service, and Marketo sends helpful tips at the right time to get them back on track.

Upselling: Totango finds users who are using a particular feature and are likely candidates for purchasing additional module(s) and/or finds highly engaged users who may be interested in expanding their deployment, and Marketo executes the upselling campaigns.

Customer Success: Cancellations are almost always preceded by a period of non-use. Totango identifies a drop in usage for a particular customer, and a Marketo campaign can be used to proactively reaches out to the customer before it’s too late.

Totango, a Complimentary Platform to Marketo

Totango serves businesses who operate in a no-touch or low-touch environment. We aim to help businesses gain a better understanding of their clients, so that businesses can serve their customers better. While Totango aggregates data and translates it into meaningful insights, Marketo translates Totango’s insights into meaningful actions. Together, the two platforms create a holistic, customer-centric work methodology that encourages context-driven, customized and automated marketing and sales intitiatives targeted at existing customers.

Marketo/Totango Integration Details:

With the Marketo and Totango implementation, Marketo smart campaigns are created to target certain behaviors, detected by Totango, by users of the cloud-application. The two systems seamlessly communicate through Salesforce.com.

  • Once installed on the cloud application, Totango monitors user actions and determines the nature and level of engagement of each user. When a configured behavior is detected (such as first usage of a specific application module or a drop in usage) the Totango record is updated with the appropriate Totango Insight.
  • Totango synchronizes information with Salesforce.com in near real time, updating Leads and Account with Insights as they happen. Marketo, in turn, seamlessly integrates with Salesforce.com and uses this information (alongside any other) in campaigns and programs.
  • A Marketo email campaign is created using Totango Insights as part of the campaign’s Smart List.

For more examples and documentation, please visit this Lifecycle Marketing article

View ebook on Totango-Marketo Integration, The New Generation Lifecycle Marketing:

Guy Nirpaz

Guy Nirpaz is a Silicon Valley-based Israeli entrepreneur and CEO of Totango, a Customer Success software platform. A pioneer in the Customer Success field, Guy established the Customer Success Summit and is a well-regarded industry speaker and community contributor. Guy loves people and technology and has dedicated his career to improving the way in which business is done through innovation. Fun Facts: Guy moonlights as the lead guitarist in a rock band based out of his garage in Palo Alto and used to command a tank battalion...as well as having grown oranges.

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