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Nurturing the customers through their lifecycle

Just because we don’t have the reporting over time, this does not prevent us from making efforts to move customers from a “poor” health category to a better one, irrespective of the age of the account. We measure the percentage of customers in each health bucket as a KPI.

This is where we can leverage the work we have already done in Totango and Salesforce to drive nurturing campaigns for each account. We currently use Marketo, which is integrated with our Salesforce instance, to drive these campaigns.

Let’s see how you can do this with Marketo.

  1. Initially you have to create “Segmentations” in the lead database that relate to the health criteria and customer activities you wish to drive campaigns from. Here is an example of some of the segmentations we created:

Within each segmentation we create segments that use a Marketo Smart List matching from the appropriate tag within the “Totango Insights” field.

Note: For each of our segmentations there are only two segments. Either they match the criteria or they don’t. Hint: If you need more segmentations ask Marketo.

2. For ease of creating the email content we use Snippets that have dynamic content driven by the relevant segmentation. These examples show a Snippet that present a relevant message dependent on the customer’s 30-Day On-Boarding health.

This is the “Default” content which equates to “Good” health:

This is the content which is presented when the segment for “Poor” 30-Day On-Board health is matched:

3. Use the Snippets to create an email in the appropriate program and campaign under the Marketo Marketing Campaigns. Here is an example email that is generated where all the 30-Day On-Board criteria are met.

Each of the areas is made up of Snippets allowing us to adjust dependent on the persons role receiving the email, and easily report on the success criteria we need to.

4. Set up campaign logic for each of the timeframes you wish to send the appropriate nurturing message. As the example was for 30 Day-OnBoarding we trigger the campaign 29 days after the “Days since start” field in the Salesforce Account object.

Note: We had to use a formula field in Salesforce to drive the days counter as Marketo cannot trigger on X days after a specific date.

Using the same process you can create multiple campaigns and generate the appropriate content for any of the customer’s lifecycle stages – from a pat on the back to specific recommendations for product improvement.

As you read through this, you most likely thought about gamification and the potential of building this functionality natively into your product. If you’ve already got it built in there, that’s great news. If you’re not quite there yet and iterating on many MVP’s of solutions, then you’re where we are here at The High Bar.  And this could be a great solution for you.

I hope this has been helpful and though you probably can’t implement exactly as we have, I trust it will provide some food for thought.

Finally, here’s a fourth question for you, and the challenge to answer it within 30 seconds:

“How many paying customers do you have right now?”

It may seem simple but you’d be surprised how many can’t answer that. Just something else to think about.

-Case Study Guest Blog by Andrew Jamieson, CTO at The High Bar

Read the FULL report or previous installment: Managing your customer’s health and keeping them off life support.

Ellis Luk

I'm the marketing and communications manager at Totango - but you can call me Chief Content Officer. When I'm not writing, you can find me obsessing over memes, debating grammatical usage or getting distracted by the latest Tumblr gif blogs. Customer love starts with a friendly hello!

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