marketing and client success: modern day super heroes
TRANSCRIPT
Produced by
BUILDING A RETENTION MACHINE IN PARTNERSHIP WITH MARKETING
Client Success & Marketing Deliver Better Together
MEG MURPHYBigcommerce, CMO & VP Client Experience
Produced by
Powering commerce for the world’s fastest-growing merchants
MEG• SaaS veteran
• 5 startups, 2 IPOs
• B2B marketer
• CX leader
• 2 daughters
LAUNCH AN ONLINE STORE IN 30 MINUTES
BACKGROUND • 55K merchants• $5B in transactions• Startups to major brands• Rapidly evolving sector• Easy to switch
RAPID GROWTHCHURN CONCERNING
USING DATA & AUTOMATION TO SCALE CLIENT SUCCESS
.
BLOG
VIDEOS
BC UNIVERSITY
CLIENT MARKETING
ANALYTICSK-BASE
SUCCESS SQUAD
FORUM
WEBSITE
• Advisory boards
• Blog
• Forum
• Social media
• Videos
• Webinars
1:MANY TOOLS TO DELIVER QUALITY INTERACTIONS
EARLY WINSROOT CAUSERESEARCH
ACQUIRING THE RIGHT CLIENTS
• Acquire the right
clients upfront
• Develop a better
understanding of
clients beyond basic
personas
• Shift our marketing
strategy, tactics &
spend
GOALS
1,529
487
1,958
3,125
RESPONSES
CLIENTS
PROSPECTS
FORMER CLIENTS
PANELISTS
INSIGHTS FROM COORDINATED SURVEYSNET PEROMOTER, MERCHANT & BRAND
TRIALSSALES WAIT & STAY STRONG
CHANGE IS CHALLENGING
DOWN
UPCONVERSIONS & AVERAGE SALES PRICE RETENTION CAC/LTV GAINS
Exec sponsor
Be prepared for surprises
Gets worse before better
Stay strong
Data rules
Integration is tough & critical
Automation is worth it
Start sooner
LESSONS LEARNED
Questions & Answers