what is a go-to-customer strategy?
TRANSCRIPT
WHAT IS AGO-TO-CUSTOMER STRATEGY?
The team, process, and tactics that fuel customer growth.
WAIT, DO YOU MEAN GTM?
A go-to-market (GTM) strategy is how a company takes products
& services into a market to acquire customers, capture
share, and reach revenue goals.
NOPE!
GTMS LOOK LIKE THIS
AND THIS…
…AND THIS.
THERE ARE MANY WAYS TO GTM
BUT (BIG BUT)…
“There are really THREE THINGS that really matter when running a SaaS business:
1. Acquiring customers 2. Retaining customers
3. Monetizing your customers”
-David Skok
WICKED SMAHT
http://www.forentrepreneurs.com/saas-metrics-2/
DAVID SKOKGeneral Partner at Matrix Partners
“
SO WHAT IS THE GTM MISSING?
CUSTOMERS!
CONSIDER THESE FACTS70% of companies say it’s cheaper to retain a customer than acquire them.
Increasing customer retention rates by just 5% increases profits by 25-95%.
80% of your company's revenue will come from just 20% of your customers.
SO WHY THE ARE WE MARKETING TO STRANGERS?!****
THE GO-TO-CUSTOMER STRATEGY IS THE ANSWER
“In the age of the customer, you will only be successful if you become
customer-obsessed, so you must plan to go “to customer,” not “to market.”
VP, B2B Marketing Research Forrester Research
PETER O’NEILL
“
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,
A go-to-customer (GTC) strategy is how a company
drives customer usage, satisfaction, and growth.
WHAT IS THE GO-TO-CUSTOMER STRATEGY?
GTC
SEGMENT ENGAGE
SATISFYGROW
WHO IS RESPONSIBLE FOR THE GTC?
PRODUCT MARKETING
PRODUCT MANAGEMENT
CUSTOMER MARKETING
NEW ROLE?
• Segments customer base • Sets GTC Strategy • Launches new products
to customers
• Drives product usage • Solicits product feedback • Owns Voice of Customer
• Creates customer-centric product information
• Showcases customer success
• Drives cross-sell/upsell campaigns
ACCOUNTMANAGEMENT
• Approves GTC Strategy • Assesses Customer
Satisfaction • Opts customers in and
out of campaigns
WHAT ARE THE TENENTS OF A GTC?SEGMENT ENGAGE
SATISFYGROW
#1: Relevance
Segment the customer base to ensure
conversations are relevant.
#2: Value
Engage the customer in their subscription to drive usage and show
value.
#2: Retention
Assess satisfaction to ensure customers are
seeing value and intend to renew.
#4. Monetization
Through effective upsell/cross-sell
programs, achieve customer growth.
WHAT ARE THE TACTICS?SEGMENT
To achieve relevance in all communications, establish customer segments that need to be addressed uniquely.
PRO SUBSCRIBER
CMO
NON-USER
HIGH TECH
LOW USAGE
LOW SAT
ENT SUBSCRIBER
MARKETING MGR
USER
PUBLISHING
LOW USAGE
NEUTRAL SAT
DEV SUBSCRIBER
DEVELOPER
USER
GAMING
HIGH USAGE
HIGH SAT
WHAT TIER?
WHAT ROLE?
WHAT INDUSTRY?
USER OR NON-USER?
HOW SATISFIED?
LEVEL OF USAGE?
SEGMENT 1 SEGMENT 2 SEGMENT 3
WHAT ARE THE TACTICS?To create your customer engagement strategy, set goals and corresponding outreach types and mediums to achieve goals.
DRIVE USAGE
INCREASE SAT
INCREASE SAT
CROSS-SELL
UPSELLSET GOALS
OUTREACH ACTIVATE
SHOW RESULTS
BUILD RELATIONSHIP
SHOW RESULTS
SHOW NEW VALUE
PROMOTE PRODUCTS
INVITE TO WEBINAR
SHOW FEATURES
OFFER DISCOUNT
ENGAGE
SEGMENT 1 SEGMENT 2 SEGMENT 3
WHAT ARE THE TACTICS?To improve satisfaction, first you need to set your baseline. Ask the Net Promoter question, and then re-ask it at every major event, and track progress.
NET PROMOTER
CUSTOMER LIFECYCLE
ONBOARDING
USING
SUPPORTING
GROWING
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER TIPYour greatest
insight comes in the first 90 days
of product usage, ask once per
month to detect trends.
SATISFY
WHAT ARE THE TACTICS?To monetize within your customer base beyond their core subscription, segment, craft upsell/cross-sell campaign strategies & priorities, and track performance monthly.
FREE
SUBSCRIPTION TIER
SEGMENT 1
SEGMENT 2
SEGMENT 3
NEW PRODUCTS
DEVELOPER
PROFESSIONAL
ENTERPRISE
ELITE
ADD-ON 1 ADD-ON 2 ADD-ON 3 ADD-ON 4
SEGMENT 4
1
1
2 12
1 2
GROW
HOW TO MEASURE YOUR GTCMeasurement needs to be as granular as the desired outcomes, by segment.
SEGMENT 1 SEGMENT 2 SEGMENT 3 …
GROWTH
RETENTION
SATISFACTION
USAGE
GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL
AND THEN…
YOU RE A RELATIONSHIP MARKETER’
AND THEN…
YOU RE SCALING CUSTOMER INTIMACY’
AND THEN…
’YOU RE FUELING CUSTOMER GROWTH.
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US, TOO!
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THANKS FOR READING!
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