Scaling Success Through Layered Communication

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1 CLICK TO EDIT MASTER TITLE STYLE Scaling Success Through Layered Communication Derek Roberts HubSpot #Pulse2017

2 Key Themes Understand your market and your engagement strategy Customer Application as an active participant in Customer success (IoT) Scale through layering communication mechanisms dependent on consumption tracking action

3 Engagement Strategy What do your customers look like? Market Segmentation SMB Mid-Market Enterprise Funding Mechanism G&A Funded Paid Service Package Approach Automated communication for scale Allows for more white glove staffing

4 Customer Lifecycle Unified State Proactive Lifecycle KPI Reactive Lifecycle ALERT Potential Deployment Restart Potential Deployment Restart NEW USER X-SELL X-SELL HEALTH CHECK 8+ ONBOARDING CUSTOMER VALUE 3 m 6 m 9 m 12 m 15 m 18 m 21 m 24 M USAGE DROP POC REMOVED ALERT ALERT Account Relations & Transaction Management

5 Scaling Happens at the Process Level Onboarding Customer Value User Disengagement +/- Alerts Proactive Lifecycle Reactive Events Projects Renewal Management HubSpot In Portal Offers Late/Declined Payments Pay Now Academy Renewal MGT Buy Now Account Relations Resources Support Transaction Management Billing Events Contact Updates Knowledge Base

6 Empower Customers through Layered Communication Hubspot Portal initiates becoming active participant in Customer Success. Customer initiates with HubSpot processes through self-aware, consumption tracked, HubSpot Portal. Today Future Manual In Portal Phone Automated Phone

7 Understand Your Comunication Landscape What types of communication are available to you? Do they fit your engagement strategy? Manually sent In application message center Manually dialed phone calls A customer portal Automated Auto dial phone calls Snail Mail Text

8 Workflow & Consumption Tracking Some workflows call for a simple notification Designing Workflow Some require Consumption or Action Opened? Leverage Consumption and Action Customer Portal Message opened? Was the bill paid? Did usage change?

9 Mapping a Successful Path Start Small - Choose a single process Map the process as it is today Determine Communication Method(s) Do you need to progress to resolution? Select a workflow tool Gainsight tools? Get consumption / resolution information into the database used by the workflow tool Build your flows

10 Before Alert - Product Disengagement - Manual Process Alert automatically generated w/relevant info. CSM/CC reviews Alert and follows Playbook to frame Customer outreach Manual Phone Call CSM/CC manually assesses and closes out Alert

11 After Alert - Product Disengagement - Communicate in Portal HubSpot initiates w/customer on drops in product usage and presents actionable next steps Alert! - It looks like your Marketing Actions have taken a steep dive! This is a known issue. I m all set. Automated Help me get back on track Schedule Call w/ Value Specialist Consumption Tracking Across All Communication Layers Phone call

12 Before Alert - New User Added - Manual Process Customer adds a New User in HubSpot Portal Automated sent to Customers

13 After Alert - New User Added - Automated Process HubSpot initiates with New User in portal and provides actionable next steps Automated Alert! -Welcome to HubSpot! Let s get you optimizing HubSpot and learning about all that HubSpot has to offer. Thanks, but I m already a HubSpot Pro. Help me get Started Schedule Call w/ Value Specialist Phone call Consumption Tracking Across All Communication Layers

14 THANK YOU #Pulse2017