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A One-to-Many (1:M) program is a scalable way to increase adoption and customer engagement, by leveraging automation and customer lifecycle messaging through tactics like email, community, blogs, webinars, etc.
Tech Touch
All
Tech
Touch
Further reading: http://www.gainsight.com/2015/08/13/1-to-many-the-real-difference-between-low-and-high-touch/
§ Designate someone within Customer Success who has these traits/experience: • Marketing & Content experience • Understanding of Customer needs • Proficiency within your email delivery system • Ability to prioritize 1:Many activities
§ Measure their performance supporting customer segments with these metrics: • Time to Value • Adoption • Net Promoter Score • Gross Retention • Upsell Rate • Accounts per CSM
§ Shared tactics: • Webinars • Videos • Blog Posts • Emails • Community • Advocacy Platform
§ 1:Many program lead manages all communications to our customers
§ If a message is sent from an executive’s email alias, Marketing will review and ensure the message is on brand.
§ Our two teams collaborate and align on the content calendar topics frequently
U N L E A S H E D GENEROSITY
Network for Good Network for Good is a Certified B Corporation that offers innovative online donation and peer fundraising software for nonprofits, plus the expertise, training, and support to drive successful campaigns. The company distributes millions of donations from donors to good causes each year.
Serve over 11,500
nonprofits with
fundraising so@ware
Processed over $1.25B to over 100K chariHes since 2001
Established as a
nonprofit in 2001
Trained over 118K
nonprofit professionals in 2014
More than 50,000 TwiNer followers
U N L E A S H E D GENEROSITY
What is our 1:M Strategy • Customer Marketing is the backbone of all 1:1
interaction • CSMs focus on key parts of lifecycle • Tools for Success:
– Automation of business processes – Marketo/Gainsight integration – Strong content marketing
U N L E A S H E D GENEROSITY
Org Structure
COO
Marketing
Lead Gen Customer Marketing
Content Sales Success
U N L E A S H E D GENEROSITY
Onboarding Call
First Login
Sign up
Page Published
First Donation
Full Adoption
First Recurring
Donor
Example: New Customers
U N L E A S H E D GENEROSITY
Example: New Customers • Welcome Series • Triggered emails
when KPIs not met Customer Marketing
• Welcome Call • Follow ups based on
KPI achievement CSM
Playbook
30 Day NPS
Drip campaign: at risk
Drip campaign: healthy
At-Risk Playbook
U N L E A S H E D GENEROSITY
Campaign Examples At-risk
• Direct, short • Questions about their
plan to see value • Invitation to contact
CSM
U N L E A S H E D GENEROSITY
Campaign Examples Successful
• Advanced features • Ways to see better
results • Calls to action for self-
serve training options
U N L E A S H E D GENEROSITY
Wins & Challenges Better customer engagement & open rates Improved Time to Value Solving code-red problems earlier Missing hand-offs between teams Difficult to quantify effect of personal CSM touch vs. marketing Reaching customers when they have time