Katherine Barrios - Demand generation doesn't die at customer acquisition

Acquisition of new customers is what we all live for. Blogs, ebooks, webinars, podcasts, videos etc. and marketing automation all make part of a beautiful acquisition process to feed the revenue monster. However, all too often the golden nuggets lie in customers already acquired who are many times left to fend for themselves. Demand generation tactics activities must be applied past the acquisition funnel. The interaction between Customer Success and Customer Marketing teams is paramount where working in tandem will secure faster revenue and customers for life.

Transcript

1. KATHERINE BARRIOS | CMO | KATHERINE BARRIOS | CMO | XENETA KATHERINE BARRIOS CMO XENETA DEMAND GENERATION DOESN’T DIE AT CUSTOMER ACQUISITION AUGUST 29, 2019
2. KATHERINE BARRIOS | CMO | We create the largest ocean and air freight rate benchmarking and market analytics platform. We power the freight procurement strategies of some of the world’s leading companies. EMPLOYEE S 85 VC RAISED USD 28.5m FOUNDED OSLO, NORWAY 2013 OSLO HAMBURG NEW YORK 3 OFFICES DATA POINTS 110m+
3. KATHERINE BARRIOS | CMO | 4 LESSONS LEARNED Customers are people. People are hard to tame. “This product does what? Why did I buy?” PEOPLE FORGET If you’re not constantly in your customer’s face showing value, you’re put in a drawer. OUT OF SIGHT OUT OF MIND There is never “THE guy” / “MY guy”. DON’T GET TOO COMFORTABLE 0 1 0 3 0 2 Just because the customer gave your company money, it doesn’t mean they are vested. They need a relationship. IT’S NOT THEIR OWN MONEY 0 4
4. KATHERINE BARRIOS | CMO | CUSTOMER JOURNEY All teams must align along the customer journey to ensure success and customers for life. WHY DID THE CUSTOMER BUY? WHAT DOES SUCCESS LOOK LIKE FOR THEM? ROLES | PERSONAS | BUYING TEAM | CHALLENGES | NEEDS | EXPECTATIONS DISCOVER OPPORTUNITY CUSTOMER WON ENGAGEMENT RETENTION & GROWTH AWARENESS
5. KATHERINE BARRIOS | CMO | We need to still sell to customers. Customers are still prospects. We need continuously create demand from our customers by continuously engaging with them.
6. KATHERINE BARRIOS | CMO | KATHERINE BARRIOS | CMO | XENETA HOW DO WE KEEP CUSTOMERS ENGAGED? TOP & BOTTOM OF THE FUNNEL ARE NOT SO DIFFERENT AUGUST 29, 2019
7. KATHERINE BARRIOS | CMO | SIMILAR DEMAND GEN TACTICS Top & bottom of the funnel are not so different. PRE-CLOSED WON POST-CLOSED WON LEAD /AWARENESS WEBINARS Gated/ ungated evergreen and/or market-related topics Measure: # registrants, attendees, engagement TOPIC SPECIFIC/ROADMAP WEBINARS Gated/ungated Measure: # registrants, attendees, engagement LEAD /AWARENESS REPORTS Gated/ungated market reports Measure: engagement (click, download, contact made) EXCLUSIVE REPORTS Gated/ungated exclusive content/market reports Measure: engagement (click, download, contact made) SDR VIDEO OUTREACH Personal connection to grab attention. Measure: engagement (click, contact made) CUSTOMER SUCCESS MNGR. VIDEO OUTREACH Personal connection to grab attention. Measure: engagement (click, contact made)
8. KATHERINE BARRIOS | CMO | SIMILAR DEMAND GEN TACTICS Top & bottom of the funnel are not so different. PRE-CLOSED WON POST-CLOSED WON ACCOUNT BASED (ABM) DIRECT MAIL Personal connection to grab attention. Measure: engagement (contact made) ACCOUNT BASED (ABM) DIRECT MAIL Personal connection to grab attention for events. Measure: engagement (contact made) LEAD /AWARENESS EVENTS Seminars to educate and nurture prospects. Measure: # registrants, attendees, engagement, new biz CUSTOMER-ONLY EVENTS User meetings, summits, advisory boards to educate, nurture and gain feedback. Measure: # registrants, attendees, engagement, account growth
9. KATHERINE BARRIOS | CMO | 4 LESSONS LEARNED Customers are people. People are hard to tame. “This product does what? Why did I buy?” PEOPLE FORGET If you’re not constantly in your customer’s face showing value, you’re put in a drawer. OUT OF SIGHT OUT OF MIND There is never “THE guy” / “MY guy”. DON’T GET TOO COMFORTABLE 0 1 0 3 0 2 Just because the customer gave your company money, it doesn’t mean they are vested. They need a relationship. They need a partnership. IT’S NOT THEIR OWN MONEY 0 4
10. KATHERINE BARRIOS | CMO | KATHERINE BARRIOS | CMO | XENETA KEEP TALKING TO YOUR CUSTOMERS. GRAB THEIR ATTENTION. CONTINUOUS ENGAGEMENT LEADS TO CUSTOMERS FOR LIFE. AUGUST 29, 2019
11. KATHERINE BARRIOS | CMO | KATHERINE BARRIOS | CMO | XENETA THANK YOU! @XENETA_AS @BARRIOS_TALK