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Optimizing Training and MarketingOptimizing Training and Marketing

for Success in the Social Cloud:for Success in the Social Cloud:How Companies Offering ApplicationHow Companies Offering Application

and Weband Web--based Solutions Must based Solutions Must 

Reshape the Sales Funnel Reshape the Sales Funnel 

3/30/2011 Confidential

Presented by

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On Demand Demands More

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� The subscription model depends on keeping

churn rates low and renewal rates high

� Free trials put customers behind the wheel of competitor solutions ² customers are

well-informed before they engage with you

� Social networking is turbo-charging word of 

mouth referrals

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The Legacy Sales Funnel

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Telesales

Telemarketing

Advertising

Capture Prospect Info / CRM

InternetTrade Shows

Webinars

Seminars Referrals

Word of Mouth

Qualify

Leads

Opportunities

Sales

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A Tale of Two Funnels

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Marketing

Sales

OLDAPPROACH

Education

Focused

Marketing

Training

Focused

Marketing

Heavy

Sales Focus

Marketing Optimization Programs

NEWAPPROACH

Automated Sales Engagement

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Customer Acquisition PhasesCustomer Acquisition Phases

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$

Phase I Phase II Phase III Phase VI Phase V Phase VI Phase VII

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Phase IPhase I

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� Increase Awareness/Traffic

± PPC (search and content network)/Advertising

± Display ads on sites sending converting traffic± PR and analyst outreach

± Social media channels

± SEO

± Channels± Webinars and events

± Sponsorships/Associations/Awards

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Phase IVPhase IV

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� Increase Conversion from Trial to Paid User 

± Test email interactions during trial

± Test promotion offers during trial period± Test trial period length

± Analyze shopping cart experience

± Identify objections/hurdles to conversion through

research/probing

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Phase VPhase V

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� Onboarding/Training

± Analyze on boarding process

± Support and self-service knowledgebase± Surveys and polls

± Email communication

± Training tools and programs

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Phase VI

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� Adoption/Upselling/Training

± Training tools and programs

± Upselling opportunities being optimized± Identify and leverage evangelists

± Channel/partner programs

± Customer adoption patterns

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Phase VII

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� Evangelism

± Leverage evangelists

± Referral and reward programs± Channel/partner programs

± Advisory boards

± User groups/community

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Key MetricsKey Metrics

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� Phase I ± Unique visitors, number of free trials

� Phase II ± Free trial conversion rate, bounce rate

� Phase III ± Increased average trial usage� Phase IV ± Increased trial to paid conversion

� Phase V ± Customer support ticket score,

product knowledge of users

� Phase VI ± Renewal rate, upsell growth� Phase VII ± number of customer referrals,

number of positive customer reviews

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Summary

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� Old funnel is no longer enough

� Customer facing groups need to collaborate

throughout the customer lifecycle

� Create a university for your customers

and encourage ongoing training

� Use analytics-driven, customer-centric campaigns

� Stay alert to response to breaking

social opportunities