What sets apart winning teams? When it comes to professional sports, it is not just the star players or superior coaches that ensure a team will win. Of course, these people can increase the likelihood of victory, but what matters is a unified group of people that is striving towards the same goal. Truly great teams seem to operate as one. Players seamlessly work together, throwing and catching balls, and following preplanned strategies that help them beat their opponents.
Salesforce has announced new insurance-focused enhancements to its Financial Services Cloud designed to help insurers to build more personalized relationships with policyholders.
This piece is part of a series surrounding website development best practices as followed by Marketo’s web development team. You can learn about the pre-planning process, how to create an actionable plan, setting your team & project up for success, and managing your team throughout the build process in our previous posts. Now you’re almost at the finish line! Everyone on the team is excited. They are ready to see your hard work, explore the new site, and take it for a spin. And they’re already thinking about what can be done next.
No marketing manager today is satisfied with his or her website. Whether the sticking point is usability or conversions, there is always room for improvement. Digital capabilities are becoming faster every day. With more to engage with, it’s no wonder marketers are settling for a site that’s just OK. They might not have the means to conduct effective testing and make impactful, informed changes.
Let’s face it: The marketing world moves quickly. So quickly that as you chase down the latest and greatest channels and tools available, it’s possible to lose sight of the very foundation that enabled you to get this far.
It’s important to position your brand where people spend their time, and having your marketing team experiment with creative new channels, such as new social media platforms, is vitally important. However, C-suite leaders must remain focused on the facts through all the fads and trends coming and going at top speed. And one fact is unwavering: A website is one of your most valuable customer-facing assets.
Building a website is easier than ever. It is the foundation of your digital strategy and is one of the most effective means of advertising your products.
What is it about your business that appeals to customers? You might think it’s the high-quality products you make. Another good guess would be the stellar services you provide.
In reality, it’s something else altogether: the unforgettable experiences you deliver.
Of course, measuring the effectiveness of your experiences can be difficult—especially when you’re collaborating with several internal teams, leveraging multiple tools, and engaging with prospects and customers across numerous channels.
But the success of your account-based marketing (ABM) strategy depends on it. For your ABM campaigns to truly thrive, you must be able to measure your efforts, analyze how they’re moving you toward your goals, and optimize your approach to boost results.
Here are a few helpful tips about gathering the insights you need to prove and improve the impact of your account-based experiences (ABX).
Success At Every Level
To ensure successful ABX, you can’t just measure your campaign’s success after deployment. You need to collect the right metrics at every stage of your campaign—and each stage demands different metrics for measuring success.
Whether you’re driving awareness using channels such as social and web personalization or developing leads with executive outreach and webinars, your ABM metrics should be tracked according to the type of marketing initiative.
Let’s take a look at what type of metrics are suited to each stage of the marketing funnel:
In the awareness stage, it’s likely too early to be measuring ROI-centric metrics. Instead, your focus should be on accounts’ engagement with your widespread marketing initiatives.
This includes identifying how many people are engaging with your social activity, what effect web personalization has on your website visitors, and what kind of impressions and click-through rates your ads are receiving.
Using these metrics, you can identify areas to optimize your engagement channels and highlight which accounts to guide down the marketing funnel.
During this stage, you’ll develop leads and accounts captured by your awareness initiatives, so it’s critical you measure account penetration metrics on how accounts are engaging and what’s driving them toward making a purchase.
You need to identify which prospects are opening emails and clicking on the links within them, which users keep returning to your website, and which accounts are repeatedly engaging with your webinars, blogs, and other content.
When you use these metrics to identify what’s working, you can adapt your ABM tactics to continue driving success across your channels.
At the final stage of your ABM campaign, you need to gather metrics that measure your overall success, including your campaign’s final ROI.
This involves metrics such as opportunities created and their value to your sales team, total revenue gained from new accounts, and a list of which marketing initiatives generated the most engagement over the course of your campaign.
With these account-level metrics identified, you can use the information to plan future campaigns, prove the success of your omnichannel ABM approach, and develop a strategy to retain the new customers you’ve secured.
Get Our Definitive Guide To ABM
Measuring success throughout your ABM campaign becomes simpler when you adopt a comprehensive ABM solution. With robust analytics and dashboards that give you full visibility of your omnichannel ABM strategy, you can drive greater engagement with your target accounts.
It seems that for decades, experts have been telling us to tear down the wall between sales and marketing. “Okay! We say yes! Love it! Let’s do that.” But how?
As the axiom goes: “Make new friends, but keep the old. One is silver, the other gold.”
We all know new customers are important but retention is paramount to profitability. In fact, it costs more to acquire new customers than it does to upsell satisfied customers. So, why do customers leave?
Research shows that only one in 26 unhappy customers complain. And, a recent survey from Gartner revealed 81% of respondents said they expect to be competing mostly or completely on the basis of customer experience in less than two years.
Here are five ways a focus on customer experience can help you increase retention and perpetually improve SaaS revenues.
1. Communicate And Connect
With SaaS, it’s easy for a customer to walk away and subscribe to another provider, which makes consistent communication important. And, communication is a two-way street.
Many times customers don’t disclose their full business needs from the start. When they suddenly bring up new expectations to a provider, that can present difficulties. Other times, a sales or service person may miss a crucial point in terms of customer needs. Both of these scenarios can be the reason for churn.
While communication is key, it’s essential to take it a step further and connect with customers. The more personalized relationship you develop, the more indispensable your service becomes. Cooler heads prevail and resolving issues is actually a chance to further the bond. Your customer wants to feel they are listened to—make sure your team proves they do.
2. Onboard To Increase Success
The best time to establish a relationship and demonstrate you want a customer to succeed is the onboarding call. People buy from people, rarely from companies, so making it personal makes a difference. For instance, ensure the customer has the name and contact information of the rep assigned to them. A high level of commitment from the outset sets the tone for a long-term relationship.
Determine a new customer path including as many phases as you can that positively affect their success. As examples, onboarding can encompass various types of training—tutorials, videos, and hands-on proof of concepts (POCs). Consider virtual instructor-led training for simultaneously onboarding multiple users, especially when they’re in different locations.
As noted by Geraldo A. Dada, VP of product marketing and strategy at SolarWinds: “Product-centric customer education is a powerful tool to increase satisfaction and retention, as customers learn to get more value out of the products they buy from you.”
3. Understand Customer Success And “The Experience”
There’s a difference between customer service and customer success. Service is resolving an immediate inbound customer issue. Customer success is about using such “touches” to grow a relationship. With the often complex nature of SaaS, focusing on customer success is particularly effective for avoiding churn and generating opportunities.
In addition, successful teams regularly contact customers to determine how their product is used and which systems and procedures can be improved to faster achieve goals. Further, if your team uncovers a strategy that speeds workflow, consider writing the customer’s story and—if they’re amenable—name them. Send an email to your list with the tip and consider offering a webinar to show everybody how it’s done.
4. Ensure Resources Help, Not Hinder
How thorough are your FAQ pages? Do you update them? Are the “help” sections written for users or filled with unfamiliar technical jargon? When a customer is looking for help, they may already feel frustrated. To go to the trouble of trying to figure out a solution, only to be further confused, can push them over the edge.
Be sure resources are easily understood and regularly updated. Additionally, the minimum standard is to provide help in whatever way the customer wants: chat, phone, and email.
5. Act On Analytics
Some sophisticated solutions collect data on customer usage, made available via a dashboard. If you have this insight, put those analytics work.
With such visibility, you can better understand what piqued a customer’s interest, identify pain points, direct them to overlooked features, see if they’re stalled, or worse, not using a solution at all.
This will allow you to take action to ensure they experience full value and don’t have “buyer’s remorse.” It’ll also could offer more details on personas to strengthen future sales efforts.
The difference between happy customers and canceling customers is ensuring they appreciate the value of your solution. Merely assuming your customers are satisfied is a path to more cancellations. Maintain your customers’ loyalty by making sure your value is heard and seen clearly, loudly and often.
Automation Anywhere, a global leader in Robotic Process Automation (RPA), announced it was named a leader in NelsonHall’s inaugural NEAT evaluation of intelligent automation platforms. Automation Anywhere rated highly in the Leaders category in all five market segments, and in particular for its ability to enable business process owners to develop automations.