“Customer lifecycle management is vital for unlocking the potential of the mass market . Many in this segment are not self-starters with technology and therefore need education and support to fully realise the value of these cloud services.” Key GTM considerations need to be tied closely to the buying process when offering SaaS applications: - What should the customer journey look like? - What marketing activity are you doing to support customers through the journey? - Have you got the right systems in place to deliver?

1. Getting your
Customer
Lifecycle
Management
right for SaaS

2. Alan Marsh
Product and Marketing
Director
Tom Platt
Commercial Director
Hello…

3. We build and run
business cloud
service
marketplaces
• Providing business apps
to SMBs for over 10
years
• Training to over 10,000
face-to-face
• Providing service to
100,000+ SMBs
• Working with 150+ ISVs

4. SaaS companies are growing
40-50% YoY
growth is
typical

5. The typical SaaS sales pipeline
Free
trial
Paying PromoterAware Discover
Set-up
and Use
Achieve
Ongoing
Success
Lead

6. Example 1 – Build it and they will come
Example
Telco
Not
aware
Let me register
you now…
Still
not
aware
Press Release
Now launched
business apps
Example
Telco
www.exampletelco.com
Unaware

7. Free
trial
Paying PromoterAware Discover
Set-up
and Use
Achieve
Ongoing
Success
Example 1 – Build it and they will come

8. Just while I have got you
on the phone can I interest
you in a 30 day free trial of
x cloud service?
Why not, it’s free!
Not
aware
Let me register
you now…
Does
other
priorities
Start using now
customer@email.cm
Go >>
Example 2 – Product push
Example
Telco
Busy

9. Free
trial
Paying PromoterAware Discover
Set-up
and Use
Achieve
Ongoing
Success
Example 2 – Product push

10. Example 3 – Sold it… job done
Example
Telco
I’m pleased to say that this
comes with a license for x
cloud service
Not
aware
This looks like a
lot to learn I will
do it later
Unsupported
Start using now
customer@email.cm
Go >>
Is busy
and
forgets

11. Paying PromoterAware Discover
Set-up
and Use
Achieve
Ongoing
Success
Example 3 – Sold it… job done

12. Meet Irene…
• Owner / manager of
recruitment agency
• 25 employees
• Established business –
operating for 10 years
• Has relationship with existing
telco supplier for 4 years
• Cautious adopter of tech
Irene Estrada

13. What the buying journey looks like for Irene
Aware Discover
Set-up
and Use
Achieve
Ongoing
Success
• Show tech can help
achieve her goals
• Begin the relationship and
demonstrate you are
credible
• Ensure she recognises
the need in her business
• Highlight that a solution is
available

14. SaaS Examples
Aware
Valuable thought
leadership content,
guides, articles,
presentations
Distributed through the
places a business is going
regularly
Search / events / influencers /
forums / social
Driving customers
to sign-up to get
more content

15. Opportunities for telcos
Example content: Distributed through: Example support required:
• eBooks – e.g. The best
ways to work on the move
• Diagnostic tools - e.g.
Identify the right digital
solutions for your business
• Guides - e.g. Building
remote teams
• Monthly mailshots - e.g.
How businesses are using
digital to improve how they
work
• Website (banners)
• Email campaigns
• PR / ATL
• Social Media
• SMS
• SEO
• PoS materials
• Marketing agencies
• ISV marketing teams
• Microsite to place/host
content
• Email distribution tool
• Landing pages / lead
capture
• Analytics to measure
performance of campaigns
Aware

16. What the buying journey looks like for Irene
Aware Discover
Set-up
and Use
Achieve
Ongoing
Success
• Show how the solution
addresses her needs
• Help her to identify the
value for her business
• Give examples and proof
points of similar
businesses
• Educate her on how the
solution works

17. Discover
SaaS Examples
Websites that bring the
value to life with rich and
engaging content
Case studies and
testimonials that
reinforce the value
Email nurture with
educational
content

18. Opportunities for telcos
Example content: Distributed through: Example support required:
• Tailored cloud service
value proposition
• Case studies - how similar
business are using “x”
cloud service
• Guide - how “x” cloud
service can help you to
collaborate
• Blog article - the best to
adopt “x” cloud service
within your business
• Placement on cloud
service website
• Email / SMS nurture
• Re-marketing
• ISV marketing teams
• Microsite to place/host
content
• Email distribution tool
• eCommerce engine
• Analytics to measure on
site performance and lead
scoring
Discover

19. What the buying journey looks like for Irene
Aware Discover
Set-up
and Use
Achieve
Ongoing
Success
• Guide her to reach the
first success outcomes
• Support her to overcome
the hurdles to set-up
• Tell her the best practices
to embed in her day to
day business activities

20. SaaS Examples
Easy to access and
engaging support content
In product tours
and email
onboarding comms
Set-up
and Use
Facilitated adoption
or welcome calls

21. Opportunities for telcos
Example content: Distributed through: Example support required:
• Onboarding comms
journey
• Help and support library
• Welcome calls
• Email comms
• Outbound telephony
• Cloud service
management
platform
• Cloud Service Help and
Support library
• Marketing Automation tool
• Chat
• CRM
• Analytics
Set-up
and Use

22. What the buying journey looks like for Irene
Aware Discover
Set-up
and Use
Achieve
Ongoing
Success
• Remind her of the value
she is getting
• Help integrate the
services into the rest of
the business even more
• Show her how she can
get more from the solution
• Encourage her to promote
to others

23. SaaS Examples
Engagement
email comms
Customer success
engagement
Achieve
Ongoing
Success
Deep functional
support, communities
and forums
Marketplace of
integrating
services

24. Opportunities for telcos
Example content: Distributed through: Example support required:
• Product updates and
enhancement comms
• Regular engagement
communications
• Help and support library
• Targeted upsell/cross sell
engagement
• Email comms
• Outbound telephony
• Cloud service
management
platform
• Cloud Service Help and
Support library
• Marketing Automation tool
• Webstore
• Chat
• CRM
• Analytics
Achieve
Ongoing
Success

25. Where to go from here?
Download it
from…
http://bit.ly/sellSaaS

26. Where to go from here? Marketing
Automation
On Page
Chat
Intelligent Content
Management
CRM
Customer Lifecycle
Management Tools
Cloud Management Platform
Help and
Support Zone
Analytics
Customer
Support
GTM
Planning
ISV
Management
Channel
Enablement
Customer Engagement
Services
Facilitated
Adoption

27. Thank you
twitter.com/BCSGcloud
www.bcsg.com
enquiries@bcsg.com