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Telcos - Getting your customer lifecycle management right for SaaS

“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?

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Telcos - Getting your customer lifecycle management right for SaaS

  1. 1. Getting your Customer Lifecycle Management right for SaaS
  2. 2. Alan Marsh Product and Marketing Director Tom Platt Commercial Director Hello…
  3. 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. 4. SaaS companies are growing 40-50% YoY growth is typical
  5. 5. The typical SaaS sales pipeline Free trial Paying PromoterAware Discover Set-up and Use Achieve Ongoing Success Lead
  6. 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. 7. Free trial Paying PromoterAware Discover Set-up and Use Achieve Ongoing Success Example 1 – Build it and they will come
  8. 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. 9. Free trial Paying PromoterAware Discover Set-up and Use Achieve Ongoing Success Example 2 – Product push
  10. 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. 11. Paying PromoterAware Discover Set-up and Use Achieve Ongoing Success Example 3 – Sold it… job done
  12. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. SaaS Examples Engagement email comms Customer success engagement Achieve Ongoing Success Deep functional support, communities and forums Marketplace of integrating services
  24. 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. 25. Where to go from here? Download it from… http://bit.ly/sellSaaS
  26. 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. 27. Thank you twitter.com/BCSGcloud www.bcsg.com enquiries@bcsg.com

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