A new approach to demand generation - leveraging customers at scale to build a predictable marketing funnel through advocacy and customer nurturing programs.

1. G R E E N H O U S E . I
O
Activating Customers to Drive Growth
Barbra Gago, VP of Marketing @Greenhouse

2. Barbra Gago
VP of Marketing
@Greenhouse
Previously, early-stage SaaS
marketing consultant
Strong background in B2B demand
gen + content
Both fast-growth/startup and
enterprise strategy

3. Greenhouse is a platform that
helps you improve your
recruiting performance.

4. We are in rapid-growth mode
• Product to market mid-2013
• ~ 35 to 105 employees in last 12 months, 185 by EOY
• On track to quadruple our revenue and hit 1k+ customers
• (And marketing is responsible for 70% of the ARR goal!)

5. Our view of the funnel

7. How do we activate our
customers at scale?

8. The opportunity
• Referrals drive 15% of our revenue and convert to customers at a rate of 60%!
• Starting early (before $12M ARR) will help us build and sustain longer-term growth and
increase % of inbound revenue
• We can enrich relationship with customers through automation - Customer Success
can’t scale the 1-1 relationship (many have 100+ customers)
• Building advocacy early will help us build brand leadership and elevate our brand in
the recruiting space (help us become a brand that people want to be associated with)
• We know that referrals are a great source of revenue but as we scale it’s hard to
maintain the channel unless we operationalize it

9. Align with Customers Success to drive engagement
Activate influential customers to grow top of funnel
Leverage customers expertise for product innovation
Support our customers’ professional development
Scale up low-effort – big impact activities
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Our goals

10. Understand the customer life-cycle stages/milestones1
Identify our advocates and their motivations2
Develop a program that balances high touch with scalability3
Our process

11. Automated customer nurturing
Bootcamp series

12. Advocate personas
The Visionary The Maven
What motivates them to advocate: Status
Access to a rich leadership community
They want help building their personal brand
They want to ‘make’ their career
What motivates them to advocate: Community
They’ve been able to learn from their peers
They want help building their employer brand
They want to share with others

13. High touch program – Advisory Board
What they’ll do for us What we’ll do for them
Spread the word about Greenhouse
Act as a Greenhouse ambassador
Make referrals that result in ARR
Act as references for deals in the pipeline
Speak at events and conferences
Publically endorse in PR and sales collateral
Invite them to our Advisory Board
Visibility/influence on product roadmap
Complimentary consulting services
Exclusive content; strategy reviews, benchmarks
Private workshop events (off-sites) with peers
Exclusive access to beta-testing
Position them as a thought leader (PR)

14. Low touch program – Advocate Hub
What they’ll do for us What we’ll do for them
Comment on articles or blogs
Shout-out on social media
Reviews on directory sites, etc.
Case study / testimonial
Host a meet-up or user group
Reference call
Access to private VIP dinners / events
Feature in blog and newsletter
Launch kits (repeat customers)
Access to community / mentor program
Job posting credits
Industry and Greenhouse event passes
Exclusive swag + resources
Create a ‘pull’ system for customers to opt-in to activities and get appropriate rewards

15. Start early. If you have a customer you should be thinking about this.
Hire someone to own this.
‘Enable’ Customer Success as you would enable Sales
Ask your customers what they want. Don’t assume.
Find the low-hanging fruit and focus on that.
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Getting started

16. Thank you.
GREENHOU S E.I O