#announcements
Important info for Customer Marketers & Community members
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Hi friends, for those who are responsible for `Onboarding & Adoption` marketing? How do you measure Marketing's influence? My biggest concern is the lack of customer data or accuracy of that data. Also, our customer journey is pretty complex (our CS team identified 15 steps for a customer to be onboarded :exploding_head:). I recommended we start with a few milestones but that will still rely on product and ops being able to get product data into our CRM. My team is afraid that we're not going to be able to show impact so it's hard to get them motivated so hoping I can think of some quick wins to help build momentum that are realistic & measurable. _*Has anyone started with simple metrics to show the value of onboarding & adoption that isn't reliant on other teams/data? If so, what have you done?*_
I'm legit working on this same thing. Let's zoom and talk through it tomorrow or Tuesday if you want!!
Hit me up with some times that work for you tomorrow/Tuesday and I’ll put time on your calendar!
@Ciana Abdollahian @Amanda Peacock What is the objective? What action are you trying to influence the customer to take and how do you know if they've completed it? Is that where you're having trouble getting data back? Do you have timelines that you're targeting to get them to complete these activities? Do you know how these activities relate to adoption or churn and which activities to target? Or are these the types of things you'd like to measure but don't have data for?
The opinions vary across the org. re: onboarding & adoption. I was told because of the nature of our product that product utilization doesn't exactly correlate to adoption which is challenging.
I also asked the question regardless of size, industry, etc. what are a few milestones every customer has to hit before they are considered onboarded. They sent a list of 15 items which I don't know if we can track and if we can there isn't a way to surface that data in a place Marketing & Sales can see and action off of. I'm looking for ways that are simpler manageable where can show impact e.g maybe we could survey 1 month, 3 months, 6 months in and ask where they are in their journey, how satisfied they are and then use that data to determine what to recommend for actions? Knowing survey participation is low that would only give us a sample of customers
Yeah, survey responses will be low unless it's part of a program that leads to improvements and they see a reason to participate.a Surveys because of a lack of telemetry is more of a company reason than a customer incentive.
Do the CSMs know if the customers have done these 15 things? Which ones are the most important that lead to success vs churn? Is there a way for the CSMs to update your CRM? How closely are you working the CS to determine when CM emails) surveys would be useful?
They don’t track these currently and half of our customer base doesn’t have CSMs which would be the segment I’ll be focusing on
Got it.
Do you have a customer journey?
It’s currently be redone by an outside vendor but without CSMs tracking the customer journey and no product data to see where self-serve customers are in their journey, we’re pretty limited right now
So, if you have a general idea of where a customer ought to be in their journey based on their life cycle, start with an estimate by quarter cohorts. Then figure out which buckets of customers belong in each cohort. Then--
Start reaching out and do email campaigns about benefits or optimization, and provide information that can help them. You can include a survey question on the email or a CTA to either get info about where they are, or to join a webinar about how to do something. (Or both.)
But these goals need to be coordinated with the CS team and be centered around something impactful--
And you need to find a way either at beginning or throughout that let's you measure impact.
Is this helpful?