Our weekly Tweet Chats are back in session!
This week, we had the incredible pleasure of having Nicole Wojno, CMO at UserIQ, join us as our guest moderator of our discussion. The conversation was filled with missteps with customer success and account-based marketing, recovering from those missteps, and how to properly align customer success and marketing teams for account-based marketing success.
Keep reading for the highlights from the chat and make sure to join us next Thursday at 12 PM EST for our next chat!
Let's get started!
Q1: What failures have you seen with #customersuccess and #ABM and how did you recover? #FlipMyFunnel pic.twitter.com/kF2WFhALyM— #FlipMyFunnel (@FlipMyFunnel) June 22, 2017
A1: Failure: Forgetting to ask CS what a successful customer really looks like when they have the most data on this! #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A1: Recovery: Make sure #CustomerSuccess is involved in every step of identifying targeted accounts #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A1: Failure: Not giving #Mktg, #sales & #CS equal seats at the leadership table #FlipMyFunnel
— Erika Childers (@erikachill) June 22, 2017
A1: Recovery: Hold weekly alignment mtgs with team leaders & establish SLAs #FlipMyFunnel
— Erika Childers (@erikachill) June 22, 2017
A1: Failure – A sales rep prospects to a different dept at a current customer account without realizing they're a customer. #FlipMyFunnel pic.twitter.com/kxOC7bWSe4
— Terminus (@Terminus) June 22, 2017
A1: Recovery- We're all human! Own up to the mistake & work w/ CS & marketing to align on target accounts & current customers. #FlipMyFunnel
— Terminus (@Terminus) June 22, 2017
Q2: What challenges might a #customersuccess role face with #ABM? #FlipMyFunnel pic.twitter.com/si7iAXTDxe
— #FlipMyFunnel (@FlipMyFunnel) June 22, 2017
A2: More cross-functional teamwork is required w/#ABM, which oftentimes isn’t the norm for many co’s #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
We hold weekly alignment meetings, have a slack channel for this and encourage all team members bringing new ideas to the table
— Nicole Wojno (@nicolewojno) June 22, 2017
A2: Plus, #CustomerSuccess, Mktg & Sales must be aligned & that’s hard! #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A2: It’s important for #CustomerSuccess to have tight alignment w/ a #CustomerMarketing counterpart in the org & align goals. #FlipMyFunnel
— Sangram Vajre (@sangramvajre) June 22, 2017
A2: Aligning with #marketing & #sales to make sure the handoff is friction-free, especially since these are high-value accts #FlipMyFunnel
— Erika Childers (@erikachill) June 22, 2017
Q3: How would you rank #customersuccess, sales, marketing as they relate to #ABM and its success? #FlipMyFunnel pic.twitter.com/fDj53yvx6A
— #FlipMyFunnel (@FlipMyFunnel) June 22, 2017
A3: I don't think you can rank one department above the other if you want to have a successful ABM orgz #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A3: Each of these functions should be given the same seat at the table & be considered equal for ABM to succeed #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A3: As @lincolnmurphy says, the seeds of success are planted early in the sales process. #FlipMyFunnel
— Sangram Vajre (@sangramvajre) June 22, 2017
A3: Each of these functions should be given the same seat at the table & be considered equal for ABM to succeed #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A3: I think it's unfair to rank them, and based on what? They are all equally important to making #ABM work. #FlipMyFunnel
— Erika Childers (@erikachill) June 22, 2017
Q4: What's the key to getting #customersuccess and product management aligned once a prospect becomes a customer? #FlipMyFunnel pic.twitter.com/QDGYhBpAWZ
— #FlipMyFunnel (@FlipMyFunnel) June 22, 2017
A4: They need a single source of truth: use the same platform, share the same data & meet often to understand the data #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A4: @UserIQ is actually doing a survey on this alignment now, so take it after the tweet chat! https://t.co/nbzkyvjNg6 #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A4: It’s important for the two functions to be in tight communication so customer feedback is shared & product improved. #FlipMyFunnel
— Sangram Vajre (@sangramvajre) June 22, 2017
A4: #CS and #Product can be a power house for VOC if they are willing to work together toward the same goal. #FlipMyFunnel
— Erika Childers (@erikachill) June 22, 2017
Q5: What are some uncommon metrics you use to track customer success/satisfaction? #FlipMyFunnel #CS #CX pic.twitter.com/o6ZG3cYene
— #FlipMyFunnel (@FlipMyFunnel) June 22, 2017
A5: Do a post-onboarding NPS survey: determine in those first 30 or 60 days if a customer is achieving desired outcomes #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A5: Also good to track level of advocacy activities: how willing your customers are to tell their peers about you #flipmyfunnel
— Nicole Wojno (@nicolewojno) June 22, 2017
A5: Not a metric, but staying in communication with your customers helps you spot potential red flags #FlipMyFunnel
— Erika Childers (@erikachill) June 22, 2017
Engagement metrics are great, we also look at sharing metrics. Do people share the stuff they are engaged with, with others.#FlipMyFunnel https://t.co/GMHOoHRV6t
— Mike Simmons (@simmons_m) June 22, 2017
We're biased but we'd add content performance metrics too – who reads what where when – for more effective targeting. ?#FlipMyFunnel https://t.co/SuIirpmUF1
— SqueezeCMM (@SqueezeCMM) June 22, 2017
A5: Product usage by user & number of engaged users per account. They can't be successful if they're not using the product! ? #FlipMyFunnel
— Terminus (@Terminus) June 22, 2017
Make sure to join us next Thursday (and every Thursday after that) at 12 PM EST for another round of engaging conversation on Twitter!
