An ABM Adventure

By | June 21, 2017

I am Head of Product for Engagio, a SaaS application with lots of features and users who use them. (Is there any other type of SaaS application?)

Warning: This blog post throws data around the web with total abandon and gets confusing. You have been warned.

My Mission: To activate and spur usage in the system.

First Step: Usage Tracking
If you can’t measure it, you can’t manage it. (Thanks, Avinash for that lesson over 10 years ago.) We use Pendo for application usage tracking and other stuff. We spent a few weeks tagging every feature in the app and rolling up those features so we can have usage charts like this:

Users –> Contacts
The next step was to get users from the application into Salesforce. This required some engineering help (Thanks, Shaun and Abhishek!). We had some issues with parsing Full Name into First and Last Name. Plus we ended up with some duplicates before we tweaked the system to get it just right. Finally, all users were automatically created in Salesforce as contacts.

Segmentation
I wanted to focus on the group of people that I would have the most success with. I thought the Sales users with some usage in one part of the product but not the other would perfect. However, I didn’t have everything I needed to do that. We used a series of partners, ClearBit, UpWork, LinkedIn, and their user profile to create a field called Best Title.

By using Marketo, we automatically had those contacts sync down to the marketing automation system. I used a smart campaign to use all of those possible titles to create one field called Best Title. Then I used the Marketo Segmentation tool to group different titles into departments. Sales, Marketing, Ops, Executives, etc. I still have some that defy interpretation. However, I had my department segment.

Usage Fields
We created several different fields in Salesforce/Marketo called Pendo (Feature) Usage 7d.  I chose 7 days as a decent measurement of activity, but I imagine we will need 14 or 30 days in the future. I also created definitions for Alive (Normal Use), Dead (No Use) and Life Support (Minimal Use).

Last Mile for the Data
Finally, we figured out how to pump the usage data from Pendo into Salesforce which would sync down to Marketo. I could then make smart lists of the different segment/usage patterns and craft a report that had roles and usage in a matrix. Also, I could pick the particular segment I wanted. (Sales users with one product use, but not another.)

Taking Action
I didn’t just want to send a mail blast to these users. What would be the point? You can’t spur action with a generic message. It has to be specific. This is where we come full circle back into Engagio. I created a Play to reach out to this segment. It wasn’t super complicated.

  • Step 1: A personalized email
  • Step 2: Wait for a week and check their usage
  • Step 3: LinkedIn connection request

By setting up a trigger, I could have this play automatically kicked off and give me tasks to do. The email looked/felt/was totally hand-written, but the system lets me scale that effort to reach more people easier. Plus, it kept track of who I reached out to so I could follow up without needing to create a bunch of tasks in my calendar.

Results
I just got started with this initiative, but so far I have a 50% reply rate. Not click rate or open rate. This is a REPLY!  Most of the replies have indicated that they were unaware of the feature. I follow up with each person to see how we can get them aware. Plus, I am working with our onboarding team to make sure we focus on awareness in the product rollout.

Account Based Journeys
Everyone knows Top of Funnel. This is going on a journey from never having heard of a product to closing the sale. You can break this down into funnels like Aware, MQA (Marketing Qualified Account), SQA (Sales Qualified Account), Opportunity, Closed-Won. In addition, there are other journeys such as:

  • Onboarding
  • Healthy Usage
  • Advocacy
  • Renewal
  • Up-sell/Cross-sell

Each journey involves coordination/orchestration, communication (phone, email, direct mail), sales and messaging. Each journey does their job in a slightly different way, although they all share common characteristics. The one I was working on was Healthy Usage. I was using Sales, Marketing and Product functionality. I consider these systems to reside in the same “cloud”. Data should move fluidly from one system to the next.

I think this little adventure is hard for people to wrap their heads around, but the results are important. I believe Marketers need to wrap their heads around projects like this if they want to expand their career horizons and become more strategic. Hopefully, you found it useful and entertaining.

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