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Scout Integrates with Marketo to Deliver Customer Success Solution to Nurture End Users

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Scout Link for Marketo Combines Power of Predictive Analytics with Marketing Automation Across the Entire Customer Lifecycle

Seattle, Wash. – March 12, 2024 – ServiceSource® (NASDAQ: SREV), the global leader in recurring revenue management, today announced integration of Scout® with Marketo to offer a solution for orchestrating end user engagement to create customer success leveraging Marketo’s marketing automation platform. Powered by Scout’s industry-leading predictive analytics, the integration leverages user and subscription-level analysis based on usage, customer health and subscription administration, and then automates communication to end users to increase engagement with a product or service. These capabilities allow customers to extend marketing automation systems beyond traditional use cases to create loyalty and value, reduce churn and grow revenue. Scout will also host a webcast on The Missing Links in Your Customer Relationship on Wednesday, Mar. 12 at 8:30 a.m. PT. To register, visit here. 

Traditionally, business-to-business (B2B) companies have managed customer success using manual, face-to-face, email and phone communication. In the subscription economy where customer purchase behaviors are shifting to pay-to-use, end user adoption and advocacy are critical – making this mode of communication unsustainable and obsolete. Research using Scout data shows that in the subscription economy, end user adoption and ongoing usage patterns directly impact whether a customer will renew their subscription, or churn. As a result, understanding usage at user and subscription-levels, and effectively nurturing adoption for each end-user, is the key to customer success and retention as well as accelerating recurring revenue growth and profits. 
“Managing leads to revenue shouldn’t end with a signed contract but should continue across the entire customer life cycle. It’s about turning leads into long-term loyal customers,” said Laura Ramos, vice president and principal analyst at Forrester Research, Inc. “Customer marketing is nothing new. We talk about it using terms like retention, loyalty, churn reduction, cross-sell, upsell, repeat purchase rates, and wallet share. What’s missing is a stronger focus on how to use technology, data/analytics, and content to create useful, business-relevant customer communications.”
While B2B companies are investing heavily in marketing automation solutions to communicate with prospects and executive stakeholders, the challenge is integrating individual user data into the systems and then automating appropriate action. Through the combination of predictive analytics and marketing automation, Scout Link for Marketo (MARKETO TO PROVIDE LINK TO SCOUT LAUNCHPOINT LISTING) ensures that usage data can be leveraged for segmentation and nurturing of users in customer lifecycle to increase adoption and revenue retention. 
“For our business to grow, we must ensure that users are deriving optimal value from our content, resources, and tools,” said Meg Hargreaves, senior vice president & chief retention officer at CQ Roll Call. “While our marketing automation has been effective for lead nurturing, our goal is to extend the technology for continuous engagement with our users as well as our stakeholders. The missing link has been behavioral segmentation from usage data to put users into the right adoption and nurturing campaigns at that right time to create more value for our customers.” 
New customer success features available include: 
• User Synchronization: automatically synchronizes users tracked in Scout® with Marketo ensuring all end-users can be easily contacted. 
• Usage Triggered Communications: initiates communications to users based on feature usage within each product to drive adoption and loyalty. 
• Health Scoring Triggered Communications: a scoring engine that initiates communications to stakeholders and users based on changes in health scores to mitigate churn risks and increase revenue retention. 
• Subscription Triggered Communications: initiates communications to stakeholders based on subscription terms, improving timeliness and quality of stakeholder notifications such as overages and renewals. 
“Subscription businesses have a real opportunity to tap marketing automation to create value and loyalty with customers and their users,” said Matthew Shanahan, ServiceSource vice president of product strategy for Scout. “In an era where data is stockpiling and customer success is key, Scout is filling a significant gap in the customer lifecycle that exists between acquisition and renewal. With our predictive analytics and orchestration features, companies can maximize their investment in Marketo while improving customer retention and supercharging revenue groSeattle, Wash. – March 12, 2024 – ServiceSource® (NASDAQ: SREV), the global leader in recurring revenue management, today announced integration of Scout® with Marketo to offer a solution for orchestrating end user engagement to create customer success leveraging Marketo’s marketing automation platform. Powered by Scout’s industry-leading predictive analytics, the integration leverages user and subscription-level analysis based on usage, customer health and subscription administration, and then automates communication to end users to increase engagement with a product or service. These capabilities allow customers to extend marketing automation systems beyond traditional use cases to create loyalty and value, reduce churn and grow revenue. Scout will also host a webcast on The Missing Links in Your Customer Relationship on Wednesday, Mar. 12 at 8:30 a.m. PT. To register, visit here. 

Traditionally, business-to-business (B2B) companies have managed customer success using manual, face-to-face, email and phone communication. In the subscription economy where customer purchase behaviors are shifting to pay-to-use, end user adoption and advocacy are critical – making this mode of communication unsustainable and obsolete. Research using Scout data shows that in the subscription economy, end user adoption and ongoing usage patterns directly impact whether a customer will renew their subscription, or churn. As a result, understanding usage at user and subscription-levels, and effectively nurturing adoption for each end-user, is the key to customer success and retention as well as accelerating recurring revenue growth and profits. 

“Managing leads to revenue shouldn’t end with a signed contract but should continue across the entire customer life cycle. It’s about turning leads into long-term loyal customers,” said Laura Ramos, vice president and principal analyst at Forrester Research, Inc. “Customer marketing is nothing new. We talk about it using terms like retention, loyalty, churn reduction, cross-sell, upsell, repeat purchase rates, and wallet share. What’s missing is a stronger focus on how to use technology, data/analytics, and content to create useful, business-relevant customer communications.”

While B2B companies are investing heavily in marketing automation solutions to communicate with prospects and executive stakeholders, the challenge is integrating individual user data into the systems and then automating appropriate action. Through the combination of predictive analytics and marketing automation, Scout Link for Marketo ensures that usage data can be leveraged for segmentation and nurturing of users in customer lifecycle to increase adoption and revenue retention. 

“For our business to grow, we must ensure that users are deriving optimal value from our content, resources, and tools,” said Meg Hargreaves, senior vice president & chief retention officer at CQ Roll Call. “While our marketing automation has been effective for lead nurturing, our goal is to extend the technology for continuous engagement with our users as well as our stakeholders. The missing link has been behavioral segmentation from usage data to put users into the right adoption and nurturing campaigns at that right time to create more value for our customers.” 

New customer success features available include: 

  • User Synchronization: automatically synchronizes users tracked in Scout® with Marketo ensuring all end-users can be easily contacted.
  • Usage Triggered Communications: initiates communications to users based on feature usage within each product to drive adoption and loyalty.
  • Health Scoring Triggered Communications: a scoring engine that initiates communications to stakeholders and users based on changes in health scores to mitigate churn risks and increase revenue retention.
  • Subscription Triggered Communications: initiates communications to stakeholders based on subscription terms, improving timeliness and quality of stakeholder notifications such as overages and renewals. 

“Subscription businesses have a real opportunity to tap marketing automation to create value and loyalty with customers and their users,” said Matthew Shanahan, ServiceSource vice president of product strategy for Scout. “In an era where data is stockpiling and customer success is key, Scout is filling a significant gap in the customer lifecycle that exists between acquisition and renewal. With our predictive analytics and orchestration features, companies can maximize their investment in Marketo while improving customer retention and supercharging revenue growth.” 

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