Archive | March, 2014

You might not normally consider customer success when you’re thinking about marketing—but in the subscription economy, customer success can be critical to making marketing campaigns more effective. Why? The short answer is that customer success data can help you lower your cost per lead and increase your number of opportunities—and we’ve watched as one company has used customer success data to grow its closed opportunities by 2,400%. More on that example shortly, but first let’s examine the theory behind the data: In the subscription economy, sustained growth is not based on customer acquisition—it’s based on maximizing customer lifetime value. This means that to grow, you must effectively market up-sells and cross-sells to the right customers at the right time. This is where customer […]