A framework for go to market - ISV opinions

The fundamental factor that drives successful adoption of cloud services is a customer lifecycle management approach centred around the customer’s buying journey . We analysed what best in class looks like, to get customers to the point where they’re a cheerleader for the services you offer, not simply an end-user. With 10 years’ experience developing cloud service propositions for small business customers, the BCSG team can offer unparalleled insights into the industry. Join us for our interactive workshop where we will focus on: - What the SME buying journey looks like for SaaS services - What this means in terms of a telcos’ GTM approach - What some of the best practice examples are that help move the SME along the journey
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  • 1. BCSG TCWF workshop: a framework for go to market Introduction: As the growing anticipation surrounding the onset of The Telco Cloud world forum set in, we hosted a pre conference workshop that brought together a selection of leading ISVs and telcos to discuss and share ideas focusing on: ‘Building a better journey for your customers and increase adoption of the SaaS services you offer.’ The topic stimulated great conversation and high levels of engagement. Looking particularly at the buyers journey, there were some key learns from both sides: • SaaS companies are experiencing significant growth rates, indicative of the potential that still exists for telcos in this market • Numerous challenges still exist when thinking about the most effective ways for the telco industry to bring SaaS services to the market • Telcos are reliant on assisted models • Success is not ubiquitous – ISVs and telcos are still learning as they continue to implement new strategies to bring SaaS to their customers
  • 2. We were joined by some market leading ISVs • The leading Do-It-Yourself web building software with over 30M active users • Allows you to easily create a high quality website, blog or online store • Apps for work brings you access to your business essentials in the cloud • Professional email • Online storage • Real time collaboration tools • Mozy is the industry leader in business protection, backup and data recovery • Automatically syncs your most important files to the cloud • Zendesk provides customer relationship management software (CRM) • Enhances your customers experience • Brings you data and insights to help build customer relationships
  • 3. We asked what does the typical sales pipeline for a SaaS company look like? Free trial Paying PromoterAware Discover Set-up and Use Achieve Ongoing Success Lead We considered the typical SaaS sales pipeline stages… … and the 4 stages of the buyers journey that a customer moves through
  • 4. We met a customer… Irene • Owner / manager of recruitment agency • 25 employees • Established business – operating for 10 years • Has relationship with existing telco supplier for 4 years • Cautious adopter of tech Irene Estrada
  • 5. Aware Discover Set-up and Use Achieve Ongoing Success • Show how tech can help achieve her goals • Start a relationship and demonstrate you are credible • Ensure she recognises the need in her business • Highlight that a solution is available And we asked… What are we trying to achieve with Irene at this stage of the buyers journey?
  • 6. What the ISVs said… “We use this stage to drive SME realisation – ‘the lightbulb moment’. When they discover they need an online brand presence, they will realise ‘my main office tool needs to be able to fit in my pocket’, this then becomes the trigger moment whereby they identify they need a website, a website domain and collaboration tools.” – Google “We raise awareness by educating them of the consequences of data loss. Blogs and social media are a key channel to educate of the need before positioning the solution.” – Mozy “We use thought leadership pieces to educate SMEs on why they need customer service – blogs, online webinars or in person events.” – Zendesk “For us, offering a free plan is crucial at this stage, it gives a real sense of visibility to the customer.” – Weebly What the telcos said… “Using a telesales pilot for sales teams to raise awareness, as opposed to just selling. Get certain teams successful first.” “Invest heavily in training your front line staff to educate customers. Well trained, incentivised reps can be very effective.” “Customers aren’t interested in the marketplace – they are interested in the apps, but only a small amount of apps.” “When considering more mature markets, we look at using TV and radio advertisement.” “We’ve found that in our country, SMEs still have big concerns around security, which restricts what we are able to do. So in the initial stages of marketing the product we use educational webinars to try to eliminate these worries.” “We continue to face the challenge of not being perceived as a credible provider of SaaS, but recognise the value in persevering in this market. As a result we’ve learnt not to push products and to consider, ‘what is the value at this stage to the consumer?’ ensuring we take them on the appropriate journey.” What are telcos and ISVs currently doing to help customers like Irene become aware & what challenges are they facing…
  • 7. Aware Discover Set-up and Use Achieve Ongoing Success • Show how the solution addresses her needs • Help her to identify the value for her business • Give examples and proof points of similar businesses • Educate her on how the solution works What are we trying to achieve with Irene at this stage of the buyers journey?
  • 8. What the ISVs said… “At this stage, customers are becoming solution orientated. They want to know how much it costs and how it works. We use navigated ‘how to’ videos’ to give examples of what to expect. It is important to expose business flaws and demonstrate other customer efficiencies. We try to capture customer stories and testimonials on a weekly basis.” – Weebly “We have a strong belief in lead nurture. Crucially, the ISV and Operator must work together and share data, as data sharing is the key to developing a good lead nurture programme. Operators are doing some of this activity, but it is currently ad hoc and disjointed.” – Google “We address how much time their present process is taking to service customers, asking them questions about data metrics to see if they have a full grasp of their business. Customer references and data points are essential.” – Zendesk “Extensive use of video and printed customer testimonials. Whitepapers on specific topics such as backup and file sync – the differences between the two and why the prospect needs both.” – Mozy What the telcos said… “We find that short videos are highly effective. Keeping them short and sharp is vital – 3 minutes max. Video content is a useful tool for leads, as well as continuing to nurture beyond purchase.” “We weren’t using any real metrics to drive performance but have acknowledged that this is a vital area for improvement.” “FAQS can be a very useful tool – but often too much detail at this stage will scare customers away.” “You must consider how to best use sales teams and incentives, plan the use of a dedicated sales team into your overall service models.” “Within retail – select certain branches to focus on and then use shops within shops to demonstrate the solutions to customers.” “We’ve struggled with lead nurture in the past but are coming to understand the importance of it when thought about in depth, and done over time.” What are telcos and ISVs currently doing to help customers like Irene discover how the solution helps & what challenges are they facing…
  • 9. Aware Discover Set-up and Use Achieve Ongoing Success • Guide her to reach her first successful outcomes • Support her to overcome the hurdles of set-up • Tell her the best practices to embed in her day to day business activities What are we trying to achieve with Irene at this stage of the buyers journey?
  • 10. What the ISVs said… “We recognised that our users were intimidated by ‘white pages’. As a result, our resellers started to place huge emphasis on verticalisation. This transformed the way users searched for websites as page layouts and templates became personalised to a variety of verticals.” – Weebly “This is where we noticed the benefits of using operators as resellers, the hassle and headaches of changing domains can be avoided if telcos are running your mobile and your domains.” – Google “Our top tier plan provides launch guidance which is a set of materials to get customers through the first 60 days of on boarding, with check points from a customer success team.” – Zendesk “Mozy offer SMB customers the option of a customer care (facilitated adoption) call to properly set up and configure the service. This is pre scheduled at a time the user requests to initiate a cross sell discussion at the successful conclusion of the call.” – Mozy What the telcos said… “We’ve struggled to find the right balance between outgoing costs vs churn.” “High quality customer care is instrumental to success, helped greatly if you can afford not to off-shore. When considering outbound activity, scale your outbound calls, ensuring that they are tightly targeted, consider usage and activation rates when thinking which customers really need them.” “It’s integral to make sure that all account seats have been activated. Assigned but inactive seats won’t do anything for your long term revenue and you need to be thinking about monetizing value further down the line.” “Using pay on activation initiatives reassures the customer they are getting a good value service, whilst providing more touch points for us. Automated marketing through data insights is really helpful here.” “Aligning our sales and support teams into a single function has been noticeably successful.” “Targeting our welcome call activity to maximise ‘bang for buck’ is crucial.” What are telcos and ISVs currently doing to help customers like Irene discover how the solution helps & what challenges are they facing…
  • 11. Aware Discover Set-up and Use Achieve Ongoing Success • Remind her of the value she is getting • Help integrate the services into the rest of the business even more • Show her how she can get more from the solution • Encourage her to promote to others What are we trying to achieve with Irene at this stage of the buyers journey?
  • 12. What the ISVs said… “Consider the concept of the ‘killer app’, to help determine the longevity of customers. Going from using email to video conferencing and real time collaboration is indicative that they’re becoming a more lucrative customer. We know they are going to need more devices and more data – their lifetime value essentially doubles.” – Google “We use the facilitated adoption method. Customers can ‘opt in’ to an awareness session and schedule calls with a 3rd party agent that act as Mozy. This is used as a platform to upsell and cross sell, and has a 38% conversion rate.”- Mozy “We consistently add new features to the product and provide on-going educational webinars and content. We offer a toolkit of ‘nurture flow emails’ to clients in order to deliver relevant content” – Zendesk “For us, a healthy customer is actively managing their site continuously. As their business grows, their needs change. We need to continue to educate them on how we are adding improvements to Weebly to address these needs.” – Weebly What the telcos said… “Create valuable feedback mechanisms by taking feedback from the final stages of engagement and feeding it into the earlier stages of the buyers journey.” “The customer lifetime value is likely to double if you work on deepening the relationship. Especially for our industry as customers are likely to need more devices in the long term. Therefore it is worth investing in in-house services – breaking teams down into pre on-board, on boarding and post on boarding.” “Answering their questions at the right time but also providing insights into other applications that are relevant to their problems.” “Use interventions when you notice customers have stopped or slowed down usage. These can be value adding – for example – telling a customer they have stopped backing up.” “Activation is crucial to driving upsell, so on boarding is important to get future conversations going, rather than empty re-occurring revenue.” What are telcos and ISVs currently doing to help customers like Irene discover how the solution helps & what challenges are they facing…
  • 13. We hope you enjoyed our insights If you would like to further explore effective go-to-market strategies, download our ‘Customer Lifecycle Management Playbook.’
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