Hannah Jordan 24 min

Land & Expand with Current Customers


Get Demandbase's playbook for marketing to their most important customers–the ones already signed.



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(upbeat music)

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- Hey everybody, my name is Hannah Jordan

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and I am the Senior Digital Marketing Manager at Demand Base.

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And today I wanna talk about one of our big initiatives

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in our pipeline strategy,

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which is how to land and expand with our current customers.

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So, super excited to talk to you guys through

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kind of like what we're thinking about doing,

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what we've seen work really well from us.

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Those were our demand base.

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So, first I wanna talk about the customer lifecycle,

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marketing strategy as a whole,

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and kind of how the setup of our campaign looks

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in kind of the three different phases

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that I sort of do establish

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and that I found kind of resonate well

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in terms of timing around messaging.

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So, the first one is really gonna be education focused.

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And here is where you wanna offer that customer support

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and really just some certification courses.

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You're trying to get them ramped on your company.

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This is a newer customer.

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If you're thinking about like a timeframe here,

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I would say like, the first one to four months.

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So, our sales cycles or contracts are about 12 months.

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So, I'm doing it on a rolling 12 month basis.

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But definitely looking at the first four months,

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like let's get that customer ramped.

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What would they need to be able to go into that,

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this tool like our software and services

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and kind of be able to reusing it?

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The next one would be really that adoption phase.

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So now that we see a few people are using it,

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but how do we get really sticking in that account?

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And the biggest way that we found to reduce current

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is actually making sure that we have

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the higher percentage of active users

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that we have at platform generally this to hear it is.

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So, once people are aware that they have it,

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they're logging in like make sure

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that they're going in there every day

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and that what your platform is doing for them

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is ingrained in their day to day.

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And so, if someone were to take it away from them,

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they'd be like, "No, I need that some first of that."

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So, we do this, you know,

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which just like remind people like,

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"Hey, you have access to this amazing tool

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"like one-to-one page for here's how you can actually,

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"you know, go and use it directly within like your company

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"and here's some use cases we just try."

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So really just making sure that people are getting

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the most out of that tool that they can.

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So then, I think that's when we start to, you know,

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in the eight to 12 month time period,

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that's when we can start to introduce

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some of those expansions placed.

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And so here's when it, you know,

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it's probably as appropriate to start bringing in

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those cross-zone, upsell initiatives.

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And so, kind of the reason I want to talk through

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this originally is because I think when we think about

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like customer expanding campaigns,

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it's like, "Oh, I have a customer

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"and they're showing intent, so let's get out of that."

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'Cause that's how we were thinking about it,

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to be totally honest.

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But some of the feedback that we got was some was like,

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"I've been a customer for a month.

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"I guess some when, you know, it's showing intent

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"on advertising and then I started getting ads

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"for advertising when, you know,

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"I wasn't even using the part of your platform

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"that I just purchased, I want to go."

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So it's not a great customer experience for them,

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which is why we started to add in these sort of, you know,

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time blockers to make sure that that customer

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actually is seeing value with us and they are, you know,

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liking the platform that they already bought

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before we try to get in there and push something else

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that they should buy with us to.

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So it's making sure that the customer sees value

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and we, you know, see our customers as customers

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rather than just, you know, a way that we can

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$1.00 out of it.

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So another kind of look at that view that I just explained.

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So this is, you know, we're testing this out in LinkedIn

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to work kind of like, how does this, you know,

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monthly based approach kind of looks,

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you can see in those zero to four months,

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that's really when we're in that education stage, you know,

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we're trying to get people involved in the user groups

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that we have.

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So start talking to other demand based users,

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like kind of getting in our community.

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Adoption is really like, take your skills to the next level.

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Like we have a latest digital marketing certification course.

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It's all around how digital marketers can really enhance

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their strategy with demand based.

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And then finally, in the age of 12 months is that expansion.

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So now we're seeing like, okay, they're a customer

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that's coming up on renewal in the next four months.

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And by the way, oh, they're showing, you know,

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intent on advertising and they don't own advertising.

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What if we could kind of loop that into the renewal somehow?

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So this is really how we're thinking about our customer

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life cycle marketing strategies here as a whole

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over here at demand based.

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So just thought, you know, one to paint the picture

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and lay the groundwork for you guys as we start to think

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about like, okay, this is our always on strategy,

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but what are some of the targeted plays we can start running.

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So focusing really in that, you know,

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identifying cross-sell and upsell opportunities.

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So once your customers have seen value,

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how do we then start to expand those accounts?

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And so one of the first ways that we started doing this

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over here is really through our intent data,

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and sure it's something that, you know,

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we're all pretty familiar with how we can layer on intent

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to see like, okay, this company's starting to research

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this solution or that solution.

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And so it can be really helpful to start to identify

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the very early indicators of this cross-sell and upsell

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opportunities.

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So if you have a customer and they own

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for demand based example at ABX,

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but they don't own advertising,

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and then I can start to see that like,

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oh, they're starting to show intent on advertising,

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then well, that might be something that we want to alert

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their customer success manager about.

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Maybe just asking, you know,

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passing like, hey, is advertising something?

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You guys would ever be interested in learning more about,

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you know, just really great way there too.

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Another way that we have been looking at using intent

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is actually intent surges.

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So demand based captures its own intent based on, you know,

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the activity that we're seeing that our accounts are taking,

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you know, as they're going through other journeys online,

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what content are they consuming,

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what keywords and topics seem to come up in that content.

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But another way that we can actually look at intent

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is we partner with a bunch of other platforms

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that are getting their own intent too.

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So this is like Bomb 4atch, Sready SG2,

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and we're actually able to import that intent data

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into demand based as well.

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So I think when we're thinking about it from, let's say,

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like another website like G2,

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it's really informational data that typically

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we wouldn't be able to see.

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And it can kind of indicate, you know,

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if they're on this self-review platform,

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like TrustRadius, where, okay,

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they're going to look at like peer reviews

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for a particular piece of software.

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That is a really big indicator

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that these people are likely in market, you know,

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for that type of solution.

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And so we've actually even thought about, you know, okay,

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if they're just looking at a certain category,

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like maybe they're a little earlier on,

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they're just starting to get a feel for,

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okay, what companies are even in this category.

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Then once they start looking at reviews

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and comparison reports, like, okay,

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now they're really progressing in their buying journey.

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Once they're actually on your profile,

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like they're probably pretty ready to reach out to.

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So being able to leverage those insights for, you know,

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if we don't want to scare the customer away, right,

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they're just, you know, starting their research.

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But if they're kind of slightly raising their hand being

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like, hey, I'm pretty interested in this,

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then now would be a good time to maybe facilitate

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that conversation.

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So this all brings me to my first play

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that I want to share with you guys today,

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which is how to capitalize on G2 in tech.

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So what we are looking at here,

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what demand based on the G2 integration does

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is it's going to pass over the account level data

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for the activities that they're doing on the G2 site.

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So we're kind of matching up like,

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okay, we know at the account of this,

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since that's managed to demand based to the account record.

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And then we can actually see like,

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hey, account A, you know, went on G2

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and looked at the category for best account based

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advertising software.

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And like did the user reviews account B then

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and wanted to look at, you know,

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what were the highest rated account based advertising

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softwares in 2024.

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And so then we can really start to get kind of like

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those deeper level insights into one,

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like where is the account at when they're looking at G2?

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And when should we be reaching out?

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So one of the fun things that we did with this,

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because when I was thinking like, wow,

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this is really great.

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How can we start kind of like,

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if we know that they're starting that research

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how to capitalize on it?

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So what we're looking at here is the account

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is in the customer drainage stage.

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So there are customer bars,

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but they don't own any additive advertising products.

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So the total active advertising products does not exist

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because they're not an ads customer,

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but they are customer bar somewhere.

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And so we know that they are starting to look at,

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you know, what are the best advertising softwares?

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Like what are the peer reviews?

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And so what we did is we actually kind of pulled out

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some of our G2 reviews.

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We're like, hey, like we know you guys are interested

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in this.

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So, you know, if you're looking for what the best

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account based advertising software is,

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like here's the actual grid for it right here.

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We actually did feel like our really big customers too,

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that had, you know, a high deal propensity

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built them out a custom one to one page.

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And so we'll actually call that out and display ad

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and say, you know, hey, you're a big deal to us.

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We love a partnership.

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We've actually made you a customized page.

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And there will actually go into that nitty-gritty

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about like how with that particular account,

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like based on how our existing customer relationship is,

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what advertising looked like if we added it for them.

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So it's that very like their customer,

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we have a lot of data and insights on them.

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We know they're interested in a product

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that we could also, you know, help them with.

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And so how do we really convey how by going through

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to MAM based for all of these things,

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you know, you would get the most benefit from it.

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So this has been a really important initiative for us

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as we're thinking about, you know,

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our customers are, you know, high priority to us.

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So how can we really like make the most

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of our relationship with them?

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And we've seen this be very, very successful

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because I think again, like we have that first mover advantage

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where yes, these accounts are going on G2 and looking at them.

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And if we're the first company

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that he already a customer of ours and look like we may choose

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his whole customized page, like it's probably gonna leave

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a pretty good feeling in their minds

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when they think about MAM based.

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So the next level down, I think after just intent

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and then the G2 intent is actually something

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called the product interest segments that we have built out.

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And essentially what this does is it goes just a step farther

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than just intent because intent is great

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but there's also so many other activities

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that our accounts are doing.

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And so we wanna make sure that we're getting

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a holistic picture of these activities.

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So what it does is it groups together a bunch

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of different types of activities that they can do

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such as the intent, but also the Salesforce campaign responses

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or their webpage visits.

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And basically this can kind of show us like,

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hey, yes, they're engaging with a lot of different products

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but this is the product that they're most engaged with.

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So what we're doing is we're looking at, okay,

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I have an ABX cloud customer.

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They don't have orchestration as part of that solution

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but they are starting to show activities

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with product interest around orchestration.

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So it's not just intent but maybe they downloaded

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a white paper on orchestration

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or they attended a webinar that was, you know,

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orchestration-based practices.

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So we kind of know that they're starting to be like,

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okay, like I could be interested in that as well.

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So we seemed that to LinkedIn

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and then we set up a conversation

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that was all automated on the back end

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but it did look like it was coming from our CMO

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at the time John Miller.

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And it was actually acknowledging like,

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hey, we know you're a customer of ABX

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but we also know that you aren't using orchestration yet.

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We just had published an orchestration playbook

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so the call to action was really for them

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to check it out there.

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And I think the fun part of this

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and it got a little meta

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but we were using orchestration

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to power this conversation that

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that was promoting orchestration.

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So they're also getting the benefit

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of seeing how this works in real time

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and hey, isn't this really cool touch point

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that you could actually set up yourself.

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So the next thing that I want to share with you guys

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that we're testing out over here at demand base

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is how to expand within our current accounts.

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So breaking into new business units

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or how do we leverage the success we've had

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with say a parent customer

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and then break into the subsidiary account.

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So first, if we're looking to kind of break

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into new business units within our current customers,

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this is one thing that we've tried

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that's actually worked really well for us.

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So what we did was we created an account list

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and a known context list

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of all of our enterprise customers.

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And we think that over to a bunch of different destinations

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but in this example, it was linked in.

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And so what we were doing is we were targeting

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the account list of our current enterprise customers

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and then we were actually suppressing the contact list

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for those enterprise customers.

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So we were only going after net new names

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within these customer accounts

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with the idea that if there are these big enterprise accounts,

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there's definitely business units there

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that we're not yet working with

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that could be a new source of rep before us.

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So that was kind of the campaign,

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they thought processed behind it.

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And then what we did is we used personalization

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to then say like, okay, if this company visits,

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then we want this message to show

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because we've already worked with,

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their product development team.

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We helped you hire over 20 contractors.

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This was an example that we helped the customer with

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but it was basically like depending

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on the account that visited,

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it was calling out the other team

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so they'd worked on and the other success

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that they'd already had.

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And hey, you should see how we can now help your department.

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So it's establishing really a lot of that credibility

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and trust and like we've already worked with people

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at your company, we understand how your business works,

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there's no need to go through procurement,

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again, we're already a trusted vendor.

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So it would be a really easy lift for you

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just to see like how our services might benefit

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you work with your product.

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So kind of similar to that

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and leveraging the existing relationships

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that you have to break into new areas

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is one thing that we're really focused on here for FY24

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is how can we use our existing relationships

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with these customers that we have

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at these parent accounts

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and actually kind of use that messaging

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to break into their subsidiary accounts

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or vice versa sometimes we're in the subsidiary

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and breaking into the parent

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but it's really all about like, you know,

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at the end of the day, we just really want to help

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our customers.

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So if we're seeing really, really big success

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in a certain area and we're understanding

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their business processes and we're already fully integrated

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and we could kind of get right to work

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in that subsidiary account and help them

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see that same success and like the implementation

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on boarding time next to nothing,

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like that's a no-brainer for us

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to like help them get to value faster.

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And so that's what we've been doing currently.

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So we have worked alongside with sales team

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and really identified like we're our current customers

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where we're seeing a lot of success

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and you know, we're in the parent

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but we're not the subsidiary.

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The next thing that we do is we then connect with them,

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the account owners and the CSM teams to understand like,

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okay, like what exactly is that success that we're seeing?

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What are the use cases that are unique to their business

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and how do we specifically help solve for it?

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And what are some key messages to highlight?

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Like when you guys have TBRs,

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like what are they just raving about?

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We then take that and create a custom page

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for the subsidiary parent accounts.

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And then we also go as far as to creating a video message

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from one of our executives that will also use an ad

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we're launching display campaign, CTV.

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There's a ton of channels that we're going through

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just to release around the account

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and kind of get all this goodness kind of uplifted to that.

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So here's just a quick timeline

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of what that process looks like.

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We do, you know, start to finish.

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It's about four weeks,

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but you can see we have the kickoff meeting.

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We get a ton of insights there.

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I then take that information and go create their custom page

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along with the script that we kind of, you know,

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both have the executives record.

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So then send those things back to the AEs

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so they can review and edit them.

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Then once we have approval for the page,

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that's when the display is going to launch.

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And now that the one to one page is live,

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sales can also include in their outreach.

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Then once the executive is done recording their video,

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we actually use that video as an ad in LinkedIn

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and target that account individually as well in there.

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And so the script will say something like, you know,

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hey, I'm so and so from demand base.

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I'm probably investing in a relationship personally,

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super excited about the opportunity to work together.

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Here's how we seen success with others

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and how we really think we can help you.

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And oh, by the way, this is such a big deal

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to us, the team also made you a customized page.

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You should check it out.

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So super friendly, but also kind of provides more

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of that like yes, room B2B,

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but we understand that there's people on the other end too.

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And then finally, just following up

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with some marketing launch emails,

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you know, if we have any events going on,

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if there's any direct meal that we can do

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to kind of like push that relationship over the edge.

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So when it all comes together,

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like this is an example of what it would look like.

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So here is the custom page over on the left.

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This is actually some of their terminology inside

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around like the ready initiative that they have.

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So get ready to hit your revenue goals.

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You know, we're already integrated with your parent account.

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So it's going to be super easy to roll us out.

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We actually found a quote from their CEO

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about how, you know, combining systems

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and working on automation efficiency

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was his big priorities.

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So we're calling that up too.

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And then, hey, here's how we've helped the other companies

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that, you know, we're already in.

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So we'll actually go into their key VRs

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and call it the exact ways that we are seeing success.

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Then for the video script,

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it kind of goes over what I was saying earlier.

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It's really conversational, you know,

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just to introduce themselves,

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provide that like personal touchpoint.

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And then also just again, speak to what's on the page.

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Here's how we're already seeing a lot of success

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and we would love to help you.

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And then finally, bringing it all together.

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Here is one that we did.

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So this is the video from the executive.

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It's going and targeting that account in LinkedIn.

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With the video pointing to the custom page,

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we're surrounding that account

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with a one to one display campaign as well.

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Going to the customize page, they're getting CTV,

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the reps are emailing them outreach.

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So again, just wherever that account is,

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we are showing up there too.

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So this has been really fun to work on for me personally.

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I just think again, like the messaging there is, you know,

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it's not like a shot in the dark

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and we're hoping these are use cases.

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Like we know that we can help you

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and we actually have success points that we can point to.

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So then it really does just become a conversation

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of like once that door is open,

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like these deals move so fast

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because we know exactly like what that account is looking

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for like we're already speaking their language.

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So once we land that first meeting,

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it's just like off to the races.

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And so next up, this isn't exactly like customer related

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but just in the vein of, you know,

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kind of if you have opportunities with these accounts

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and I don't know if some of it felt similar to me too.

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And it's one of my favorites

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why this I do include it anyway.

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But essentially as a win back campaign.

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So in our industry, a lot of our contracts

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are typically about a year in duration.

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So what we decided to do was, okay, if we go

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and we look at opportunities that we lost a year ago today

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and we lost those to a competitor,

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then that means that they're coming up on that renewal

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with that competitor.

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And so now, wow, like what a great time to get in front of them

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to see like, hey, are you happy with the option

18:41

that you went with?

18:42

Like we were in that opportunity too.

18:43

You guys didn't choose us, but like,

18:45

is there any buyers remorse there?

18:47

Do you maybe wish you would like look at us a little harder?

18:50

So we have been using those in a variety of ways.

18:53

But again, the audience is that we lost

18:55

a sales intelligence opportunity to, you know,

18:58

a competitor a year ago.

19:00

So now like let's get in front of that account with like,

19:03

hey, unlike on their vendors and the one that you went with

19:06

and might experience pain with, like here's how we're different.

19:10

So if that's, you know, something that's resonating with them,

19:12

if they're like, oh, that is a pain point that I'm feeling,

19:14

then they would, you know, click on that ad and go to our page.

19:18

We're also following that up then

19:20

with once they click on that ad,

19:21

there's a specific UTM that's associated with it

19:24

that's going to fire a customer experience.

19:27

So then that is then going to talk to you to like,

19:30

hey, here's, you know, how we're different

19:32

from the competitor that you went with

19:33

and maybe some of the differentiators there too

19:35

and oh, do you want to connect with someone

19:37

and learn more about it?

19:38

So it's a great way to kind of like get in front of them,

19:40

get their interest peak, they go to the website

19:43

and then we can kind of convert them to chat

19:44

to sales right then and there.

19:46

And again, just due to the timing,

19:47

like their options are probably open.

19:49

They are doing their due diligence.

19:51

So again, it just makes it, it's an easier win

19:53

'cause they're already obviously bought into what you're saying

19:56

if they're with your competitor.

19:57

It's just making the switch over to you.

19:59

Okay.

20:03

So those I say would be my top campaigns

20:05

that we have been using to drive revenue here

20:07

and then to connect to the fan base.

20:08

And then just to close it out too

20:10

because, you know, the campaigns, the pipeline

20:12

and everything is great, but, you know,

20:14

sometimes I feel like we forget to look at

20:16

what are some of the insights that we could be looking at

20:18

to just improve customer experience as a whole.

20:20

So that's what I like to use demand-based for

20:22

just to get some good insights.

20:24

So even if I'm not trying to like open an opportunity,

20:26

like where can I make my content land for with my customers?

20:30

So that way, you know, they're always just gonna be

20:32

satisfied with the experience that we're giving them.

20:35

So one thing that I'm really looking at is site analytics.

20:38

So I'm seeing like, is there a resource article

20:41

that customers are continuously going to

20:44

that maybe we need to provide more content on?

20:46

Because if that many customers need to go

20:48

to that resource center article,

20:50

then they probably like a lot of customers have questions on it.

20:53

We need to do a better job in our enablement

20:55

and then they're onboarding to make sure

20:56

that those questions get answered.

20:59

The next one is like, what are some common use cases?

21:01

Like what are we seeing as a trend across all customers

21:03

that maybe like if we just make a quick like

21:06

how to video for these use cases

21:07

would be super easy to reference for them

21:10

and just, you know, helpful

21:11

and how they're feeling as customer.

21:13

We're also looking just like their website journey

21:15

as a whole.

21:16

Again, like if they start to really dig into

21:19

what are the products on our website that they don't own yet,

21:21

like is there an opportunity there

21:23

to start to expand our business?

21:24

And really just a lot of great insights

21:26

that we can get looking at how they're engaging

21:28

with the current content on our website.

21:33

The next one that I love is looking at journey stages.

21:36

So here at demand base,

21:37

we're really, really big about journey stages.

21:39

But a lot of times I think people think about them

21:42

where it's like, okay, like they start at the top funnel

21:44

and they go to the bottom funnel

21:45

and you know, there's stages in between there

21:47

and that kind of stops.

21:49

But I think there's a lot that we miss out on

21:51

when we are looking at that like post-seal journey stage.

21:54

So how are we seeing if customers are engaged with us

21:57

and how is an early indicator of either a churn

22:00

or if there's an opportunity there that we can sell into?

22:03

And so, you know, if someone becomes a customer

22:05

and they're just like staying there,

22:07

they're not becoming engaged with you,

22:08

then that's probably gonna indicate

22:10

some errors coming up there.

22:12

And so how do we get those customers

22:14

a little extra love?

22:16

And what products are we seeing

22:18

where we're seeing a higher conversion

22:19

of customer engaged to opportunity?

22:22

Like should that be something where our product team

22:24

looks at like the pricing and packaging?

22:25

Like if we're always selling one product

22:27

and then we come back, you know,

22:29

and the renewal we're always selling the next one,

22:31

is that something we think about when we think about,

22:33

you know, how the products are working together

22:35

or how we're structuring our deals.

22:37

So again, just being able to use the customer insights

22:39

to better inform your overall marketing strategy.

22:42

And finally, it looked at up program impact too.

22:47

So, you know, when you are rolling out these cross-seal

22:51

and upsell campaigns and, you know,

22:53

the expansion campaigns into subsidiaries

22:55

or new business units, understand what's working

22:58

with your customers based on the customer type that they are.

23:01

So, you know, if you have multiple different products,

23:05

what's resonating with the customer of one product

23:07

might not be the same as what's resonating with another.

23:10

So always just like going with the mindset of,

23:12

I'm gonna meet my customer where they're at.

23:14

So if I'm trying to, you know,

23:16

upsell an ABX customer with advertising,

23:19

well, I see that product education and internal content

23:22

is, you know, what's I'm seeing a lot of closed one,

23:25

closed one revenue with.

23:26

Versus if I'm looking at my sales intelligence customers,

23:29

well, they actually prefer to go to events

23:30

or attend webinars.

23:32

So when I'm thinking about the content

23:33

that I wanna use and those campaigns,

23:35

I can also help use this as a guide to see like,

23:37

okay, what's gonna resonate with them?

23:40

What channels do they like to see?

23:41

What content channels do they like to see?

23:43

To where they're gonna digest the information

23:45

that I'm putting in front of them?

23:46

In a way that's most helpful to them.

23:48

So that's a lot of my tips and how we're looking at kind of

23:54

like landing, expanding our current customers

23:57

over here at Acton Manbase.

23:58

So I wanna thank you guys for listening to me,

24:01

share my insights, use cases and key studies,

24:04

and hopefully it sparked an idea or two

24:06

or you learned something new.

24:08

Thank you so much.

24:08

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24:11

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