At BrightFunnel, we pride ourselves on establishing transparency between customers, employees, and with everyone we work with and draw inspiration from. We’re excited to introduce an inaugural installment of our Customer Success Series with a game of two truths and a lie:
We believe that all customers are created equal. [TRUTH]
We know that our success is ultimately tied to the success of our customers. Luckily, we’re blessed to have a customer base comprised of smart, data-driven marketers, who understand the benefits of data-backed marketing, and the importance of tying marketing to the bottom line.
It’s important to us that all of our customers are realizing the full benefits of our solution. Many of our clients are already pushing the limits, finding new ways to apply data-backed insights to B2B marketing. These marketing leaders have standardized on BrightFunnel reports in board and executive meetings, been able to improve campaign ROI, and have gained greater visibility into the entire revenue funnel.
When we identify a client that’s only accessing a limited portion of our feature set, we proactively reach out to develop a plan to match BrightFunnel insights to their unique needs. From the get go, we work with clients to understand their existing marketing processes, their individual pain points, and show them how BrightFunnel can not only save them time, but produce insights that many had previously deemed inaccessible with standard CRM/automation reporting.
We work hand-in-hand with our customers to ensure that they’re getting the most value from their BrightFunnel experience and that we’re addressing all of their marketing analytics needs. These customers, in turn, have been eager to return the favor—reward us with advocacy through referrals, success stories and, our favorite, high-fives.
How we do it:
- Track customer usage to identify opportunities
- Develop custom engagement plans to address our customers’ unique needs
- Hold weekly customer meetings to track progress and suggest areas of improvement
We encourage demanding customers. [TRUTH]
A demanding customer is a great customer. They’re often the most engaged and the ones providing us with invaluable feedback on current and upcoming functionality. It’s this feedback that drives much of our product development and inspires us to think of new ways to answer the questions that matter most to B2B marketers.
But collecting this feedback is only half the battle. We make it a point to socialize customer feedback across the entire company. Every single employee at BrightFunnel is accountable for customer success and, in order to succeed, the entire organization needs to have an intimate understanding of customer sentiment, needs, and expectations. From Product Managers to Sales and Marketing to Engineering to the building landlord (okay, not him), ask anyone at our company how one of our clients is doing and they’ll be able to give you the run-down.
How we do this
- Encourage customer feedback through regular calls and surveys
- Provide weekly client-by-client updates to the entire team
- Socialize client success via demonstrations, case studies, and speaker series
You need perfect data to use BrightFunnel. [LIE]
Most marketers are “plagued” by mountains of data across a wide range of marketing technologies (Salesforce, Marketo, etc). While, in theory, more data should equal more insights, this data is rarely well organized and often siloed between disparate platforms. Sound familiar? If so, you’re not alone, and messy data is one of the primary factors that makes it difficult for B2B marketing leaders to derive insights.
While BrightFunnel does help marketers make sense of messy data, we do so automatically through intelligent routing and policies, instead of costly consulting and extensive data clean-up procedures. Unlike most BI and marketing analytics solutions—you won’t need to spend months and thousands of dollars on professional services to clean up your data before you’re able to work with BrightFunnel. Our customers can start using our predictive insights from day one, and integration is easy—often getting new clients up and running in as little as 48 hours.
We can do this because our solution works with your existing business processes. Our multi-touch attribution algorithms are able to identify and link customer, sales, and marketing relationships between all of your technologies. With other analytics platforms, even after costly data clean up, you’ll still need to to conform to their processes, requiring extensive training and adjustments to the way you do business. With Brightfunnel, you’ll have access to actionable marketing insights from day one, even if your data is less than tidy.
How we do this:
- Aggregate and sort data from all sources in the cloud
- Use intelligent attribution models to draw connections between disparate sources
- Form a complete view of your B2B revenue waterfall and produce predictive insights
We’re constantly working to improve our clients’ BrightFunnel experience and believe that the only way to do so is through regular, open communication. We learn from our customers each and every day and this open dialogue directly influences how we evolve BrightFunnel. We want to ensure that we’re able to address the questions that matter to B2B marketers through our solutions, our leadership, and yes, even our blog.
Stay tuned for new installments of our Customer Success Series, where we’ll showcase insights from data-drive marketers, best practices, and behind-the-scenes looks at BrightFunnel customer success.