Proactive Customer Expansion Strategies

1

Every business needs to grow. However, business growth cannot be achieved by simply implementing upsell and cross-sell strategies. Ergo, imposing proactive customer expansion strategies can be beneficial not just for the customers, but ultimately for a company to survive.

Chris Swider, Director of Customer Success, and Andre Guidry, Sr. Manager, Customer Success Operations from Veriforce joined us in our recent Customer Success Executives Roundtable and discussed Proactive Customer Expansion Strategies.

FINAL SCREENSHOT ROUNDTABLE

Expansion Campaigns of Veriforce

Veriforce harnessed two expansion campaigns:

  1. Blitz Adoption Campaign: High-touch focused campaign to enhance value perception and increase product and feature adoption.
  2. Upsell Campaign: Low-touch focused and discount-driven expansion campaign.

Blitz Adoption Campaign

Blitz campaigns require highly concentrated efforts by Veriforce’s Customer Success team. Their goal is to increase the adoption or usage of a product feature or purchase one of their products.

Guidry states “We used the Blitz campaign for adoption and then for expansion selling. We want to increase awareness and adoption of certain features on our platform that is revenue-generating and non-revenue-generating. Our goal is to enable our customers to harness more features so that they are using more of our platform and getting more value than that of what they’re coming to us for.”

Our goal is to enable our customers to harness more features so that they are using more of our platform and getting more value than that what they’re coming to us for.

The customer success leadership team of Veriforce wanted to launch a campaign that would help their customers to stay persevered in challenging circumstances. There was also a need to increase behind-budget product sales to withstand any calamities that can be encountered. That said, Veriforce prepared helpful response products, services, and features. To achieve this, they developed a suite of campaign resources:

  • Step-by-step execution guide and training for CSMs
  • Value-driven talk tracks by product and services
  • Salesforce campaign for tracking 
  • Follow-up summary and implementation guide 

Guidry explained they created a slack channel for questions and discussions of wins. Along with this, they also launched a pilot campaign and relaunched it into wave two.

The Blitz, in general, is to get everyone in a room, with lunch ordered, and for everyone to be focused on one specific task of getting the client to adopt x or z. This was difficult and impossible for the Veriforce team,  so they designated hours and days for the CSMs to perform the blitz campaign virtually. To increase the adoption of many of their offerings, they reached out to their clients in a form of a questionnaire that CSMs would review live on the phone or via Zoom with the client. Conversations in wave 1 became very lengthy conversations, that’s why in wave 2, these conversations were made more focused to reduce the time on the phone, avoiding back and forth questions which hindered a good value messaging that CSMs could be delivering.

Overall, the resources developed, training facilitated, process documentation that was heavily used during the campaign, and the methodology; all contributed to the successful launch of the campaign.

This specific campaign that focused on feature expansions led to additional revenue opportunities. We attained about 5  exact revenue opportunities. With this specific one, we were excited that our clients were utilizing our products and expanding their feature adoption.

With this, the campaign increased the average daily sales and product revenue of the company. Guidry states “This specific campaign which focused on feature expansions led to additional revenue opportunities. We attained about 5  exact revenue opportunities. With this specific one, we were excited that our clients were utilizing our products and expanding their feature adoption.” Veriforce drove a deeper adoption and higher value for customers that also resulted in several new opportunities for upsell. Therefore, it is recommended to have a campaign once a month based on data analysis and the need for promotion.

Email Drive: A Low Touch Campaign

Guidry shares “We are in the process of working with CSM Practice to develop the customer touchpoint, the customer tier.” 

Veriforce wanted to be more proactive in terms of their low touch approach; they wanted to reach out to their customers to remind them that Veriforce is here for them. Through an email drive campaign,  they were able to allow customers to schedule some time with Veriforce to discuss their accounts or any questions that they may have. This is in contrast with the high touch approach which requires different team members to call and have frequent check-ins with their clients on a weekly or monthly basis.

Veriforce has done several email or outreach campaigns where they try to create the funnel, to go out there to get as many people interested and then continue to the messaging funnel, and to try to get people to individually convert to buy. The implementation of the value messaging on their products and services brings the company together with oneness and consistency. Implementing this across different campaigns has strengthened Veriforce’s relationship with its customer and their understanding of the value of the product which is a measure of success for the Veriforce team. 

DOWNLOAD EXPANSION SELLING EBOOK

The Upsell Campaign

The Veriforce Upsell Campaign is a low touch discount-driven expansion campaign that is a little more reactive and proactive. They typically do these customer success campaigns but as a reaction to some lower than normal sales. Whenever behind the numbers, the Veriforce Customer Success team is motivated to proactively take action to closely address the problem and to course correct the budget numbers.

“The upsell campaign was a response to our lagging mining product sales. As such, we worked with sales to develop a tiered discount approach for our customers,” Guidry shared.

They also worked with CSM Practice to develop 10 value-focused discount emails to communicate this money-saving one-time opportunity to their customers.

Planning

  • Worked with Sales to develop a tiered discount by customer
  • Developed campaign resources:
  • 10 value-focused discount emails
  • Value-driven talk tracks for inbound calls

Execution

  • Proactive low-touch efforts (email), combined with reactive high-touch efforts (inbound calls)
  • Sales included their upsell messaging in regularly scheduled calls.

Expansion Selling Strategy Framework

You can utilize this framework to develop an expansion strategy that is proven to generate more results than merely waiting for customer ad hoc requests or CSM suggestions:

  1. Identify Outcomes: Determine which of your customer’s business needs your solutions can address, your customer’s expected business outcomes, and what service levels your customers are accustomed to from other vendors.
  2. Define Offering: Based on the solutions you offer, define appropriate upsell or cross-sell bundles for different sets of customer needs. Document your expansion playbooks in detail for future recurring campaigns.
  3. Find Triggers: Use customer data to identify a list of customers that are likely to have those business needs.
  4. Compile a List: Create a list of customer success qualified leads (CSQL) that the account manager or CSM can contact to validate that the business needs exist.
  5. Launch Campaign: Create a short or ongoing campaign to test the expansion playbooks. Offer a bonus to accelerate the adoption of the new plays. Adjust and improve your campaigns every quarter.

How CSM Practice Helped Veriforce

Guidry narrates, “Before the merger, the value messaging in our communications is always missing. But after working with CSM Practice in defining those for each of our products in each of our courses, we’ve pulled a lot of that value messaging in our campaigns like the discount carrot to develop our 10 value-focused discount emails. Along with the value-driven talk tracks for inbound calls.”

Before the merger, the value messaging in our communications is always missing. But after working with CSM Practice in defining those for each of our products in each of our courses, we’ve pulled a lot of that value messaging in our campaigns

CSM Practice helped and guided Veriforce in the transition process from being reactive to proactive. During the roundtable discussion, Chris Swider proudly claimed that their CSM team has transformed into a proactive team compared to its previous performance. He shared that building the customer success culture in Veriforce is quite stretching because it is an entirely new process for the organization. However, they believe they’ll achieve their goal as a customer success team very soon.

Summary

Veriforce is growing rapidly in terms of the number of its clients, contractors, instructors, and evaluators are joining faster than ever. Along with this is the complexity of their product and solutions which makes it more challenging. 

Guidry believes that it was a successful way to incorporate customer success practice into expansion campaigns. Veriforce with CSM Practice executed proactive emails that enabled the customers to call inside sales representatives to take advantage of the discount drive. The value messaging developed for this campaign was very useful for these inbound calls and upsell strategies.

As a result of the campaign, Veriforce saw a clear correlation between their email campaign in the spikes in daily revenue. Guidry states, “We saw an increase in daily sales over 61%, compared to a similar day or week pre-campaign, and it was a few hundred thousand dollars that were directly tied to this outreach campaign.” Veriforce saw movement in their sales numbers brought by these campaigns, with the professional support of working with CSM Practice.

Avatar for Denson Jade G. Natividad
Written By:
Denson Jade G. Natividad

Denson is a researcher, educator, and certified Customer Success Consultant. Working as a writer at CSM Practice, he authors in-depth blogs about customer success and strategies that teach professional teams and corporate individuals ways to manage, grow, and scale their day-to-day business operations. Denson obtained his bachelor’s degree in communication in 2017. Right after graduation, he continued to pursue his master’s degree in Communication major in Applied Media Studies.

60 comments

  1. Avatar for Denson Jade G. Natividad

    Very good blog article. Really looking forward to read more. Really Great. Marji Gordon Laurita

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link to our newsletter should you wish fo sign up: https://www.csmpractice.com/newsletter-sign-up/

  2. Avatar for Denson Jade G. Natividad

    I am so grateful for your blog article. Really thank you! Keep writing. Ofelia Henri Gigi

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link to our newsletter should you wish fo sign up: https://www.csmpractice.com/newsletter-sign-up/

  3. Avatar for Denson Jade G. Natividad

    I think this is a real great blog. Thanks Again. Much obliged. Viviene Karlan Terrilyn

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link to our newsletter should you wish fo sign up: https://www.csmpractice.com/newsletter-sign-up/

  4. Avatar for Denson Jade G. Natividad

    Way cool! Some very valid points! I appreciate you writing this write-up plus the rest of the site is really good. Noemi Isaac Lupe

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link to our newsletter should you wish fo sign up: https://www.csmpractice.com/newsletter-sign-up/

  5. Avatar for Denson Jade G. Natividad

    There is definately a great deal to find out about this topic. I love all of the points you have made. Cory Ulick Maltzman

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter, here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  6. Avatar for Denson Jade G. Natividad

    I believe you have remarked some very interesting details , thanks for the post. Chrysler Meredith Humberto

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter, here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  7. Avatar for Denson Jade G. Natividad

    Thanks a lot for the blog. Much thanks again. Really Great. Judi Moises Witt

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter, here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  8. Avatar for Denson Jade G. Natividad

    Keep up the excellent work , I read few articles on this site and I think that your website is very interesting and has sets of superb information. Madge Nikki Bea

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter, here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  9. Avatar for Denson Jade G. Natividad

    I am thinking of visiting your website again Thanks

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link to our newsletter should you wish to sign up: https://www.csmpractice.com/newsletter-sign-up/

  10. Avatar for Denson Jade G. Natividad

    I feel very lucky to follow your page

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter, here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  11. Avatar for Denson Jade G. Natividad

    You produce quality content, I appreciate you

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link to our newsletter should you wish to sign up: https://www.csmpractice.com/newsletter-sign-up/

  12. Avatar for Denson Jade G. Natividad

    I randomly stopped by your site but you are really successful

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link to our newsletter should you wish to sign up: https://www.csmpractice.com/newsletter-sign-up/

  13. Avatar for Denson Jade G. Natividad

    I get very useful information on your page, I feel lucky

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter, here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  14. Avatar for Denson Jade G. Natividad

    If you are going for best contents like I do, only go to see this web page all the time because it presents feature contents, thanks

    1. Avatar for Denson Jade G. Natividad

      Thank you for sharing your ideas. Highly appreciated! Please sign up to our newsletter, here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  15. Avatar for Denson Jade G. Natividad

    Thanks so much for the blog post.Thanks Again. Great.

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link for our newsletter should you wish to sign up: https://www.csmpractice.com/newsletter-sign-up/

  16. Avatar for Denson Jade G. Natividad

    Greate article. Keep writing such kind of info on your blog.

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link for our newsletter should you wish to sign up: https://www.csmpractice.com/newsletter-sign-up/

  17. Avatar for Denson Jade G. Natividad

    Wow, great blog article.Really thank you! Really Great.

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link for our newsletter should you wish to sign up: https://www.csmpractice.com/newsletter-sign-up/

  18. Avatar for Denson Jade G. Natividad

    Thanks again for the article. Really Cool.

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter. Here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  19. Avatar for Denson Jade G. Natividad

    I was very pleased to find this web-site.I wanted to thanks for your time for this wonderful read!! I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you blog post.

    1. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link for our newsletter should you wish to sign up: https://www.csmpractice.com/newsletter-sign-up/

    2. Avatar for Denson Jade G. Natividad

      Happy you found this to be a good read. Here’s a link for our newsletter should you wish to sign up: https://www.csmpractice.com/newsletter-sign-up/

  20. Avatar for Denson Jade G. Natividad

    I get very useful information on your page, I feel lucky

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter. Here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  21. Avatar for Denson Jade G. Natividad

    Hi Dear, are you actually visiting this website daily,
    if so after that you will absolutely obtain nice knowledge.

    1. Avatar for Denson Jade G. Natividad

      Thank you for the word of encouragement, We’ll do our best to write more high-quality blogs like this. Should you wish to sign up? Here’s a link for our newsletter: https://www.csmpractice.com/newsletter-sign-up/

  22. Avatar for Denson Jade G. Natividad

    I appreciate your work, thanks for all the great blog posts. Eula Bradly Psyche Alyse Barron Krock

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter. Here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  23. Avatar for Denson Jade G. Natividad

    Magnificent site. Lots of useful information here. I am sending it to a few friends ans additionally sharing in delicious. And naturally, thanks in your sweat!| Ashien Jose Sholes

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter. Here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  24. Avatar for Denson Jade G. Natividad

    Very nice post. I just stumbled upon your blog and wished to say that I ave really enjoyed surfing around your blog posts. After all I all be subscribing to your feed and I hope you write again soon! Cindy Frederich Jaan

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter. Here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  25. Avatar for Denson Jade G. Natividad

    A round of applause for your blog post. Really thank you! Fantastic. Anni Burty Munniks

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter. Here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  26. Avatar for Denson Jade G. Natividad

    Very good article. I absolutely appreciate this site. Continue the good work!

  27. Avatar for Denson Jade G. Natividad

    Please bring the continuation of the nice posts, I will be glad if you approve the comment.

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter. Here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  28. Avatar for Denson Jade G. Natividad

    Thank you for informing, success is in your hands, escort I would be glad if you support me.

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter. Here’s the link: https://www.csmpractice.com/newsletter-sign-up/

  29. Avatar for Denson Jade G. Natividad

    Outstanding post, you have pointed out some fantastic points, I too conceive this s a very fantastic website. Audy Deck Law

    1. Avatar for Denson Jade G. Natividad

      Thank you for your appreciation. We acknowledge your ideas and opinions. Please sign up for our newsletter. Here’s the link: https://www.csmpractice.com/newsletter-sign-up/

Comments are closed.