Customer communication is a common challenge for SaaS companies. You want to keep customers engaged with your company, make them aware of major product updates, and provide helpful advice, but you don’t want to bother them too much. No matter how important your product is to your customer base, they don’t want to be overwhelmed with too much email.
The line between helpful and obnoxious communication becomes even finer when it comes to upsells. Your customer base can often represent room for growth (through a “land and expand” approach, as it’s often called in the sales world), but you have to be cautious. Your customers don’t want to feel like they are constantly being pitched. The timing and relevancy of your upsell messages are critical to getting this kind of communication right.
Endurance International Group (EIG) is very familiar with this challenge — and uses personalization to address it.
EIG is a publicly traded provider of cloud-based platform solutions designed to help small and medium-sized business owners succeed online. Endurance serves over 4 million subscribers through a family of brands including Bluehost, HostGator, Domain.com, iPage, Constant Contact and more.
Several of EIG’s brands, such as HostGator, iPage and Bluehost, provide web hosting to customers. Visitors can sign up for a plan directly on the site and immediately get started building their own website. While some EIG customers were interested in building their own websites (a do-it-yourself approach), others needed a do-it-for-me approach. EIG was interested in identifying these do-it-for-me customers so it could upsell them additional services. But since users can sign up without first speaking to a salesperson, EIG did not have an easy way to identify them.
To address this challenge, EIG leverages Evergage to present new users with a progressive onboarding survey asking them a few simple questions about their website needs. When the survey is completed, the responses are captured and stored as part of the user’s unique customer profile.
Through an integration with Salesforce, a real-time API call is made to Evergage to look for this survey response data in the user profile. If the data indicates that a user is a good candidate for an upsell, an opportunity is automatically created in Salesforce for the EIG sales team to follow up on.
Since launching this program, EIG has increased overall lead volume from marketing-driven sources by 34%. Additionally, the real-time nature of the data has led to these customers getting contacted by sales faster and being more responsive and more likely to convert.
The important thing to note about EIG’s approach is that it doesn’t just send out an email to all of its subscribers encouraging them to buy additional services. It recognizes who will truly benefit from those services first. Then, the sales team reaches out to those individuals to have a relevant, one-to-one conversation with the customer about what services will be most valuable.