ServiceSource® (NASDAQ: SREV), the global leader in recurring revenue management, today announced integration of Scout® Link with Marketo to offer a solution for orchestrating end user engagement to create customer success leveraging Marketo’s marketing automation platform. Powered by Scout’s industry-leading predictive analytics, the integration leverages user and subscription-level analysis based on usage, customer health and subscription administration, and then automates communication to end users to increase engagement with a product or service. These capabilities allow customers to extend marketing automation systems beyond traditional use cases to create loyalty and value, reduce churn and grow revenue. Scout will also host a webcast on “The Missing Links in Your Customer Relationship” on Wednesday, March 12 at 8:30 a.m. PT. To register, visit here.
Traditionally, business-to-business (B2B) companies have managed customer success using manual, face-to-face, email and phone communication. In the subscription economy where customer purchase behaviors are shifting to pay-to-use, end user adoption and advocacy are critical – making this mode of communication unsustainable and obsolete. Research using Scout data shows that in the subscription economy, end user adoption and ongoing usage patterns directly impact whether a customer will renew their subscription, or churn. As a result, understanding usage at user and subscription-levels, and effectively nurturing adoption for each end-user, is the key to customer success and retention as well as accelerating recurring revenue growth and profits.
“Managing leads to revenue shouldn't end with a signed contract but should continue across the entire customer life cycle. It's about turning leads into long-term loyal customers,” said Laura Ramos, vice president and principal analyst at Forrester Research, Inc. “Customer marketing is nothing new. We talk about it using terms like retention, loyalty, churn reduction, cross-sell, upsell, repeat purchase rates, and wallet share. What's missing is a stronger focus on how to use technology, data/analytics, and content to create useful, business-relevant customer communications.”