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Solving the Activation Riddle: How New Relic Drives Greater Customer Intimacy - & More Activations
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About the talk
by Cleverly Using Customer Health & Engagement Data
New Relic’s mission is to help customers create more perfect software, and as a result, many of the prospects and users are engineers who are not as open to receiving emails, phone calls, and responding to digital advertising. The Growth and Marketing teams at New Relic set out to build more meaningful connections by harnessing data from a wide range of sources, focusing on the right message at the right time in the users' journey. The result has been radically higher engagement rates and growing customer satisfaction. Come join Jim to learn about how the team did it!
00:05 Introduction
00:40 New Relic’s market
01:28 Direct sales and Ecommerce in New Relic
03:08 Meaningful contact with users
03:43 Deliver Immediate, broad value
06:16 Lead with data engineering
08:23 Experimentation framework and culture
10:07 Understand key customer activation points
11:46 Build data expertise across your team
12:44 Final recap
About speaker
Jim Stoneham is the Chief Marketing Officer and SVP of Growth at New Relic. In this role, he combines data, machine learning, and automation to drive growth and customer satisfaction to enhance all of New Relic’s marketing touchpoints. Jim is passionate about building high-performance teams to tackle big problems and has more than 20 years of experience in leadership roles at consumer and enterprise technology organizations. He founded and served as CEO of Opsmatic, a real-time infrastructure monitoring service, which was acquired by New Relic in 2015. Jim played a significant role in successfully merging the two organizations and building out the product and growth teams. Previously, Jim founded Tangibility, a boutique consultancy for startups in the consumer products space. He also held VP roles at Yahoo and Kodak and served as a product line general manager at Apple.
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So impressed props, uncharacteristic nature for Market. I'm going to talk about how less is actually more. Today is show, dance company is part of their products. Yeah, quite a few of you. Okay, so aren't just quickly our mission at New Relic has to really help. If you're one of those companies, help our customers, pay more, perfect software, can create bitter experiences and businesses for customers. And it's kind of build up with Justin, was talking about. If you can build more amazing software experiences are informed. You can help we can offer our customers
brother. This is pretty dramatically. So because we have people been more perfect software our users and the people often sign the checks for New Relic are actually typically Engineers or where engineers at one time, I'm actually curious to how many people in this room are Engineers that were an engineer one time. Awesome. If you're if you're an engineer, though, typically, the last thing you want is somebody sending you an email calling you on the phone or in a drip campaign against you, you name it. Windows. So one of the challenges we have is New Relic
and I'm sure Rebecca does a pager Duty as well so I can do a similar audience is an audience. It does not want to be marketed to, they don't want to be sold to, they want to be bothered at like to explore and discover things on their own. And I only responded very relevant things to their to their come in, their inbox. So the thing to keep in mind around New Relic is we we use both direct sales and e-commerce to serve our customers. Direct sales is exactly. The kind of organization is going to send a lot of emails, get on the phone alive. Try to make faith can make face-to-face contact
with a contact in our customer account. E-commerce is a little better because it allows that that engine your customer to kind of serve themselves and not have to be in a deal with a human, the processor deal with a lot of back-and-forth basically, but it's important know that that's how we operate as a business when I join the company about almost 4 years ago. I spent some time in the products of the organization but then about
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