Being Successful at Customer Success: Brianna Salinas on B2B Onboarding and Client Engagement

In her former role as the Senior Director of Customer Success and Operations for LeadGenius, Brianna Salinas built and managed a team of over 800 people across various departments. She helped the company scale from Seed to Series B, raising more than $16M along the way.

Currently, Brianna mentors startups on their sales and marketing strategies and runs her own supply chain of curated artisanal skincare products.

We were lucky enough to have Brianna onboard at a recent SalesCollider event, where she delivered a fantastic presentation on the topic of customer success.

Here are some highlights from her talk:

[VIDEO]

Learn About Your Customers

Even prior to closing you should wrap your head around who your client is and what’s important to them. Doing so will help you to provide the best service you possibly can.

As Brianna points out, their LinkedIn posts can be used to get a grasp on what’s important to them. Pulling up an example profile, she explains, “I’m thinking about what this information means, not just what her title is but what types of things she likes. What types of things does she care about? What is her career path and what will she be thinking about over the next year?”

An analysis of the customer’s profile, according to Brianna, will not only teach you about your customer’s needs but can give you an idea of whether there’s room for growth in your relationship.

Go Above and Beyond with Onboarding

When it comes to onboarding clients, a welcome email and a few tutorials are a necessity, so automate those to send out right away.

If you want to step up your customer success game a bit, however, make sure to send a message to let them know how excited you are. “Do something extra for your first customers to make them feel like they’re important and special,” she suggests, “Whether it’s a note from someone on your team, a note from the salesperson that sold them or a note from your entire company…little things mean a lot.”

Keep Your Clients Engaged

As time grows on and you accumulate more customers, you’ll find that some of them aren’t as excited about the product as others. They might call you to complain about bugs or, even worse, avoid engaging with you or your product at all. It’s important that you not only address feedback swiftly, but reach out to any customer that feels like they’re slipping away.

Brianna explains that, when a customer is disenged, it may be necessary to offer some free training or webinars to show them the value of your product. “It’s easy to forget this group because you have customers that are talking to you, you’re trying to sell more and do more things,” she says, “but getting this group back on track and engaged is something that’s really important.”