We met up with Totango’s own Growth Marketing Manager, Kellie Vivanco—the wizard behind our campaign curtain! During our coffee chat, she shared her first 'a-ha!' moment in Totango and provided insights into her strategic approach to customer segmentation. Discover how she crafts and delivers messages, ensuring they reach the right audience at the right time.
Read more about the conversation below. And join us next time live for Coffee Chats!
1. CS "flavor" wheel
Kellie is formally known as a "Growth Marketing Manager," which can be generalized as:
 |
"Responsible for the customer lifecycle—anything from lead generation to expansion, and everything in between." |
2. My first Totango "a-ha!" moment was...
Kellie summarized her moment by referring to herself as a "kid in a candy shop" when she was able to get insights into user behavior data directly.
"I found myself asking questions, clicking into segments to learn more, and adding attributes and filters to fulfill my curiosity."
3. How do YOU use Totango?
Kellie showcased the following tips for how she plans a communication program for customers:
- Build a segment and play with the filters to find commonalities to build your audience
- Create email campaigns that have simple calls to action tied to the program goal.
-
- Tip: Use labels to quickly visualize different programs within the canvas.
-
- Leverage SuccessPlays to celebrate when a goal is achieved and notify account stakeholders
4. Leaving room
Thanks to our coffee chatter friends who sweetened our brew with their own insights and resources to share: