How an Apple-like experience built a $5 billion B2B SaaS business
Join Mike Hulme for a conversation about designing extraordinary customer experiences. Hear how Apple’s model for consumers inspired a 20 year old infrastructure company to reinvent themselves, unlocking billions in revenue and a new way of engaging an untapped market. We’ll dive into intent tracking, hyper-personalization and how Real-Time data and AI can deliver the experiences customers crave.
In a captivating session of Game Changers, Oana, the CEO of Sequel.io, welcomed Mike Hume, the current VP of Marketing at DataStax and an ex-executive of prominent tech giants; VM Ware, Data Robots, and Google. Their conversation revolved around one core concept – the integral role that customer experiences play in driving business growth.
Hume narrated his experience of adapting an ‘Apple-like’ experience model at VM Ware, the execution of which led to the rapid development of a five billion B2B business. Both Oana and Hume acknowledged the evolving preference of consumers for an experience, instead of sterile transactional interactions, especially in the sectors of technology and cloud industries. The aim was to simplify complex technology and configure it around customer needs and wants.
Drawing from the ethos of Apple in terms of design, staffing, and the training model, VM Ware took a significant leap by crafting a space at VM World. This space welcomed self-service exploration while providing empathetic consultation to a vast crowd of 25,000 attendees.
Pioneering this innovative experiment involved a substantial risk and potential financial setback. It challenged cultural norms associated with marketing in physical environments and demanded dramatic behavioral change from staff. However, the fruitful outcome was undeniable. The engagement was robust, business results were outstanding, and it successfully showcased the untapped potential for transforming customer relationships in the tech industry.
As the conversation transpired into the in-depth discussions, it shed light on Mike’s strategic brainchild: Cloud City. This engaging, welcoming physical space was designed to attract discerning visitors seeking information about cloud technologies. The introduction of capturing behavioral data and using it for personalized follow-up experiences meant providing engaging experiences that ultimately drove revenue growth.
Hume asserted the necessity of marketers to take audacious decisions and willing to shoulder risks while taking accountability for the outcomes. The insightful conversation proved to be a testament to the undeniable power of crafting experiences that resound with customers, resulting in exponential business growth.
