A Closed Deal Is Just the Beginning: How Falcon Social Uses Pipedrive for Managing Customer Success

Falcon Social ScreenshotMost companies use Pipedrive for managing sales, but many have found other clever uses for it. When we found out our software is used for managing customer success, we wanted to find out more — especially since this was coming from Falcon Social, a fast-growing tech company with more than 100 Pipedrive users. We chatted with May Laursen, the company’s marketing operations manager.

What is Falcon Social, and what’s the story so far?

Falcon Social is a social media management platform that enables enterprise teams to work together to achieve better business results. With a highly visual, user-friendly approach to workflow management, the Falcon platform includes products to listen, engage, publish, analyze and manage — as well as custom onboarding and strategic integrations. Falcon Social is the digital partner of choice for Carlsberg, Pandora, Orangina Schweppes, Mentos, TomTom and many more.

The success of Falcon Social impressive. What has worked well for you in growing sales?

From the very beginning, the product has basically sold itself — even before it was officially released, we had onboarded major customers like Carlsberg and Pandora. The key to our rapid growth is our unified approach to social media management as well as multicultural team representing more than 33 nationalities. We are experiencing a very low churn rate and a customer satisfaction level at 98%.

What kind of tools do you use for sales, marketing and social media management?

Besides our own platform for social media management, we use a variety of tools to manage, optimize and measure our activities across and within departments. To us, the most important features in productivity tools are the ability to collaborate in real time as well as the possibility to integrate with other tools in our stack.

We have been using Pipedrive from the very beginning, and we now have over 120 active users and are adding more than a hundred new leads a day. In the early stages of the business, Pipedrive was solely used by the sales team, but we have now expanded the CRM to include our customer success, accounts and marketing teams too. Additionally, we use Zapier to connect Pipedrive with our other web apps like MailChimp, ORBTR and, most importantly, Google Docs, from which we monitor all day-to-day operations.

We hear you recently extended Pipedrive use to your customer success team. What led you to this, and how has this worked out?

Pipedrive Customer Success Pipeline

For us, it made sense to profile the customer journey right from its inception as a lead/prospect in our sales funnel.

Rather than build an elaborate CRM system from scratch to map out our customers and engagement strategy, we decided to continue in Pipedrive, taking the “won” deal, with all of the golden nuggets from the sales cycle, and use that to map out each customer’s specific “success” criteria, together with the key financial/invoicing information. The project was conceived and run by Toni Hohlbein, our special operations manager

Since our customer success team provides a lot of support to prospects during presales, using Pipedrive helps us speak the same language as our sales colleagues, bringing our teams closer together. In the end, it also brings us closer to the customers, understanding their needs, as well as mapping their relationship with us. Win-Win. It’s early days, but so far, it’s working out really well.

While your social media management platform is for large companies, are there social media strategies or tips you’d recommend to startups and smaller businesses? What can almost anyone do better with social media?

Social media is a great way to interact with your target audience and engage as well as educate existing customers. We believe in original content and honest engagement. Here are a couple of tips from Mary Liebowitz, our own social engagement manager:

  • Define your objectives and how you will measure the performance.
  • Use clear and intriguing images in your social posts.
  • Implement an editorial calendar for a manageable overview.
  • Devise a plan for off-hour and holiday social media coverage.
  • Practice genuine engagement – have real conversations.
  • Approach brands politely when interacting.

What’s next for you and Falcon Social — any news to share?

We’re constantly releasing new features and updates to our platform. At this stage we’re really excited about is the Falcon Priority Inbox that will enable community managers to monitor and prioritize incoming messages even more easily.

The Priority Inbox is designed using a “machine learning” algorithm to recognize patterns and classify new data points. Falcon uses this information to predict social interactions based on a customer’s previous activity.

Once collected, they can calculate the probability of a string of words belonging to a specific category — for example, “important” or “influencer.” The category is based on the previous behavior of the user and does not depend on the output from sentimental analysis, which can be inaccurate.

Pro tip: you can get lots of great social media advice on Falcon Social blog, starting with this post about time management.

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Andrus Purde

Head of Marketing at Pipedrive. Very proud of the fun motivational quotes at the end of Pipedrive email notifications. Blogs at purde.net

  • Scott

    Andrus, thanks for sharing how Falcon Social uses PipeDrive for Customer Success. One suggestion: currently, PipeDrive’s Live Dashboard does not allow for filtering by pipeline, so Deals in such a ‘Customer Success’ pipeline would get intermingled with active Sales Deals there in other pipelines. Can you pass that along to your dev team, as this seems a requirement for such hybrid use of PipeDrive. Keep up the good work!

    • Andrus P

      Thank you for the suggestion, have passed this on to our devs and this is definitely something we want to fix.

      • I agree this would be a great addition! I also have 2 pipelines, one to manage opportunities, and a second to manage share of customer wallet. But these 2 get mixed up in the Dashboard. Thanks!

  • HappyGrasshopper

    I like this idea quite a lot. We’re currently using Pipedrive in sales and Podio in success – it would be extraordinary to have everything in one place. We’ve integrated our online assessments and follow-up email campaigns for sales, but can’t see switching success into Pipedrive without filtering by pipeline as suggested by Scott.

    And FWIW, I’d love to see social integration too… it would be marvelous if Pipedrive could pull in the social media accounts for our contacts. Nimble does this well, but lacks other functionality we found more critical. Keep up the great work Pipedrive. 🙂

  • Matt A

    I’ve done the same thing for project management. We use the sales pipeline to stay on top of prospects and to forecast future sales. Once the sale is closed we move them to the production pipeline to track the progress of the job. Everyone can see exactly what is happening from lead to invoicing!

    • Matt A

      However, you could do a better job for us to access files on the road with your app

      • Andrus P

        Thank you for feedback, Matt! Passed this on to our mobile product lead.

  • This is very interesting and might solve our pains with tracking customers after we win the deals in pipedrive at 7Geese.
    I’m curious to know what is the workflow to make it work? Do you close/win the deal in the sales pipeline and create a new deal in customer success pipeline after? Love to know the exact details and process.

  • arnout druyveesteyn

    Hi Andrus, indeed would be huge added value to use pipedrive for customer success. Any other recent fixes or tips on this?

  • Valarie Badame

    I just started using PipeDrive and I do not feel it is in any way, shape, or form suitable for Customer Success.