Do you have an inbox overflowing with unread sales or prospecting emails? On the other side of that pile of unread messages are hundreds of companies with amazing products and potentially game-changing value propositions. But you have no way to figure out which ones are useful and which ones are a waste of time—and you definitely don’t have enough hours in a day to sort them out for yourself. There’s a better way for both the vendor and the prospect. Join Gainsight’s CCO Allison Pickens and Business Operations Lead and head of Customer Marketing Will Robins as they talk about the methodology that will ensure your sales outreach makes an impact. In this webinar, you’ll learn how Customer Success and Customer Marketing can dramatically bend the curve on pipeline in four highly actionable steps.

1. How to Leverage
Customer Marketing
to Drive Sales
10/11/17
Will Robins
Head of Customer Marketing
Allison Pickens
Chief Customer Officer

3. Agreement
“A high quality testimonial
can produce up to double the
open rate on email A/B
testing including CTR and
calls. :)”
“I completely agree in total
transparency as a sales rep and
am lucky enough to have a
handful of clients who will testify
to the value I provide with B2B
marketing lists.”
“You can tailor the outreach to
express the value others in the
same industry have seen —
those insights matter”
“I feel like this should be a rule in all
of life. ‘We should be friends and
here is a close friend who will verify I
am an acceptable friend.’”

4. Disagreement “At most companies sales
reps have limited access to
their customers.”
“Customers don't always
want to go public with their
opinions.”
“It takes forever to get a
reference.”
“What we do for other
companies could be entirely
different [from the] needs
for your business.”
“If you aren't in a position to invest
in a conversation with me up front
about your business challenges
then quite frankly I wouldn't waste
my time with you.”

5. The Buyer Experience

6. My Inbox

7. I trust word of mouth more than any other source
when considering whether to buy a product.

8. The Wake-up Call

9. Peers and colleagues are the #1
source for gathering information
during the discovery stage of a
purchase decision.
(Source: Forrester)
Wake-up Call #1
FACT WAKE-UP

10. Peers and colleagues are the #1
source for gathering information
during the discovery stage of a
purchase decision.
(Source: Forrester)
Wake-up Call #1
Prospects want to talk
to customers more than
salespeople.
FACT WAKE-UP

11. Referrals have the highest
conversion rate from Lead to
Deal compared to any other type
of lead, ~4x the rate for sales-
generated leads
(Source: eMarketer)
Wake-up Call #2
FACT WAKE-UP

12. Referrals have the highest
conversion rate from Lead to
Deal compared to any other type
of lead, ~4x the rate for sales-
generated leads
(Source: eMarketer)
Wake-up Call #2
Prospects trust
customers and peers
more than salespeople.
FACT WAKE-UP

13. The Shift

14. Challenges
“At most companies sales reps have
limited access to their customers.”
“What we do for other companies
could be entirely different [from the]
needs for your business.”
“It takes forever to get a reference.”
“Customers don't always want to go
public with their opinions.”

15. Challenges
“At most companies sales reps have
limited access to their customers.” VISIBILITY
“What we do for other companies
could be entirely different [from the]
needs for your business.”
“It takes forever to get a reference.”
“Customers don't always want to go
public with their opinions.”

16. VISIBILITY → Know Which Customers Are Successful
Maximize impact by
leveraging successful
and happy customers.
Sales can use Health
Scorecards in C360 or in
the Gainsight Sales View
to find the healthiest
customers.
Implement a Scorecard for
Referenceability

17. Challenges
“At most companies sales reps have
limited access to their customers.” VISIBILITY
MATCHING
“What we do for other companies
could be entirely different [from the]
needs for your business.”
“It takes forever to get a reference.”
“Customers don't always want to go
public with their opinions.”

18. MATCHING → Match the Right Customer with the Prospect
Use NameDrop to quickly
identify customers and
references that are well-
matched to the prospect
Allows Sales to self-serve
more of their Advocacy
needs

19. Challenges
“At most companies sales reps have
limited access to their customers.” VISIBILITY
MATCHING
AUTOMATION
“What we do for other companies
could be entirely different [from the]
needs for your business.”
“It takes forever to get a reference.”
“Customers don't always want to go
public with their opinions.”

20. AUTOMATION → Get a Customer Reference Quickly
Slow reference coordination causes buyers to have
doubt.
We reduced Time-to-Reference from 1-week to 1-
day using:
Reference Request CTA type
Reference Manager Cockpit View
Reference Manager Dashboard

21. Challenges
“At most companies sales reps have
limited access to their customers.” VISIBILITY
MATCHING
AUTOMATION
PIPELINE
“What we do for other companies
could be entirely different [from the]
needs for your business.”
“It takes forever to get a reference.”
“Customers don't always want to go
public with their opinions.”

22. PIPELINE → Mobilize Successful Customers
Identify a predictable stream of new advocates with
a Voice of the Customer program.
Nurture your NPS Promoters with CoPilot or using
Playbooks, then ask them to join your reference
program or advocate in other ways.
Track the date of their last
advocacy activity to prevent
fatigue.

23. The Challenge:
Scaling the reference process with better insights into Customer Intelligence
+200%Increase in Sales References
“Gainsight has provided a central repository for our Account
Management team to find details about their accounts, which
has given them more information at their fingertips than they'd
previously had available.”
Tim Sedwitz
Sr. Manager
CS Strategy

24. How Customer Marketing
Ties to the Helix

25. Growth Models
Sales

26. Growth Models
Sales Land / Expand

28. The Helix Model for Customer Driven Growth
Sales Land / Expand Customer Success

29. Leverage Your Advocate Army

30. Next Steps
Check out our Customer Marketing blogs:
Guide to Customer Marketing
Why Customer Success Should Own Customer Marketing
How We Run Our Customer Reference Process Through Gainsight
How to Boost Your Sales Outreach with Customer Marketing
Reach to us for a free evaluation of your Advocacy/Customer Marketing
function

31. Q&A