How to Cut Through Competitors' Claims with Customer References and Advocacy

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Influitive

Webinar - January 22, 2015 Influtive, RO Innovation, Oracle Marketing Cloud Customer Advocacy and Reference Programs

Marketing

1
HOW TO CUT THROUGH
COMPETITORS' CLAIMS WITH
CUSTOMER REFERENCES
AND ADVOCACY

2
TODAY’S SPEAKERS
Chris Newton
VP, Business Development
Tony DeLollis
CTO
Jenny Berthiaume
Director, Customer Culture

3
HOUSEKEEPING
• Q&A panel on your right
• Recording for those who couldn’t make it
• All attendees will receive slides
• Twitter hashtags #advocatemktg #salesenablement

4
WHAT WE’LL COVER
• Why references matter
• Getting the right references
• Keeping references engaged
• Best practices spotlight – Oracle Marketing Cloud
• Solution overview
• Q&A

8
COMPETITOR KRYPTONITE
References help you win;
Advocates get you on the shortlist
- Peter O’Neill
Forrester Research
8

10
MAXIMIZE THE REFERENCE
Leverage Advocates and References
• Right Voice, Right Time
• Track ROI, Track Conversions
“The delivery of the right
information to the right person at
the right time in the right format
and in the right place to assist in
moving a specific sales opportunity
forward.”
Source: CSO Insights

12
REFERENCES IMPACT REVENUE
First part of 2014:
• $96 Million at Fortune 500 Security
Hardware company
• $28.7 Million & 239 deals at rapidly
growing Communications company
• $550K & 35 deals at mid-sized Medical
Software company

16
BEST PRACTICES TO DEVELOP
• Human in the loop
• Protect the Reference
• Don’t ‘waste’ on a mismatch
• Manage your process
• Channel enthusiasm
• Lead into the reference
• Tie references to revenue!

17
MATCHING REFERENCES DEAL BY DEAL
• Days or hours?
• Old school reference?
• Real-time advocate?
• Tags and categories: CRM, MA
• Pre-match your references
– Industry, deal size, geo, etc …
– Personality, role, title, status

21
BEST ARE THINGS THEY CAN’T BUY
Part of the Team
Access
Recognition

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted 23
Foundation of a Customer Advocate Program
1. Authentic, distinctive, and valuable
2. Thoughtful and proactive in serving customer interests
3. Educate, inspire, and celebrate success
@jennycb

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
An Advocate Program fuels advocacy across the
entire organization and into the marketplace
Oracle Confidential – Internal/Restricted/Highly Restricted 24
CUSTOMER
ADVOCACY
Educator
Sales Reference
Lead User Group
Community
Mentor
@jennycb
Connections

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Oracle Marketing Cloud Advocate Marketing Toolbox
Influitive (AdvocateHQ)
• External Advocate platform
• Centralized portal to serve, nurture,
mobilize, and reward Advocates
RO Innovation (Customer Knowledge Base)
• Internal customer intelligence & reference
management tool
• Holistic view on customer engagement,
status, collateral & content, and history
Oracle Confidential – Internal/Restricted/Highly Restricted 25
Activate & Mobilize Advocates Identify & Manage Advocates

27
INFLUITIVE ADVOCATEHUB RO | INNOVATION
ADVOCATE ENGAGEMENT REFERENCE ASSET MANAGEMENT
Discover
Mobilize
Recognize
Align with Opportunity
Content Sharing
Tracking

38
QUESTIONS?
Chris Newton
VP, Business Development
Tony DeLollis
CTO
Jenny Berthiaume
Director, Customer Culture

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How to Cut Through Competitors' Claims with Customer References and Advocacy

1. 1 HOW TO CUT THROUGH COMPETITORS' CLAIMS WITH CUSTOMER REFERENCES AND ADVOCACY

2. 2 TODAY’S SPEAKERS Chris Newton VP, Business Development Tony DeLollis CTO Jenny Berthiaume Director, Customer Culture

3. 3 HOUSEKEEPING • Q&A panel on your right • Recording for those who couldn’t make it • All attendees will receive slides • Twitter hashtags #advocatemktg #salesenablement

4. 4 WHAT WE’LL COVER • Why references matter • Getting the right references • Keeping references engaged • Best practices spotlight – Oracle Marketing Cloud • Solution overview • Q&A

5. 55 WHY REFERENCES MATTER

6. 6 COMPETITORS FIGHT HARD

7. 7 Trust Issues WE’VE GOT

8. 8 COMPETITOR KRYPTONITE References help you win; Advocates get you on the shortlist - Peter O’Neill Forrester Research 8

9. 9 BUYERS BUY – NO MORE SELLERS

10. 10 MAXIMIZE THE REFERENCE Leverage Advocates and References • Right Voice, Right Time • Track ROI, Track Conversions “The delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward.” Source: CSO Insights

11. 11 GOOD REFERENCE – BEST ASSET

12. 12 REFERENCES IMPACT REVENUE First part of 2014: • $96 Million at Fortune 500 Security Hardware company • $28.7 Million & 239 deals at rapidly growing Communications company • $550K & 35 deals at mid-sized Medical Software company

13. 13 CSO INSIGHTS DATA

14. 1414 GETTING THE RIGHT REFERENCES

15. 15 MANY OPPORTUNITIES TO ASK

16. 16 BEST PRACTICES TO DEVELOP • Human in the loop • Protect the Reference • Don’t ‘waste’ on a mismatch • Manage your process • Channel enthusiasm • Lead into the reference • Tie references to revenue!

17. 17 MATCHING REFERENCES DEAL BY DEAL • Days or hours? • Old school reference? • Real-time advocate? • Tags and categories: CRM, MA • Pre-match your references – Industry, deal size, geo, etc … – Personality, role, title, status

18. 1818 KEEPING REFERENCES ENGAGED

19. 19 RELATIONSHIPS MATTER

20. 20 A LITTLE “THANK YOU” HELPS

21. 21 BEST ARE THINGS THEY CAN’T BUY Part of the Team Access Recognition

22. 2222 BEST PRACTICES SPOTLIGHT

23. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted 23 Foundation of a Customer Advocate Program 1. Authentic, distinctive, and valuable 2. Thoughtful and proactive in serving customer interests 3. Educate, inspire, and celebrate success @jennycb

24. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | An Advocate Program fuels advocacy across the entire organization and into the marketplace Oracle Confidential – Internal/Restricted/Highly Restricted 24 CUSTOMER ADVOCACY Educator Sales Reference Lead User Group Community Mentor @jennycb Connections

25. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Marketing Cloud Advocate Marketing Toolbox Influitive (AdvocateHQ) • External Advocate platform • Centralized portal to serve, nurture, mobilize, and reward Advocates RO Innovation (Customer Knowledge Base) • Internal customer intelligence & reference management tool • Holistic view on customer engagement, status, collateral & content, and history Oracle Confidential – Internal/Restricted/Highly Restricted 25 Activate & Mobilize Advocates Identify & Manage Advocates

26. 2626 SOLUTION OVERVIEW

27. 27 INFLUITIVE ADVOCATEHUB RO | INNOVATION ADVOCATE ENGAGEMENT REFERENCE ASSET MANAGEMENT Discover Mobilize Recognize Align with Opportunity Content Sharing Tracking

28. 28 CREATE REFERENCE ASSETS

29. 29 DELIVER A REFERENCE CALL

30. 30 SALES ASKS FOR HELP

31. 31 MARKETING SERVICES THE REQUEST

32. 32 REQUEST A REFERENCE CHALLENGE

33. 33 PUBLISH THE REFERENCE CHALLENGE

34. 34 ADVOCATE AGREES TO BE REFERENCE

35. 35 SALES HAS THEIR REFERENCE

36. 36 ADVOCATE RECEIVES REWARD

37. 3737 UP YOUR REFERENCE GAME IN 2015

38. 38 QUESTIONS? Chris Newton VP, Business Development Tony DeLollis CTO Jenny Berthiaume Director, Customer Culture

39. 39 WANT TO LEARN MORE?

Editor's Notes

Why references matter (Chris) buyers put trust & confidence in peers used by sales, marketing & CS
Why you need the right reference for each deal (Tony) product, use case, region, industry fit prospects must be able to see themselves
Keeping references happy and engaged (Chris) advocate programs - mix education & fun with requests give access, feedback and recognition
Customer spotlight (Jenny B.) importance of advocate marketing + reference programs at Oracle
Influitive-RO integration overview (Tony) customer-led initiative (can we name examples?) walk through the (simplified) flow in a few screenshots
Call to action (Both) up your reference game in 2015

How to Cut Through Competitors' Claims with Customer References and Advocacy

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Editor's Notes