The document discusses how customer success and advocacy can be leveraged to improve retention and growth. It argues that references, reviews and referrals are critical for trust and getting on shortlists. Customer success provides the foundation for advocacy by driving value and growth for customers. Bridging the gap between customer success and marketing requires shared metrics like referrals and reviews, integrated technology, and factoring advocacy into customer health scores.

1. 1
HOW TO TURN
CUSTOMER SUCCESS & ADVOCACY
INTO
RETENTION & GROWTH

2. 2
TODAY’S SPEAKERS
Chris Newton
VP of Business Development
@csnew10
chris@influitive.com
Julia Guyadeen
Director of Product Management for
Customer Success
@juliaguyadeen
jguyadeen@gainsight.com

3. 3
HOUSEKEEPING
• Submit questions via chat panel
• Recording for those who couldn’t make it
• All attendees will receive slides
• Twitter hashtags #advocatemktg #customersuccess

4. 4
WHAT WE’LL COVER
• Why We’re Here
• The Ying & Yang of Customer Success & Advocacy
• Bridging the Gap
• Q&A

5. 55
WHY REFERENCES, REVIEWS, AND
REFERRALS ARE CRITICAL

6. 6
WE’VE GOT
Trust
Issues

7. 7
REFERENCES
References help you win;
Advocates get you on the shortlist
- Peter O’Neill
Forrester Research

8. 8
REVIEWS
vs.
88

9. 9
REFERRALS ARE THE BEST LEADS
Source: Implisit B2B Sales Benchmark Report

10. 10
REFERRALS ARE THE BEST LEADS
Source: Implisit B2B Sales Benchmark Report

11. 11 11
HOW CUSTOMER SUCCESS
PROVIDES THE FOUNDATION FOR
ADVOCACY

12. 12 12
CUSTOMER SUCCESS: DRIVING VALUE

13. 13 13
CUSTOMER SUCCESS: DRIVING VALUE
A Company-Wide Endeavor
• Sell to the right customers
• Build a customer experience
• Drive adoption
• Enable your customers
• Improve your product

14. CUSTOMER SUCCESS: DRIVING GROWTH
14
Grow business value
• Make renewal a non-event
• Find upsell opportunities

15. 15
IDENTIFYING POTENTIAL ADVOCATES
NPS Promoters
Support Fans
Power Users Community Contributors
Event Attendees Project Champions

16. 16 16
WHY ADVOCACY REINFORCES
ONGOING SUCCESS

17. 17
ADVOCACY DEEPENS COMMITMENT
Promoting a solution or service
is a personal investment

18. 18
SELF-IDENTIFIED ADVOCATES
Higher Net Promoter Scores

19. 19 19
WHY SUCCESS MUST BE MARRIED
WITH ADVOCATE MARKETING

20. 20
SUCCESS IS INSUFFICIENT
Want this guy to advocate?
• you have to ask
• make it easy

21. 21
A LITTLE MOTIVATION HELPS TO START

22. 22
BEST ARE THINGS THEY CAN’T BUY
Part of the Team
Access
Recognition

23. 23 23
HOW TO BRIDGE THE GAP BETWEEN
CS & MARKETING

24. 24
THE SUCCESS/MARKETING DIVIDE
Customer Success
• Skills: 1-to-1 relationships
•Metrics: Satisfaction, retention
•Tools: CRM
Marketing
• Skills: 1-to-many communication
•Metrics: New leads
•Tools: Email marketing
VS.

25. 25
BRIDGE THE GAP: SHARED METRICS
 Referenceable customers
 Referrals
 Reviews
 Customer stories
 Community participation

26. 26
BRIDGE THE GAP: TECHNOLOGY

27. 27
BRIDGE THE GAP: TECHNOLOGY
Potential
Advocates
Health Score
Contribution

28. 28 28
HOW ADVOCACY CAN INFORM A
CUSTOMER HEATLH SCORE

29. 29
ADVOCACY IN HEALTH SCORE

30. 30
QUESTIONS?
Chris Newton
VP of Business Development
@csnew10
chris@influitive.com
Julia Guyadeen
Director of Product Management for
Customer Success
@juliaguyadeen
jguyadeen@gainsight.com

31. 31
WANT TO LEARN MORE?
influitive.com/blog gainsight.com/ovum