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The Advocacy Advantage - San Francisco

  1. Chris Newton VP of Sales and Business Development, Influitive 2
  2. 3 Today’s Agenda 2:00PM Opening Remarks 2:25PM The Advocacy Imperative with Tracy Eiler, InsideView 2:55PM The More You Give, The More You Get With Genevieve Guerette, Clarizen 3:15PM Networking Break 4:05PM Advocacy: From Backroom to Boardroom with David Feber, Referential Inc, and Abby Atkinson, FireEye Inc 4:25PM Our Customers, Our Heroes with Nicole Granucci, Genesys 4:45PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive 5:05PM Closing Remarks 5:15PM Networking and Appetizers #advocacyadv
  3. 4 #advocacyadv
  4. 5
  5. 6
  6. 7 Has marketing hit a wall?! #advocacyadv
  7. 8 ! 79% leads never convert to sales 68% believe content strategies are ineffective 64% don’t trust company information Marketers are missing their targets #advocacyadv
  8. 9 ! #advocacyadv
  9. Your buyers have evolved skeptical. wary. peer-driven. 10 92% that trust recommendations from peers, not brands Sources: Nielson #advocacyadv
  10. Self-ish Marketing • Company talking about itself • Pushing products • Handful of go-to references • Companies controlling the brand • NOISE Advocate Marketing • Customers raving in public • Building lifetime relationships • Army of advocates • Brands built by customers • Cut through the noise to 11 Maybe it’s time for a new model #advocacyadv
  11. 3,900% growth in referred pipeline 12 Crowd source revenue #advocacyadv
  12. 13 225Authentic customer reviews Build new categories... #advocacyadv
  13. 22points higher than the average NPS score 14 Differentiate on customer delight #advocacyadv
  14. the best spark a movement powered by a groundswell of advocates 15 #advocacyadv
  15. It becomes a strategic imperative 16 A central organizing principle embedded in the fabric of the company Human experience authentic, deeply personalized, sense of community Everywhere advocacy happens persistent engagement of 100s to 1000s of advocates #advocacyadv
  16. Access Power 17 Status Belonging Driven by social triggers #advocacyadv
  17. 18 #advocacyadv
  18. #advocacyadv
  19. Where’s the customer in your marketing strategy? 20
  20. 21 Spark the movement
  21. Tracy Eiler CMO, InsideView 22
  22. The Advocacy Imperative The Revenue-Driving Secret Weapon Tracy Eiler, CMO San Francisco, July 26, 2016
  23. Mom, girlfriend, daughter, sister, gardener… #advocacyadv
  24. Storyteller, demand generator, promotor #advocacyadv
  25. What I believe • Marketing exists to make sales easier • Your brand is the promise to the customer • The glass is half full. Always. #advocacyadv
  26. The traditional funnel is gone The buyer is in charge Sales & marketing are not aligned We need to catch up to B2C What Drives the Advocacy Imperative? Customers are simply easier (if they are happy)
  27. The Traditional Funnel is Gone
  28. The New Funnel
  29. The New Funnel Customers
  30. The Buyer is in Charge Source: Forrester, Death of a B2B
  31. Marketing is Behind • Messy, incomplete customer data • No direct customer interaction • Don’t put customer data to work Source: Forrester Make Your B2B Marketing Thrive in the Age of the Customer
  32. We Are Not Aligned→ Conflict Long-term Segments Top of lead funnel Campaign metrics Net new accounts This quarter Accounts, titles, people Start of sales cycle Quota attainment Grow accounts (customers!)
  33. Catching Up to B2C Source: Forrester, The Evolved CMO in 2016 Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey
  34. Customer win rates are 2x of net new accounts
  35. ADVOCACY (the secret weapon to drive revenue)
  36. Embrace account-based everything Making Advocacy a Core Strategy Technology solutions allow scale Align sales & marketing Get CX responsibility Create a customer data strategy
  37. Align Sales & Marketing in Every Process Source: Forrester, Build an Adaptive, Efficient Process to Elevate Leads to Revenue
  38. Account-Based “Everything” Maximizes Revenue
  39. CMOs Expand Responsibilities to CX Source: Forrester, The Evolved CMO in Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey
  40. CMOs Value Experience in CX Source: Forrester, The Evolved CMO in 2016 Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey
  41. You Must Have a Customer Data Strategy
  42. Advocate technology platforms allow you to scale
  43. Embrace account-based everything Making Advocacy a Core Strategy Technology solutions allow scale Align sales & marketing Get CX responsibility Create a customer data strategy
  44. Customer Loyalty Drives Revenue • Increase cross-sell by 22% • Drive up-sell revenue from 13-51% • Increase order size from 2-5X Source: Constellation Research
  45. Read my book — available October 3rd!
  46. Genevieve Guerette Director of Customer Marketing, Clarizen 49
  47. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 50 Presented by: The More you Give, the More you Get Genevieve Guerette Director, Customer Marketing
  48. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 51
  49. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 52
  50. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 53
  51. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 54 54 Our challenge ‘We need help sending money where it’s needed most, when it’s needed most.’ -Former President Bill Clinton Western Union said, ‘We can help.’ - CEO of WU Hikmet Ersek © 2016 Western Union Holdings, Inc. All Rights Reserved. Western Union Confidential
  52. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 55
  53. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 56
  54. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 57Copyright © 2016 Clarizen. All rights reserved Q&A
  55. Networking Break 58
  56. Networking Break 3:15pm - 4:05pm 59
  57. David Feber & Abby Atkinson Referential Inc. and FireEye Inc 60
  58. The Advocacy Advantage: San Francisco – July 2016 Advocacy: From the Backroom to the Boardroom Presenters: David Feber Managing Partner Referential, Inc. Abby Atkinson Senior Manager FireEye, Inc. #advocacyadv
  59. Things have changed: • The traditional sales cycle no longer exists • Advice is actively sought from peers and it happens much earlier on mostly via social media • Resources are readily available to assist research • Buyers have done the majority of their research – including talking to your customers – before they even approach you • Gen-X’ers and Millennials are rapidly becoming very influential in the business world • Advocacy is no longer a backroom function #advocacyadv
  60. What “advocacy” shouldn’t just be: • A client success program purely designed for net-new or upsell/cross-sell initiatives • A bug-fix/self-help program or community • A case study program • And most importantly….It should never be an ASK! Sales client success programCase study programSupport self-help program Cost Center #advocacyadv
  61. Why advocacy? Engaged customers are more loyal, trust you more, buy more… and share their success with others more Voice of the Customer Sales Marketing Executive programsSupport Services Value Center #advocacyadv
  62. The spectrum of advocates’ engagement • We need to appeal to multiple types of buyers with multiple buying styles • Understand the client journey and how to seed it with customer evidence • Programs need to be holistic – coordinated across all activities • Webinars • CABs • Success stories • User groups • Calls with prospects • Social media • Blogs • Multi-media stories • Vlogs • Lunches/dinners • PR placements • Speaking engagements • Awards nominations • Communities • Advocacy hubs • Conferences • User groups • Newsletters • Beta testing • Analyst discussions • Symposiums • Calls for presentations • Regional meetings • Best practice sharing • Networking • Logo use • Sound-bite quotes • Referrals • Journalist conversations • And so on………… #advocacyadv
  63. How to measure impact? Client Lifetime Value – CLTV – a true measurement of business health CLTV = [( Revenue * Gross Margin ) / Churn] – Acquisition Costs But there is an easier way…..
  64. Client Lifetime Revenue CLTR = Revenue per Month x Relationship Length (in months) For example: If a customer signs an annual contract for $12,000 this is equivalent to $1k per month If they stay a client for 2 years: CLTR = 1,000 x 24 = $24,000 This doesn’t include variables such as margin, acquisition costs or churn… …..but it is a solid proxy for gauging the health of your business…. ….and is significantly easier to calculate!! #advocacyadv
  65. CLTR….so what? We can now calculate the impact of being an advocate on our business: Real life data: Non-Program Members Advocacy Program Members Average Revenue per Month ($s) $6,242 Average Relationship Length (months) 13.9 CLTR $86,949 #advocacyadv
  66. CLTR….so what? We can now calculate the impact of being an advocate on our business: Real life data: Non-Program Members Advocacy Program Members Average Revenue per Month ($s) $6,242 $20,625 Average Relationship Length (months) 13.9 16.7 CLTR $86,949 $345,045 This is an illustration of using CLTR; but also it’s a stunning example of the power of advocacy and the impact of having a closer relationship with your clients!! Over the duration of their relationship, clients actively engaged by the advocacy program generate 4x as much revenue as those that aren’t engaged! #advocacyadv
  67. Lighthouse Program Kara Wilson Chief Marketing Officer Abby Atkinson Senior Manager “The purpose of a business is to create a customer who creates customers.” – Shiv Singh, SVP Global Head of Digital & Marketing Transformation, VISA #advocacyadv
  68. ‘Think strategically and execute tactically’ Strategic: ▪ Metrics, metrics, metrics! ▪ Communicate ▪ Be strategic ▪ Leverage the voice of the customer ▪ Make your advocates feel special Tactical: ▪ Ensure positive relationship-building throughout the customer lifecycle ▪ Provide regular customer communication, education and check-ins ▪ Create a co-marketing plan versus making constant asks ▪ Leverage the voice of the customer by: ▪ Placing banners, posters, video clips of customers in the Executive Briefing Center & throughout offices ▪ Encouraging advocates to write and comment in blogs and social media – sharing, tweeting, liking, etc. ▪ Asking them to refer peers and people they’ve met that might benefit from a FireEye solution ▪ Inviting customers to attend birds-of-a-feather / prospect dinners ▪ Engaging them in industry initiatives that focus on their business success, not FireEye products! ▪ Nominating individuals for industry awards ▪ Having customers speak at events and user-groups ▪ Posting multi-media testimonials online in a variety of locations and formats Folio of welcome materials Welcome gift item
  69. Metrics by role for relevance Program manager’s metrics – detailed ops report: ▪ Workload balance ▪ # days to fulfill requests ▪ # requests open, fulfilled, no matches found ▪ Month-over-month request volume fluctuations and trends VP’s metrics – mid-level report ▪ $ deals assisted and won ▪ Request volumes ▪ # advocates by type, region, product ▪ # testimonials C-suite metrics – executive dashboards ▪ $ deals assisted and won ▪ # testimonials available #advocacyadv
  70. Call to action: • Incite advocacy! [Over the next decade, the companies that succeed will be the ones that embrace the power of advocacy and give advocacy a seat at the C-suite table] • Advocacy Programs - You need one! • Create a client journey roadmap & begin to populate your own advocacy portfolio • Define your own CLTR for engaged/non-engaged clients • Plot your trajectory & see how you measure up • Rome wasn’t built in a day…..but you need to start NOW!!! ☺
  71. Nicole Granucci Head of Global Customer Marketing, Genesys 74
  73. 76 A LITTLE ABOUT ME #advocacyadv
  77. 808080 GCAP EVOLUTION 2014 2015 2016 2017 #advocacyadv
  78. 818181 WHY CUSTOMER ENGAGEMENT FOR GENESYS? #advocacyadv
  79. 828282 2014 – GCAP 2.0 • GCAP moved from manual excel spreadsheet to Reference Edge/ SFDC • Momentum was on enrollment 400 companies in 6 months • Reward centered around a golden ticket to our premier conference, G-Force • All advocacy asks went through the field – slow and limited commitments and long approval times • Manual point assignments in SFDC • Limited reward catalog and limited engagement Relaunch Results: Gaps/Opportunities: Influitive Identified as vendor #advocacyadv
  80. 838383 2015 – GCAP HUB BETA: GCAP GAMIFIED • Enrollment • No way to track individual/persona engagement Wins:Concerns: Influitive Beta Launched 6/1/15 (50 people than full contact rollout) • Cross Functional Buy – In • Account to Contact Level • Leaderboard Pride Took Off ? ✓ 20% Hub Enrollment; 12% Engagement ✓ Only 10% Gift Card Redemption Rate ✓ Point of Reference Integration Begins #advocacyadv
  81. 848484 2016 – GCAP 3.0 New Launch: ✓ Branding with Rewards Catalogue ✓ Reference Program Launch ✓ Ungated – Removal of Enrollment Barriers ✓ Internal training/buy-in success Wins: GCAP 3.0 Launch 3/1/16 Concerns: • Point valuation system: ✓ Equitable • Transparent • Integrated within legacy Platform • Hub enrollment barriers (double enrollment required) ? ✓ Integration ✓ New Point Valuation System #advocacyadv
  82. 858585 2016 – KEY GCAP 3.0 RESULTS TO DATE ◉ 29% Member Engagement/Brand Influence (FROM HUB) ◉ 2,200 Acts of Advocacy Completed: Increased 32% from program inception (FROM HUB) ◉ 13% of total Genesys bookings have been driven by GCAP advocacy activities (FROM SFDC) Ability to Measure Member Engagement/Business Impact for the First Time #advocacyadv
  83. 868686 BUT HOW? #advocacyadv
  84. 878787 FUN: MEET THE TEAM #advocacyadv
  85. 888888 DRIVING BRAND HEALTH: G2 CROWD REVIEWS #advocacyadv
  86. 898989 DRIVING EVENT BUZZ #advocacyadv
  87. 909090 OUR CUSTOMERS LOVE THE NEW GCAP 1. It’s Fun! 1. It’s Competitive! 1. It’s Informative! 1. It has Real Value! 1. It’s Easy! “The activities are various and encourage competition between members of the hub” “It spreads your culture in a good way! Love it.” “Fast, simple, addictive” “It's fun and something different during a working day” “It keeps me engaged” ”Feedback survey are useful. Provides an insight of your customers needs.” #advocacyadv
  88. 91 GENESYS LOVES THE NEW GCAP 1.Brand Building 2.Brand Amplification 3.Time Saved
  89. 929292 WHAT’S AHEAD Global Support Fly! Partner Advocacy Enhanced Exploration Employee Advocacy #advocacyadv
  90. Deena Zenyk Principal Consultant, Customer Marketing & Advocacy at Influitive 93
  91. What is Your Advocacy Advantage?
  92. Once Upon an Advocate 95 #advocacyadv
  93. 96 #advocacyadv
  94. 97 #advocacyadv
  95. 98
  96. Spark a Movement 99 #advocacyadv
  97. 100
  98. Faster, smoother sales cycles Peer recommendations can speed up sales cycles by 5x, and 60%+ of your prospects are influenced by reading online reviews Connect your prospect with a reference, FAST Customers who are members of an advocacy community can pick up reference call requests in less than an hour Differentiation Having an exclusive community where customers can network & learn sets you apart from your competition How will your Sales team benefit? 101 #advocacyadv
  99. Accelerate & diversify content Proactively identify star customers willing to share their success. Give advocates early bird access to your content and evolve it based on what really speaks to your audience Boost your PR & Analyst visibility Recruit advocates for interviews & surveys in a matter of hours Create social media buzz Grow your presence not with self- promotion but with advocate- initiated discussions Drive Demand Gen Boost the # of inquiries through authentic customer stories, webinars, blog posts, etc. advocate-generated content How will your Marketing team benefit? 102 #advocacyadv
  100. A direct channel to communicate with your customers Clients that know you better and get valuable content/tips directly from you will stick around Drive user adoption & retention By personalizing the relationship, your customers will become more invested and more responsive, allowing you to detect issues sooner Your customers’ success is your success As your build your advocacy ecosystem, your new/lower health customers will be inspired by the best ones, creating an organic support network & lower touch required from your coaches How will your Customer Success team benefit? #advocacyadv
  101. Get fast, insightful feedback on the products they build Advocates give great feedback on product and have a wealth of ideas for improvements. Consider including them in roadmap decisions Source beta testers Advocates are typically active users of the product, and therefore ideal candidates for beta testing/driving adoption of new key features How will your Product team benefit? #advocacyadv
  102. Transactional or Transformative? You Decide. 105 #advocacyadv
  103. 1. Pick a partner 2. Pick a role - Sales - Marketing - Customer Success - Product - Other 3. Let the ideas flow 4. Share your favorite idea 106 #advocacyadv
  104. Advocacy is Your Advantage
  105. Thank You! @DeenaZenyk #advocacyadv