Find out how businesses are leveraging stronger relationship with customers to identify revenue opportunities within their customer base and create more products that their markets love. During this presentation, you’ll learn:
Why peer-to-peer communities keep more customers engaged than other channels
How to ensure your customer community serves both your customers and your business
Actionable strategies for turning the social data in your community platform into profit
3. Three Parts to Today’s
Discussion
1. The real reasons you should care
2. Why build community
3. Strategies to grow your business
4. The Typical Business
Before the Initial Purchase After the Initial Purchase
Spend, Effort, and Interest
• Branding
• Pricing
• Positioning
• Marketing
• Lead Generation
• Converting Leads Into Customers
Revenue Opportunity
23. A Typical Product Management
Process
CollectDataFromYourTargetMarket
•Market
problems
•Product
feedback
•Win/loss
analysis
•Competitive
landscape
•Buying
process
ValidateMarketData
•Confirmatory
surveys
GenerateSolutions
•New products
•Added
features
•Improvements
•Complimentary
services
•New
processes
•Product
roadmap
TestIdeasWithMarket
•Products
•Functionality
•Services
•Positioning
•Messaging
•Distribution
strategy
DevelopProductorService
•Product
development
•Marketing &
launch plan
•Sales process
& tools
•Delivery
•Customer
retention
24. More Product Hits and Fewer Product Misses
Uncover Market
Problems and
Trends
Confirm
Conclusions
Crowdsource
Prioritization
Validate Ideas
With Small
Groups
Market-Driven Innovation Methodology
25. TWO TYPES OF INSIGHT
How to Have More Product Hits and Fewer Product Misses
30. 6 Strategies to Grow Your
Business
Get Found & Generate More Leads
Pull People Through the Sales Cycle
Identify & Recruit Advocates
Generate More Revenue Per Customer
Create More Sellable Products
Keep Customers Longer
Next slide lead in – something that start-up and VCs understand that enterprise companies are just beginning to realize.
Ways to Keep Customers Engaged
– what works and what doesn’t
Why Build Community?
Demand connection
Flexible
Sustainable/ongoing
Strong reason why
Community vs. Campaigns
Customer community is a general sense vs. customer community platform – social space where customers can connect with peers, share ideas, and get advice from experts.
Defining Customer Engagement and Account Management. A brief history …
Create an industry discussion
Set up SEO-optimized discussion forums
Open your community to prospects
Make joining the community easy
Differentiator - show don't tell - sales people tour- extension of product - oracle
Lead Intel -
Easier connection to advocates
Train sales in telling customer stories
Utilize better insight into prospective customers’ thinking
Get the right message to the right people at the right time
Leverage email, personal outreach, and onscreen calls-to-action
Identify revenue opportunities within your customer base
Create a strategic customer advocacy program
Identify customer advocates
Recruit people into your customer reference program
Nurture your advocates
Give customers a place to advocate
Social dollars
Passive insights from day-to-day activity
Active insights from product advisory groups
Aggregate the voice of your customer
Prioritize your product backlog
Id those things you need customer to do
Build an active online community