The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans

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The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans
The Customer Success movement has changed the way marketers think about acquiring, nurturing, and promoting customers. There’s no longer any glory in building your logo wall unless there’s an evangelist and referral engine behind each one. In this presentation, Gainsight’s Anthony Kennada and Influitive’s Jim Williams share new perspectives on how Customer Success drive revenue growth by building and mobilizing advocates. In this webinar you will discover how to:

- Identify and sell to the right prospects
- Nurture new customers for quicker time-to-advocacy
- Build intrinsic relationships that inspire advocates for life

The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.

In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.

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The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans

  1. 1. 2014 Gainsight, Inc. All rights reserved. The Last Mile from Success to Advocacy July 2014
  2. 2. 2014 Gainsight, Inc. All rights reserved. Today’s Panelists Anthony Kennada VP of Marketing @akennada Jim Williams VP of Marketing @jimcwilliams
  3. 3. 2014 Gainsight, Inc. All rights reserved. We have entered the “age of the customer” Source: Forrester 1900 1960 1990 2010 Age of Manufacturing Mass manufacturing makes industrial powerhouses successful Age of Distribution Global connections and transportation systems make distribution key Age of Information Connected PCs and supply chains mean those that control information flow dominate Age of the Customer Empowered buyers demand a new level of customer obsession Beyond • Ford • Boeing • GE • RCA • Wal-Mart • Toyota • P&G • UPS • Oracle • Microsoft • IBM • SAP • Yammer • Salesforce.com • Box • Marketo
  4. 4. 2014 Gainsight, Inc. All rights reserved. Who trust us less Friends & peers  Ads, ads & more ads 
  5. 5. 2014 Gainsight, Inc. All rights reserved. Meanwhile the market…
  6. 6. 2014 Gainsight, Inc. All rights reserved. Meanwhile the market…
  7. 7. 2014 Gainsight, Inc. All rights reserved. How do we win both?
  8. 8. 2014 Gainsight, Inc. All rights reserved.
  9. 9. 75% of the buying process is complete before a B2B prospect contacts a company 60% of tech B2B customers search for peer testimonials on products 84% of B2B decision makers start their buying process with a referral from a trusted peer.
  10. 10. 2014 Gainsight, Inc. All rights reserved. BUILD ADVOCACY
  11. 11. 2014 Gainsight, Inc. All rights reserved. Ensure Adoption
  12. 12. 2014 Gainsight, Inc. All rights reserved. Engagement Analytics
  13. 13. 2014 Gainsight, Inc. All rights reserved. Validate Value
  14. 14. 2014 Gainsight, Inc. All rights reserved. Success Snapshots
  15. 15. 2014 Gainsight, Inc. All rights reserved. Grow LTV
  16. 16. 2014 Gainsight, Inc. All rights reserved. White-space Analysis
  17. 17. 2014 Gainsight, Inc. All rights reserved. So, who are your advocates? Customers and prospects Employees and alumni Partners Developers
  18. 18. 2014 Gainsight, Inc. All rights reserved. MOBILIZE ADVOCATES
  19. 19. 2014 Gainsight, Inc. All rights reserved. UNDERSTAND THEM
  20. 20. 2014 Gainsight, Inc. All rights reserved. 25% Oracles 8% Starlets 53% Super- connectors 14% Gurus
  21. 21. 2014 Gainsight, Inc. All rights reserved. ENTERTAIN THEM
  22. 22. 2014 Gainsight, Inc. All rights reserved.
  23. 23. 2014 Gainsight, Inc. All rights reserved.
  24. 24. 2014 Gainsight, Inc. All rights reserved.
  25. 25. 2014 Gainsight, Inc. All rights reserved. RECOGNIZE THEM
  26. 26. Advocate motivation Status Access Power Stuff
  27. 27. 2014 Gainsight, Inc. All rights reserved. MOBILIZE THEM
  28. 28. Can you do me a favor?
  29. 29. 2014 Gainsight, Inc. All rights reserved. THE FUTURE
  30. 30. 2014 Gainsight, Inc. All rights reserved. The rewards are high. Get started Source: Deloitte
  31. 31. 2014 Gainsight, Inc. All rights reserved. QUESTIONS SALES@GAINSIGHT.COM NEXT WEBINAR: http://bitly.com/CSMComms
  32. 32. 2014 Gainsight, Inc. All rights reserved. Thanks For Joining!

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