McBru's Creative Director, David Smith, demonstrates how to apply insight gained from customer listening into tangible marketing, PR, and sales benefits.

1. From Research to Recognition and
Revenue - A Story in Listening
David Smith, creative director, McBru
–1–

2. Customer Listening
–2–

3. Customer Listening
Social Media = Reactive

4. Customer Listening
Survey = Proactive

5. Not these kind of survey results
Photo – dusty old book

6. Customer listening for recognition
Listening Influencer
relations
Insight
Competitive
intelligence Strategy

7. Customer listening for revenue
Listening Influencer
relations Sales
tools
Insight Evangelists SoMe
Sales
Competitive Lead nurturing
intelligence Strategy

8. The Altium story
•

9. From survey to intelligent dialog
Email Intelligent dialog
Listening

10. From survey to intelligent dialog
Quantitative
Email Intelligent dialog
Qualitative
Listening

11. Customer insight
Data removed
Data removed
Data removed

12. Competitive intelligence
Data removed
Data removed

13. Proof points
Data removed

14. Influencer relations

15. Net promoters = evangelists
Data removed
Data removed
Data removed
Data removed

16. Evangelists = references, referrals
Data removed

17. Lead nurturing strategy
Quantitative
Data removed Data removed
Data removed
Data removed
Data removed
Data removed
And qualitative!

18. Customers drive sales via social media

19. Proactive listening with surveys
Plan ahead
Execute quickly
Think dialog, not checklist
Drive content out

20. For more dialog…
david@mcbru.com
@davidtweets
David Smith, creative director, McBru
– 20 –