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08.09.2016
Building a Global
Customer Advocacy
Program
Director of International Marketing
Lauren Olerich
Customer Marketing Associate
Laura O’Neill
Todays Agenda
Why Advocacy is Important to Customer Success
Gainsight’s Global Advocacy Program
Foundations of a Global Cu...
Why is Advocacy Important
to Customer Success?
Customer Marketing Associate
Laura O’Neill
Advocacy
“Public support for or recommendation
of a particular cause or policy. “
Why is Advocacy important?
Advocacy is important to retain customers and
increase customer lifetime value.
Advocacy is a v...
Logo Approval Customer Content Sales References
Referrals Speaking Engagements
Customer Advisory
Boards
Product Reviews
So...
©2016 Gainsight. All Rights Reserved.
©2016 Gainsight. All Rights Reserved.
Before the Ask
What is the prospect’s objective?
Customer’s time is valuable
Have yo...
Foundations of A Global
Customer Advocacy Program
Director of International Marketing
Lauren Olerich
• No Slogan
• Product is not unique
• 40+ year old company
Their Challenge:
Make buying coffee a
unique experience to set
...
• Ranked one of the
most valuable global
brands
• More than just a
“coffee shop”
• Focus on community
• Digital experience
• Strong loyalty program
• Brand authenticity
• True to heritage
• Global recognition
• Social conscience
• Locally design...
They stay longer, buy more, and
continually increase awareness and
interest through word of mouth.
Advocates are Stronger ...
They stay longer, buy more, and
continually increase awareness and
interest through word of mouth.
• Tell internal colleag...
Setting Goals for your Advocacy Program
• New revenue influenced by advocates
• Additional revenue from expansion
• Growth...
•Public Goodwill
•Branding Support
•Social Proof
Setting Goals for your Advocacy Program
Secondary Goals:
•Public Goodwill
•Branding Support
•Social Proof
Setting Goals for your Advocacy Program
Secondary Goals:
• Be meticulous. Look at traits of previous advocates and detractors
• Be quick. Identify advocate candidates early on wit...
Aligning Advocacy to Customer Lifecycle
Join the
Customer
Community
Go Live
User
Adoption
Continuous
Improvement
Industry
...
Logo
Use
Case
Study
Video
Testimonial Go Live
Announcement
Sales
Reference
Speaking
Engagements
Online
Review
Aligning Adv...
Aligning Advocacy to Customer Lifecycle
Join the
Customer
Community
Begin
Implementation
Go Live
User
Adoption
Continuous
...
Measuring Outcomes and ROI of Advocacy
What You NeedMetrics to Measure
Measuring Outcomes and ROI of Advocacy
• Second order revenue from repeat
buyers
• Referrals from customers
• % of custome...
Measuring Outcomes and ROI of Advocacy
• Second order revenue from repeat
buyers
• Referrals from customers
• % of custome...
• Customers are inundated with offers to BUY!
• Market for loyalty
• Reuse campaigns, but tailor them to the advocate jour...
Gainsight’s Advocacy Program
Customer Marketing Associate
Laura O’Neill
Customer Advocacy at Gainsight
300+ Public
Reviews of
Gainsight 500+ Members
in Online
Community
500+ Advocates
in Custome...
Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over
1k attendees
Reference process
implemented withi...
Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over
1k attendees
Reference process
implemented withi...
Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over
1k attendees
Reference process
implemented withi...
Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over
1k attendees
Reference process
implemented withi...
Gainsight’s Customer Advocacy Toolkit
Dashboards
Cockpit
Influitive
Chatter
Customer Success HQ
https://gainsight.influitive.com/join/new
Our Reference Process
Prospect asks for
reference
AE notes important
criteria for
reference
Customer
Marketing receives
re...
Key Takeaways
• Customer advocacy is a cross-functional initiative where customer
success and marketing teams should be al...
Questions?
Director of International Marketing
Lauren Olerich
Customer Marketing Associate
Laura O’Neill
Creating a Global Customer Advocacy Program
Creating a Global Customer Advocacy Program
Creating a Global Customer Advocacy Program
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Creating a Global Customer Advocacy Program Slide 1 Creating a Global Customer Advocacy Program Slide 2 Creating a Global Customer Advocacy Program Slide 3 Creating a Global Customer Advocacy Program Slide 4 Creating a Global Customer Advocacy Program Slide 5 Creating a Global Customer Advocacy Program Slide 6 Creating a Global Customer Advocacy Program Slide 7 Creating a Global Customer Advocacy Program Slide 8 Creating a Global Customer Advocacy Program Slide 9 Creating a Global Customer Advocacy Program Slide 10 Creating a Global Customer Advocacy Program Slide 11 Creating a Global Customer Advocacy Program Slide 12 Creating a Global Customer Advocacy Program Slide 13 Creating a Global Customer Advocacy Program Slide 14 Creating a Global Customer Advocacy Program Slide 15 Creating a Global Customer Advocacy Program Slide 16 Creating a Global Customer Advocacy Program Slide 17 Creating a Global Customer Advocacy Program Slide 18 Creating a Global Customer Advocacy Program Slide 19 Creating a Global Customer Advocacy Program Slide 20 Creating a Global Customer Advocacy Program Slide 21 Creating a Global Customer Advocacy Program Slide 22 Creating a Global Customer Advocacy Program Slide 23 Creating a Global Customer Advocacy Program Slide 24 Creating a Global Customer Advocacy Program Slide 25 Creating a Global Customer Advocacy Program Slide 26 Creating a Global Customer Advocacy Program Slide 27 Creating a Global Customer Advocacy Program Slide 28 Creating a Global Customer Advocacy Program Slide 29 Creating a Global Customer Advocacy Program Slide 30 Creating a Global Customer Advocacy Program Slide 31 Creating a Global Customer Advocacy Program Slide 32 Creating a Global Customer Advocacy Program Slide 33 Creating a Global Customer Advocacy Program Slide 34 Creating a Global Customer Advocacy Program Slide 35 Creating a Global Customer Advocacy Program Slide 36 Creating a Global Customer Advocacy Program Slide 37 Creating a Global Customer Advocacy Program Slide 38 Creating a Global Customer Advocacy Program Slide 39 Creating a Global Customer Advocacy Program Slide 40
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Creating a Global Customer Advocacy Program

How can you grow a global customer advocacy program that highlights your facilitates customer growth, word of mouth marketing and brand development?

Join Lauren Olerich, International Marketing, Gainsight and Laura O’Neill, Customer Marketing Associate, Gainsight on September 8, 7:00am - 8:00am PT as they deep dive on issues such as utilizing one-to-many campaigns to enable advocacy across segments, creating a customer reward program that works, and more.

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Creating a Global Customer Advocacy Program

  1. 1. 08.09.2016 Building a Global Customer Advocacy Program
  2. 2. Director of International Marketing Lauren Olerich Customer Marketing Associate Laura O’Neill
  3. 3. Todays Agenda Why Advocacy is Important to Customer Success Gainsight’s Global Advocacy Program Foundations of a Global Customer Advocacy Program 1 2 3
  4. 4. Why is Advocacy Important to Customer Success? Customer Marketing Associate Laura O’Neill
  5. 5. Advocacy “Public support for or recommendation of a particular cause or policy. “
  6. 6. Why is Advocacy important? Advocacy is important to retain customers and increase customer lifetime value. Advocacy is a very powerful component of the sales cycle. Advocacy creates strong business partnerships and broadens personal business connections.
  7. 7. Logo Approval Customer Content Sales References Referrals Speaking Engagements Customer Advisory Boards Product Reviews Social Sharing Types of Customer Advocacy
  8. 8. ©2016 Gainsight. All Rights Reserved.
  9. 9. ©2016 Gainsight. All Rights Reserved. Before the Ask What is the prospect’s objective? Customer’s time is valuable Have you done the research?
  10. 10. Foundations of A Global Customer Advocacy Program Director of International Marketing Lauren Olerich
  11. 11. • No Slogan • Product is not unique • 40+ year old company Their Challenge: Make buying coffee a unique experience to set them apart from the competition.
  12. 12. • Ranked one of the most valuable global brands • More than just a “coffee shop” • Focus on community • Digital experience
  13. 13. • Strong loyalty program • Brand authenticity • True to heritage • Global recognition • Social conscience • Locally designed stores • Innovative products
  14. 14. They stay longer, buy more, and continually increase awareness and interest through word of mouth. Advocates are Stronger Customers
  15. 15. They stay longer, buy more, and continually increase awareness and interest through word of mouth. • Tell internal colleagues and people outside of work • Participate in co-marketing • Leave positive reviews • Speak at events Advocates are Stronger Customers
  16. 16. Setting Goals for your Advocacy Program • New revenue influenced by advocates • Additional revenue from expansion • Growth in customer health Fundamental Goals:
  17. 17. •Public Goodwill •Branding Support •Social Proof Setting Goals for your Advocacy Program Secondary Goals:
  18. 18. •Public Goodwill •Branding Support •Social Proof Setting Goals for your Advocacy Program Secondary Goals:
  19. 19. • Be meticulous. Look at traits of previous advocates and detractors • Be quick. Identify advocate candidates early on with NPS • Be vigilant. Keep tabs on advocate movement to new roles • Be organized. Add a status to each record to indicate advocacy health • Be diverse. Look for advocates that satisfy a variety of criteria • Be selective. Not all successful customers should be approached • Be personal. Get to know your customers’ motivations at a person-level Operationalizing the Advocacy Process Decide which customers will be advocates
  20. 20. Aligning Advocacy to Customer Lifecycle Join the Customer Community Go Live User Adoption Continuous Improvement Industry Thought Leader • Align against lifecycle • Introduce softly • Build at each step Begin Implementation
  21. 21. Logo Use Case Study Video Testimonial Go Live Announcement Sales Reference Speaking Engagements Online Review Aligning Advocacy to Customer Lifecycle Join the Customer Community Begin Implementation Go Live User Adoption Continuous Improvement Industry Thought Leader • Align against lifecycle • Introduce softly • Build at each step
  22. 22. Aligning Advocacy to Customer Lifecycle Join the Customer Community Begin Implementation Go Live User Adoption Continuous Improvement Industry Thought Leader • Align against lifecycle • Introduce softly • Build at each step • Visually show advocacy is evidence of a partnership – and not a favor they provide • Revisit at Lifecycle Milestones Logo Use Case Study Video Testimonial Go Live Announcement Sales Reference Speaking Engagements Online Review
  23. 23. Measuring Outcomes and ROI of Advocacy What You NeedMetrics to Measure
  24. 24. Measuring Outcomes and ROI of Advocacy • Second order revenue from repeat buyers • Referrals from customers • % of customers that are advocates • Deals and dollar value influenced by reference calls • Leads generated through customer content • Leads from the CS team What You NeedMetrics to Measure
  25. 25. Measuring Outcomes and ROI of Advocacy • Second order revenue from repeat buyers • Referrals from customers • % of customers that are advocates • Deals and dollar value influenced by reference calls • Leads generated through customer content • Leads from the CS team • Process and system in place to tie advocates to sales opportunities • Recording and tracking customer influences (i.e. references) • Ability to track sponsors and advocates as they move between companies • Customer facing portal to submit referrals What You NeedMetrics to Measure
  26. 26. • Customers are inundated with offers to BUY! • Market for loyalty • Reuse campaigns, but tailor them to the advocate journey • Build your brand and reputation • Make the advocacy process fun • Reward and recognize advocates for their actions Things to keep in mind: Considerations for Advocacy Programs
  27. 27. Gainsight’s Advocacy Program Customer Marketing Associate Laura O’Neill
  28. 28. Customer Advocacy at Gainsight 300+ Public Reviews of Gainsight 500+ Members in Online Community 500+ Advocates in Customer Success HQ
  29. 29. Path to Advocacy Success 2015 2016 and Beyond Pulse Conference peaks over 1k attendees Reference process implemented within Gainsight Purchased Influitive Customer base grows and advocates are developed 2013-14
  30. 30. Path to Advocacy Success 2015 2016 and Beyond Pulse Conference peaks over 1k attendees Reference process implemented within Gainsight Purchased Influitive Customer base grows and advocates are developed 2K attendees at Pulse Conference Customer testimonials at Pulse Gamification feature added to Community First customer case studies and videos on website Dedicated customer marketer 2013-14
  31. 31. Path to Advocacy Success 2015 2016 and Beyond Pulse Conference peaks over 1k attendees Reference process implemented within Gainsight Purchased Influitive Customer base grows and advocates are developed 2K attendees at Pulse Conference Customer testimonials at Pulse Gamification feature added to Community First customer case studies and videos on website Dedicated customer marketer Improved reference process CSM and marketing alignment Showcasing customer stories at Pulse and on Website Aligning advocacy to the customer lifecycle Measuring the outcomes and ROI of Advocacy 2013-14
  32. 32. Path to Advocacy Success 2015 2016 and Beyond Pulse Conference peaks over 1k attendees Reference process implemented within Gainsight Purchased Influitive Customer base grows and advocates are developed 2K attendees at Pulse Conference Customer testimonials at Pulse Gamification feature added to Community First customer case studies and videos on website Dedicated customer marketer Improve reference process CSM and marketing alignment Showcasing customer stories at Pulse and on Website Aligning advocacy to the customer lifecycle Measuring the outcomes and ROI of Advocacy 2013-14
  33. 33. Gainsight’s Customer Advocacy Toolkit Dashboards Cockpit Influitive Chatter
  34. 34. Customer Success HQ https://gainsight.influitive.com/join/new
  35. 35. Our Reference Process Prospect asks for reference AE notes important criteria for reference Customer Marketing receives reference request Customer Marketing introduces chosen customer to AE AR introduces customer to prospect AE follows up with Prospect to make sure it was completed AE closes the loop with Customer Marketing Customer Marketing thanks Customer for time & send them a gift!
  36. 36. Key Takeaways • Customer advocacy is a cross-functional initiative where customer success and marketing teams should be aligned • Have the right people and technology in place to be effective • Create scalable processes to enable and measure advocacy • Have a two-way partnership with advocates • Monitor and track advocacy to improve on processes and measure ROI
  37. 37. Questions? Director of International Marketing Lauren Olerich Customer Marketing Associate Laura O’Neill
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How can you grow a global customer advocacy program that highlights your facilitates customer growth, word of mouth marketing and brand development? Join Lauren Olerich, International Marketing, Gainsight and Laura O’Neill, Customer Marketing Associate, Gainsight on September 8, 7:00am - 8:00am PT as they deep dive on issues such as utilizing one-to-many campaigns to enable advocacy across segments, creating a customer reward program that works, and more.

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