Ceridian implemented an advocate marketing program called 'xoxo' to engage over 1,600 customers by allowing them to participate in challenges and earn recognition, while also facilitating networking opportunities. This initiative has resulted in over 260 sales references, numerous case studies, and a significant positive impact on Ceridian's sales cycle and market presence. The success of the program highlights the value of customer engagement and developing meaningful relationships in the business environment.

1. 1,600Engaged
Advocates To Shorten The Sales Cycle
How

2. 100,000
C L I E N T S
50
C O U N T R I E S
A cloud-based Human Capital
Management (HCM) solution with
more than 100,000 clients in over 50
countries.

3. M E E T T H E
C E R I D I A N T E A M
Senior Vice President
HOWARD
Tarnoff
Monica
Riskay
Reference Specialist
Kimberly
Griffith
Customer Success
Administrator

4. Ceridian’s rock star
Directors of Customer Success
As well as CARLOS, TOM and KIM
Carlos Gonzalez Tom Vines Kim Edwards

5. With so
many
passionate
customers,
why not
create a
movement?
The team had

6. A movement that would
mobilize customers to:
• Refer friends and colleagues to Ceridian
• Share their success stories
• Enhance their professional network
• Get recognized for achievements

7. …but they didn’t know of an easy way to
do this.
?
?
? ?
? ?
??
?

8. Until they created an
advocate marketing
program known as
CERIDIAN

9. is a customized and exclusive program for
advocates. Carlos and Tom created this program
to RECOGNIZE customers, EMPOWER prospects
and DRIVE SALES for Ceridian.

10. They built an “AdvocateHub” where customers could
participate and compete for recognition.

11. This approach let them recruit over
1,600 customers!

12. “ We were surprised at how many of
our customers were EXCITED to be part
of the XOXO advocate community. I
think the secret to engaging the
community is to provide value to your
customers through the community.”
Tom Vines
Director of Customer Success

13. A N D
Share the Love
In Ceridian XOXO customers can
advocate for Ceridian by participating in
fun challenges. As they participate, they
gain points, levels and status.

14. Challenges like:
• One-On-One Reference
Conversations
• Video Testimonials
• Case Studies
• Site Visits
• Social Media Postings
• Media Interviews
• Speaking Engagements
• And More
*This
is
an
example
of
a
common
reference
opportunity
available
for
Ceridian
XOXO
advocates.

15. “ We invite customers to participate in
OPPORTUNITIES and CHALLENGES to
earn points. We typically have over a
dozen challenges running at any time,
and it’s not uncommon for us to see
participation levels over 20%.”
Kim Edwards
Director of Customer Success

16. BIRDS OF A FEATHER LIKE TO
NETWORK
TOGETHER
260INTRODUCTIONS
Since the launch of XOXO, Ceridian has
secured over 260 sales references.
But they are more than references, they are
often the beginnings to mutually beneficial
relationships between advocates and buyers.

17. Sellers request references within Salesforce creating
an opportunity in Ceridian XOXO.
Appropriate customers then have the ability to seize
the opportunity to connect with their desired
network.
Great introductions are made, conversations take
place and feedback is provided from their
advocates to help with the sales process.
1
2
3
LIKE TO
NETWORK
TOGETHER
260INTRODUCTIONS
In
three
easy
steps:
BIRDS OF A FEATHER

18. These CONVERSATIONS (and other activities)
are TRACKED BY POINTS which help MEASURE
an advocate's STATUS and the level of
recognition they deserve.

19. “Our customers don’t help us out for points
or prizes. The benefits they find most
gratifying involve professional development,
personal recognition, and access to peers
who will help them do a better job every day.”
Carlos Gonzalez
Director of Customer Success

20. TOP 3
REASONS
Customers
Love Ceridian’s
XOXO Advocate
Program
1
Prospects see
how peers
reach similar
goals
3
Customers are
recognized
for their
achievements
2
Customers
expand their
professional
network

21. TOP 5
REASONS
Ceridian LOVES its
XOXO Advocate
Program:
Over 260 introductions have been made
leading to happy conversations.
20 new case studies and testimonials were
volunteered from customers.
More than 35 new video testimonials
have been created.
Over 1,600 advocates are engaged with the
Ceridian XOXO program.1
2
3
5
4
All of which have led to increased
mindshare in the marketplace, higher
lead conversions and shorter sales
cycles.

22. “It was like we had found an untapped
source of marketing power – right
under our noses. It doesn’t take much
to manage the community, but the
benefits are off the chart.”
Tom Vines
Director of Customer Success

23. “Influitive has changed the way we
approach partnerships with our
customers. It’s already had a significant
impact on our bottom line and our
ability to compete, and we predict it will
be a foundational part of our customer
success initiative for years to come.”
Carlos Gonzalez
Director of Customer Success

24. The team knew their customers loved Ceridian.
helped them tap into it.
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