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Boost Your Dreamforce ROI
with Product Reviews from
Your Users and Advocates
Quick Housekeeping

• There will be time for a Q&A at the end
• Please submit your questions via chat

?

• We will be rec...
Speakers

Meagen Eisenberg
VP of Demand Generation
DocuSign

@meisenberg

Matt Groniak
Co-Founder and COO
G2 Crowd

@g2cro...
Agenda
• Why online reviews are
important

• Ensuring you have more and
better reviews

•
case study
• Taking advantage of...
Why online reviews
are important
60% Tech B2B
customers search for peer
testimonials on products

Tech evangelists refer

business equal to

45% of the mon...
Buyers trust their peers…over your marketing

7
Exhibitors will get "show-roomed" at Dreamforce
What do you think he’s
doing?

8
You want to look GOOD on AppExchange

9
It’s Critical to Think beyond AppExchange

Reviews found on Google
in under 5 sec

10
Ensuring you have more
and better reviews
When your users feel like this,
ask them to write a review

12
How do you find advocates?
Reached
adoption
milestone

High NPS
survey
response

Support case
resolved

Just
completed
tra...
Make Your Request Clear (& Easy)
Make the Experience Fun (& Rewarding)
Reviews are just one way advocates help

Re-tweets,
Likes, shares

Media
interviews

Blog
comments

Referrals

Product rev...
Effective review
strategies
AppExchange: Pros and cons

−

+
• Listing
• Visibility among Salesforce
users

• Starting point

• Popularity contest
• D...
Advantages of Disruptive Review Sites
•

Disrupting the legacy analyst model

•

Validates your success using data

•

Tra...
More than just reviews: It’s a tangible asset

20
Utilize your Asset: Report Content Marketing

21
Utilize your Asset: Reference

22
How to utilize reviews: on Twitter

23
Increase Conversion: on your site or blog

24
Increase Revenue: Use on your site or blog

25
DocuSign case study
About DocuSign
Vision

Leader in Users

Empower organizations to
“keep business digital.”

2009

2010

2011

2012

2013

L...
Preparation for Dreamforce
DocuSign is a Platinum Sponsor

• Salesforce appexchange and
reviews!

•
•
•
•
•
•
•
•

6 break...
DocuSign on the Salesforce appexchange

29
Activating our customer ambassadors

30
High quality (satisfaction) and high quantity
(scope) of online reviews is the goal
• By activating our advocates we more ...
DocuSign is the leader on the eSignature
comparison grid

32
Customer?
• Join our AdvocatesHQ hub http://docusign.influitive.com/join/Docusigner

• Write a review for DocuSign

33
Taking advantage of
user reviews at
Dreamforce
Before Dreamforce

• Encourage honest, helpful reviews
• Seek out the right moments to ask
• OK to share similar experienc...
During Dreamforce

• Use onsite customer events and meet-ups as
opportunities to encourage reviews

• Recognize and suppor...
After Dreamforce

• Share links to your reviews in follow-up communications
• Keep reviewers, other customers, and prospec...
Key Takeaways

1. Buyers are online, even at Dreamforce
2. Get reviews where buyers will find them

3. Motivate happy user...
Questions?
• Please submit your questions via chat

?
39
Thank you for joining us!
• All attendees will receive a copy of the recording

40
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Boost Your Dreamforce ROI with Product Reviews from Your Users and Advocates

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Boost Your Dreamforce ROI with Product Reviews from Your Users and Advocates

  1. 1. Boost Your Dreamforce ROI with Product Reviews from Your Users and Advocates
  2. 2. Quick Housekeeping • There will be time for a Q&A at the end • Please submit your questions via chat ? • We will be recording the webinar for future viewing • All attendees will receive a copy of the recording and a link to the slides 2
  3. 3. Speakers Meagen Eisenberg VP of Demand Generation DocuSign @meisenberg Matt Groniak Co-Founder and COO G2 Crowd @g2crowd Chris Newton VP of Business Development Influitive @influitive 3
  4. 4. Agenda • Why online reviews are important • Ensuring you have more and better reviews • case study • Taking advantage of user reviews at Dreamforce • Q&A 4
  5. 5. Why online reviews are important
  6. 6. 60% Tech B2B customers search for peer testimonials on products Tech evangelists refer business equal to 45% of the money they spend ification of B2B Product reviews account for 47% of all referrals to tech B2B sites 75% of the buying process is complete before a B2B prospect contacts a company 6
  7. 7. Buyers trust their peers…over your marketing 7
  8. 8. Exhibitors will get "show-roomed" at Dreamforce What do you think he’s doing? 8
  9. 9. You want to look GOOD on AppExchange 9
  10. 10. It’s Critical to Think beyond AppExchange Reviews found on Google in under 5 sec 10
  11. 11. Ensuring you have more and better reviews
  12. 12. When your users feel like this, ask them to write a review 12
  13. 13. How do you find advocates? Reached adoption milestone High NPS survey response Support case resolved Just completed training
  14. 14. Make Your Request Clear (& Easy)
  15. 15. Make the Experience Fun (& Rewarding)
  16. 16. Reviews are just one way advocates help Re-tweets, Likes, shares Media interviews Blog comments Referrals Product reviews References Analyst interviews Product surveys User groups Customer Advisory Boards 16
  17. 17. Effective review strategies
  18. 18. AppExchange: Pros and cons − + • Listing • Visibility among Salesforce users • Starting point • Popularity contest • Differentiate on important facts • Little to no info about the reviewers • Short reviews • Limited to the Salesforce ecosystem 18
  19. 19. Advantages of Disruptive Review Sites • Disrupting the legacy analyst model • Validates your success using data • Transparent – no magic • Trusted by the buyers • Data quality • • • User verification through LinkedIn Employees/competitors Leveraging big data • In-depth surveys with commentary plus data points down to features • Adding other social signals • Easily found on Google • Assets for marketing and sales 19
  20. 20. More than just reviews: It’s a tangible asset 20
  21. 21. Utilize your Asset: Report Content Marketing 21
  22. 22. Utilize your Asset: Reference 22
  23. 23. How to utilize reviews: on Twitter 23
  24. 24. Increase Conversion: on your site or blog 24
  25. 25. Increase Revenue: Use on your site or blog 25
  26. 26. DocuSign case study
  27. 27. About DocuSign Vision Leader in Users Empower organizations to “keep business digital.” 2009 2010 2011 2012 2013 Leader Among Analysts Leader in Market Share #1 #1 #1 eSignature Wave eSignature Takes Off eSignature Solutions 27 27
  28. 28. Preparation for Dreamforce DocuSign is a Platinum Sponsor • Salesforce appexchange and reviews! • • • • • • • • 6 break-out sessions 4 Salesforce sessions 231 customers speaking 22 partners speaking Billboards to own 101 from SFO Major Expo presence X Marks the Spot After-party Blogs, email promos, social media, infographics and more! 28
  29. 29. DocuSign on the Salesforce appexchange 29
  30. 30. Activating our customer ambassadors 30
  31. 31. High quality (satisfaction) and high quantity (scope) of online reviews is the goal • By activating our advocates we more than doubled our reviews across all review platforms • 5 Stars for Satisfaction 31
  32. 32. DocuSign is the leader on the eSignature comparison grid 32
  33. 33. Customer? • Join our AdvocatesHQ hub http://docusign.influitive.com/join/Docusigner • Write a review for DocuSign 33
  34. 34. Taking advantage of user reviews at Dreamforce
  35. 35. Before Dreamforce • Encourage honest, helpful reviews • Seek out the right moments to ask • OK to share similar experiences on multiple sites • Develop an ongoing advocate marketing program to encourage participation and offer thank yous 35
  36. 36. During Dreamforce • Use onsite customer events and meet-ups as opportunities to encourage reviews • Recognize and support your advocates onsite • If you’ve got a booth, have your users come by 36
  37. 37. After Dreamforce • Share links to your reviews in follow-up communications • Keep reviewers, other customers, and prospects updated on your rankings • Deliver amazing advocate experiences 37
  38. 38. Key Takeaways 1. Buyers are online, even at Dreamforce 2. Get reviews where buyers will find them 3. Motivate happy users to participate 38
  39. 39. Questions? • Please submit your questions via chat ? 39
  40. 40. Thank you for joining us! • All attendees will receive a copy of the recording 40

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