Can the Actions of a
Single Advocate
Create a Storm of
Customer Success?
Presented By

the Customer

www.customerengagemen...
Housekeeping

• Interact with us:
• Send questions & comments
through the questions panel
• Twitter with
#customerengageme...
Presenters

Dan Steinman

Chris Newton

Chief Customer
Officer

VP Business
Development

the Customer

www.customerengagem...
Agenda
•
•
•
•
•
•

What’s an advocate?
How & why will they help?
Data driven Customer Success
Customer Success NEEDS advo...
What’s an Advocate?

the Customer

What’s an advocate?

www.customerengagementzone.com
Zone
Anyone that makes a non-financial
investment in your company.
the Customer

www.customerengagementzone.com
Zone
How can Advocates help?
Advocates help?
How can

the Customer

www.customerengagementzone.com
Zone
Advocates Help Across the Entire Lifecycle
Social
promotion

Media
interviews

Content
distribution

Referrals

the Custom...
Why do we advocate?

the Customer

www.customerengagementzone.com
Zone
To Be Part of the Team!

the Customer

www.customerengagementzone.com
Zone
10
Provide an Amazing Advocate Experience

Status

Access

the Customer

Power

www.customerengagementzone.com
Zone

Stuff
success noun sek-’ses

the Customer

www.customerengagementzone.com
Zone
What’s the Goal of Customer Success?

GROW THE INSTALL BASE
UPSELL

CHURN

the Customer

www.customerengagementzone.com
Zo...
Customer Success Levers

Product Value

Product Adoption

the Customer

Customer Experience

www.customerengagementzone.co...
CSMs Naturally Find Advocates
•
•
•
•
•
•

Training
Best practices discussions
Survey responses
Support interaction
Commun...
Find a Champion…and Hitch Your Wagon

the Customer

www.customerengagementzone.com
Zone
Customer Success/Health is Data-Driven
•
•
•
•

Product usage
Marketing engagement
Support interaction
Community involveme...
The Holy Grail is Overall Customer Health

Internal

83

44
the Customer

External

+

39

www.customerengagementzone.com
...
Leveraging Advocates for Customer Success
Social
promotion

Content
creation &

distribution
Media
interviews

Referrals

...
The Right Advocate(s) = Tipping Point?

Advocates could easily be
• Salesmen
• Mavens
• Connectors
…and help you create a ...
Not Just for Prospects
What if this guy

this guy?
called

the Customer

www.customerengagementzone.com
Zone
Don’t Have To Be a Customer
•
•
•
•
•
•

Authors
Bloggers
Analysts
Consultants
Industry experts
Partners

the Customer

ww...
Customer Success NEEDS Advocates
• At least one at every customer
• Not all are created equal
• Best ones may NOT be custo...
5 Key Takeaways
1.

Advocates are valuable, underused resource

2.

Provide an amazing advocate experience

3.

Broaden yo...
the Customer

www.customerengagementzone.com
Zone
The Customer Engagement Zone
Best practices, solutions and technologies to take customer experience to new levels

Learn m...
Please share your opinion
in our post-event survey

the Customer

www.customerengagementzone.com
Zone
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Can the Actions of a Single Advocate Create a Storm of Customer Success?

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Marketing and Sales teams are constantly striving for greater revenue growth. Customer success is focused on reducing churn, identifying up-sell, and increasing adoption. Customer advocates are often the most potent untapped resource for achieving all of these goals simultaneously.

This presentation will deliver actionable insights and share industry examples on how B2B marketers and customer success teams can work together to identify advocates and motivate their support toward customer success and go-to-market objectives.

Part of the Customer Engagement Zone series, hosted by Influitive and Gainsight.

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  • Good morning and thank you for joining today’s webinar. This webinar
  • Before I finish, let me leave you with one final thought.If my father turned the tables and asked me for advice, which rarely happens, I would tell him what I’m going to tell you now. In the new economy, it’s not about sales and it’s not about product. It’s only about Customer Success.
  • Ask Chris about NPS surveys and how they might relate to advocates
  • Customer success also has a vital role to play. You need to have an amazing product which delights customers, but in many cases these customers don’t realize the full potential without some help from a dedicated customer success team. We’re a big fan of customer success analytics systems in B2B like Totango, Gainsight and Scout Analytics, to help focus the attention of the CS professional. You can see some of these analytics here. On the X axis, estimates of value received by customer. IN this case, we’re looking at the activity spent by users inside of our app, and not all of that activity is the same – the activity correlated with higher retention and upsells are valued higher. On the Y axis, the value of the account. The red dots are in the danger zone – where customers are not generating sufficient value from the solution. CS should do whatever they can to get these customers back on track – proactively. The green dots represent high customer value surplus, and these customers should be approached for possible upsell opportunities and to advocate. The blue dots are not an urgent issue, but still important. Over time, more an more of the blue dots should be converted to upsells and advocates.
  • This webinar is part of the Customer Engagement Zone series brought to you by Certain, Demandbase, Gainsight, Influitive, ReadyTalk, and Vidyard. Visit customerengagementzone.com to learn best practices, solutions, and technologies to engage your customers and sign up for additional webinars in this series.
  • Thank you for joining us today. Keep an eye out for the recording link and PDF in the post-event email you will receive later today. Please take a moment as I close out the meeting to completethe post-event survey. We’d love to get your feedback from today’s event. Have a great afternoon everyone!
  • Can the Actions of a Single Advocate Create a Storm of Customer Success?

    1. 1. Can the Actions of a Single Advocate Create a Storm of Customer Success? Presented By the Customer www.customerengagementzone.com Zone
    2. 2. Housekeeping • Interact with us: • Send questions & comments through the questions panel • Twitter with #customerengagement • This webinar is being recorded. Recording will be emailed after the event. the Customer www.customerengagementzone.com Zone
    3. 3. Presenters Dan Steinman Chris Newton Chief Customer Officer VP Business Development the Customer www.customerengagementzone.com Zone
    4. 4. Agenda • • • • • • What’s an advocate? How & why will they help? Data driven Customer Success Customer Success NEEDS advocates 5 Best Practices Q&A the Customer www.customerengagementzone.com Zone
    5. 5. What’s an Advocate? the Customer What’s an advocate? www.customerengagementzone.com Zone
    6. 6. Anyone that makes a non-financial investment in your company. the Customer www.customerengagementzone.com Zone
    7. 7. How can Advocates help? Advocates help? How can the Customer www.customerengagementzone.com Zone
    8. 8. Advocates Help Across the Entire Lifecycle Social promotion Media interviews Content distribution Referrals the Customer Product reviews Analyst briefings References Product surveys www.customerengagementzone.com Zone User groups Customer Advisory Boards
    9. 9. Why do we advocate? the Customer www.customerengagementzone.com Zone
    10. 10. To Be Part of the Team! the Customer www.customerengagementzone.com Zone 10
    11. 11. Provide an Amazing Advocate Experience Status Access the Customer Power www.customerengagementzone.com Zone Stuff
    12. 12. success noun sek-’ses the Customer www.customerengagementzone.com Zone
    13. 13. What’s the Goal of Customer Success? GROW THE INSTALL BASE UPSELL CHURN the Customer www.customerengagementzone.com Zone
    14. 14. Customer Success Levers Product Value Product Adoption the Customer Customer Experience www.customerengagementzone.com Zone
    15. 15. CSMs Naturally Find Advocates • • • • • • Training Best practices discussions Survey responses Support interaction Community engagement Renewals discussions the Customer www.customerengagementzone.com Zone
    16. 16. Find a Champion…and Hitch Your Wagon the Customer www.customerengagementzone.com Zone
    17. 17. Customer Success/Health is Data-Driven • • • • Product usage Marketing engagement Support interaction Community involvement • • • • References Social media commentary Product reviews User groups/advisory boards the Customer Internal External (advocates) www.customerengagementzone.com Zone
    18. 18. The Holy Grail is Overall Customer Health Internal 83 44 the Customer External + 39 www.customerengagementzone.com Zone
    19. 19. Leveraging Advocates for Customer Success Social promotion Content creation & distribution Media interviews Referrals the Customer Product reviews References User groups Internal champion Analyst briefings Product surveys www.customerengagementzone.com Zone Customer Advisory Boards
    20. 20. The Right Advocate(s) = Tipping Point? Advocates could easily be • Salesmen • Mavens • Connectors …and help you create a tipping point the Customer www.customerengagementzone.com Zone
    21. 21. Not Just for Prospects What if this guy this guy? called the Customer www.customerengagementzone.com Zone
    22. 22. Don’t Have To Be a Customer • • • • • • Authors Bloggers Analysts Consultants Industry experts Partners the Customer www.customerengagementzone.com Zone
    23. 23. Customer Success NEEDS Advocates • At least one at every customer • Not all are created equal • Best ones may NOT be customers • Find ‘em and foster ‘em the Customer www.customerengagementzone.com Zone
    24. 24. 5 Key Takeaways 1. Advocates are valuable, underused resource 2. Provide an amazing advocate experience 3. Broaden your view of possible advocates 4. You have many right now – identify, incent, inspire 5. Always ask, "how can our advocates help?” the Customer www.customerengagementzone.com Zone
    25. 25. the Customer www.customerengagementzone.com Zone
    26. 26. The Customer Engagement Zone Best practices, solutions and technologies to take customer experience to new levels Learn more at customerengagementzone.com Upcoming Webinar: March 19th – featuring ReadyTalk + Vidyard the Customer www.customerengagementzone.com Zone
    27. 27. Please share your opinion in our post-event survey the Customer www.customerengagementzone.com Zone

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