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1
HOW TO CUT THROUGH
COMPETITORS' CLAIMS WITH
CUSTOMER REFERENCES
AND ADVOCACY
2
TODAY’S SPEAKERS
Chris Newton
VP, Business Development
Tony DeLollis
CTO
Jenny Berthiaume
Director, Customer Culture
3
HOUSEKEEPING
• Q&A panel on your right
• Recording for those who couldn’t make it
• All attendees will receive slides
• ...
4
WHAT WE’LL COVER
• Why references matter
• Getting the right references
• Keeping references engaged
• Best practices sp...
55
WHY REFERENCES MATTER
6
COMPETITORS FIGHT HARD
7
Trust
Issues
WE’VE GOT
8
COMPETITOR KRYPTONITE
References help you win;
Advocates get you on the shortlist
- Peter O’Neill
Forrester Research
8
9
BUYERS BUY – NO MORE SELLERS
10
MAXIMIZE THE REFERENCE
Leverage Advocates and References
• Right Voice, Right Time
• Track ROI, Track Conversions
“The ...
11
GOOD REFERENCE – BEST ASSET
12
REFERENCES IMPACT REVENUE
First part of 2014:
• $96 Million at Fortune 500 Security
Hardware company
• $28.7 Million & ...
13
CSO INSIGHTS DATA
1414
GETTING THE RIGHT REFERENCES
15
MANY OPPORTUNITIES TO ASK
16
BEST PRACTICES TO DEVELOP
• Human in the loop
• Protect the Reference
• Don’t ‘waste’ on a mismatch
• Manage your proce...
17
MATCHING REFERENCES DEAL BY DEAL
• Days or hours?
• Old school reference?
• Real-time advocate?
• Tags and categories: ...
1818
KEEPING REFERENCES ENGAGED
19
RELATIONSHIPS MATTER
20
A LITTLE “THANK YOU” HELPS
21
BEST ARE THINGS THEY CAN’T BUY
Part of the Team
Access
Recognition
2222
BEST PRACTICES SPOTLIGHT
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Rest...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
An Advocate Program fuels advocacy across the
entire...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Oracle Marketing Cloud Advocate Marketing Toolbox
In...
2626
SOLUTION OVERVIEW
27
INFLUITIVE ADVOCATEHUB RO | INNOVATION
ADVOCATE ENGAGEMENT REFERENCE ASSET MANAGEMENT
Discover
Mobilize
Recognize
Align...
28
CREATE REFERENCE ASSETS
29
DELIVER A REFERENCE CALL
30
SALES ASKS FOR HELP
31
MARKETING SERVICES THE REQUEST
32
REQUEST A REFERENCE CHALLENGE
33
PUBLISH THE REFERENCE CHALLENGE
34
ADVOCATE AGREES TO BE REFERENCE
35
SALES HAS THEIR REFERENCE
36
ADVOCATE RECEIVES REWARD
3737
UP YOUR REFERENCE GAME IN 2015
38
QUESTIONS?
Chris Newton
VP, Business Development
Tony DeLollis
CTO
Jenny Berthiaume
Director, Customer Culture
39
WANT TO LEARN MORE?
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How to Cut Through Competitors' Claims with Customer References and Advocacy

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Webinar - January 22, 2015
Influtive, RO Innovation, Oracle Marketing Cloud
Customer Advocacy and Reference Programs

Published in: Marketing
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How to Cut Through Competitors' Claims with Customer References and Advocacy

  1. 1. 1 HOW TO CUT THROUGH COMPETITORS' CLAIMS WITH CUSTOMER REFERENCES AND ADVOCACY
  2. 2. 2 TODAY’S SPEAKERS Chris Newton VP, Business Development Tony DeLollis CTO Jenny Berthiaume Director, Customer Culture
  3. 3. 3 HOUSEKEEPING • Q&A panel on your right • Recording for those who couldn’t make it • All attendees will receive slides • Twitter hashtags #advocatemktg #salesenablement
  4. 4. 4 WHAT WE’LL COVER • Why references matter • Getting the right references • Keeping references engaged • Best practices spotlight – Oracle Marketing Cloud • Solution overview • Q&A
  5. 5. 55 WHY REFERENCES MATTER
  6. 6. 6 COMPETITORS FIGHT HARD
  7. 7. 7 Trust Issues WE’VE GOT
  8. 8. 8 COMPETITOR KRYPTONITE References help you win; Advocates get you on the shortlist - Peter O’Neill Forrester Research 8
  9. 9. 9 BUYERS BUY – NO MORE SELLERS
  10. 10. 10 MAXIMIZE THE REFERENCE Leverage Advocates and References • Right Voice, Right Time • Track ROI, Track Conversions “The delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward.” Source: CSO Insights
  11. 11. 11 GOOD REFERENCE – BEST ASSET
  12. 12. 12 REFERENCES IMPACT REVENUE First part of 2014: • $96 Million at Fortune 500 Security Hardware company • $28.7 Million & 239 deals at rapidly growing Communications company • $550K & 35 deals at mid-sized Medical Software company
  13. 13. 13 CSO INSIGHTS DATA
  14. 14. 1414 GETTING THE RIGHT REFERENCES
  15. 15. 15 MANY OPPORTUNITIES TO ASK
  16. 16. 16 BEST PRACTICES TO DEVELOP • Human in the loop • Protect the Reference • Don’t ‘waste’ on a mismatch • Manage your process • Channel enthusiasm • Lead into the reference • Tie references to revenue!
  17. 17. 17 MATCHING REFERENCES DEAL BY DEAL • Days or hours? • Old school reference? • Real-time advocate? • Tags and categories: CRM, MA • Pre-match your references – Industry, deal size, geo, etc … – Personality, role, title, status
  18. 18. 1818 KEEPING REFERENCES ENGAGED
  19. 19. 19 RELATIONSHIPS MATTER
  20. 20. 20 A LITTLE “THANK YOU” HELPS
  21. 21. 21 BEST ARE THINGS THEY CAN’T BUY Part of the Team Access Recognition
  22. 22. 2222 BEST PRACTICES SPOTLIGHT
  23. 23. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted 23 Foundation of a Customer Advocate Program 1. Authentic, distinctive, and valuable 2. Thoughtful and proactive in serving customer interests 3. Educate, inspire, and celebrate success @jennycb
  24. 24. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | An Advocate Program fuels advocacy across the entire organization and into the marketplace Oracle Confidential – Internal/Restricted/Highly Restricted 24 CUSTOMER ADVOCACY Educator Sales Reference Lead User Group Community Mentor @jennycb Connections
  25. 25. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Marketing Cloud Advocate Marketing Toolbox Influitive (AdvocateHQ) • External Advocate platform • Centralized portal to serve, nurture, mobilize, and reward Advocates RO Innovation (Customer Knowledge Base) • Internal customer intelligence & reference management tool • Holistic view on customer engagement, status, collateral & content, and history Oracle Confidential – Internal/Restricted/Highly Restricted 25 Activate & Mobilize Advocates Identify & Manage Advocates
  26. 26. 2626 SOLUTION OVERVIEW
  27. 27. 27 INFLUITIVE ADVOCATEHUB RO | INNOVATION ADVOCATE ENGAGEMENT REFERENCE ASSET MANAGEMENT Discover Mobilize Recognize Align with Opportunity Content Sharing Tracking
  28. 28. 28 CREATE REFERENCE ASSETS
  29. 29. 29 DELIVER A REFERENCE CALL
  30. 30. 30 SALES ASKS FOR HELP
  31. 31. 31 MARKETING SERVICES THE REQUEST
  32. 32. 32 REQUEST A REFERENCE CHALLENGE
  33. 33. 33 PUBLISH THE REFERENCE CHALLENGE
  34. 34. 34 ADVOCATE AGREES TO BE REFERENCE
  35. 35. 35 SALES HAS THEIR REFERENCE
  36. 36. 36 ADVOCATE RECEIVES REWARD
  37. 37. 3737 UP YOUR REFERENCE GAME IN 2015
  38. 38. 38 QUESTIONS? Chris Newton VP, Business Development Tony DeLollis CTO Jenny Berthiaume Director, Customer Culture
  39. 39. 39 WANT TO LEARN MORE?

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