This presentation was delivered at the first ever Local Search Association SMB Cloud Summit in San Francisco 12.7.17. For more visit: http://bit.ly/2nGhO8s

1. The Small Business Network
• Dan Slagen - CMO, Alignable
• Former HubSpot/Wayfair
• @danslagen

2. Millions of Businesses on Alignable
The Small Business Network
• Connectivity
• Exclusivity
• Local
• Vertical
• Trust
Q1 15 Q3 15 Q1 16 Q3 16 Q1 17 Q3 17

3. NPS & The Customer Journey

4. Promoters = 9, 10
Passives = 7, 8
Detractors = 0, 1, 2, 3, 4, 5, 6
*NPS is shown as an integer, not a percentage. Scores range from -100 to +100
Why is NPS important?
How likely are you to recommend…

5. LTV of a Promoter is 2.5xhigher
than that of a detractor
- The NPS Industry Benchmark Series from Custome Gauge

6. Detractors are 2.3xmore likely to
switch to another brand
- The NPS Industry Benchmark Series from CustomerGauge

7. If you only remember 1 thing from today…

8. Sustainable revenue growth is won/lost in the second
half of the customer journey…
…and NPS is the way you optimize the customer
journey

9. Acquisition Onboarding
First half of the customer journey

10. Retention/LTV Success
Second half of the customer journey

11. Acquisition Onboarding
Retention/LTV Success
Plenty of successful brands in the first half

12. Acquisition Onboarding
Retention/LTV Success
Something special happens here…
Plenty of successful brands in the first half

13. NPS shows up to play in the second half of
the customer journey

14. Brand #1 Brand #2
Brand #3 Brand #4
What’s the difference?

15. Brand #1 Brand #2
Brand #3 Brand #4
What’s the difference?
NPS produces sustainable revenue

16. • First half:
Acquisition/onboarding = important
• Second half:
Retention/LTV/success = 10x important

17. Examples of brands using NPS to sustain revenue:
1. Detractor targeting
2. Feedback loops

18. - Morgan Stanley 2017 Report

19. Apple started calling their
detractors within 24 hours
- Morgan Stanley 2017 Report

20. Calling detractors within 24 hours
increased retention 10%
- Morgan Stanley 2017 Report

21. - Morgan Stanley 2017 Report/CustomerGauge

22. 2. NPS feedback loop

23. - The NPS Industry Benchmark Series from CustomerGauge

24. - The NPS Industry Benchmark Series from CustomerGauge

25. Quick Check-In:
- Sustainable revenue growth is essential
- It’s in the second half of the customer journey
- NPS is the way

26. NPS data access & insights

27. ○ Existing customers
○ Evangelists
○ Happiest customers
Internal
NPS Score

28. ○ Existing customers
○ Evangelists
○ Happiest customers
○ Churned customers
○ Prospects/trials
○ Brand interactions
○ Perception
Alignable surfaces holistic NPS data
Internal
NPS Score
External
NPS Score
Internal
NPS Score
+

29. 50,000+
ratings of more than 170 brands in 18 categories

31. 40%
of discussions feature a brand mention

32. Brands
Customer
Hiring
Q+A
Events
SMB owners rely on trusted referrals

33. Level playing field and intelligence

35. Media Coverage Brand Coverage
Brands using NPS to their advantage

36. Use NPS for both industry & geographical
insights

37. Top 6 most trusted brands for hiring
1.
2.
3.
4.
5.
6.

38. Retail Restaurants Hospitality
Most trusted brands by industry

39. NPS score by geography
Above average NPS score
Below average NPS score

40. Use NPS for product
development/differentiation

42. SMB hiring needs
1. Qualified audience
2. Scheduling
3. Interview tactics
4. References
5. Onboarding

43. 1 billion people

45. 1 billion people

46. SMB revenue growth shift

47. CAC
$$$$$
$$$$
$$$
$$
$
Enterprise
- Broadcast
- Print
- Sales Force
- Google
- Marketo
- Salesforce
……………………………………………………………………………..................
- Google
- Marketo
- HubSpot
SMBs
- Broadcast
- Print
- Outbound
……………………………………………………………………………..................
Consumer
- Broadcast
- Print
- Direct Mail
- Google
- SEO
- PPC
Push Pull Social Selling
Social Networks transform how brands sell into markets

48. Thank you.
Dan@alignable.com