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Data.com Connect Presents: Jeff Ernst - Win and Retain More Customers by Unleashing Your Customers' Voice

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Data.com Connect Presents: Jeff Ernst - Win and Retain More Customers by Unleashing Your Customers' Voice

  1. 1. Tweet your learning's using #ConnectWebinars or @ConnectMembers for a chance to win a special prize! Visit Connect.Data.com Sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com
  2. 2.   Win and Retain More Customers by Unleashing Your Customers' Voice Jeff Ernst Co-Founder & CEO, SlapFive @jeffernst
  3. 3.   Customer Voice Marketing
  4. 4. Today’s topics • Experiences from the frontlines: building a Customer Voice Program • Why traditional customer proof points and programs push buyers away • The Questions, Fears & Doubts of B2B customers at each stage of their lifecycle • 8 ways to get customers to share their stories
  5. 5. We now live and work in a trust economy @jeffernst
  6. 6. 95% Peers & Colleagues 67% Vendor Content & Messages Who do customers trust? People like them Source: International Data Corporation (IDC) 2015 Buyer Behavior Survey
  7. 7. Companies react with Random Acts of Customer Proof PR: Quote for press release Customer Success: NPS Surveys Product Marketing: Product reviews AccountManagers: Referrals Sales: Customer Reference Social Team: Retweets & shares Web Team: Testimonial quotes Content Team: Case study This is expensive, inefficient, not reusable, and a burden that annoys customers
  8. 8. Even worse, these traditional proof points don’t help buyers Case Studies High-level and generic Full of marketing-speak No one wants to read them Testimonial Videos Over-produced Scripted, not genuine Perceived as ads Reference Programs Never enough references Overuse a few customers Saved until end of sale
  9. 9. First you must recognize that customers have Questions, Fears, and Doubts
  10. 10. Discover Research Evaluate & Buy Adopt & Expand 2 3 41 •Why should we change the status quo? •What should our goals be? •What are our business & technical needs? •How would we measure success of this initiative? •How would we get buy- in? •Is our organization ready? •Who’s had a similar problem or goal? •What have companies like ours done about it? •What was their outcome? •What solutions should we consider? •What criteria should we use to compare & select? •How will this impact the way we do •Which vendors have a viable solution for us? •How well does each vendor meet our criteria? •What are the differences between vendors? •What have the experiences of their customers been like? •Your solution is: too slow, too expensive, too •What obstacles will we encounter? •How do we get people to use it? •What secrets to success have others discovered? •How do we get the most out of the solution? •Should we use that new product or feature? Customers have questions, fears and doubts
  11. 11. Discover Research Evaluate & Buy Adopt & Expand 2 3 41 •Why should we change the status quo? •What should our goals be? •What are our business & technical needs? •How would we measure success of this initiative? •How would we get buy- in? •Is our organization ready? •Who’s had a similar problem or goal? •What have companies like ours done about it? •What was their outcome? •What solutions should we consider? •What criteria should we use to compare & select? •How will this impact the way we do •Which vendors have a viable solution for us? •How well does each vendor meet our criteria? •What are the differences between vendors? •What have the experiences of their customers been like? •Your solution is: too slow, too expensive, too •What obstacles will we encounter? •How do we get people to use it? •What secrets to success have others discovered? •How do we get the most out of the solution? •Should we use that new product or feature? Customers have questions, fears and doubts All of these questions, fears and doubts are best resolved by your customers, telling their stories, in their own voices.
  12. 12. What will my life be like as a customer? Customers want to visualize their future
  13. 13. G P Marketing and Sales Teams can Close the TRUSTCustomer
  14. 14. 1.Ask for experiences & feedback, not endorsements & recommendations 2.Make them a hero: build their reputation 3.Make them an insider: listen to feedback AND respond 4.Have their trusted contact ask them to share 5.Strike at magic moments in customer relationship 6.Capture spontaneous testimony 7.Offer levels of permission 8.Make it drop-dead simple 8 ways to get customers to share
  15. 15. 8 ways to get customers to share #9 Give them something unexpected Perks & Appreciation
  16. 16. Solve biggest customer lifecycle challenges Buyers raise objections…………….Objection Crusher Deals stall because not enough priority………...Urgency Creator Web visitors don’t take action…………..Conversion Driver Hard to stand out from the crowd………….Differentiation Validator Customers are renewal risks……………Adoption Accelerator Difficult to expand after landing………….Success Secrets
  17. 17. Get started quickly to deliver value right away Extract golden nuggets from a customer webinars. Give context to existing customer feedback quotes/testimonials Carve out the value statements from customer research interviews Re-purpose comments on product review sites or NPS surveys
  18. 18. Embed customer stories right into your website
  19. 19. Or on standalone web/mobile pages
  20. 20. Case studies & videos Surveys & forms Review sites/social “Objection Crushers” “Customer Journeys” “Competitor Knockout” “Buyer’s Guide” “Conversion Drivers” “Customer Validators” ManageCapture Customer section of site Specific spots on site PowerPoint Landing page Social media Deliver Boards & Cards Measure Usage, usefulness, & pipeline impact Stories - Voice, Video, & Text - Organized & tagged Prompts Targeted prompting Spontaneous Testimony: “Love letters” Support & Sales calls Customer events Existing content & quotes: Mobile Capture Snagger Publish New stories: Context An end-to-end platform to capture & unleash the customer voice
  21. 21. Stories
  22. 22. Jeff Ernst Co-founder & CEO SlapFive Free 30 Minute “Ask Me Anything” Session Sample topics: •Findings from research into customer voice •Lessons learned from running voice program •Feedback on your program and assets •How to get support in your organization •Advice on driving change Request session: jeff@slapfive
  23. 23. Questions? Jeff Ernst Co-founder & CEO, SlapFive 978.460.1344 jeff@slapfive.com @jeffernst

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