Mobilizing Promoters

1. MOBILIZE
YOUR
PROMOTERS
Bill
Lee,
Founder
Center
for
Customer
Engagement

3. Mo·∙bi·∙lize
Pro·∙mot·∙ers
verb-­‐object
Ge7ng
your
best
promoters—and
their
stories—
in
front
of
your
Prospects
as
much
as
you
can
in
order
to
drama?cally
increase
brand
awareness
and
growth.

4. The
demand
is
huge
Gallup
“To
acquire
new
customers
…
get
exis@ng
customers
to
engage
their
social
networks
on
your
behalf.
Most
trusted
sources
in
Adver;sing:
“Recommenda@ons
from
people
I
know
“–92%

5. The
demand
is
huge.
Senior
leaders
…consider
informa@on
from
peers
…
an
important
resource
at
every
stage
of
buying.
80%
of
CXOs’
final
decision
is
based
on
their
own
or
others’
experience
with
your
company.
75%
of
a
CXO
buyer’s
research
is
done
via
personal
interac@ons
&
viral
communica@on
networks.

6. Meanwhile,
tradi?onal
Marke?ng
is
sort
of…
Nearly
70%
of
business
leaders
find
the
sales
and
marke?ng
materials
they
get
from
vendors
“useless.”

7. Today’s
Buyer
• Wants
Expects
to
hear
from
your
customers.
• Tradi?onal
Marke?ng
and
Sales—not
interested.
• VERY
interested
in
hearing,
in
par?cular,
from
your
promoters.

8. On
their
own
…
ARE
Your
Promoters
…
Promo@ng?
Teleco
Fin.
Srvc.
“Likely
to
recommend”
81%
68%
Actually
did
so
30%
33%
Gen’d
new
customers
12%
14%
Profitable
customers
8%
11%

10. 1.
Find
Your
Prospects

11. Map
the
“Buyer’s
Journey.”
1.
Find
Your
Prospects

12. • Publica?ons
• Social
Media
• Analysts
• Mass
adver?sing
• Analysts
• Review
sites
• Web
search
• Experts
• Vendor
websites
• Demo/
trial
• Research/
studies
• ROI
case
studies
• Vendor
informa?on
• Friends/
colleagues
•
Peer
Communi?es
• Events
• Peer
groups/
communi?es
• Peer
network
• Perceived
Experts
• Sales
• References
• Site
visits
• Sales
SiriusDecisions
/
2015
Summit
on
Customer
Engagement
Awareness
Change
Selec@on
Discover
Consider
change|
Consider
Commit
|
Jus@fy
Commit
The
BUYER’S
Journey
Content
Interac@ons
(an
example)

13. How
firms
TRY
to
reach
buyers
(Conceptually)
Awareness
Change
Selec@on
Content
from/
Interac?ons
with
YOU
Content
from/
Interac?ons
with
YOUR
PROMOTERS
Content
Interac@ons
• Publica?ons
• Social
Media
• Analysts
• Mass
adver?sing
• Analysts
• Review
sites
• Web
search
• Experts
• Vendor
websites
• Demo/
trial
• Research/
studies
• ROI
case
studies
• Vendor
informa?on
• Friends/
colleagues
•
Peer
Communi?es
• Events
• Peer
groups/
communi?es
• Peer
network
• Perceived
Experts
• Sales
• References
• Site
visits
• Sales

14.
Awareness
Change
Selec@on
Content
from/
Interac?ons
with
YOU
Content
from/
Interac?ons
with
YOUR
PROMOTERS
Content
Interac@ons
How
You
SUCCESSFULLY
Reach
Buyers

15. Fill
the
Gaps.
1.
Find
Your
Prospects
Amazing
things
will
happen.

16. Content
from/
Interac?ons
with
YOU
Content
from/
Interac?ons
with
YOUR
CUSTOMERS
Note:
3rd
party
content
and
interac?ons
used
in
marke?ng
and
sales
tend
to
be
about
you
and/or
your
customers.
Content
Interac@ons
BUYER’S
JOURNEY:
Salesforce.com
Interact
w/
CEO
Interact
w/
Customers
Awareness
Change
Selec@on
GAP

17. 80%
of
buyers
who
engaged
with
SFDC
customers
at
City
Tour
events
became
customers
themselves.
SALESFORCE.COM:
Accelerate
Growth

18. Content
from/
Interac?ons
with
YOU
Content
from/
Interac?ons
with
YOUR
CUSTOMERS
Note:
3rd
party
content
and
interac?ons
used
in
marke?ng
and
sales
tend
to
be
about
you
and/or
your
customers.
Content
Interac@ons
BUYER’S
JOURNEY:
Amazon
ALL
customer
reviews
Awareness
Change
Selec@on
GAP
Select
(Posi@ve)
Reviews

19. Content
from/
Interac?ons
with
YOU
Content
from/
Interac?ons
with
YOUR
CUSTOMERS
Note:
3rd
party
content
and
interac?ons
used
in
marke?ng
and
sales
tend
to
be
about
you
and/or
your
customers.
Content
Interac@ons
CUSTOMER
RETENTION:
SAS
Canada
Awareness
Change
Selec@on
GAP
Marke@ng
Campaign
PR
Campaign
Sales
Calls
Live
&
Online
Forums
eNewsleder
Key
Account
1
on
1

20. SAS
CANADA:
Declining
Reten@on
Rates
• Live
forums:
2,000
aiendees
•
eNewselier:
5,000
subscribers
•
Reten?on
rates:
fully
restored

21. MICROSOFT:
Penetrate
Developing
Markets
Local
Microsof
customers
provided:
•
20%
of
marke@ng
communica@ons.
• 28%
of
ac@onable
feedback
on
new
releases.
• $100s
of
millions
saved
in
service
&
support.
• Business
model:
from
unviable
to
successful.

22. 2.
Find
Your
“Rock
Stars.”

24. Rock
Stars
Noun
The
promoters
who:
•
Are
Passionate
•
Have
Great
Stories
•
Airact
Buyers
Synonyms
MVPs,
Customer
Champions,
Super
Promoters

25. Excep?onally
powerful
Just
takes
a
few
2.
Find
Your
“Rock
Stars.”

26. SALESFORCE.COM
Steve
Molis:
40K
+
answers
on
SFDC’s
Success
Community:
Mad
Lamb:
7
presenta?ons
at
Dreamforce
Leyna
Hoffer:
has
grown
a
local
Salesforce
meetup
group
to
1300
members.

27. SAS
CANADA:
Damond
Ling
•
Provides
references
frequently
•
Speaks
at
SAS
and
other
industry
events/
conferences
•
Collaborates
with
SAS
R&D.
Developed
important
code
for
SAS’
flagship
data
mining
product.
•
Launched
the
SAS
Data
Mining
Customer
Forum

28. Not
Hard
to
Find
2.
Find
Your
“Rock
Stars.”

29. Common
Traits
Love
to:
• Affiliate
• Help
• Tell
their
stories
• Get
Recognized
• Learn

30. Profile
Your
Rock
Stars
• Are
perceived
as
peers
to
your
buyers
• Like
to
affiliate,
expand
their
networks
• Airac?ve
(strategic)
network
• Enjoy
helping
others
• Ac?ve
in
your—and
other
relevant—communi?es,
live
and
online
• Eager
to
tell
their—and
your—story:
gain
social
value
from
doing
so
• Have
authority,
influence
• Are
respected
• Professional
demeanor
• Communicate
(speak,
write,
post,
tweet
regularly);
get
their
names
out
there
• Available
and
easy
to
access
(it’s
not
that
hard)

31. RANTS

32. Motivation For a Rock Star
BuildMOTIVATION
APPEALING ACTIVITY START HERE
PERSONAL
Drivers >
SOCIAL
Drivers > Affiliation
Social Capital
Reputation, Status
Mastery
Autonomy
Purpose

33. in
a
nutshell…
EXPAND
THE
CUSTOMER
EXPERIENCE

34. Buyer
U
Customer
Experience
1.0
Prospect
User
Advocate

35. Prospect
User
Advocate
Customer
Experience
2.0
aka
Customer
Engagement

36. Thank
You!

37. About
Bill
Lee
There's
really
nothing
I've
seen
like
it
in
the
country.”
Lisa
Arthur,
CMO,
Teradata
Applica;ons
The
most
insighGul
business
book
I’ve
read
this
year.
Dorie
Clark,
Forbes
Online
When
it
comes
to
developing
high-­‐impact
customer
relaJonships,
I
found
out
very
quickly
that
all
roads
on
that
issue
lead
to
Bill
Lee."
Jackie
Breiter,
Vice
President,
Customer
Success
and
Flagship
Program,
CA
Technologies
CONTACT
bill@c4ce.com
www.c4ce.com
+1
469
726
2651
@bill_lee

38. Clients
include
"The
value
was
unbelievable.
If
we'd
had
this
knowledge
when
we
first
started,
we'd
be
in
a
beier
place
today.”
Vicki
Cooney,
VP
Market
Development,
AmerisourceBergen