Taking your program global will increase the depth and breadth of your reference offerings, and will accelerate the sales cycle by influencing customers through the use of relevant third-party validation.
Five keys to extending your reach:
Understand the business etiquette.
Understand the culture.
Understand the importance of group and social hierarchies.
Build strong business relationships
Comply with regional privacy laws.
3. "…third-party quantification of IT value leads to a 64% increase in
buying behavior.”
Technology providers can reduce their sales cycle by 30-40% by
providing credible ROI evidence. –
Customer references validate product claims and streamline the sales
process, both vital activities in business-to-business (B2B) marketing. –
4. WHY EXTEND YOUR PROGRAM
Sales and marketing teams—not to mention
potential customers—expect relevant
information immediately.
6. Increase Sales
Needs
Arousal
Post-purchase Brand
Behavior Awareness
The B2B
Buying Cycle
Purchase Selection of
Decision Alternatives
Evaluation of
Alternatives
Influence current and future customers through
the use of third-party validation.
7. Accelerate the Sales Cycle
Logos/Quotes, Case Studies, Social
Media, White papers
Establish
Relationship
Stats and Trends
Deliver and
Recognize Needs
Evaluate
The B2B
Sales Cycle
Webinars, Product/Service-focused
content, Datasheets, Price/Feature
Customer to prospect calls, Case Close the Formulate comparisons, ROI Calculators
studies, Datasheets, Demos, Sale Solution
White papers
Deliver the right content at the right time to close
deals faster.
9. Customer Relations
• Increase customer retention,
loyalty, and repurchase globally
• Strengthen and deepen
relationships with new
customers
• Promote customers as industry
thought leaders
• Create reciprocal trust
10. Five keys to extending your reach
1. Understand the business etiquette.
2. Understand the Culture.
3. Understand the importance of group and social hierarchies.
4. Build strong business relationships.
5. Comply with regional privacy laws.
12. Opportunity Assessment
Do your research
– Reference Audit:
What’s currently
available?
– Process Audit: How
does referencing
happen now?
– How will you structure
the program?
14. Centralized Strategy Benefits
• Metrics
• Branding and messaging
• Common legal drafts
• One mission/one goal in
identifying customer
targets
• Single pipeline for requests
• Streamlined resources
15. Centralized Strategy Challenges
• Regions could feel
disconnected
• Language and
culture barriers
• Relationship
management issues
16.
17. Decentralized Strategy Benefits
• Local customers
• Local customs/culture
• Local language
• Local relationships
• Resources familiar with
the territory
• Innate understanding of
nuances
20. Best of Both Worlds
• Run a flexible centralized program
– Quality
– Resources
– Localization
– Goals/focus
• Empowerment – educate, trust and verify
23. Global, Regional, and Local
Strengths
Local: Closest to the
field and the customer
Local language,
customs and culture.
Direct access with the
field. Responsible for
local pipeline.
24. Global, Regional, and Local
Strengths
Regional: Ability to
coordinate and
communicate
Planning, KPI-setting,
feedback,
communication
25. Global, Regional, and Local
Strengths
Global: Economies of
scale, aligned with
corporate priorities,
resources and budget
Infrastructure
investments, templates,
alignment with corporate
priorities and global
teams
26. You’ve done your research now-
Get Focused
Emerging vs.
GTM’s
Mature markets
Industries Products
Regions Business Groups
27. Goals must be measurable.
• Increase sales
• Support field efforts
• Share your successes
Scorecard visual
• Build trust
28. Who benefits?
Regional
reference • Access to more resources
teams • Potential larger pool of funding
Field
Organization • Better access to customers
• Relevant stories to tell
Customers
• Better coordination
• Proactive relationship building
28
29. Rally the troops
• Legal
• Additional head count/agency resources
• Virtual team
• Other associated programs
• Key stakeholders
31. Five keys to extending your reach
1. Understand the business etiquette.
2. Understand the Culture.
3. Understand the importance of group and social hierarchies.
4. Build strong business relationships.
5. Comply with regional privacy laws.
32. Don’t talk with your mouth full,
and other etiquette considerations
33. Business Etiquette
– Simple matters make a big
difference.
– Business cards
– What constitutes acceptable
small talk?
– Are you aware of what hospitality
means in other cultures?
34. Quiz
What should you do when
someone in Asia gives you their
business card?
– Carefully slide it into your wallet
– Place it in your shirt pocket
– Take the card that is offered to
you with both hands, looking at
the card and then at the person,
acknowledging him or her.
35. Culture
– Honorifics and titles
– Using another contact as
a reference
– Being hilarious is not a
universal language
– Genuine interest in
people and a show of
respect do wonders
37. Group and Social Hierarchies
– Their importance varies from culture to culture.
– The concept of ‘face’ is universal, how we deal
with it is different.
– “Face” involves our dignity, our self-image, our
social status, our self-respect
38. Strong Business Relationships
– In every society, relationships are important,
but in some cultures, they are essential.
– Protocols for business can affect your ability to
forge the relationships that determine success.
– Often, creating partnerships in
other countries can help
companies cultivate the
relationships that pay off with
strong customer references.
39. Regional Privacy Laws
Uses of customer information that are
acceptable in some countries are against the law
in others. For example HIPPA regulations or SOX
in the US.
40. What Does Success Look Like?
It’s different for everyone
Establish and meet your goals
– Increase sales
– Regional involvement
– Industry focus
41. Conclusion
By extending your reference program
globally you are on the path to achieve
world domination!
No matter where that customer is within the buying cycle you need to have a variety of materials available for the different stages and different personas in each step.
The further you are in the cycle the more technical and specific the reference becomes
Draw the example here of a well know centralized strategy, Tiffany’s has one brand, it’s always a blue box
Draw an example here of a well knownDecentralized strategy-all these companies are owned by Estee lauder
http://trifter.com/practical-travel/budget-travel/mcdonald%E2%80%99s-strange-menu-around-the-world/Canada lobster rollIndian veggie burgerNorway salmon dinnerGreen burger in PitaCosta Rica beans and rice
Each area needs to spend money where it makes the most sense and has the largest impact.
The best approach is to be aware of potential issues, and approach every individual with respect for his or her traditions.
By being aware of cultural differences, assuming nothing, and taking the time to find out what is expected within a given country or culture, you can form the relationships that will help you create an effective global customer reference program.As indicated earlier, these seven keys are not the only elements that you need to consider when engaging customers in other cultures. Nor is cultural awareness alone enough to succeed. But by being aware of cultural differences, assuming nothing, and taking the time to find out what is expected within a given country or culture, you can form the relationships that will help you create an effective global customer reference program.No matter whether you are undertaking a new customer reference program or expanding your current efforts worldwide, make sure that you are informed about the full range of opportunities and challenges. With expertise in marketing, knowledge of technology, and awareness of the five tenents, you can significantly increase your potential for success.