High-Impact Customer Events with Shanann Klaver, Customer Advocacy Manager at Optimizely Visit www.advocamp.com for everything you need to know about Advocamp - the biggest customer experience, engagement and advocacy event of the year.

2. High-Impact Events
How Advocates Fuel Growth
Customer Marketing Manager
shanann@optimizely.com
Shanann Klaver
Twitter: @ShanannK

3. Agenda
Growing at Optimizely
High-Impact Events
Recap & Questions

4. Growing at Optimizely

5. ““
Sheryl Sandberg
If you are offered a seat on a rocketship,
don’t ask what seat! Just get on.

6. 10,000
Adobe
GWO
VWO
SiteSpect
Monetate
Maxymiser
Qubit
2,000
0
4,000
6,000
8,000
Optimizely
Source: BuiltWith
Numberofsites
Customer Growth

7. Need
Know
Like
Trust
Try
Buy
Complete
Repeat
Refer
Sales
Customer
Success
Marketing

8. 89%
of companies surveyed by
Gartner believe that customer
experience will be their primary
basis for competition in 2016
Source: Gartner, Inc., Gartner Predicts a Customer
Experience Battlefield, February 2015

9. Customer Experience Touch Points
Before Purchase During Purchase After Purchase
Advertising Website Community
Social Media Sales team Support team
Networking Conference Workshops

10. High-Impact Events

11. Product Workshops
Executive Networking
Annual Conference

12. Product Workshops
Executive Networking
Annual Conferences

13. Audience
• Customers
• Sophisticated users
• Product champions
Objectives
• Product adoption
• Feedback
• Upsell opportunities

16. ““
Awesome Optimizely Customer
The exercise where we split up and
customized landing pages for different
audiences wasn’t just useful, but a great
way to break the ice with other attendees.

17. Drive content generation at customer events.

18. Product Workshops
Executive Networking
Annual Conferences

19. Audience
• Customers &
Prospects
• Decision makers
Objectives
• Relationship building
• Peer connections
• Closing deals

23. ““
Executive Prospect
You guys really created a great vibe with
your event and your drive for doing
things right clearly spills into the
innovation in your product.

24. Product Workshops
Executive Networking
Annual Conferences

25. Audience
• Customers &
Prospects
• VIP
Objectives
• Spotlighting
• Relationship building
• Closing deals

26. Private Kick-off Party
Expedited check-in
Custom Backpacks
Front-row session seating
Culinary experience lunch
VIP Experience

28. ““
Opticon VIP Attendee
That VIP lunch at Opticon will live on in
my memory as the best trade show lunch
EVER!

29. Recap
 Align with your larger business objectives
 Connect your advocates with prospects
 Make it an experience

30. Questions?
Thank you!
Customer Marketing Manager
shanann@optimizely.com
Shanann Klaver
Twitter: @ShanannK