The document discusses the key pillars for building an effective customer reference program. It identifies 11 pillars that are analogous to the columns that supported the Parthenon: Executive Support, Program Promotion, Field Relations, Customer Content, Program Metrics, Client Relations, IT, Program Vision, Outside Expertise, Managing Upward, and Cross-Function. It focuses on the first five pillars, which are most critical for new programs, providing examples from the author's experience building the program at Box. Executive support, promoting the program, strong field relations, quality customer content, and impact metrics are essential.
Like objects in our rear-view mirror, the future is always closer than it appears. Technology has changed and more importantly, so have consumers.
In an increasingly competitive, complex and connected mesh of world, collaboration, agility, transparency, speed and a relentless obsession with customer experience are at the core of this new enterprise.
This is a new era of business and our customers are best channel of marketing.
Why you should do things that won’t scale the dark funnel case studyNemanja Zivkovic
DARK FUNNEL. Let's dive in.
Marketers have long been encouraged to believe that they can precisely monitor the customer journey online thanks to the digital sales environment.
However, the truth is that much of the customer journey continues to take place offline, and even online activities rarely follow a linear path.
The customer journey is complex, with elements that aren’t immediately obvious.
These hidden elements are what we refer to as the dark funnel in the online environment.
As you probably noticed, marketers are facing a difficult challenge in identifying a clear path to purchase due to this twisting and complicated process that can’t be easily tracked.
No more can they map the journey from need, to awareness, to consideration, to purchase — if they ever even could.
The existence of those hidden elements is the reason why you should do things that won’t scale.
And this is where we start talking about the dark funnel.
So if the dark funnel is designed to help you better understand how customers behave, how can it be a useful part of your marketing strategy?
Take a look:
✅ It’s not about knowing where customers are — it’s about understanding why they’re there
✅ It helps you define why you should do something and what to do
✅ It helps you understand how things change over time
As you can see, the Dark Funnel is not a new tactic or something designed to replace traditional analytics.
It’s an additional lens through which marketers can view and understand their customers.
This extra insight into customer behaviors and motivations can help you make more effective decisions in terms of strategy, messaging, and content creation.
I'll extend on this and get into details on a webinar called "Why You Should Do Things That Won’t Scale: The Dark Funnel Case Study"
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
How affiliates make money
There are many different avenues affiliate marketers can take in order to see their profits roll in. Here you’ll find information on some of those which are not usually explained from the standpoint of beginner affiliate marketing strategies.
Like objects in our rear-view mirror, the future is always closer than it appears. Technology has changed and more importantly, so have consumers.
In an increasingly competitive, complex and connected mesh of world, collaboration, agility, transparency, speed and a relentless obsession with customer experience are at the core of this new enterprise.
This is a new era of business and our customers are best channel of marketing.
Why you should do things that won’t scale the dark funnel case studyNemanja Zivkovic
DARK FUNNEL. Let's dive in.
Marketers have long been encouraged to believe that they can precisely monitor the customer journey online thanks to the digital sales environment.
However, the truth is that much of the customer journey continues to take place offline, and even online activities rarely follow a linear path.
The customer journey is complex, with elements that aren’t immediately obvious.
These hidden elements are what we refer to as the dark funnel in the online environment.
As you probably noticed, marketers are facing a difficult challenge in identifying a clear path to purchase due to this twisting and complicated process that can’t be easily tracked.
No more can they map the journey from need, to awareness, to consideration, to purchase — if they ever even could.
The existence of those hidden elements is the reason why you should do things that won’t scale.
And this is where we start talking about the dark funnel.
So if the dark funnel is designed to help you better understand how customers behave, how can it be a useful part of your marketing strategy?
Take a look:
✅ It’s not about knowing where customers are — it’s about understanding why they’re there
✅ It helps you define why you should do something and what to do
✅ It helps you understand how things change over time
As you can see, the Dark Funnel is not a new tactic or something designed to replace traditional analytics.
It’s an additional lens through which marketers can view and understand their customers.
This extra insight into customer behaviors and motivations can help you make more effective decisions in terms of strategy, messaging, and content creation.
I'll extend on this and get into details on a webinar called "Why You Should Do Things That Won’t Scale: The Dark Funnel Case Study"
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
How affiliates make money
There are many different avenues affiliate marketers can take in order to see their profits roll in. Here you’ll find information on some of those which are not usually explained from the standpoint of beginner affiliate marketing strategies.
Customer Experience. Why CMOs Must Simplify, Then Act. How to identify, captu...James O'Gara
This paper explores the essential data requirements and actions marketing executives must focus on to capture
the customer experience opportunity. The opportunity that exists inside their company and the market they are
competing in today.
The “customer experience” — as a strategic initiative — is fairly new. There are still a lot of unknowns. There is
ambiguity regarding “ownership” of this initiative within the enterprise, and “best practices” for capturing and
using data to activate a customer experience strategy have not yet been fully defined.
With no clear path in sight, most marketing executives stall out before they get started. In many cases, this happens
because fear and complexity surrounds the data and insights required to formalize a customer experience strategy.
Fear and complexity that leads marketing executives down the “What About …” path. You know the path I’m talking
about. It’s when you and your entire team find yourselves constantly asking, “But, what about this?” Or, “What
about that?”
Marketing executives get consumed with all the possible answers they may need — all the things they don’t know.
They become overwhelmed by the enormity of the task. They overcomplicate things. What happens? Complexity
becomes the barrier to progress. A course of action is never defined and documented. So, they never get started.
Steve Jobs built his entire career doing the opposite. He eliminated complexity and focused on the power of
simplicity. He didn’t try to overcomplicate things. Instead, he focused on those things that mattered most to the
customer and eliminated everything else.
In fact, he once said … “Simple can be harder than complex: You have to work hard to get your thinking clean to
make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
CMOs have the power to move mountains when it comes to elevating and differentiating the customer experience.
They just have to simplify. They have to focus on what absolutely matters: insights that will, in fact, improve the
customer experience. Then they must act.
Mark Twain said, “The secret of getting ahead is getting started.” Leading CMOs are taking Mr. Twain’s message
to heart. They are simplifying and demystifying the customer journey. They are capturing customer insights that
inform their strategy and drive action — action that improves customer acquisition, retention, loyalty, advocacy,
and ultimately the customer’s overall experience.
Affiliate marketing is the process by which an affiliate earns a commission for marketing another person’s or company’s products. The affiliate simply searches for a product they enjoy, then promotes that product and earns a piece of the profit from each sale they make. The sales are tracked via affiliate links from one website to another.
Stories are great tools that allow people to connect with and assign value to a message or idea. Telling stories about the brands we market is at the core of what we do as impactful communicators. We spend most of our time trying to protect the frame that others attempt to put around our organizations. In this white paper, Ryan Schulz (Director, Brand) discusses how to create a truly differentiated brand - an unbreakable frame - built from the consistent use of identity and character across all communication channels.
In contrast to a traditional marketing approach in which advertising messages are addressed to a strictly defined target audience, Engagement Marketing does something new and fundamentally different.
Forget the Funnel. Enter the Loop. A One North White PaperOne North
FORGET THE FUNNEL. ENTER THE LOOP.
AN EVOLUTIONARY APPROACH TO RELATIONSHIP-BASED MARKETING & DIGITAL STRATEGY FOR PROFESSIONAL SERVICES FIRMS
By John Simpson and Kalev Peekna
The world around us is changing and evolving every day. We’re all familiar with the concept of survival of the fittest. Well, in business, it’s no different. Evolution forces us, as businesses, to consider our strengths and what makes us unique. It forces us to regard, and cultivate, those things that set us apart from our competitors, so that we can do more than survive, but thrive.
This is particularly interesting in the world of Professional Services—where differentiation is critical, but difficult. How do we find our strengths? And, from there, how do we nurture the evolution of our strategy? We decided to take a deep-dive and gain a better understanding of the DNA of a professional services firm and how that DNA points us to a unique relationship-based business model. We also explore how technology has also evolved, and how the new realities it’s created, coupled with a new framework for relationship development, should influence and affect your firm’s digital strategy.
Shaun Smith kertoo videotervehdyksessään näkemyksiään CX-ajattelun tuomisesta osaksi organisaatiokulttuuria. Mitkä ovat onnistumisen avaimet? Mihin pitää varautua? Miksi CX-hankkeet epäonnistuvat ja miten tämän voi välttää?
Katso videot: https://www.youtube.com/playlist?list=PLel_Kz6o4e9TpvPi6RFY7D_H313wJU_8O
Osallistu CX Masterclassiin 24.1. ja/tai VIP-brunssille Shaun Smithin seurassa 25.1.2017! Lisätiedot: www.cxmasterclass.fi
So you have a list of leads that are ready to be contacted for an appointment but are anxious about not being able to secure a meeting with them? Then this whitepaper is for you
This Book is related to affiliate marketing in which you will learn about what is affiliate marketing and there is a link in the book which I used personally for earning.
This book will teach you everything you need to know about affiliate marketing. It discusses how it all started and devolved to the multi- billion dollar industry that it is today.
In this book, we will discuss how you can get your slice of the affiliate marketing pie. You will learn how you can start with this businesss and build your affiliate marketing assets from scratch. You will also learn how to develop content and drive massive amounts of traffic to them through organic and paid methods.
Lastly, we talk in depth about the different strategies on how you can become successful as an Internet marketer. With the help of this book, you will be on your way to earn a six- figure monthly income.
Start building your affiliate marketing empire today!
Consistency. The Key to Delivering a Differentiated Customer Experience.James O'Gara
The secret to developing a clear, compelling and consistent
story is being disciplined and intentional. Your goal is to
achieve complete alignment and consistency between your
strategy, story and ultimately your customer’s experience. For
this to happen, you need to get the entire leadership team and
eventually your entire employee population to understand one
simple truth: words matter. The words you use play a critical
role in the perception your company creates in the minds of
your customers. In fact, Insight Agents found that almost 50
percent of a brand’s image is attributed to what it says and
how it says it. Learn more...
Customer Journey Map - A Step-By-Step Guide with ExamplesYuri Vedenin
A detailed step-by-step guide to customer journey map creation. We’ll be using our Customer Journey Map Online tool (https://uxpressia.com/customer-journey-map-online-tool) along the way for two reasons. Because it’s easy to use and it lets you create CJM fairly quickly without wasting time on setting up the environment.
You can read the original post here: https://uxpressia.com/blog/customer-journey-map-guide-examples
The internet is one of the easiest ways to make money, particularly if you want to make
money from your home, or make money in a way that costs little and returns many-fold on
your investment of little or nothing.
The internet is one of the easiest ways to make money, particularly if you want to make
money from your home, or make money in a way that costs little and returns many-fold on
your investment of little or nothing. It has allowed people from all walks of life to make
money—big money—and quit their day jobs (or in many cases, never start one to begin
with). And surprisingly, making money on the internet does not require the sort of
background, education, or experience that most people think it does. Making money on the
internet has been made increasingly easier, opening the door for more and more people to
sit back, relax, and let the ethereal World Wide Web make their money for them.
So how can a man or woman—with or without a working knowledge of computer
programming or business—make money online? And how can he or she do so without
straining at the monitor of a computer for hours and days on end.
Customer Experience. Why CMOs Must Simplify, Then Act. How to identify, captu...James O'Gara
This paper explores the essential data requirements and actions marketing executives must focus on to capture
the customer experience opportunity. The opportunity that exists inside their company and the market they are
competing in today.
The “customer experience” — as a strategic initiative — is fairly new. There are still a lot of unknowns. There is
ambiguity regarding “ownership” of this initiative within the enterprise, and “best practices” for capturing and
using data to activate a customer experience strategy have not yet been fully defined.
With no clear path in sight, most marketing executives stall out before they get started. In many cases, this happens
because fear and complexity surrounds the data and insights required to formalize a customer experience strategy.
Fear and complexity that leads marketing executives down the “What About …” path. You know the path I’m talking
about. It’s when you and your entire team find yourselves constantly asking, “But, what about this?” Or, “What
about that?”
Marketing executives get consumed with all the possible answers they may need — all the things they don’t know.
They become overwhelmed by the enormity of the task. They overcomplicate things. What happens? Complexity
becomes the barrier to progress. A course of action is never defined and documented. So, they never get started.
Steve Jobs built his entire career doing the opposite. He eliminated complexity and focused on the power of
simplicity. He didn’t try to overcomplicate things. Instead, he focused on those things that mattered most to the
customer and eliminated everything else.
In fact, he once said … “Simple can be harder than complex: You have to work hard to get your thinking clean to
make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
CMOs have the power to move mountains when it comes to elevating and differentiating the customer experience.
They just have to simplify. They have to focus on what absolutely matters: insights that will, in fact, improve the
customer experience. Then they must act.
Mark Twain said, “The secret of getting ahead is getting started.” Leading CMOs are taking Mr. Twain’s message
to heart. They are simplifying and demystifying the customer journey. They are capturing customer insights that
inform their strategy and drive action — action that improves customer acquisition, retention, loyalty, advocacy,
and ultimately the customer’s overall experience.
Affiliate marketing is the process by which an affiliate earns a commission for marketing another person’s or company’s products. The affiliate simply searches for a product they enjoy, then promotes that product and earns a piece of the profit from each sale they make. The sales are tracked via affiliate links from one website to another.
Stories are great tools that allow people to connect with and assign value to a message or idea. Telling stories about the brands we market is at the core of what we do as impactful communicators. We spend most of our time trying to protect the frame that others attempt to put around our organizations. In this white paper, Ryan Schulz (Director, Brand) discusses how to create a truly differentiated brand - an unbreakable frame - built from the consistent use of identity and character across all communication channels.
In contrast to a traditional marketing approach in which advertising messages are addressed to a strictly defined target audience, Engagement Marketing does something new and fundamentally different.
Forget the Funnel. Enter the Loop. A One North White PaperOne North
FORGET THE FUNNEL. ENTER THE LOOP.
AN EVOLUTIONARY APPROACH TO RELATIONSHIP-BASED MARKETING & DIGITAL STRATEGY FOR PROFESSIONAL SERVICES FIRMS
By John Simpson and Kalev Peekna
The world around us is changing and evolving every day. We’re all familiar with the concept of survival of the fittest. Well, in business, it’s no different. Evolution forces us, as businesses, to consider our strengths and what makes us unique. It forces us to regard, and cultivate, those things that set us apart from our competitors, so that we can do more than survive, but thrive.
This is particularly interesting in the world of Professional Services—where differentiation is critical, but difficult. How do we find our strengths? And, from there, how do we nurture the evolution of our strategy? We decided to take a deep-dive and gain a better understanding of the DNA of a professional services firm and how that DNA points us to a unique relationship-based business model. We also explore how technology has also evolved, and how the new realities it’s created, coupled with a new framework for relationship development, should influence and affect your firm’s digital strategy.
Shaun Smith kertoo videotervehdyksessään näkemyksiään CX-ajattelun tuomisesta osaksi organisaatiokulttuuria. Mitkä ovat onnistumisen avaimet? Mihin pitää varautua? Miksi CX-hankkeet epäonnistuvat ja miten tämän voi välttää?
Katso videot: https://www.youtube.com/playlist?list=PLel_Kz6o4e9TpvPi6RFY7D_H313wJU_8O
Osallistu CX Masterclassiin 24.1. ja/tai VIP-brunssille Shaun Smithin seurassa 25.1.2017! Lisätiedot: www.cxmasterclass.fi
So you have a list of leads that are ready to be contacted for an appointment but are anxious about not being able to secure a meeting with them? Then this whitepaper is for you
This Book is related to affiliate marketing in which you will learn about what is affiliate marketing and there is a link in the book which I used personally for earning.
This book will teach you everything you need to know about affiliate marketing. It discusses how it all started and devolved to the multi- billion dollar industry that it is today.
In this book, we will discuss how you can get your slice of the affiliate marketing pie. You will learn how you can start with this businesss and build your affiliate marketing assets from scratch. You will also learn how to develop content and drive massive amounts of traffic to them through organic and paid methods.
Lastly, we talk in depth about the different strategies on how you can become successful as an Internet marketer. With the help of this book, you will be on your way to earn a six- figure monthly income.
Start building your affiliate marketing empire today!
Consistency. The Key to Delivering a Differentiated Customer Experience.James O'Gara
The secret to developing a clear, compelling and consistent
story is being disciplined and intentional. Your goal is to
achieve complete alignment and consistency between your
strategy, story and ultimately your customer’s experience. For
this to happen, you need to get the entire leadership team and
eventually your entire employee population to understand one
simple truth: words matter. The words you use play a critical
role in the perception your company creates in the minds of
your customers. In fact, Insight Agents found that almost 50
percent of a brand’s image is attributed to what it says and
how it says it. Learn more...
Customer Journey Map - A Step-By-Step Guide with ExamplesYuri Vedenin
A detailed step-by-step guide to customer journey map creation. We’ll be using our Customer Journey Map Online tool (https://uxpressia.com/customer-journey-map-online-tool) along the way for two reasons. Because it’s easy to use and it lets you create CJM fairly quickly without wasting time on setting up the environment.
You can read the original post here: https://uxpressia.com/blog/customer-journey-map-guide-examples
The internet is one of the easiest ways to make money, particularly if you want to make
money from your home, or make money in a way that costs little and returns many-fold on
your investment of little or nothing.
The internet is one of the easiest ways to make money, particularly if you want to make
money from your home, or make money in a way that costs little and returns many-fold on
your investment of little or nothing. It has allowed people from all walks of life to make
money—big money—and quit their day jobs (or in many cases, never start one to begin
with). And surprisingly, making money on the internet does not require the sort of
background, education, or experience that most people think it does. Making money on the
internet has been made increasingly easier, opening the door for more and more people to
sit back, relax, and let the ethereal World Wide Web make their money for them.
So how can a man or woman—with or without a working knowledge of computer
programming or business—make money online? And how can he or she do so without
straining at the monitor of a computer for hours and days on end.
By rolling out an effective, monitored and well-managed word of mouth marketing program, you can ensure maximum returns on your referral incentives and build a rabid brand ambassador base ready to mobilize on the streets for your business.
But what actually goes in to a successful referral marketing program? In this presentation, you’ll learn the techniques you need to get your program off the ground and start generating a wave of brand ambassadors to mobilize and promote your brand.
Guía de Advocate Marketing "The Definitive Guide to Employee Advocate Marketi...Loredo & Compañía
"The Definitive Guide to Employee Advocate Marketing" es una guía de para involucrar al personal con la estrategia de Social Media Marketing de una empresa.
La guía fue elaborada por Social Chorus.
Strong brands possess credible, relevant and distinctive brand promises. Even more
importantly, they fulfil these every day. Developments in social media changed the world
of brands. It has become a zillion-channel place where anyone can express their opinion
about your brand and where that opinion will be heard. So, how can you deal with this?
The answer is simple: with trust. The execution, however, is far more complex.
Marketing automation is a software/technology that streamlines, automates, and measures marketing tasks and workflows so that companies can increase their operational efficiency and grow revenue faster. In other words, companies don’t employ marketing automation to automate their marketing. They utilise it to increase revenue quickly, generate high-quality sales-ready leads, measure, and prove marketing Return on Investment (ROI). However, while a handful of companies achieve amazing ROI from marketing automation, others achieve modest gains, and even a few fail to get any value at all.
Rebranding: A 4 Step Plan for B2B MarketersTodd Ebert
Your brand has huge strategic importance for improving your competitive position, engaging more prospects and ultimately winning more customers. So that’s why I wrote this ebook, “Rebranding: A 4-Step Plan for B2B Marketers”. In the book, I lay out detailed how-to’s for pulling off every part of a rebranding from aligning your leadership around the brand to launching it internally and externally. You’ll discover examples of what my team and I did to make MultiView’s rebranding successful at every stage. I’ve also included a scorecard for selecting your digital agency and a checklist for making sure you have all your bases covered. I hope you find the content helpful and if you have any questions, please DM me on Twitter @ToddEbert. I’d be happy to share my experience having done this several times.
Whether you are starting or an experienced practitioner, here are 7 CX initiatives that don't take too long to prepare and will bring ROI results - from quick wins to big wins. If you have some time this summer, have a look.
Many CEO complain they do not see the value in marketing efforts. For them we suggest to use a simple and practical framework, PCCDIO, that has worked wonders for our clients,
Growing your business requires investment—but with so many competing priorities, where should you focus your time, money and expertise?
Start with a resource you already have that can drive both profitability and customer satisfaction: your employees.
Studies have proven that companies with engaged employees had 2.6 times the earning per share growth of companies with below average employee engagement and 86% higher success rates on customer metrics.
In our latest white paper, learn the four key requirements of effective employee engagement and how treating your employees like customers can improve your business.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
1. State of the Profession Series
Case studies from the world’s top customer advocacy
and engagement programs, showing how to grow the
business in today’s buyer-empowered world.
WhattoKnowWhenYou’reJustStarting
YourCustomerReferenceProgram
By Charlotte Lilley,
Head of Customer Programs,
Box
2. 1
For new (or rebuilding) customer advocacy programs, if you
need to start with the basics, want a mentor "who's been there
and done that" to show you how, and also show you the pitfalls
and rabbit traits to avoid, this session is for you. Charlotte is
one of the most dynamic members of our Advisory Board, has
built the advocacy program at Box from the ground up and grown it into a superb
engine helping to fuel Box's rapid growth.
3. 2
WhattoKnowWhenYou’reJustStartingYourCustomerReference
Program
In this report, I’m going to talk about the fundamental building blocks of an effective
customer reference program. That’s a very important topic for us as practitioners, but
especially for those who are just starting their own program. I’ve lived this over the
last four-plus years at Box. Since then, our company has grown from 40 employees to
about 1,000 today. I wish I had known then a lot of what we’re going to go over now.
Asuccessfulreferenceprogramissupportedby11pillars
The Parthenon in Athens, Greece was one of the Seven Wonders of the Ancient
World. If you’ve ever visited the site, one of the most prominent features are the
columns everywhere. In total, the structure had 46 separate columns to support
its massive weight.
I think that a column, or pillar, is a fantastic analogy that we can apply to
a reference program. Reference teams interact with many different departments
and people within the enterprise and we’re called upon to provide substantial
output, such as customer content, a growing number of customer advocates,
and metrics demonstrating impact.
Maintaining a successful reference program requires infrastructure and it’s the
conceptual pillars that make up that framework, just as the marble columns
upheld the Parthenon’s superstructure.
Figure 1: 11 components support an effective customer reference program.
In this report, we'll focus on the first five, which are the most critical for a new
advocacy program.
REFERENCE
PROGRAM
EXECUTIVE
SUPPORT
PROMOTION
FIELD
RELATIONS
CUSTOMER
CONTENT
PROGRAM
METRICS
CLIENT
RELATIONS
IT
PROGRAM
VISION
OUTSIDE
EXPERTISE
MANAGING
UPWARD
4. 3
ExecutiveSupport
In order to be successful, you absolutely must have the full support of your
executive team. Executives set the tone for your program. Others look to them for
cues as to how they should treat you. If your executives are dismissive about your
role, then everyone else will be too. That’s important for a number of reasons.
If you look to the far right of the diagram above, you’ll see Cross-function listed.
Successful program managers work effectively with a lot of people across the
enterprise. If your executives support you, then these people tend to work with
you. If not, gaining support for your program can be more challenging.
At Box, we’re lucky to have a CEO who is extremely passionate about our
customers and using them as public references, which helps inspire me to
grow the program as much as possible, and as quickly as possible. Direct
attention from your CEO can seem intimidating, but it’s a great position to be in
for a person in our role, especially if you can leverage that passion to get more
customers into your program.
Another reason executive support is important relates to your budget. If your
executives support and value your mission, then you’re much more likely to get
the resources to grow your program(s).
Executive support is also critical when it comes to recruiting marquee-brand
references. We’re all aware that it’s challenging to get in front of a high-level
executive at a large brand, let alone getting them to publicly partner with us.
Leveraging your executives’ existing relationships with their peers can yield the
introductions necessary to get one foot in the door. And that can jumpstart
a long-term relationship with those customers.
ProgramPromotion
When it comes to a reference program, the adage that “If you build it they will
come,” does not apply. Successful program managers promote their programs:
to their executives, to fellow employees and to customers. At Box, we do this in
a number of ways.
“Co-brand” with customer logos
At Box, we’re proud to have so many great brands among
our customers. One way we promote our program is by
putting our customers’ logos up on our walls. It’s a great
5. 4
way to promote your hard work and to show appreciation to current customers.
And it gets noticed. Often, when current customers or prospects visit our
offices, they ask how they can get onto the wall!
We also compile lists of referenceable customers segmented by industry, use
case and geography to help support the sales team. The goal is to equip them
to “name-drop” when appropriate to their prospects. Our stellar client list helps
validate Box as a technology solution provider and proves that we’re here to
partner long term with our customers.
Give out cool swag
“Hey, David, where’d you get that cool shirt?” We try to
give out swag that’s both useful and that represents the
BoxStar brand. That means putting thought into the design
of our handouts and making sure it’s something people
will use, wear and/or display proudly. People love the design of our “BoxStar”
t-shirts, so it’s that type of gift that stimulates conversations about our program,
which is exactly what we want. We want our customer advocates talking up our
program in the marketplace.
Use events to create a buzz
We participate in a number of events throughout the
year to promote our reference program and to recruit
references. Talking to customers face-to-face creates
a human connection and is the most powerful tool we have
in building relationships. If you’ve met and spent time speaking with a customer
face-to-face, I guarantee any future requests will have better results in getting
them to agree to be a reference.
Give people a badge of honor
Another fantastic way to promote your program is through
stickers and other fun reminders. We use stickers as
a badge of recognition for our Sales Advisory Board
Members. Reps put these on their computers and desks to
show their involvement. We also use magnets [with program facts] to walk our
colleagues through the steps of how to get involved in our reference program.
6. 5
FieldRelations
Much of a successful reference program relies upon the relationships you
have with the field (sales, post sales and sales engineers.) That’s because
partnering with your field people is the most important way to identify new
reference customers. By taking the time to communicate clearly with them, to
offer incentives and to make it easy for them to participate, you will increase the
success of your program.
At Box, we do a lot of things in this area, but I’ll focus on a couple in particular.
The first is incentives.
One incentive that was extremely successful for us was what I called the “Story
Time Happy Hour.” I needed to get sales reps’ “customer stories” out of their
heads and into a central database so that they could be leveraged across all
departments. It isn’t easy to get reps to take time out from selling and dedicate
that to writing out the whole customer story (use case, contacts, deal cycle,
workflow, etc.) Therefore, I made it as easy as possible by scheduling one-hour
time slots on their calendars, bringing in beer for them to enjoy and paying them
in cold hard cash for every story they wrote. The result was over 100 stories to
be utilized by my team, an average of about 2 stories per sales rep.
This incentive worked because I made it easy for them to show up, made it very
clear what their deliverable was and made it fun with beer and cash. I can say
that this approach certainly stood out against other “spiffs” or incentives they
were competing for their attention.
From my experience as a sales person, I know that pure competition drives
sales peoples’ behavior. So to take advantage of this, we created a quarterly
contest to incent them. The contest calls for specific types of customers and
stories that map to our pre-identified gaps for use in Box’ marketing programs
and campaigns. Of course, there are prizes along with public shout-outs of the
winners to boost their egos.
Another thing we’ve found helpful to scale our message is to provide how-
to videos on how to get involved with the reference program. These videos
cover how to nominate a customer as a reference, how to request a reference,
how to search references in the database and more. Sales people are busy so
everything that we do to make their lives easier ultimately benefits our program.
Understanding your customers’ conversations and how to harness them in
cold hard cash for every story they wrote. The result was over 100 stories to be
utilized by my team, an average of about 2 stories per sales rep.
7. 6
This incentive worked because I made it easy for them to show up, made it very
clear what their deliverable was and made it fun with beer and cash. I can say
that this approach certainly stood out against other “spiffs” or incentives they
were competing for their attention.
From my experience as a sales person, I know that pure competition drives
sales peoples’ behavior. So to take advantage of this, we created a quarterly
contest to incent them. The contest calls for specific types of customers and
stories that map to our pre-identified gaps for use in Box’ marketing programs
and campaigns. Of course, there are prizes along with public shout-outs of the
winners to boost their egos.
Another thing we’ve found helpful to scale our message is to provide how-
to videos on how to get involved with the reference program. These videos
cover how to nominate a customer as a reference, how to request a reference,
how to search references in the database and more. Sales people are busy so
everything that we do to make their lives easier ultimately benefits our program.
Customercontent
One major output of a reference team is customer content. At Box, we produce
this “collateral” in many different forms to support many departments and
initiatives across the organization.
We create customer case studies,
which are 1-3 pages in length using
the standard, challenge, solution and
benefits format. We make liberal use
of customers’ quotes to insert the
voice of the customer. We also make
a concerted effort to articulate the
measurable impact of our services,
such as ROI, time-savings, cost savings,
customer employee productivity
increases and how Box changed the
way that they do business overall.
We also create customer statistics
assets. Things like charts and graphs
based on data from real-world clients
that tout the basic measurable results
that our customers experience.
8. 7
Another great content piece is
infographics. What I love about them is
the visual story that they tell. It’s quick and
interesting and you can show data in ways
that plain text cannot easily describe.
Contentisimportant,butsotooistheneed
toplaceyourcontentinastrategiccontext.
It’s always a good practice to meet
and strategize with your program
stakeholders to identify ways to support
their initiatives. For example, product
marketing might need customer quotes
for an upcoming product launch or
analyst relations may need customer
statistics for an important analyst
report. Partnering and agreeing upon an
executable plan before creating content
ensures that the assets you produce will
be valuable. Remember to revisit that
plan at consistence intervals to be sure
that your priorities remain aligned.
ProgramMetrics
One of the best ways that you can get—and keep—executive support is by
capturing, tabulating and reporting the impact that your activities have on your
company’s revenue. At Box, we measure a number of things.
Internally, we measure who’s taking
part in our program, including
sales people, sales engineers and
marketers. These statistics have been
an eye opener for my executive team
because out of a pool of 500 sales
people and sales engineers and post-
sales people, 400 are participating
in my programs. So that proves
right there the effectiveness I’ve had
promoting our program.New
Box Stars
Customer
Stories
Qualification
Calls
Special
Requests
14%
5%
72%
9%
Boxer Reference Activity
216 reference activities completed
by Boxers in Q1
9. 8
We are able to report on which
customers participated in what
activity. And that gives us the ability
to analyze what we’re doing and tweak
our program accordingly if needed.
One of the most important metrics
you can report is the influence
that your reference activities have
on revenue. This is an absolutely
essential component of a successful
reference program. Your executive support is based on these reports when you
get right down to it. That’s because they spend their days looking at, analyzing
and strategizing about financial
reports. They are a major part of an
executive’s life.
We do track metrics for the collateral
that was produced for each quarter.
This is important only in so far as
we’re showing the output from our
work. We also use these stats to
promote our program and to show
sales people that we are constantly
adding fresh content to help them
close more sales.
Note that metrics about what you do isn’t nearly as important—not by a long
shot—as being able to link that work to your company’s revenue and business
growth. So don’t get mired in spreadsheets and reports that show what you’ve
done. Instead, focus on the impact that your activities have had.
So those are the first five pillars of a successful reference program. What I’ll do
now is briefly touch upon the remaining five.
ClientRelations
Implementing and managing your touches with customers is a very important
skill. So think through the things that you do in this area. How are you talking to
customers? Email, events, etc.? What are you doing to get them engaged? Are
you giving them swag, or doing user groups? Have you set up a community or
portal for them to meet and exchange ideas?
Customer participation
in Reference Program
by activity
Reference CallSpeaking
Press/
Analyst
Case Study
Video
BoxStar Collateral Produced
15
Case
Studies
7
BoxWorks-specific statistics
for event marketing
$523,970
Influenced Revenue
10. 9
IT
This is a huge area. There is an entire ecosystem of vendors and applications
(SaaS and standalone) that you can draw from. That of course depends upon
the size of your company and your budget.
What’s important here is that you need a system to capture, and manage, all
your reference program information and activities. For some that might be
a spreadsheet. But I highly recommend that if you’re able, that you look at the
other technologies available out there today.
What you want are software applications that include the following features:
• The ability to roll out self-service functionality to users. If you don’t, then your
whole day will be spent on tactical fulfilment.
• The ability to track, collate and report metrics. IT is a blessing for reference
practitioners because it allows us to report the metrics that executives
care about.
• The ability to automate some processes and drive up departmental
productivity. Reference program staffs tend to be small, so you don’t want
your team to spend hours performing manual tasks each day.
ProgramVision
You need to have a clear strategic imperative and link your program’s goals
directly to your executives’ top corporate goals. Then you need to map out
strategies to achieve those goals and of course tactics to support each one.
OutsideExpertise
Many of us are fortunate to partner with outside vendors and people who
help us with their technology or consultation. So you want to enlist the aid of
companies and individuals who do customer references for a living.
I would also add the importance of joining customer-reference-centric groups
like the Customer Reference Forum, groups on LinkedIn and other relevant
organizations. The time I’ve spent talking with my industry peers has been
extremely helpful to me throughout my career.
11. 10
ManagingUpward
Managing your business relationship with your executives is every bit as
important as how you manage your client relations. For this pillar, I would have
you consider how you’re taking the successes of your program and conveying
them to your managers and executives. It’s important to do that effectively to
ensure the consistent and strong support that you need for the long term.
Crossfunction
Lastly, you need to make sure that you’re working and playing well with all
your corporate stakeholders and constituents. Like I said, so much of what
we do depends upon the assistance and support of many people across our
companies that we have to pay attention to this area. That means educating
people about your program along with establishing realistic expectations about
turnaround times, and what content you can produce for them. It also means
establishing processes that keep things running smoothly, and that don’t let
things fall between the cracks.
Finalthoughts
So that’s it! That’s all you have to do. Yes, admittedly that can be an intimidating
list of pillars to build. But many of them already exist at your company, so
your challenge is to learn to use and optimize them for best results. After
that, I would suggest that you prioritize the missing pillars and focus on
implementing them gradually.
The payoff for this hard work will be a successful reference program. And
it will beef up your resume too. Companies are always going to need skilled
people who can develop and use the 11 pillars of a successful customer
reference program.
12. Bill Lee, Founder
bill@c4ce.com
www.c4ce.com
+1.214.907.5600
3225 Turtle Creek Blvd,
Suite 1801 Dallas
TX 75219
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