How can you grow a global customer advocacy program that highlights your facilitates customer growth, word of mouth marketing and brand development?
Join Lauren Olerich, International Marketing, Gainsight and Laura O’Neill, Customer Marketing Associate, Gainsight on September 8, 7:00am - 8:00am PT as they deep dive on issues such as utilizing one-to-many campaigns to enable advocacy across segments, creating a customer reward program that works, and more.
The Best Kept Secret in Customer Success: Customer Advocacy Gainsight
Word of Mouth is the Holy Grail of marketing. But it's no longer just a nice thing to have; it's vital to your company. The voice of the customer is more powerful than ever before--not only should you be listening; you should be using it to fuel Marketing & Sales. Anthony Kennada, VP of Marketing at Gainsight, and Vinay Bhagat, CEO at TrustRadius, will teach you how to operationalize Word of Mouth using Customer Advocacy.
Hiring: Structuring and Recruiting A Customer Success Team to ScaleGainsight
Speakers:
Tomasz Tunguz, Partner at Redpoint Ventures
Mike McKee, SVP, Services and Customer Success at Rapid 7
Boaz Maor, Head of Global Customer Success at Intel Mashery
Presented at Pulse Conference 2015.
Customer Success Management is all about pro-actively making sure your customers get value from their relationship with you. You need to do this to reduce your risk of churn and maximize your profits.
But how will you do it? How do you make sure your CSM efforts are successful? And how do you do it in a way that is cost effective?
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
This template will help you codify your customer success strategy. You can read the blog post and download the template here: http://blog.preact.com/customer-success-strategy-template
From customer success metrics to the customer journey, and from the customers' critical path to your customer success team, this template enables you to present your vision to your executive team.
Is your customer success team delivering real value ?Gainsight
If you’re a Customer Success leader, your biggest fear is that despite your efforts, you aren’t delivering real value to your customers. How can you be sure?
In this webinar Allison will discuss:
How to align your Customer Success team with key accounts
The benefits of Success Plans to create workflows for every scenario. A strategic process to achieve predictable value delivery
Ensure you’re delivering the value your customers expect.
Your Value Proposition is the reason that customers choose to buy from you, it needs to be a core business skill. This slideshare shows you how to develop compelling value propositions with a focus on B2B companies
The Best Kept Secret in Customer Success: Customer Advocacy Gainsight
Word of Mouth is the Holy Grail of marketing. But it's no longer just a nice thing to have; it's vital to your company. The voice of the customer is more powerful than ever before--not only should you be listening; you should be using it to fuel Marketing & Sales. Anthony Kennada, VP of Marketing at Gainsight, and Vinay Bhagat, CEO at TrustRadius, will teach you how to operationalize Word of Mouth using Customer Advocacy.
Hiring: Structuring and Recruiting A Customer Success Team to ScaleGainsight
Speakers:
Tomasz Tunguz, Partner at Redpoint Ventures
Mike McKee, SVP, Services and Customer Success at Rapid 7
Boaz Maor, Head of Global Customer Success at Intel Mashery
Presented at Pulse Conference 2015.
Customer Success Management is all about pro-actively making sure your customers get value from their relationship with you. You need to do this to reduce your risk of churn and maximize your profits.
But how will you do it? How do you make sure your CSM efforts are successful? And how do you do it in a way that is cost effective?
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
This template will help you codify your customer success strategy. You can read the blog post and download the template here: http://blog.preact.com/customer-success-strategy-template
From customer success metrics to the customer journey, and from the customers' critical path to your customer success team, this template enables you to present your vision to your executive team.
Is your customer success team delivering real value ?Gainsight
If you’re a Customer Success leader, your biggest fear is that despite your efforts, you aren’t delivering real value to your customers. How can you be sure?
In this webinar Allison will discuss:
How to align your Customer Success team with key accounts
The benefits of Success Plans to create workflows for every scenario. A strategic process to achieve predictable value delivery
Ensure you’re delivering the value your customers expect.
Your Value Proposition is the reason that customers choose to buy from you, it needs to be a core business skill. This slideshare shows you how to develop compelling value propositions with a focus on B2B companies
SaaS Customer Success: How to Create a Customer-Centric Culture and Drive GrowthRichard Lawson
The article "SaaS Customer Success: How to Create a Customer-Centric Culture and Drive Growth" is a SlideShare presentation by Richard Lawson that provides insights into how companies can create a customer-centric culture to drive growth in the Software-as-a-Service (SaaS) industry.
The presentation begins by defining customer success and outlining the importance of a customer-centric approach for SaaS businesses. It then delves into the key elements of creating a customer-centric culture, including building customer empathy, focusing on customer outcomes, and promoting a culture of learning and improvement.
The article emphasizes the need for companies to understand their customers' goals and objectives, and to align their own objectives with those of their customers. It also emphasizes the importance of providing excellent customer support, establishing trust with customers, and leveraging customer feedback to drive product development and improvement.
The presentation concludes by highlighting the benefits of a customer-centric culture, including increased customer retention, reduced churn, and improved revenue growth. Overall, the article provides a useful guide for SaaS companies looking to create a customer-centric culture that can help drive business growth and success.
The Challenger Sale Model is a transformation imperative for every organization and needs to be embedded in the sales force . The book explains how to deliver a differentiates selling experience that delivers higher level of partner loyalty and growth . This is a summary of my key takeaways and by no means does justice to all the tools and techniques to reframe customer conversations to make them impactful and memorable
How Customer Success is Revolutionizing Open Source CompaniesGainsight
As companies demand more of technology, it’s no wonder why they turn to open source to help fill the gaps. Likewise, it’s not surprising that open source companies would turn to customer success to support these clients.
Join Jennifer Dearman, Director, Strategic Customer Engagement at Red Hat, Andy Knosp, VP of Services at Gainsight, and Dhaval Moogimane, Partner at Waterstone Management Group, to discover how customer success is revolutionizing the open source industry. In this 60 minute webinar we will discuss:
Why open source companies are adopting customer success
How to implement customer success in an open source company
Real-world examples of how Red Hat implemented customer success
Customer Success Cubed - The Simplest Guide you will ever FindTotango
Presentation by Guy Nirpaz, CEO at Totango.
The simplest guide you will ever find to help you succeed in Customer Success. Presented at the Totango Customer Success Silicon Valley Meetup.
How We Reorganized Our Entire Post-Sales OrganizationGainsight
One of Gainsight's principles is to "Carry the Torch" for the Customer Success industry. We've shared a lot about innovations in our processes, but not as much about our organization. In this session, Allison Pickens, VP of Customer Success and Business Operations at Gainsight, will share the story of how we re-organized post-sales to drive success for our customers.
Opportunity Management: The Key to Winning OpportunitiesAltify
There Are Only Two Reasons Why You Lose A Deal
Yes, just two! Either you should not have been competing in the deal in the first place (i.e. you did not qualify it properly) or you were outsold (either by a competitor or no decision).
Winning starts with four key questions:
Is there an opportunity?
Can we compete?
Can we win?
Is it worth winning?
Knowing which deals to resource and which to qualify out – is challenging. We agree.
Here’s what we’ve found:
Opportunity Management Matters! When you don't consistently follow a solid opportunity management process and methodology, you’ll miss important signs that often end up stalling or losing deals.
If there’s a chance that your team might be missing the real issues in your opportunities, watch and learn what you should be doing every single time, to maximize your opportunity to win.
Building a Repeatable, Scalable & Profitable Growth ProcessDavid Skok
In a talk I gave at SaaS North 2017 conference in Ottawa, I talk about the fundamentals of building a repeatable, scalable, and profitable growth process for a startup.
Developing The Ultimate Customer Success Strategy Gainsight
Want to adopt Customer Success but don't know where to start? A seasoned customer success manager looking to optimize your team, workflow and organization?
Accurately defining your Desired Outcomes for each customer segment
Outlining the roadmap to your customer's Desired Outcome
Aligning your team, organization and workflow to optimize for meeting your customer's desired outcomes
During the presentation, the audience will be invited to ask any questions about the content, customer success or Gainsight that come up.
In this presentation you will find information about importance of Key Performance Indicators (KPI's) for subscription-based (SaaS) Internet startups.
The full list of metrics mentioned in the presentation, exact formulas, and examles you can find at http://datmachine.co/saas_metrics.
If you have any questions, don't be shy to drop me a line on my email: efremov(at)datmachine.co.
Bob Apollo of Inflexion-Point Strategy Partners introduces the 3 key principles of value-based selling:
- Focusing on Your Most Valuable Prospects
- Aligning Your Sales Stages with your Prospect's Buying Journey
- Facilitating their Buying Decision Process
And shows how B2B-focused sales organisations that have adopted value-based selling have been able to improve sales in rates, shorten sales cycles, increase deal values, get more sales people on quota and accelerate revenue growth
Zero to 100 - Part 1: Intro + First SectionDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
This presentation talks about how you can address the 3 root causes of bad marketing: Not understanding what you do and don't know about your prospects, poor marketing execution and failure to measure, analyze and improve.
The Definitive Guide to Customer Success 2017Lincoln Murphy
The Customer Success movement has taken the SaaS industry by storm, even requiring an updated SaaS Business Model definition.
But what exactly is Customer Success? Is it an organizational mindset? Is it a corporate strategy? Is it a set of tactics designed to produce happy, successful customers that in turn creates success for you, the SaaS vendor?
The answer is... all of the above.
In this guide I've enumerated 17 key elements of Customer Success for SaaS companies. I hope it helps you reach your goals.
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
Customer Success - Why and How of Gainsight's 14 ElementsGainsight
These slides are from a breakfast event Gainsight hosted at the Royal Institution in Mayfair on Wednesday, the 13th of February. Dan Steinman, GM of Gainsight EMEA, and Easton Taylor, Director of Customer Success EMEA, shared best practices around organising for company-wide success and increasing revenue from within your customer base.
How to Ace the Customer Success Manager InterviewShreesha Ramdas
Demand for Customer Success Managers is rapidly increasing, thanks to the emergence of SaaS and the subscription-based economy. Customer Success Managers are essential for retaining customers and harnessing recurring revenue, upsells, and referrals. At the same time, for candidates, the Customer Success career offers plenty of avenues for career growth.
In these webinar slides, Paul Reeves, the VP of Customer Success at TokBox, will provide useful tips on how to ace the interview for a Customer Success role. Paul has many years of experience as a Customer Success executive, and during this time, he has interviewed numerous candidates. He will share the insights he has gained from doing these interviews so you can be successful as a candidate.
From these slides, you’ll glean important aspects of Customer Success interviews, such as:
– Understanding the needs of your customer (Potential Employer)
– Building a relationship while educating and onboarding about your amazing product or service (You!)
– Working collaboratively with all stakeholders to realize value (Hire you!)
Check out the full webinar here: https://strikedeck.com/nextgen-csm-signup-how-to-ace-your-customer-success-interview/
PulseCheck2016 How we manage reviews, references, and advocacyGainsight
PulseCheck is the largest live streaming event in the Customer Success community, delivered right to your screen -- free of charge. We’ll cut out everything but the most actionable real-world applications for you and your entire customer-facing team. What’s left are eight 40-minute sessions from some of the most elite minds in Customer Success.
SaaS Customer Success: How to Create a Customer-Centric Culture and Drive GrowthRichard Lawson
The article "SaaS Customer Success: How to Create a Customer-Centric Culture and Drive Growth" is a SlideShare presentation by Richard Lawson that provides insights into how companies can create a customer-centric culture to drive growth in the Software-as-a-Service (SaaS) industry.
The presentation begins by defining customer success and outlining the importance of a customer-centric approach for SaaS businesses. It then delves into the key elements of creating a customer-centric culture, including building customer empathy, focusing on customer outcomes, and promoting a culture of learning and improvement.
The article emphasizes the need for companies to understand their customers' goals and objectives, and to align their own objectives with those of their customers. It also emphasizes the importance of providing excellent customer support, establishing trust with customers, and leveraging customer feedback to drive product development and improvement.
The presentation concludes by highlighting the benefits of a customer-centric culture, including increased customer retention, reduced churn, and improved revenue growth. Overall, the article provides a useful guide for SaaS companies looking to create a customer-centric culture that can help drive business growth and success.
The Challenger Sale Model is a transformation imperative for every organization and needs to be embedded in the sales force . The book explains how to deliver a differentiates selling experience that delivers higher level of partner loyalty and growth . This is a summary of my key takeaways and by no means does justice to all the tools and techniques to reframe customer conversations to make them impactful and memorable
How Customer Success is Revolutionizing Open Source CompaniesGainsight
As companies demand more of technology, it’s no wonder why they turn to open source to help fill the gaps. Likewise, it’s not surprising that open source companies would turn to customer success to support these clients.
Join Jennifer Dearman, Director, Strategic Customer Engagement at Red Hat, Andy Knosp, VP of Services at Gainsight, and Dhaval Moogimane, Partner at Waterstone Management Group, to discover how customer success is revolutionizing the open source industry. In this 60 minute webinar we will discuss:
Why open source companies are adopting customer success
How to implement customer success in an open source company
Real-world examples of how Red Hat implemented customer success
Customer Success Cubed - The Simplest Guide you will ever FindTotango
Presentation by Guy Nirpaz, CEO at Totango.
The simplest guide you will ever find to help you succeed in Customer Success. Presented at the Totango Customer Success Silicon Valley Meetup.
How We Reorganized Our Entire Post-Sales OrganizationGainsight
One of Gainsight's principles is to "Carry the Torch" for the Customer Success industry. We've shared a lot about innovations in our processes, but not as much about our organization. In this session, Allison Pickens, VP of Customer Success and Business Operations at Gainsight, will share the story of how we re-organized post-sales to drive success for our customers.
Opportunity Management: The Key to Winning OpportunitiesAltify
There Are Only Two Reasons Why You Lose A Deal
Yes, just two! Either you should not have been competing in the deal in the first place (i.e. you did not qualify it properly) or you were outsold (either by a competitor or no decision).
Winning starts with four key questions:
Is there an opportunity?
Can we compete?
Can we win?
Is it worth winning?
Knowing which deals to resource and which to qualify out – is challenging. We agree.
Here’s what we’ve found:
Opportunity Management Matters! When you don't consistently follow a solid opportunity management process and methodology, you’ll miss important signs that often end up stalling or losing deals.
If there’s a chance that your team might be missing the real issues in your opportunities, watch and learn what you should be doing every single time, to maximize your opportunity to win.
Building a Repeatable, Scalable & Profitable Growth ProcessDavid Skok
In a talk I gave at SaaS North 2017 conference in Ottawa, I talk about the fundamentals of building a repeatable, scalable, and profitable growth process for a startup.
Developing The Ultimate Customer Success Strategy Gainsight
Want to adopt Customer Success but don't know where to start? A seasoned customer success manager looking to optimize your team, workflow and organization?
Accurately defining your Desired Outcomes for each customer segment
Outlining the roadmap to your customer's Desired Outcome
Aligning your team, organization and workflow to optimize for meeting your customer's desired outcomes
During the presentation, the audience will be invited to ask any questions about the content, customer success or Gainsight that come up.
In this presentation you will find information about importance of Key Performance Indicators (KPI's) for subscription-based (SaaS) Internet startups.
The full list of metrics mentioned in the presentation, exact formulas, and examles you can find at http://datmachine.co/saas_metrics.
If you have any questions, don't be shy to drop me a line on my email: efremov(at)datmachine.co.
Bob Apollo of Inflexion-Point Strategy Partners introduces the 3 key principles of value-based selling:
- Focusing on Your Most Valuable Prospects
- Aligning Your Sales Stages with your Prospect's Buying Journey
- Facilitating their Buying Decision Process
And shows how B2B-focused sales organisations that have adopted value-based selling have been able to improve sales in rates, shorten sales cycles, increase deal values, get more sales people on quota and accelerate revenue growth
Zero to 100 - Part 1: Intro + First SectionDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
This presentation talks about how you can address the 3 root causes of bad marketing: Not understanding what you do and don't know about your prospects, poor marketing execution and failure to measure, analyze and improve.
The Definitive Guide to Customer Success 2017Lincoln Murphy
The Customer Success movement has taken the SaaS industry by storm, even requiring an updated SaaS Business Model definition.
But what exactly is Customer Success? Is it an organizational mindset? Is it a corporate strategy? Is it a set of tactics designed to produce happy, successful customers that in turn creates success for you, the SaaS vendor?
The answer is... all of the above.
In this guide I've enumerated 17 key elements of Customer Success for SaaS companies. I hope it helps you reach your goals.
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
Customer Success - Why and How of Gainsight's 14 ElementsGainsight
These slides are from a breakfast event Gainsight hosted at the Royal Institution in Mayfair on Wednesday, the 13th of February. Dan Steinman, GM of Gainsight EMEA, and Easton Taylor, Director of Customer Success EMEA, shared best practices around organising for company-wide success and increasing revenue from within your customer base.
How to Ace the Customer Success Manager InterviewShreesha Ramdas
Demand for Customer Success Managers is rapidly increasing, thanks to the emergence of SaaS and the subscription-based economy. Customer Success Managers are essential for retaining customers and harnessing recurring revenue, upsells, and referrals. At the same time, for candidates, the Customer Success career offers plenty of avenues for career growth.
In these webinar slides, Paul Reeves, the VP of Customer Success at TokBox, will provide useful tips on how to ace the interview for a Customer Success role. Paul has many years of experience as a Customer Success executive, and during this time, he has interviewed numerous candidates. He will share the insights he has gained from doing these interviews so you can be successful as a candidate.
From these slides, you’ll glean important aspects of Customer Success interviews, such as:
– Understanding the needs of your customer (Potential Employer)
– Building a relationship while educating and onboarding about your amazing product or service (You!)
– Working collaboratively with all stakeholders to realize value (Hire you!)
Check out the full webinar here: https://strikedeck.com/nextgen-csm-signup-how-to-ace-your-customer-success-interview/
PulseCheck2016 How we manage reviews, references, and advocacyGainsight
PulseCheck is the largest live streaming event in the Customer Success community, delivered right to your screen -- free of charge. We’ll cut out everything but the most actionable real-world applications for you and your entire customer-facing team. What’s left are eight 40-minute sessions from some of the most elite minds in Customer Success.
The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.
In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.
This presentation - Customer Success for Marketing Software - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Marin Software, Influitive, Conductor
Customer Success Webinar Series: How Automation is revolutionizing Customer S...Gainsight
As companies grow they inevitably have multiple customer segments to manage. The truth is, not all customers should be treated the same. A Customer Success strategy that scales uses technology to extend the reach of the Customer Success team in a way that still drives value for the customer. Embracing automation and 1:Many strategies is becoming a cornerstone of any mature Customer Success strategy.
The Gainsight/Sprinklr Feedback Loop of Epic SuccessGainsight
Is Gainsight really the best Customer Success software? Or do our users just love us so much that it seems like it?
In the latest G2 Crowd Grid for Customer Success software, Gainsight was ranked as The Leader in the space based on user reviews from customers including Sprinklr. Positive reviews on G2 Crowd and TrustRadius don’t happen by accident. The most successful companies don’t passively hope their customers advocate publicly for their vendors. They make it happen.
Lukas Quanstrom, AVP of Strategic Alliances with Sprinklr, and Ganesh Subramanian, Director of Product Marketing with Gainsight, will explain how to operationalize positive, predictable advocacy in this webinar.
The Gainsight/Sprinklr Feedback Loop of Epic SuccessGainsight
In the latest G2 Crowd Grid for Customer Success software, Gainsight was ranked as The Leader in the space based on user reviews from customers including Sprinklr. Positive reviews on G2 Crowd and TrustRadius don’t happen by accident. The most successful companies don’t passively hope their customers advocate publicly for their vendors. They make it happen.
Robert Sherry : Digital Media Sales Fundamentals 2-27-18Robert Sherry
A Media Sales tutorial focused on influencer marketing, digital, and social media sales fundamental, yet relevant for all media salespeople and marketers.
Business Growth By Customer Acquisition and Loyalty MarketingAutoSyndicationUSA
The purpose of the Dynamic Growth Concepts is to help business owners and leaders hurdle the many stumbling blocks that impede progress and, all too often, knock
businesses and organizations completely out of the race. The most daunting obstacle blocking the path to success is what I call the cold, hard truth.
Call Mark @ Dynamic Growth Concepts because I want to help you learn the truth,
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
Just when you think you’ve mastered social media… along comes UGC, the “visual web” and SnapChat. We explore practical tips on how to adapt 6 key social media trends.
How to Evolve Your Health Score From Reactive to PredictiveGainsight
At its most basic level of sophistication, a health score can give you the heads-up on at-risk customers, but only as the customer is already in the process of churning. You may be able to make a save, but it may be too late. In order to proactively deliver outcomes at scale, you need to evolve your health score into a predictive model. This isn't a beginner-level health scoring seminar. In this session, you'll learn how to uplevel your processes to ensure outcome delivery at a much higher rate.
How to Better Align Professional Services to Customer SuccessGainsight
Professional Services are an integral part of your revenue engine. Selling Services offerings doesn't just put money in your company's bank account, it has the potential to give your customers a massive head start towards acheiving their desired outcome. But those benefits are only available to companies whose ProServ organizations are operating in sync with a company-wide Customer Success mission. If your Services team isn't marching in lockstep with your CS team, you're going to miss out on long-term renewal and expansion opportunities, and worse, you could be working against each other. Get very specific advice for better alignment in this session.
How Box Scaled to Millions of Engagements Using Tech TouchGainsight
There's an invisible wall in front of your CSM team. Maybe it's months away, or maybe you're already running into it. But without an army of CSMs (which you can't afford), you'll never get past it—and it's an immovable barrier to your company's revenue growth. As your customer base grows, you have to start automating or you'll never be able to scale. Maybe you have some automated outreach, but the key to lowering your per-CSM customer count is an advanced tech touch system.And that's just the beginning. Automation can infuse predictability, efficiency, and savings into an ad hoc CS organization. Learn how to go beyond one-to-many in this session.
How to Design a Value-Based Renewal Management ProcessGainsight
You can't rely on inertia to renew your customers for you. You can't even rely on customer happiness or delight to ensure a successful renewal event. In the Age of the Customer, the only predictable way to ensure renewal is to ensure your customers achieve their desired outcome. And that's intrinsically linke to value delivery. When you have a renewal process based on value, you're controlling all the variables that are in your control. Learn how to achieve a Value-Based Renewal Management process in this session.
How to Build an End-to-End Process for Defining and Delivering on OutcomesGainsight
When Customer Success has a limited scope at a company, it likewise limits the scope of the outcomes that company can consistently deliver. If the Customer Success begins after onboarding and ends before renewal, what sort of effect can your CSM efforts have on customer outcomes? It's absolutely critical that your success planning strategy encompass the whole lifecycle—end-to-end. And that's just for starters. In this session, you'll learn best-practices methods for understanding customer goals, defining them in concrete terms, and building a scalable strategy to deliver on them.
How to Institutionalize Feedback at Every Stage of Your Customer Journey Beyo...Gainsight
What's the first word you think of when you hear the letters "CX?" Chances are it's "surveys." But a best-practice Customer Experience program is so much more than just surveys. There are a lot of ways to gather accurate, insightful feedback, but there's a right way and a wrong way to get that feedback. There are several advanced tactics that will enable you to bake in feedback across the lifecycle, synchronized to each touch point and interaction your customers have with your company. In this session, you'll get actionable advice to institutionalize this system in your organization.
Science is all about consistency and repeatability. You know that a stone sinks in water because you can drop one in a pool a thousand times, anywhere in the world, and it will never float. Customer Success is a young movement, but we've reached a critical mass of data where we can start to make predictions—and more importantly—prescriptions for what will work for a company and a customer base and what won't work. Learn how the Science of Customer Success has been established and how to get more scientific in your CS strategy.
How to Build a Customer Journey That's Outside-In not Inside-OutGainsight
Here's how most companies used to map a customer journey: They'd start with their initial marketing outreach, advance down the funnel to the signed contract, and then onboard the customer. There would be training, a quarterly or six-month outreach, and finally, renewal or upsell. But think about it: how many of those milestones does the customer care about or even think about? From their perspective, a journey map would look very different. Innovative companies are abandoning this "inside-out" model. Why? Because it doesn't map to how customers actually think or behave. Learn the difference between the old way of thinking and the new "outside-in" way of customer lifecycle management.
How to Turbocharge Your Customer Insights While Making Them More Digestible f...Gainsight
It doesn't matter if you're a born-in-the-cloud company generating massive amounts of customer data or not, you still have so many channels available to collect passive and active feedback from your customer base. But unless those channels can be synthesized into a cohesive view, you're going to miss out on most of your valuable insights. Worse yet, without a unified picture, your signals might be leading you down the wrong path. In this advanced session, you'll learn how to get much more value out of your customer data insights without overwhelming your team or undermining your workflow and systems.
Dan Steinman's presentation at CXO, VP & Directors of SAAS Firms Seminar hosted by Intrinsic Executive Research. Do you want to know why everyone is talking about Customer Success? Is everyone really moving to a recurring revenue model? Does anyone actually know how to help me through this transition? Here is a unique chance to see what one of the world's leading experts, Dan Steinman, GM of Gainsight EMEA, thinks about the topic.
How to Create Healthy Customers in Healthcare IT: Inside Imprivata’s Customer...Gainsight
The best healthcare professionals are able to ask the right questions to get the right feedback at the right time to correctly diagnose and care for their patients. The best healthcare IT professionals must do the exact same thing for their patients.
Join Roelf Kuitse, Manager of Imprivata’s Customer Success Organization, and Ganesh Subramanian, Gainsight’s Director of Product Marketing, as they deep-dive into how Imprivata leveraged the power of Customer Success to generate $15M worth of add-on opportunities.
In this webinar, you'll learn:
How to implement an effective CS org in Healthcare IT
Tactics for reducing risk in complex accounts
How to streamline your customer journey to massively boost expansion opportunities
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And above everything, you need to drive results in this complex environment.
Join Sanders Slavens, VP of Professional Services, Customer Success and Product Support at IBM Collaboration Solutions, to learn how IBM increased customer adoption of one of their cloud products over 10x in a year. Find out how IBM Collaboration Solutions brought together data from multiple CRM systems into Gainsight to drive exponential business outcomes for both IBM and its customers.
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High-ROI investments for the next fiscal year
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Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
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https://alandix.com/academic/papers/synergy2024-epistemic/
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Bob Boule
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Gopinath Rebala
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3. Todays Agenda
Why Advocacy is Important to Customer Success
Gainsight’s Global Advocacy Program
Foundations of a Global Customer Advocacy Program
1
2
3
4. Why is Advocacy Important
to Customer Success?
Customer Marketing Associate
Laura O’Neill
6. Why is Advocacy important?
Advocacy is important to retain customers and
increase customer lifetime value.
Advocacy is a very powerful component of the sales
cycle.
Advocacy creates strong business partnerships and
broadens personal business connections.
7. Logo Approval Customer Content Sales References
Referrals Speaking Engagements
Customer Advisory
Boards
Product Reviews
Social Sharing
Types of Customer Advocacy
10. Foundations of A Global
Customer Advocacy Program
Director of International Marketing
Lauren Olerich
11.
12.
13. • No Slogan
• Product is not unique
• 40+ year old company
Their Challenge:
Make buying coffee a
unique experience to set
them apart from the
competition.
14. • Ranked one of the
most valuable global
brands
• More than just a
“coffee shop”
• Focus on community
• Digital experience
15. • Strong loyalty program
• Brand authenticity
• True to heritage
• Global recognition
• Social conscience
• Locally designed
stores
• Innovative products
16. They stay longer, buy more, and
continually increase awareness and
interest through word of mouth.
Advocates are Stronger Customers
17. They stay longer, buy more, and
continually increase awareness and
interest through word of mouth.
• Tell internal colleagues and people
outside of work
• Participate in co-marketing
• Leave positive reviews
• Speak at events
Advocates are Stronger Customers
18. Setting Goals for your Advocacy Program
• New revenue influenced by advocates
• Additional revenue from expansion
• Growth in customer health
Fundamental Goals:
21. • Be meticulous. Look at traits of previous advocates and detractors
• Be quick. Identify advocate candidates early on with NPS
• Be vigilant. Keep tabs on advocate movement to new roles
• Be organized. Add a status to each record to indicate advocacy health
• Be diverse. Look for advocates that satisfy a variety of criteria
• Be selective. Not all successful customers should be approached
• Be personal. Get to know your customers’ motivations at a person-level
Operationalizing the Advocacy Process
Decide which customers will be advocates
22. Aligning Advocacy to Customer Lifecycle
Join the
Customer
Community
Go Live
User
Adoption
Continuous
Improvement
Industry
Thought Leader
• Align against lifecycle
• Introduce softly
• Build at each step
Begin
Implementation
24. Aligning Advocacy to Customer Lifecycle
Join the
Customer
Community
Begin
Implementation
Go Live
User
Adoption
Continuous
Improvement
Industry
Thought Leader
• Align against lifecycle
• Introduce softly
• Build at each step
• Visually show advocacy is
evidence of a partnership
– and not a favor they
provide
• Revisit at Lifecycle
Milestones
Logo
Use
Case
Study
Video
Testimonial Go Live
Announcement
Sales
Reference
Speaking
Engagements
Online
Review
26. Measuring Outcomes and ROI of Advocacy
• Second order revenue from repeat
buyers
• Referrals from customers
• % of customers that are advocates
• Deals and dollar value influenced by
reference calls
• Leads generated through customer
content
• Leads from the CS team
What You NeedMetrics to Measure
27. Measuring Outcomes and ROI of Advocacy
• Second order revenue from repeat
buyers
• Referrals from customers
• % of customers that are advocates
• Deals and dollar value influenced by
reference calls
• Leads generated through customer
content
• Leads from the CS team
• Process and system in place to tie
advocates to sales opportunities
• Recording and tracking customer
influences (i.e. references)
• Ability to track sponsors and
advocates as they move between
companies
• Customer facing portal to submit
referrals
What You NeedMetrics to Measure
28. • Customers are inundated with offers to BUY!
• Market for loyalty
• Reuse campaigns, but tailor them to the advocate journey
• Build your brand and reputation
• Make the advocacy process fun
• Reward and recognize advocates for their actions
Things to keep in mind:
Considerations for Advocacy Programs
30. Customer Advocacy at Gainsight
300+ Public
Reviews of
Gainsight 500+ Members
in Online
Community
500+ Advocates
in Customer
Success HQ
31. Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over
1k attendees
Reference process
implemented within
Gainsight
Purchased Influitive
Customer base grows and
advocates are developed
2013-14
32. Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over
1k attendees
Reference process
implemented within
Gainsight
Purchased Influitive
Customer base grows and
advocates are developed
2K attendees at Pulse
Conference
Customer testimonials at Pulse
Gamification feature added to
Community
First customer case studies
and videos on website
Dedicated customer marketer
2013-14
33. Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over
1k attendees
Reference process
implemented within
Gainsight
Purchased Influitive
Customer base grows and
advocates are developed
2K attendees at Pulse
Conference
Customer testimonials at Pulse
Gamification feature added to
Community
First customer case studies
and videos on website
Dedicated customer marketer
Improved reference process
CSM and marketing alignment
Showcasing customer stories
at Pulse and on Website
Aligning advocacy to the
customer lifecycle
Measuring the outcomes and
ROI of Advocacy
2013-14
34. Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over
1k attendees
Reference process
implemented within
Gainsight
Purchased Influitive
Customer base grows and
advocates are developed
2K attendees at Pulse
Conference
Customer testimonials at Pulse
Gamification feature added to
Community
First customer case studies
and videos on website
Dedicated customer marketer
Improve reference process
CSM and marketing alignment
Showcasing customer stories
at Pulse and on Website
Aligning advocacy to the
customer lifecycle
Measuring the outcomes and
ROI of Advocacy
2013-14
37. Our Reference Process
Prospect asks for
reference
AE notes important
criteria for
reference
Customer
Marketing receives
reference request
Customer
Marketing
introduces chosen
customer to AE
AR introduces
customer to
prospect
AE follows up with
Prospect to make
sure it was
completed
AE closes the loop
with Customer
Marketing
Customer
Marketing thanks
Customer for time
& send them a gift!
38. Key Takeaways
• Customer advocacy is a cross-functional initiative where customer
success and marketing teams should be aligned
• Have the right people and technology in place to be effective
• Create scalable processes to enable and measure advocacy
• Have a two-way partnership with advocates
• Monitor and track advocacy to improve on processes and measure ROI
Telling the prospect that we value our customers and we want to see this meeting til the end
Identifying the most important thing they want to get from the meeting
AE using Gainsight to provide suggestions
To kick things off, I’d like everyone on the webinar to think of some of their favorite consumer brands
Here are some examples to get the ideas flowing
As a consumer we have an overwhelming amount of choices when we decide to buy clothes, furniture, apparel, caffeinated drinks…
To stand out in all that noise, companies need to build AND maintain a strong brand
We see it all the time in the consumer world
Companies create
Something that’s unique
Something that brings in new customers
Something that fosters loyalty among existing customers
As an example, I’d like to focus on one brand in particular…
Starbucks!
Think about Starbucks for a second
Their main product – coffee – is not unique
There are plenty of other competitors in their space
Caffé Nero, Peet’s, Costa Coffee, Dunkin, McCafe
You also have Brew-at-home coffee as an option
And of course, Independent coffee shops
Starbucks doesn’t have a catchy slogan
They’ve been in business since the early 70s
Their very real challenge is how to make buying COFFEE a memorable experience that the buyer will choose to repeat
And yet, Starbucks has found a way to continually top the lists honoring the “best global brands”
…They’ve become more than just a coffee shop
Starbucks provides a unique, authentic experience for the buyer
Each store has a warmth to it
Comfy lounge chairs that people occupy for hours
You don’t just run out the door with your hot beverage
You are a part of their community
Starbucks has also innovated to stay more connected to the digital buyer
You can order or pay for your drink from your mobile phone
You get a free weekly song download via iTunes
And everyone’s favorite… free internet
Not to mention that the Starbucks Rewards loyalty program is one of the most celebrated programs out there
It’s among these reasons, and a handful of others, that Starbucks retains customers so efficiently
AND, those retained customers become strong advocates.
Loyal customers default to the recognizable Starbucks brand when traveling…
Loyal customers visit Starbucks 160% more often
Loyal customers introduce their friends to the rewards program
In the B2B world:
Those increased visits are tied to the concepts of adoption, renewals, and upsells
Now, as Laura mentioned earlier, advocacy programs can be very powerful.
In addition to being a crucial piece of the sales cycle for referrals and to build strong partnerships….
Advocates become STRONGER customers
They buy more from you over time
They stay longer
And through word of mouth, they attract potential customers to your solution or product
You can empower your customers to spread the word about your product or service in a variety of ways – many of which Laura mentioned earlier
From asking for a public review to building co-marketing content, there are proactive steps you can take to increase advocacy
It’s important to outline the goals of your global advocacy program early on
You’ll want to monitor these quarter to quarter to ensure that your campaigns are effective
You should track these three things:
Revenue from new customers with an advocacy “touch” (such as a reference call)
Expansion revenue from existing customers
Growth in customer health
For each account, it’s critical to also know the density of advocates.
Is there one power user who is the go-to for reference requests and speaking engagements?
OR -- Are there countless advocates who participate regularly in your rewards challenges?
OR -- Are there accounts without any advocates?
There is a level of secondary goals that you MIGHT want to keep track of as well
Here are a few examples…
Take, for instance, Social Proof
Think about a big technology purchase your team has made in the past.
How did you start the evaluation process?
Was it… Emailing their sales team directly?
Researching the space on Google?
Looking for an opinion from one of your peers on a review site like AppExchange or G2 Crowd?
How did you ultimately make the decision to move forward with a particular vendor?
How much weight would you give to the vendor that has the best online reputation?
…
Increasing the amount of social proof AND encouraging your customers to talk about your product or service – is critical.
As you look to your customer base to find advocates, it’s important not to make assumptions about who should or should NOT be participating in a formal advocacy program
On this slide you’ll see some tips to consider when you’re implementing an advocacy program.
I’d like to highlight a few ---
First – Be meticulous.
It’s important to take inventory of who your advocates and detractors are NOW
Who speaks at your events
Who is on your customer advisory board?
Who is always happy to take a reference call?
Who’s given you logo approval?
Now consider..… What sets them apart from the people who maybe gave you a negative online review? Or expressed frustration to your CEO?
When you better understand the traits of your advocates, you’ll find it easy to spot the “advocates in hiding”
Second – Be quick.
You can easily find potential advocates when you dig through NPS results
Have you conducted a NPS survey recently?
When a promoter comes through, they should be one of your first targets to participate in advocacy activities
Also, if you don’t have it in place already, it’s a great idea to set up a NPS survey after implementation to catch people who are set up for success
Third – Be Vigilant.
Its guaranteed that over time, some of your advocates are going to get promoted or change jobs
If you set up an executive sponsor program to keep tabs on your advocates as they move into new roles… they could be your next referral waiting to happen
You also want to stay organized when building a centralized list of advocates
How can you do that?
Try adding an advocacy status to each record or accont
Use it to keep track if they have been, are willing to be, won’t be, or can’t be an advocate at some point.
One other thing I’d like to highlight – which is especially important for global advocacy programs is the need to attract a diverse advocate base
That can materialize in the form of a variety of geographies, industries, company sizes, product use cases…
Remember that some industries are less open to advocacy
And, different company sizes behave differently
Having a diverse set of advocates will better prepare you for any situation that arises
Once you’ve set up the process for identifying advocates, you need to consider WHEN there will be moments for advocacy within the Customer Lifecycle
Let’s think back to the Starbucks Rewards program…
I’ve been a gold member cardholder since 2011
For the past 5 years, I’ve purposefully chosen Starbucks over other chains when I’m in need of a caffeine fix
However, the first time I purchased something from Starbucks was WELL BEFORE 2011
Why didn’t I join the rewards program earlier?
It’s because I was, essentially, ONBOARDING
I was gaining the necessary skills and knowledge to know how to order drinks the “right way”
I was trying out their different products… seeing what was the best fit for me
Once I had a good feel for what the Starbucks brand represents, it was a no brainer to join the loyalty program
In fact, if I remember correctly, it was a friend who told me about the free refills for gold members…
It was a combination of her positive review and the special perks for members that piqued my interest
As you think of how this applies to the B2B world, advocacy events will align with lifecycle milestones
When you get out of implementation, that may be the right time to ask for logo approval
However, for some companies, the logo approval conversation happens later… after the First Value Delivery moment
Later on in the lifecycle, when customers are fully adopting, that’s when it’s best to ask for an advocate to participate on a reference call
Every company is different…
Once an advocate hits a point in their lifecycle – a milestone, you’ll learn exactly what to do with them to match their loyalty level.
For example, if a customer’s about 9 months past implementation, that’s when you can think about making the case study “ask”
Now let’s discuss which metrics to keep track of to better understand the ROI of an advocacy program…
As you look at this slide, think about the metrics that you’re currently tracking if you have an advocacy program in place…
Second order revenue – this tracks when an executive sponsor leaves and goes to another company
These are the people who will purchase your solution multiple times
Keeping track of the advocates who move companies and THEN enter a sales cycle will reveal the amount of 2nd order revenue
Here at Gainsight we’re rolling out a referral program, which will have a direct impact on lead gen
The referrals from our top advocates are very high quality leads
we hope that those leads end up having a higher close rate
I’ll call out one more bullet here – the deals and dollar value influenced by reference calls
In just a bit, Laura will walk us through our reference process
As long as you close the loop with Sales and Customer Success, it’ll be very easy to see the impact of the references you facilitate
You’ll likely find that the close/win rates are significantly higher when a reference is involved
Advocates and references are critical to Customer Success.
In addition to managing expectations from the beginning, you’ll need a variety of systems and processes in place to track everything from references to referrals to exec sponsor changes…
It’s important to start early --- don’t make advocacy an afterthought!
I’ll add in one final thought before I pass it back to Laura…
Customers are inundated with offers and the opportunity to buy… from YOU and your competitors.
But there’s something crucial to keep in mind
You WILL be successful if you market for loyalty
You should continually build your brand
You should educate customers.
You should run campaigns that don't sell anything except your company.
We’re talking… Thought leadership
…tips and tricks
…fun stuff about the product
Can you reuse campaigns from your marketing team? YES
Can you reuse training and support materials from your customer success team? YES
BUT —> Be sure to develop content and moments that are tailored for the advocate journey.
Be mindful that their journey differs from segment to segment, across geos, and as they change jobs
BUILDING your brand and your reputation is crucial
Have fun with it!
Sometimes your customers just need to be told that you love them