Finding Fanatics workshop presentation from the Summit on customer engagement Feb '12

1. 2012 Summit on Customer Engagement
FINDING FANATICS Caroline Thomas, Metia
Melissa Mertl, Juniper Networks
Robin Hamilton, inEvidence

2. About You
AGENDA Finding Fanatics
Real-world Example
Interaction (it’s good for you)
Questions

3. ABOUT YOU

4. THE PROCESS
It is challenging
to keep the
pipeline filled
You wish the process was easier.

5. PROGRAM SIZE
Most programs are
either modest or
huge.
Can your program scale?

6. WHAT IT TAKES
The smaller the
program, the bigger
the coffee cup.
You are a tenacious, funny,
driven, and highly caffeinated
bunch

7. FINDING REFERENCES
Sales team
recruiting is
the greatest
resource for
keeping your
pipeline filled

8. SOCIAL MEDIA
Who has time
for it?
It doesn’t have to be all or
nothing.

9. TOOLS OF THE TRADE
Does your
choice of
movies
influence the
way you work?

10. WHAT IS CUSTOMER ADVOCACY ABOUT?

11. Drive Business
• Effect Sales
• Influences the conversation
• Loyal customers produce multiple references
• Enable growth with prospects
• Perceived distinction

12. TEAM WORK!
Sales and
Marketing
Reference
Program
Customer

13. THE BUYING CYCLE
Needs
arousal
• Logos/Quotes
Post- • Case studies
• Stats and Trends Brand
purchase • Social Media
Awareness
behavior • Whitepapers
• Customer to prospect calls
• Case studies • Webinars
• Datasheets Purchase Selection of • Product/service
• Demos decision alternatives focused content
• Whitepapers • Datasheets
Evaluation
of
alternatives • Price/Feature Comparisons
• ROI Calculators

14. THE SELLING CYCLE
Deliver Recognize
and Needs
Evaluate
Needs
arousal
Post-
Brand
purchase
Awareness
behavior
Formulate
Solution
Purchase Selection of
decision alternatives
Evaluation
of
alternatives
Close the
Sale

15. ENGAGEMENT CYCLE
• Logos
Acquisition • Quotes
• Press release
• Video
• Short case study
• Event speaker Upgrade Implementation • Sales call
• Site visit
Operation • Press release
• Analyst calls

16. PUTTING IT TOGETHER Upgrade
Deliver Recognize
and Needs
Evaluate
Operation
Needs
arousal
Post-
Brand
purchase
Awareness
behavior
Implemen-
tation
Formulate
Solution
Purchase Selection of
Acquisition decision alternatives
Evaluation
of
alternatives
Close the
Sale

17. Why do customers participate?
83.3% Love products/services
72.2% Self Promotion
16.7% Incentives
11.1% Program Requirements

19. REFERENCEABILITY BIORHYTHM
positive
Win!
neutral
1 2 Business impacted
Early implementation Live! Fully implemented
negative

20. LET’S GET REAL
Melissa Mertl
Global Customer Reference Program
Manager

21. JUNIPER NETWORKS
• Surprises
• Common roadblocks
• Recruitment
• What worked well
• What you can learn from this

22. LET’S GET SHARING
• How do you recruit customers?
• Internally and externally
• Average win to reference conversion %

23. INTERNAL PROGRAMS
• Sales nominations/Incentive programs
• New Customer acquisitions
• Early Adopter and Beta programs
• Customer Campaigns and surveys
• Country/Regional KPI’s
• Executive Sponsorship Programs

24. EXTERNAL PROGRAMS
• Branded Programs
• Partner Programs
• User Groups
• Social Media monitoring
• Executive Programs

25. POP QUIZ
How do you know if you have a winning pipeline?
– Quantity?
– Quality?
– Both?
– Neither?

26. LET’S GET ROWDY
Interactive Thing!
Write things down!
Actionable Stuff!
Group Activity!

27. LET’S GET ROWDY
• Workshop time :o)
• Work in groups, appoint a spokesperson
• What’s your strategy for finding fanatics?

28. THREE COMPANIES

29. GLOBAL
• Big, complex organisation
• 2,000 salespeople
• Regional and country ref managers
• 90% sales direct

30. SME
• Limited resources
• 100 salespeople
• Global program run from one country
• 90% sales direct

31. GLOBAL CHANNEL
• Large Enterprise
• Channel-focused sales force
• No idea who most of its customers are
• 95% via channel, 5% direct

32. TASK
• Agree on your five top ways of recruiting
reference customers for this organisation
• Include an internal and external technique

33. PRESENT YOUR IDEAS

34. WHAT QUESTIONS DO YOU HAVE?

35. KEEP IN TOUCH IN TOUCH
KEEP