The document discusses strategies for extending customer reference programs globally to enhance sales and streamline the B2B marketing process. It highlights the importance of customer references in validating product claims and suggests leveraging local insights while balancing centralized and decentralized strategies. Key considerations include understanding cultural differences, business etiquette, and regional privacy laws to effectively engage customers and improve sales outcomes.

1. TAKING YOUR CUSTOMER
REFERENCE PROGRAM GLOBAL
Caroline Thomas, Metia

2. Reference Programs
Deliver
Business Value

3. "…third-party quantification of IT value leads to a 64% increase in
buying behavior.”
Technology providers can reduce their sales cycle by 30-40% by
providing credible ROI evidence. –
Customer references validate product claims and streamline the sales
process, both vital activities in business-to-business (B2B) marketing. –

4. WHY EXTEND YOUR PROGRAM
Sales and marketing teams—not to mention
potential customers—expect relevant
information immediately.

5. GOING GLOBAL WILL HELP YOUR BOTTOM LINE

6. Increase Sales
Needs
Arousal
Post-purchase Brand
Behavior Awareness
The B2B
Buying Cycle
Purchase Selection of
Decision Alternatives
Evaluation of
Alternatives
Influence current and future customers through
the use of third-party validation.

7. Accelerate the Sales Cycle
Logos/Quotes, Case Studies, Social
Media, White papers
Establish
Relationship
Stats and Trends
Deliver and
Recognize Needs
Evaluate
The B2B
Sales Cycle
Webinars, Product/Service-focused
content, Datasheets, Price/Feature
Customer to prospect calls, Case Close the Formulate comparisons, ROI Calculators
studies, Datasheets, Demos, Sale Solution
White papers
Deliver the right content at the right time to close
deals faster.

8. BROADEN YOUR REACH

9. Customer Relations
• Increase customer retention,
loyalty, and repurchase globally
• Strengthen and deepen
relationships with new
customers
• Promote customers as industry
thought leaders
• Create reciprocal trust

10. Five keys to extending your reach
1. Understand the business etiquette.
2. Understand the Culture.
3. Understand the importance of group and social hierarchies.
4. Build strong business relationships.
5. Comply with regional privacy laws.

11. TURN IDEAS INTO ACTION

12. Opportunity Assessment
Do your research
– Reference Audit:
What’s currently
available?
– Process Audit: How
does referencing
happen now?
– How will you structure
the program?

13. Should You Centralize?

14. Centralized Strategy Benefits
• Metrics
• Branding and messaging
• Common legal drafts
• One mission/one goal in
identifying customer
targets
• Single pipeline for requests
• Streamlined resources

15. Centralized Strategy Challenges
• Regions could feel
disconnected
• Language and
culture barriers
• Relationship
management issues

17. Decentralized Strategy Benefits
• Local customers
• Local customs/culture
• Local language
• Local relationships
• Resources familiar with
the territory
• Innate understanding of
nuances

18. Decentralized Strategy Challenges
• May or may not adhere to
common guidelines
• Quality control
• Relevance

20. Best of Both Worlds
• Run a flexible centralized program
– Quality
– Resources
– Localization
– Goals/focus
• Empowerment – educate, trust and verify

21. McDonalds

22. Global, Regional, and Local
Strengths

23. Global, Regional, and Local
Strengths
Local: Closest to the
field and the customer
Local language,
customs and culture.
Direct access with the
field. Responsible for
local pipeline.

24. Global, Regional, and Local
Strengths
Regional: Ability to
coordinate and
communicate
Planning, KPI-setting,
feedback,
communication

25. Global, Regional, and Local
Strengths
Global: Economies of
scale, aligned with
corporate priorities,
resources and budget
Infrastructure
investments, templates,
alignment with corporate
priorities and global
teams

26. You’ve done your research now-
Get Focused
Emerging vs.
GTM’s
Mature markets
Industries Products
Regions Business Groups

27. Goals must be measurable.
• Increase sales
• Support field efforts
• Share your successes
Scorecard visual
• Build trust

28. Who benefits?
Regional
reference • Access to more resources
teams • Potential larger pool of funding
Field
Organization • Better access to customers
• Relevant stories to tell
Customers
• Better coordination
• Proactive relationship building
28

29. Rally the troops
• Legal
• Additional head count/agency resources
• Virtual team
• Other associated programs
• Key stakeholders

30. SELLING YOUR GLOBAL VISION

31. Five keys to extending your reach
1. Understand the business etiquette.
2. Understand the Culture.
3. Understand the importance of group and social hierarchies.
4. Build strong business relationships.
5. Comply with regional privacy laws.

32. Don’t talk with your mouth full,
and other etiquette considerations

33. Business Etiquette
– Simple matters make a big
difference.
– Business cards
– What constitutes acceptable
small talk?
– Are you aware of what hospitality
means in other cultures?

34. Quiz
What should you do when
someone in Asia gives you their
business card?
– Carefully slide it into your wallet
– Place it in your shirt pocket
– Take the card that is offered to
you with both hands, looking at
the card and then at the person,
acknowledging him or her.

35. Culture
– Honorifics and titles
– Using another contact as
a reference
– Being hilarious is not a
universal language
– Genuine interest in
people and a show of
respect do wonders

36. Consider this:

37. Group and Social Hierarchies
– Their importance varies from culture to culture.
– The concept of ‘face’ is universal, how we deal
with it is different.
– “Face” involves our dignity, our self-image, our
social status, our self-respect

38. Strong Business Relationships
– In every society, relationships are important,
but in some cultures, they are essential.
– Protocols for business can affect your ability to
forge the relationships that determine success.
– Often, creating partnerships in
other countries can help
companies cultivate the
relationships that pay off with
strong customer references.

39. Regional Privacy Laws
Uses of customer information that are
acceptable in some countries are against the law
in others. For example HIPPA regulations or SOX
in the US.

40. What Does Success Look Like?
It’s different for everyone
Establish and meet your goals
– Increase sales
– Regional involvement
– Industry focus

41. Conclusion
By extending your reference program
globally you are on the path to achieve
world domination!

42. Keep In Touch
Caroline Thomas
carolinet@metia.com