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Similar to Treating B2B like BFFs
Treating B2B like BFFs
- 1. © 2016 Code42Software Inc. All rights reserved. Treating B2B like BFFs HOW ADVOCACY CAN TAKE YOUR MARKETING FROM SECOND-RATE TO FIRST-CLASS
- 2. © 2016 Code42Software Inc. All rights reserved. Business is always personal.
- 3. © 2016 Code42Software Inc. All rights reserved. A lifetime of memories…
- 4. © 2016 Code42Software Inc. All rights reserved. A lifetime of memories…
- 5. © 2016 Code42Software Inc. All rights reserved. Even big business is personal. • Human experiences are what sets companies apart. B2B buyers are people too! • Engagement/advocacy goes beyond the brand relationship • Companies can overcome the cold “virtual” relationship • Engagement and advocacy can help you cut through the noise
- 6. © 2016 Code42Software Inc. All rights reserved. Who is Code42?
- 7. © 2016 Code42Software Inc. All rights reserved. • Founded in 2001, HQ in Minneapolis, MN • Offices in Denver, San Francisco, London and Munich • Enterprise SaaS company with 420+ employees • Protect data on employee laptops and desktops • More than 39,000 business customers, including HBO, Adobe, Salesforce, MIT, Stanford University, National Geographic, etc. • Poised for engagement/advocacy success
- 8. © 2016 Code42Software Inc. All rights reserved. The dark ages
- 9. © 2016 Code42Software Inc. All rights reserved. Resulted in: • Slow, manual process with many disparate spreadsheets • Unenthusiastic sales people • Customers without an avenue for advocacy • Lackluster case studies • Frequent fliers Securing customer references for sales and marketing activities was a struggle.
- 10. © 2016 Code42Software Inc. All rights reserved. Reviews, please The B2B tech buyer: • Skeptical • Suspicious of marketing, trusts peers • Likes to share opinions and expertise • Often cannot publicly endorse a product 60% of tech buyers look for reviews during the buying process. Reviews allow customers to be honest Reviews help companies overcome the testimonial problem
- 11. © 2016 Code42Software Inc. All rights reserved. Launching our engagement/advocacy program Customer Validation • Case studies/testimonials/logo usage • Customer bylines/PR placements • TechValidate—customer data points, identify potential evangelists Customer Engagement • Code42 AdvocateHub (Influitive platform) • Code42 user conference and user groups • Customer Advisory Council • Communications—newsletter, release/maintenance notifications, nurturing programs • Highlight the quality and breadth of Code42 customer base to prospects • Keep current customers connected and engaged with Code42
- 12. © 2016 Code42Software Inc. All rights reserved. Enter Influitive
- 13. © 2016 Code42Software Inc. All rights reserved.
- 14. © 2016 Code42Software Inc. All rights reserved. Who are the Code42 advocates? • IT manager, sys admin, desktop manager • Enterprise or mid-market account • Technical contact at organization • Happy CrashPlan user • Participated, or has shown interest in, engagement activities with Code42
- 15. © 2016 Code42Software Inc. All rights reserved. Want reviews? Just ask! Implemented a customer engagement platform to create a community of engaged advocates • Allow us to use gamification to make it fun and to keep them coming back • Issued challenges to advocates, pointing them to review opportunities online • Gave them points for their reviews, which they could redeem for gift cards, Code42 swag, etc. • Keep the ask simple – don’t lead advocates or tell them what to say
- 16. © 2016 Code42Software Inc. All rights reserved. ONLINE REVIEWS
- 17. © 2016 Code42Software Inc. All rights reserved. Engagement/advocacy program results Code42 AdvocateHub • 768 advocates from 350 companies • Over 37,000 challenges completed • 447 online reviews completed • Customer contributions to blog posts, presentations, news releases, bylines, etc.
- 18. © 2016 Code42Software Inc. All rights reserved. Beyond the numbers Benefits we didn’t expect: • Increased visibility in our organization • Content/testimonials/challenges from our engagement programs have been used in executive presentations, highlighted to the entire company and featured online • An army to mobilize to combat online trolling or genuine questions • Additional headcount for the advocacy/engagement team • Personal career growth! “It’s possibly the best example I’ve seen of a company engagement with its customers in a way that is informative, fun and rewarding for all parties involved.”
- 19. © 2016 Code42Software Inc. All rights reserved. Make it personal.
Editor's Notes
- #2 Hi, I’m Angela Higgins from Code42. I’m here to share how our advocacy program has taken our marketing and customer programs to the next level. But first, I want to share a story of how engagement can be a tipping point in both business and your personal life.
- #3 Saw our dream home listed online, never thought we could afford it Just happened to drive by the open house, decided to check it out – uh oh Learned it was owned by original, who’s first husband had built himself. Decided to write a letter Nothing manipulative, just wanted to introduce ourselves and let them who we were, and how much we loved the house Made an offer, and reached a standstill after back and forth negotiations both parties walked away, we thought that was it. Suddenly Lois came back and accepted our final offer
- #4 We’ve gotten to know Lois, and many of the stories of the home over its 65+ year history
- #5 There are million of real estate transactions each day. Personal relationships impact these sales every day. Wonderful experience.
- #6 Even large companies with thousands of customers can have personal relationships with their customers and partners. And the very best do. Beyond the brand relationship – I can think of many companies that I still think are “cool” and “hip” but that I’ve had terrible engagement experiences with.
- #8 With thousands of happy customers, we were ready for an engagement program. In my time at other tech companies, I’ve never seen such enthusiastic customers.
- #11 Reviews give customers a way to advocate for a product, even when they can’t do so publicly, in a case study or news release.
- #16 Before we asked our advocates, we did a lot of work to set up our customer engagement platform.
- #17 Side benefits of reviews Many of these vendors package up reviews in a particular category, and offer it for purchase/syndication. Often you’re included whether you purchase the report or not – keeping reviews flowing make sure that you’re well-represented.
- #18 We’ve seen results far beyond our number of online reviews.
- #19 We’ve seen results far beyond our number of online reviews.
- #20 We’ve gotten to know Lois, and many of the stories of the home over its 65+ year history