Misia Tramp, VP of Customer Experience Strategy of Metia Group Misia will reveal insight gathered during a study analyzing the key performance attributes of 13 major technology brands and the comparative effectiveness of their customer advocacy and reference programs against seven drivers of success. A detailed executive summary of the research will be shared with all Advocamp delegates after the conference. The insights clearly point to specific strategies and tactics to optimize experiences for advocacy throughout all stages of the customer journey.

1. Misia Tramp
VP Customer Experience Strategy & Insights, Metia Group
UNDERSTANDING THE ROLE OF CUSTOMER ADVOCACY
THROUGHOUT THE CUSTOMER JOURNEY

2. How the market is shifting1
Metia Insights: The Customer
Reference Program Performance
Study
Key takeaways
2
3
4 Delivering against the needs of
sales professionals
5
What drives content resonance
across the customer journey
Agenda

3. How the market is shifting
Aligning advocacy efforts to changing buying patterns
1

4. B2B companies
are moving towards
service-based
models
Leaders deliver
customer outcomes
instead of point
offers
Active usage/
engagement is the
greatest predictor of
value and ROI
Speed to
value wins
Consumption economics is driving the need to
change how businesses drive advocacy

5. “The product B2B model was
designed to sell things to customers,
whereas the new B4B model will be
about delivering outcomes for
customers.”
J.B. Wood,
B4B: How Technology and Big Data Are Reinventing
the Customer-Supplier Relationship

6. “The other thing that I'm also
very focused on is there's no
more of this: OK, we sell
something and then we
forget about it, or we're blind
to what you do with our
license. If anything, we are
very, very focused on how
are you using it, how are
you consuming it. Because
if you look at all the leading
indicators, or metrics, even
my field compensation is no
longer just tied to revenue
numbers. It's tied to usage
and usage growth.”
Satya Nadella
CEO, Microsoft
6
Selling
ProcessSelect
Lead
1
Sell it
Right
Qualify
Lead
Develop
Strategy
Present
Value
Prove
Value
Negotiate
Terms
Consumption
Process
Assess
Onboard
Manage
Usage
CUSTOMER
SUCCESS
FOCUS +
TEAM
APPROACH
Ready
Report
Progress
Identify new
services or
users
Upsell/
Cross-sell
Renew
2
Implement/
Deploy
3
Drive
Usage
4
Grow &
Extend

7. What drives content resonance
across the customer journey?
Ensuring advocacy content and engagement is credible
2

8. TO DRIVE ADVOCACY
FOCUS ON THE FAIR
EXCHANGE OF VALUE
What brands
are saying
What audiences
want to hear

9. Networking solutions
Community and engagement
Three Step Mobility and IoT
Digital Transformation
Cloud security
Network
IoT
Transform
Digital transformation
Business strategy
Team management
Managing change
Big data
What brands
are saying
What audiences
want to hear

10. Content I should consume
Content I need
to consume
Content I want
to consume
“I will consume your content”
“I will actively engage”
“I will contribute”

11. Metia Insights
Customer Reference Program Performance Study: October 2017
3

12. Brands included in study
Source: Customer Reference Program Performance Study - October 2017, Metia
Group

13. The seven pillars of program performance
Drivers of reference credibility
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
Outcome
Focused
Content
effectiveness
comes from
demonstrating
measurable
success and ROI
Customer
Centric
Content that
heavily leverages
the customer
voice and that
has a strong
emphasis on not
only the product,
but the end
customer-
experience
Diverse
Formats
Modernized
templates, use of
multimedia;
content that fits
diverse
consumption
preferences
Brand
Endorsed
Public case
studies by
credible,
household
brands and
regional or
industry-specific
SMBs
Diverse
Content
Content diverse
enough that
customers can
find uses cases
that are hyper-
relevant to their
‘unique’ situation
Current
New, constantly
changing content
and the ability to
easily discover
the most recent
(and relevant)
content
Discoverabl
e
Rapid and
effective access
to reference
materials, as well
as the ability to
search, classify,
and tag content

14. Average performance against credibility
drivers: technology industry
Best practice
performance
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
0
10
20
30
40
50
60
70
80
90
100
Outcome
Focused
Customer
Centric
Brand
Endorsed
Diverse
Formats
Relevant
Content
Discoverable Current

15. Biggest barriers to improved performance:
technology industry
0
10
20
30
40
50
60
70
80
90
100
Outcome
Focused
Customer
Centric
Brand
Endorsed
Diverse
Formats
Relevant
Content
Discoverable Current
Source: Customer Reference Program Performance Study - October 2017, Metia
Group

16. Top performing reference programs against
credibility drivers: technology industry
• Current
• Customer Centric
• Outcome Focused
• Diverse Formats
…..drive best of breed
performance today
0% 20% 40% 60% 80% 100%
Average
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
Dell
Microsoft
Cisco

17. Outcome Focused: best practices
• Quantifiable rather than
anecdotal evidence is key
• Content should be searchable by
outcome
0
10
20
30
40
50
60
70
80
90
100
86%
Average
Rating
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
TOP

18. Customer Centric: best practices
0
10
20
30
40
50
60
70
80
90
100
• Differentiating the storytelling is
key – authenticity and
effortlessness are the key
opportunities
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
79%
Average
Rating
MIDDLE

19. Brand Endorsed: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
78%
Average
Rating
MIDDLE
• Be your own best customer
• Focus on unexpected brands as
well as the ‘table stakes’ big
brands

20. Diverse Formats: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
• Focus on the broadest set of
learning styles & enable a
content journey
71%
Average
Rating
MIDDLE

21. Relevant Content: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
67%
Average
Rating
MIDDLE
• Persona-alize even if you can’t
truly personalize
• Localization matters – (regionally
not just globally)

22. Discoverable: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
63%
Average
Rating
MIDDLE
• Getting the basics right on
filtering is critical to drive content
consumption
• Be clear that a desired CTA is
sharing and advocating!

23. Current: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia
Group
43%
Average
Rating
BOTTOM
• Content needs to change at the
pace of the market
• Can your customers filter by date?

24. Delivering against the needs
of sales professionals
Ensuring a fair exchange of value
4

25. SocialSolitary
Learning styles drive content preferences
among sales professionals
SEE ITREAD IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017

26. SocialSolitary
If they can’t find it, they will not come
• Focus on
discoverability &
filtering
• Outcome based
• Multiple persona
perspectives to
drive conversations
READ IT SEE IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017

27. SocialSolitary
Can you (really) prove it?
• Integrate real time data
tools to highlight
customer success
• Reuse and extent the
value of visual content
• Focus on ‘educating’
not ‘selling’
SEE ITREAD IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017

28. SocialSolitary
Enable a conversation
• Create internal communities
to share best practices
• Make the customer the hero
• Reward and recognize
participation in programs
SEE ITREAD IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017

29. SocialSolitary
Integrating workflows is the key to
participation
• Wire advocacy efforts
into the Sales Process
• Align existing advocates
to prospects throughout
POCs/ Sales process
SEE ITREAD IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017

30. Key takeaways
5

31. Key takeaways
Delivering resonance… …across the whole journey

32. Key takeaways
• Is there a fair exchange of value?
Why advocate?
• Are you aligned with customer
priorities and the language they
are using?
(your sales teams are your customer too)
• Use learning models to explore
how to drive resonant content

33. Questions?
Thank you
Misia.tramp@metia.com Download the Understanding the Seven Drivers of
Customer Reference Report 2017
www.metia.com/downloads