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Marketing and Sales teams are constantly striving for greater revenue growth. Customer success is focused on reducing churn, identifying up-sell, and increasing adoption. Customer advocates are often the most potent untapped resource for achieving all of these goals simultaneously. This presentation will deliver actionable insights and share industry examples on how B2B marketers and customer success teams can work together to identify advocates and motivate their support toward customer success and go-to-market objectives. Part of the Customer Engagement Zone series, hosted by Influitive and Gainsight.
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www.customerengagementzone.comthe Customer Zone
Can the Actions of a Single Advocate
Create a Storm of Customer Success?
Presented By
www.customerengagementzone.comthe Customer Zone
Housekeeping
• Interact with us: • Send questions & comments
through the questions panel• Twitter with
#customerengagement
• This webinar is being recorded. Recording will be emailed after the event.
www.customerengagementzone.comthe Customer Zone
Presenters
Dan SteinmanChief Customer
Officer
Chris NewtonVP Business
Development
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Agenda
• What’s an advocate?• How & why will they help?• Data driven Customer Success• Customer Success NEEDS advocates• 5 Best Practices• Q&A
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What’s an Advocate? What’s an advocate?
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Anyone that makes a non-financial investment in your company.
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How can Advocates help?How can Advocates help?
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Advocates Help Across the Entire Lifecycle
Referrals
Product reviewsContent distribution
ReferencesSocial promotion
Media interviews
User groups
Product surveys
Customer Advisory Boards
Analyst briefings
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Why do we advocate?
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To Be Part of the Team!
10
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Provide an Amazing Advocate Experience
Status Access Power Stuff
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success noun \sek-’ses\
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What’s the Goal of Customer Success?
CHURNUPSELL
GROW THE INSTALL BASE
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Customer Success Levers
Product Value Product Adoption Customer Experience
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CSMs Naturally Find Advocates
• Training• Best practices discussions• Survey responses• Support interaction• Community engagement• Renewals discussions
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Find a Champion…and Hitch Your Wagon
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Customer Success/Health is Data-Driven
• Product usage• Marketing engagement• Support interaction• Community involvement
• References• Social media commentary• Product reviews• User groups/advisory boards
Internal
External (advocates)
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The Holy Grail is Overall Customer Health
Internal External
44 + 3983
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Leveraging Advocates for Customer Success
Referrals
Product reviewsContent creation &
distribution
ReferencesSocial promotion
Media interviews
User groups
Product surveys
Customer Advisory Boards
Analyst briefings
Internalchampio
n
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The Right Advocate(s) = Tipping Point?
Advocates could easily be• Salesmen• Mavens• Connectors
…and help you create a tipping point
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Not Just for Prospects
What if this guy
called
this guy?
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Don’t Have To Be a Customer
• Authors• Bloggers• Analysts• Consultants• Industry experts• Partners
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Customer Success NEEDS Advocates
• At least one at every customer
• Not all are created equal
• Best ones may NOT be customers
• Find ‘em and foster ‘em
www.customerengagementzone.comthe Customer Zone
5 Key Takeaways
1. Advocates are valuable, underused resource
2. Provide an amazing advocate experience
3. Broaden your view of possible advocates
4. You have many right now – identify, incent, inspire
5. Always ask, "how can our advocates help?”
www.customerengagementzone.comthe Customer Zone
www.customerengagementzone.comthe Customer Zone
The Customer Engagement Zone
Best practices, solutions and technologies to take customer experience to new levels
Learn more at customerengagementzone.com
Upcoming Webinar: March 19th – featuring ReadyTalk + Vidyard
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