1

2

Customer Marketing

Establish Your B2B Advocate Marketing Goals Before Choosing Tech Suppliers: Laura Ramos

Reinventing the User Group

Irwin HipsmanDirector, Customer AdvocacyCrimson Hexagon

95% 2X 15

%Irwin Hipsman | Crimson Hexagon

Marketing Advocacy (Level 1)

London: February 23 • $5K • Prospects &

customers• 12 colleagues • 80% talking• VP Sales• Customer

presentation

San Francisco: March 10 • $1K• Customers• 5 colleagues• 40% talking• Round table intros• Customer

presentation

2015 Monitors Built

Jan ‘15 Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan ‘16

5500

5000

4500

4000

3500

3000

2500

2000

1500

1000

500

0

Event EvolutionFeedback (Level 2)

• Beginner and advanced users• Hands-on training• Break-out sessions by

interest

Bespoke User Groups (Level 3)

• By interests• By company

Irwin Hipsman | Crimson Hexagon

33

42

28 7

9

San Fran.

L.A.

Chicago

NYC

Know Your Audience & Cities

SchedulingCity or suburbsVenuesGeo Invites

Marketing or Advocacy

Event mechanics

Customers will tell you want they want

Takeaways

Irwin Hipsman | Crimson Hexagon