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High-Impact EventsHow Advocates Fuel Growth
Customer Marketing [email protected]
Shanann Klaver
Twitter: @ShanannK
AgendaGrowing at Optimizely
High-Impact Events
Recap & Questions
Growing at Optimizely
““
Sheryl Sandberg
If you are offered a seat on a rocketship, don’t ask what seat! Just get on.
10,000
AdobeGWOVWO
SiteSpect
Monetate
MaxymiserQubit
2,000
0
4,000
6,000
8,000
Q1 201
1
Q4 201
1
Q3 201
2
Q2 201
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Q1 201
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Q2 201
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Q4 201
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Optimizely
Source: BuiltWith
Num
ber o
f site
s
Customer Growth
Need
Know
Like
Trust
Try
Buy
Complete
Repeat
Refer
Sales
Customer
SuccessMarketi
ng
89% of companies surveyed by Gartner believe that
customer experience will be their primary basis for competition in 2016
Source: Gartner, Inc., Gartner Predicts a Customer Experience Battlefield, February
2015
Customer Experience Touch Points
Before Purchase During Purchase After Purchase
Advertising Website Community
Social Media Sales team Support team
Networking Conference Workshops
High-Impact Events
Product Workshops
Executive Networking
Annual Conference
Product Workshops
Executive Networking
Annual Conferences
Audience
• Customers
• Sophisticated users
• Product champions
Objectives
• Product adoption
• Feedback
• Upsell opportunities
““
Awesome Optimizely Customer
The exercise where we split up and customized landing pages for different audiences wasn’t just useful, but a great way to break the ice with other attendees.
Drive content generation at customer events.
Product Workshops
Executive Networking
Annual Conferences
Audience
• Customers & Prospects
• Decision makers
Objectives
• Relationship building
• Peer connections
• Closing deals
““
Executive Prospect
You guys really created a great vibe with your event and your drive for doing things right clearly spills into the innovation in your product.
Product Workshops
Executive Networking
Annual Conferences
Audience
• Customers & Prospects
• VIP
Objectives
• Spotlighting
• Relationship building
• Closing deals
Private Kick-off Party
Expedited check-in
Custom Backpacks
Front-row session seating
Culinary experience lunch
VIP Experience
““
Opticon VIP Attendee
That VIP lunch at Opticon will live on in my memory as the best trade show lunch EVER!
Recap Align with your larger business
objectives
Connect your advocates with
prospects
Make it an experience
