The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans

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The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans The Customer Success movement has changed the way marketers think about acquiring, nurturing, and promoting customers. There’s no longer any glory in building your logo wall unless there’s an evangelist and referral engine behind each one. In this presentation, Gainsight’s Anthony Kennada and Influitive’s Jim Williams share new perspectives on how Customer Success drive revenue growth by building and mobilizing advocates. In this webinar you will discover how to: - Identify and sell to the right prospects - Nurture new customers for quicker time-to-advocacy - Build intrinsic relationships that inspire advocates for life The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.

2014 Gainsight, Inc. All rights reserved.
The Last Mile
from Success to
Advocacy
July
2014

2014 Gainsight, Inc. All rights reserved.
Today’s Panelists
Anthony Kennada
VP of Marketing
@akennada
Jim Williams
VP of Marketing
@jimcwilliams

2014 Gainsight, Inc. All rights reserved.
We have entered the “age of the customer”
Source: Forrester
1900 1960 1990 2010
Age of Manufacturing
Mass manufacturing
makes industrial
powerhouses
successful
Age of Distribution
Global connections
and transportation
systems make
distribution key
Age of Information
Connected PCs and
supply chains mean
those that control
information flow dominate
Age of the Customer
Empowered buyers
demand a new level
of customer obsession
Beyond
• Ford
• Boeing
• GE
• RCA
• Wal-Mart
• Toyota
• P&G
• UPS
• Oracle
• Microsoft
• IBM
• SAP
• Yammer
• Salesforce.com
• Box
• Marketo

2014 Gainsight, Inc. All rights reserved.
Who trust us less
Friends & peers

Ads, ads &
more ads 

2014 Gainsight, Inc. All rights reserved.
Meanwhile the market…

2014 Gainsight, Inc. All rights reserved.
Meanwhile the market…

2014 Gainsight, Inc. All rights reserved.
How do we win both?

2014 Gainsight, Inc. All rights reserved.

75% of the buying
process is complete
before a B2B prospect
contacts a company
60% of tech B2B
customers search for peer
testimonials on products
84% of B2B decision makers
start their buying process with a
referral from a trusted peer.

2014 Gainsight, Inc. All rights reserved.
BUILD ADVOCACY

2014 Gainsight, Inc. All rights reserved.
Ensure Adoption

2014 Gainsight, Inc. All rights reserved.
Engagement Analytics

2014 Gainsight, Inc. All rights reserved.
Validate Value

2014 Gainsight, Inc. All rights reserved.
Success Snapshots

2014 Gainsight, Inc. All rights reserved.
Grow LTV

2014 Gainsight, Inc. All rights reserved.
White-space Analysis

2014 Gainsight, Inc. All rights reserved.
So, who are your advocates?
Customers
and prospects
Employees
and alumni
Partners
Developers

2014 Gainsight, Inc. All rights reserved.
MOBILIZE ADVOCATES

2014 Gainsight, Inc. All rights reserved.
UNDERSTAND THEM

2014 Gainsight, Inc. All rights reserved.
25% Oracles
8% Starlets
53% Super-
connectors
14% Gurus

2014 Gainsight, Inc. All rights reserved.
ENTERTAIN THEM

2014 Gainsight, Inc. All rights reserved.

2014 Gainsight, Inc. All rights reserved.

2014 Gainsight, Inc. All rights reserved.

2014 Gainsight, Inc. All rights reserved.
RECOGNIZE THEM

Advocate motivation
Status Access Power Stuff

2014 Gainsight, Inc. All rights reserved.
MOBILIZE THEM

Can you do me a favor?

2014 Gainsight, Inc. All rights reserved.
THE FUTURE

2014 Gainsight, Inc. All rights reserved.
The rewards are high. Get started
Source: Deloitte

2014 Gainsight, Inc. All rights reserved.
QUESTIONS
SALES@GAINSIGHT.COM
NEXT WEBINAR:
http://bitly.com/CSMComms

2014 Gainsight, Inc. All rights reserved.
Thanks For
Joining!

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The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans

1. 2014 Gainsight, Inc. All rights reserved. The Last Mile from Success to Advocacy July 2014

2. 2014 Gainsight, Inc. All rights reserved. Today’s Panelists Anthony Kennada VP of Marketing @akennada Jim Williams VP of Marketing @jimcwilliams

3. 2014 Gainsight, Inc. All rights reserved. We have entered the “age of the customer” Source: Forrester 1900 1960 1990 2010 Age of Manufacturing Mass manufacturing makes industrial powerhouses successful Age of Distribution Global connections and transportation systems make distribution key Age of Information Connected PCs and supply chains mean those that control information flow dominate Age of the Customer Empowered buyers demand a new level of customer obsession Beyond • Ford • Boeing • GE • RCA • Wal-Mart • Toyota • P&G • UPS • Oracle • Microsoft • IBM • SAP • Yammer • Salesforce.com • Box • Marketo

4. 2014 Gainsight, Inc. All rights reserved. Who trust us less Friends & peers  Ads, ads & more ads 

5. 2014 Gainsight, Inc. All rights reserved. Meanwhile the market…

6. 2014 Gainsight, Inc. All rights reserved. Meanwhile the market…

7. 2014 Gainsight, Inc. All rights reserved. How do we win both?

8. 2014 Gainsight, Inc. All rights reserved.

9. 75% of the buying process is complete before a B2B prospect contacts a company 60% of tech B2B customers search for peer testimonials on products 84% of B2B decision makers start their buying process with a referral from a trusted peer.

10. 2014 Gainsight, Inc. All rights reserved. BUILD ADVOCACY

11. 2014 Gainsight, Inc. All rights reserved. Ensure Adoption

12. 2014 Gainsight, Inc. All rights reserved. Engagement Analytics

13. 2014 Gainsight, Inc. All rights reserved. Validate Value

14. 2014 Gainsight, Inc. All rights reserved. Success Snapshots

15. 2014 Gainsight, Inc. All rights reserved. Grow LTV

16. 2014 Gainsight, Inc. All rights reserved. White-space Analysis

17. 2014 Gainsight, Inc. All rights reserved. So, who are your advocates? Customers and prospects Employees and alumni Partners Developers

18. 2014 Gainsight, Inc. All rights reserved. MOBILIZE ADVOCATES

19. 2014 Gainsight, Inc. All rights reserved. UNDERSTAND THEM

20. 2014 Gainsight, Inc. All rights reserved. 25% Oracles 8% Starlets 53% Super- connectors 14% Gurus

21. 2014 Gainsight, Inc. All rights reserved. ENTERTAIN THEM

22. 2014 Gainsight, Inc. All rights reserved.

23. 2014 Gainsight, Inc. All rights reserved.

24. 2014 Gainsight, Inc. All rights reserved.

25. 2014 Gainsight, Inc. All rights reserved. RECOGNIZE THEM

26. Advocate motivation Status Access Power Stuff

27. 2014 Gainsight, Inc. All rights reserved. MOBILIZE THEM

28. Can you do me a favor?

29.

30. 2014 Gainsight, Inc. All rights reserved. THE FUTURE

31. 2014 Gainsight, Inc. All rights reserved. The rewards are high. Get started Source: Deloitte

32. 2014 Gainsight, Inc. All rights reserved. QUESTIONS SALES@GAINSIGHT.COM NEXT WEBINAR: http://bitly.com/CSMComms

33. 2014 Gainsight, Inc. All rights reserved. Thanks For Joining!