Building a Global Customer Advocacy Program
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How can you grow a global customer advocacy program that highlights your facilitates customer growth, word of mouth marketing and brand development? Join Lauren Olerich, International Marketing, Gainsight and Laura O’Neill, Customer Marketing Associate, Gainsight on September 8, 7:00am - 8:00am PT as they deep dive on issues such as utilizing one-to-many campaigns to enable advocacy across segments, creating a customer reward program that works, and more.
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Building a Global Customer Advocacy Program
- 1. 08.09.2016 Building a Global Customer Advocacy Program
- 2. Director of International Marketing Lauren Olerich Customer Marketing Associate Laura O’Neill
- 3. Todays Agenda Why Advocacy is Important to Customer Success Gainsight’s Global Advocacy Program Foundations of a Global Customer Advocacy Program 1 2 3
- 4. Why is Advocacy Important to Customer Success? Customer Marketing Associate Laura O’Neill
- 5. Advocacy “Public support for or recommendation of a particular cause or policy. “
- 6. Why is Advocacy important? Advocacy is important to retain customers and increase customer lifetime value. Advocacy is a very powerful component of the sales cycle. Advocacy creates strong business partnerships and broadens personal business connections.
- 7. Logo Approval Customer Content Sales References Referrals Speaking Engagements Customer Advisory Boards Product Reviews Social Sharing Types of Customer Advocacy
- 8. ©2016 Gainsight. All Rights Reserved.
- 9. ©2016 Gainsight. All Rights Reserved. Before the Ask What is the prospect’s objective? Customer’s time is valuable Have you done the research?
- 10. Foundations of A Global Customer Advocacy Program Director of International Marketing Lauren Olerich
- 13. • No Slogan • Product is not unique • 40+ year old company Their Challenge: Make buying coffee a unique experience to set them apart from the competition.
- 14. • Ranked one of the most valuable global brands • More than just a “coffee shop” • Focus on community • Digital experience
- 15. • Strong loyalty program • Brand authenticity • True to heritage • Global recognition • Social conscience • Locally designed stores • Innovative products
- 16. They stay longer, buy more, and continually increase awareness and interest through word of mouth. Advocates are Stronger Customers
- 17. They stay longer, buy more, and continually increase awareness and interest through word of mouth. • Tell internal colleagues and people outside of work • Participate in co-marketing • Leave positive reviews • Speak at events Advocates are Stronger Customers
- 18. Setting Goals for your Advocacy Program • New revenue influenced by advocates • Additional revenue from expansion • Growth in customer health Fundamental Goals:
- 19. •Public Goodwill •Branding Support •Social Proof Setting Goals for your Advocacy Program Secondary Goals:
- 20. •Public Goodwill •Branding Support •Social Proof Setting Goals for your Advocacy Program Secondary Goals:
- 21. • Be meticulous. Look at traits of previous advocates and detractors • Be quick. Identify advocate candidates early on with NPS • Be vigilant. Keep tabs on advocate movement to new roles • Be organized. Add a status to each record to indicate advocacy health • Be diverse. Look for advocates that satisfy a variety of criteria • Be selective. Not all successful customers should be approached • Be personal. Get to know your customers’ motivations at a person-level Operationalizing the Advocacy Process Decide which customers will be advocates
- 22. Aligning Advocacy to Customer Lifecycle Join the Customer Community Go Live User Adoption Continuous Improvement Industry Thought Leader • Align against lifecycle • Introduce softly • Build at each step Begin Implementation
- 23. Logo Use Case Study Video Testimonial Go Live Announcement Sales Reference Speaking Engagements Online Review Aligning Advocacy to Customer Lifecycle Join the Customer Community Begin Implementation Go Live User Adoption Continuous Improvement Industry Thought Leader • Align against lifecycle • Introduce softly • Build at each step
- 24. Aligning Advocacy to Customer Lifecycle Join the Customer Community Begin Implementation Go Live User Adoption Continuous Improvement Industry Thought Leader • Align against lifecycle • Introduce softly • Build at each step • Visually show advocacy is evidence of a partnership – and not a favor they provide • Revisit at Lifecycle Milestones Logo Use Case Study Video Testimonial Go Live Announcement Sales Reference Speaking Engagements Online Review
- 25. Measuring Outcomes and ROI of Advocacy What You NeedMetrics to Measure
- 26. Measuring Outcomes and ROI of Advocacy • Second order revenue from repeat buyers • Referrals from customers • % of customers that are advocates • Deals and dollar value influenced by reference calls • Leads generated through customer content • Leads from the CS team What You NeedMetrics to Measure
- 27. Measuring Outcomes and ROI of Advocacy • Second order revenue from repeat buyers • Referrals from customers • % of customers that are advocates • Deals and dollar value influenced by reference calls • Leads generated through customer content • Leads from the CS team • Process and system in place to tie advocates to sales opportunities • Recording and tracking customer influences (i.e. references) • Ability to track sponsors and advocates as they move between companies • Customer facing portal to submit referrals What You NeedMetrics to Measure
- 28. • Customers are inundated with offers to BUY! • Market for loyalty • Reuse campaigns, but tailor them to the advocate journey • Build your brand and reputation • Make the advocacy process fun • Reward and recognize advocates for their actions Things to keep in mind: Considerations for Advocacy Programs
- 29. Gainsight’s Advocacy Program Customer Marketing Associate Laura O’Neill
- 30. Customer Advocacy at Gainsight 300+ Public Reviews of Gainsight 500+ Members in Online Community 500+ Advocates in Customer Success HQ
- 31. Path to Advocacy Success 2015 2016 and Beyond Pulse Conference peaks over 1k attendees Reference process implemented within Gainsight Purchased Influitive Customer base grows and advocates are developed 2013-14
- 32. Path to Advocacy Success 2015 2016 and Beyond Pulse Conference peaks over 1k attendees Reference process implemented within Gainsight Purchased Influitive Customer base grows and advocates are developed 2K attendees at Pulse Conference Customer testimonials at Pulse Gamification feature added to Community First customer case studies and videos on website Dedicated customer marketer 2013-14
- 33. Path to Advocacy Success 2015 2016 and Beyond Pulse Conference peaks over 1k attendees Reference process implemented within Gainsight Purchased Influitive Customer base grows and advocates are developed 2K attendees at Pulse Conference Customer testimonials at Pulse Gamification feature added to Community First customer case studies and videos on website Dedicated customer marketer Improved reference process CSM and marketing alignment Showcasing customer stories at Pulse and on Website Aligning advocacy to the customer lifecycle Measuring the outcomes and ROI of Advocacy 2013-14
- 34. Path to Advocacy Success 2015 2016 and Beyond Pulse Conference peaks over 1k attendees Reference process implemented within Gainsight Purchased Influitive Customer base grows and advocates are developed 2K attendees at Pulse Conference Customer testimonials at Pulse Gamification feature added to Community First customer case studies and videos on website Dedicated customer marketer Improve reference process CSM and marketing alignment Showcasing customer stories at Pulse and on Website Aligning advocacy to the customer lifecycle Measuring the outcomes and ROI of Advocacy 2013-14
- 35. Gainsight’s Customer Advocacy Toolkit Dashboards Cockpit Influitive Chatter
- 37. Our Reference Process Prospect asks for reference AE notes important criteria for reference Customer Marketing receives reference request Customer Marketing introduces chosen customer to AE AR introduces customer to prospect AE follows up with Prospect to make sure it was completed AE closes the loop with Customer Marketing Customer Marketing thanks Customer for time & send them a gift!
- 38. Key Takeaways • Customer advocacy is a cross-functional initiative where customer success and marketing teams should be aligned • Have the right people and technology in place to be effective • Create scalable processes to enable and measure advocacy • Have a two-way partnership with advocates • Monitor and track advocacy to improve on processes and measure ROI
- 39. Questions? Director of International Marketing Lauren Olerich Customer Marketing Associate Laura O’Neill
Hinweis der Redaktion
- Advocacy creates partnerships
- Telling the prospect that we value our customers and we want to see this meeting til the end Identifying the most important thing they want to get from the meeting AE using Gainsight to provide suggestions
- To kick things off, I’d like everyone on the webinar to think of some of their favorite consumer brands Here are some examples to get the ideas flowing As a consumer we have an overwhelming amount of choices when we decide to buy clothes, furniture, apparel, caffeinated drinks… To stand out in all that noise, companies need to build AND maintain a strong brand We see it all the time in the consumer world Companies create Something that’s unique Something that brings in new customers Something that fosters loyalty among existing customers As an example, I’d like to focus on one brand in particular…
- Starbucks!
- Think about Starbucks for a second Their main product – coffee – is not unique There are plenty of other competitors in their space Caffé Nero, Peet’s, Costa Coffee, Dunkin, McCafe You also have Brew-at-home coffee as an option And of course, Independent coffee shops Starbucks doesn’t have a catchy slogan They’ve been in business since the early 70s Their very real challenge is how to make buying COFFEE a memorable experience that the buyer will choose to repeat
- And yet, Starbucks has found a way to continually top the lists honoring the “best global brands” …They’ve become more than just a coffee shop Starbucks provides a unique, authentic experience for the buyer Each store has a warmth to it Comfy lounge chairs that people occupy for hours You don’t just run out the door with your hot beverage You are a part of their community Starbucks has also innovated to stay more connected to the digital buyer You can order or pay for your drink from your mobile phone You get a free weekly song download via iTunes And everyone’s favorite… free internet
- Not to mention that the Starbucks Rewards loyalty program is one of the most celebrated programs out there It’s among these reasons, and a handful of others, that Starbucks retains customers so efficiently AND, those retained customers become strong advocates. Loyal customers default to the recognizable Starbucks brand when traveling… Loyal customers visit Starbucks 160% more often Loyal customers introduce their friends to the rewards program In the B2B world: Those increased visits are tied to the concepts of adoption, renewals, and upsells
- Now, as Laura mentioned earlier, advocacy programs can be very powerful. In addition to being a crucial piece of the sales cycle for referrals and to build strong partnerships…. Advocates become STRONGER customers They buy more from you over time They stay longer And through word of mouth, they attract potential customers to your solution or product
- You can empower your customers to spread the word about your product or service in a variety of ways – many of which Laura mentioned earlier From asking for a public review to building co-marketing content, there are proactive steps you can take to increase advocacy
- It’s important to outline the goals of your global advocacy program early on You’ll want to monitor these quarter to quarter to ensure that your campaigns are effective You should track these three things: Revenue from new customers with an advocacy “touch” (such as a reference call) Expansion revenue from existing customers Growth in customer health For each account, it’s critical to also know the density of advocates. Is there one power user who is the go-to for reference requests and speaking engagements? OR -- Are there countless advocates who participate regularly in your rewards challenges? OR -- Are there accounts without any advocates?
- There is a level of secondary goals that you MIGHT want to keep track of as well Here are a few examples… Take, for instance, Social Proof
- Think about a big technology purchase your team has made in the past. How did you start the evaluation process? Was it… Emailing their sales team directly? Researching the space on Google? Looking for an opinion from one of your peers on a review site like AppExchange or G2 Crowd? How did you ultimately make the decision to move forward with a particular vendor? How much weight would you give to the vendor that has the best online reputation? … Increasing the amount of social proof AND encouraging your customers to talk about your product or service – is critical.
- As you look to your customer base to find advocates, it’s important not to make assumptions about who should or should NOT be participating in a formal advocacy program On this slide you’ll see some tips to consider when you’re implementing an advocacy program. I’d like to highlight a few --- First – Be meticulous. It’s important to take inventory of who your advocates and detractors are NOW Who speaks at your events Who is on your customer advisory board? Who is always happy to take a reference call? Who’s given you logo approval? Now consider..… What sets them apart from the people who maybe gave you a negative online review? Or expressed frustration to your CEO? When you better understand the traits of your advocates, you’ll find it easy to spot the “advocates in hiding” Second – Be quick. You can easily find potential advocates when you dig through NPS results Have you conducted a NPS survey recently? When a promoter comes through, they should be one of your first targets to participate in advocacy activities Also, if you don’t have it in place already, it’s a great idea to set up a NPS survey after implementation to catch people who are set up for success Third – Be Vigilant. Its guaranteed that over time, some of your advocates are going to get promoted or change jobs If you set up an executive sponsor program to keep tabs on your advocates as they move into new roles… they could be your next referral waiting to happen You also want to stay organized when building a centralized list of advocates How can you do that? Try adding an advocacy status to each record or accont Use it to keep track if they have been, are willing to be, won’t be, or can’t be an advocate at some point. One other thing I’d like to highlight – which is especially important for global advocacy programs is the need to attract a diverse advocate base That can materialize in the form of a variety of geographies, industries, company sizes, product use cases… Remember that some industries are less open to advocacy And, different company sizes behave differently Having a diverse set of advocates will better prepare you for any situation that arises
- Once you’ve set up the process for identifying advocates, you need to consider WHEN there will be moments for advocacy within the Customer Lifecycle Let’s think back to the Starbucks Rewards program… I’ve been a gold member cardholder since 2011 For the past 5 years, I’ve purposefully chosen Starbucks over other chains when I’m in need of a caffeine fix However, the first time I purchased something from Starbucks was WELL BEFORE 2011 Why didn’t I join the rewards program earlier? It’s because I was, essentially, ONBOARDING I was gaining the necessary skills and knowledge to know how to order drinks the “right way” I was trying out their different products… seeing what was the best fit for me Once I had a good feel for what the Starbucks brand represents, it was a no brainer to join the loyalty program In fact, if I remember correctly, it was a friend who told me about the free refills for gold members… It was a combination of her positive review and the special perks for members that piqued my interest
- As you think of how this applies to the B2B world, advocacy events will align with lifecycle milestones
- When you get out of implementation, that may be the right time to ask for logo approval However, for some companies, the logo approval conversation happens later… after the First Value Delivery moment Later on in the lifecycle, when customers are fully adopting, that’s when it’s best to ask for an advocate to participate on a reference call Every company is different… Once an advocate hits a point in their lifecycle – a milestone, you’ll learn exactly what to do with them to match their loyalty level. For example, if a customer’s about 9 months past implementation, that’s when you can think about making the case study “ask”
- Now let’s discuss which metrics to keep track of to better understand the ROI of an advocacy program…
- As you look at this slide, think about the metrics that you’re currently tracking if you have an advocacy program in place… Second order revenue – this tracks when an executive sponsor leaves and goes to another company These are the people who will purchase your solution multiple times Keeping track of the advocates who move companies and THEN enter a sales cycle will reveal the amount of 2nd order revenue Here at Gainsight we’re rolling out a referral program, which will have a direct impact on lead gen The referrals from our top advocates are very high quality leads we hope that those leads end up having a higher close rate I’ll call out one more bullet here – the deals and dollar value influenced by reference calls In just a bit, Laura will walk us through our reference process As long as you close the loop with Sales and Customer Success, it’ll be very easy to see the impact of the references you facilitate You’ll likely find that the close/win rates are significantly higher when a reference is involved
- Advocates and references are critical to Customer Success. In addition to managing expectations from the beginning, you’ll need a variety of systems and processes in place to track everything from references to referrals to exec sponsor changes… It’s important to start early --- don’t make advocacy an afterthought!
- I’ll add in one final thought before I pass it back to Laura… Customers are inundated with offers and the opportunity to buy… from YOU and your competitors. But there’s something crucial to keep in mind You WILL be successful if you market for loyalty You should continually build your brand You should educate customers. You should run campaigns that don't sell anything except your company. We’re talking… Thought leadership …tips and tricks …fun stuff about the product Can you reuse campaigns from your marketing team? YES Can you reuse training and support materials from your customer success team? YES BUT —> Be sure to develop content and moments that are tailored for the advocate journey. Be mindful that their journey differs from segment to segment, across geos, and as they change jobs BUILDING your brand and your reputation is crucial Have fun with it! Sometimes your customers just need to be told that you love them