How to Build a Successful Customer Advocacy Program
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The document discusses how Apttus and Gainsight manage customer advocacy programs. It provides details on how: - Both companies align their customer success and marketing teams to recruit and enable advocates through programs like user conferences, communities, and incentive programs. - Apttus built advocacy over time by increasing conference attendance, launching a community, and aligning sales and marketing. Gainsight improved reference processes and measures advocacy impact. - Gainsight measures advocacy outcomes like referrals, tracks advocates in sales pipelines, and aligns different advocacy activities to customer lifecycles.
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How to Build a Successful Customer Advocacy Program
- 1. HOW WE MANAGE REVIEWS, REFERENCES, AND ADVOCACY MARIA PERGOLINO Senior Vice President, Global Marketing Apttus NATHAN ST. MARTIN Enterprise Marketing Gainsight
- 2. Agenda Background & Why Advocacy is Important How Apttus Built a Leading Customer Advocacy Program How Gainsight Manages & Measures Advocacy Questions
- 3. Background
- 4. Who is Responsible for Customer Advocacy? MARKETINGCUSTOMER SUCCESS ⢠Ensures customer is successful with the product and happy ⢠Builds relationships ⢠Understands customer use cases and customer health ⢠Understands where advocates are needed in sales and marketing ⢠Works with advocates on marketing opportunities ⢠Runs marketing programs
- 5. Who is Responsible for Customer Advocacy? MARKETINGCUSTOMER SUCCESS ⢠Ensures customer is successful with the product and happy ⢠Builds relationships ⢠Understands customer use cases and customer health ⢠Understands where advocates are needed in sales and marketing ⢠Works with advocates on marketing opportunities ⢠Runs marketing programs Create and Discover Advocates Mobilize and Enable Advocates
- 6. Customer Advocacy at Apttus
- 7. See why Apttus is the right Quote-to-Cash solution for growing global businesses. X-AUTHOR FOR EXCEL REVENUE MANAGEMENT CONTRACT MANAGEMENT CONFIGURE-PRICE QUOTE E COMMERCE Solutions for Companies of all sizes Solutions for all industries Build on the Apttus Intelligent CloudT M
- 9. Customer Success at Apttus ACCELERATE
- 10. Customer Success at Apttus ACCELERATE 3000 Attendees 1K+ Customer Attendees
- 11. Customer Success at Apttus COMMUNITYACCELERATE 3000 Attendees 1K+ Customer Attendees
- 12. Customer Success at Apttus COMMUNITYACCELERATE 3000 Attendees 1K+ Customer Attendees 4000 Members, Over 13K challenges completed
- 13. Customer Success at Apttus COMMUNITYACCELERATE 3000 Attendees 1K+ Customer Attendees 4000 Members, Over 13K challenges completed REFERENCE
- 14. Customer Success at Apttus COMMUNITYACCELERATE 3000 Attendees 1K+ Customer Attendees 4000 Members, Over 13K challenges completed 328 Advocacy Members 100+ Reference Requests Per Qtr REFERENCE
- 15. Customer Success at Apttus COMMUNITYACCELERATE VIDEOS AND PAPERS 3000 Attendees 1K+ Customer Attendees 4000 Members, Over 13K challenges completed 328 Advocacy Members 100+ Reference Requests Per Qtr REFERENCE
- 16. Customer Success at Apttus COMMUNITYACCELERATE VIDEOS AND PAPERS 3000 Attendees 1K+ Customer Attendees 4000 Members, Over 13K challenges completed 328 Advocacy Members 100+ Reference Requests Per Qtr 35 Videos 33 Case Studies 162 Customer Stories REFERENCE
- 17. Customer Success at Apttus COMMUNITY PRESS RELEASES ACCELERATE VIDEOS AND PAPERS 3000 Attendees 1K+ Customer Attendees 4000 Members, Over 13K challenges completed 328 Advocacy Members 100+ Reference Requests Per Qtr 35 Videos 33 Case Studies 162 Customer Stories REFERENCE
- 18. Customer Success at Apttus COMMUNITY PRESS RELEASES ACCELERATE VIDEOS AND PAPERS 3000 Attendees 1K+ Customer Attendees 4000 Members, Over 13K challenges completed 328 Advocacy Members 100+ Reference Requests Per Qtr 35 Videos 33 Case Studies 162 Customer Stories Monthly Win or Success Press Release REFERENCE
- 19. Customer Success at Apttus COMMUNITY PRESS RELEASES ACCELERATE ONLINE REVIEWSVIDEOS AND PAPERS 3000 Attendees 1K+ Customer Attendees 4000 Members, Over 13K challenges completed 328 Advocacy Members 100+ Reference Requests Per Qtr 35 Videos 33 Case Studies 162 Customer Stories Monthly Win or Success Press Release REFERENCE
- 20. Customer Success at Apttus COMMUNITY PRESS RELEASES ACCELERATE ONLINE REVIEWSVIDEOS AND PAPERS 3000 Attendees 1K+ Customer Attendees 4000 Members, Over 13K challenges completed 328 Advocacy Members 100+ Reference Requests Per Qtr 35 Videos 33 Case Studies 162 Customer Stories Monthly Win or Success Press Release 435 Public Reviews of Apttus REFERENCE
- 21. So How Did We Get There?
- 22. Customer Success Toolkit CUSTOMER CONNECT ADOPTION SURVEY EXECUTIVE SPONSORSHIP EARLY WARNING SYSTEM ADOPTION DASHBOARDHEALTH SCORE
- 23. Path To Advocacy 2013 First Case Study First Customer Video First Supported Reference First User Conference (goal of 150, over 400 attendees) Launched Apttus Community 2014 2015
- 24. Path To Advocacy 2013 First Case Study First Customer Video First Supported Reference First User Conference (goal of 150, over 400 attendees) Launched Apttus Community 2014 User Conference Doubles in Size Apttus Implements Gainsight Marketing Updates Community Apttus CAB & EAB started 2015
- 25. Path To Advocacy 2013 First Case Study First Customer Video First Supported Reference First User Conference (goal of 150, over 400 attendees) Launched Apttus Community 2014 User Conference Doubles in Size Apttus Implements Gainsight Marketing Updates Community Apttus CAB & EAB started 2015 Strong CSM/ Advocacy Alignment Conference Mobile App Marketing Implements Internal & External Influitive Saleshood and Employee Certification
- 26. Recruiting Call, call, call (and listen, listen, listen) Leverage events and user conferences Leverage founders and early employees 2014 20152013
- 27. Recruiting Call, call, call (and listen, listen, listen) Leverage events and user conferences Leverage founders and early employees 2014 Create a rewards program Leverage data in a customer success platform Get people in early (deal negotiation) 20152013
- 28. Recruiting Call, call, call (and listen, listen, listen) Leverage events and user conferences Leverage founders and early employees 2014 Create a rewards program Leverage data in a customer success platform Get people in early (deal negotiation) 2015 Utilize the blog & social Updated sales teams and sales team training Customer Gamification 2013
- 29. Advocacy and ABM
- 30. Incentives
- 32. Enable Employees
- 33. Why Marketing & Community⌠COLLABORATION Join a discussion or see what other members have to say. IDEAS Suggest an idea or see other ideas from our community members. RESOURCES Find product documentation and other resource materials. UNIVERSITY Enhance your knowledge and learn more about Apttus products.
- 34. Before Updated
- 35. The Problem with Community Gamification
- 36. Influitive
- 38. Employee All Stars Total Joined: 458 Challenges Completed: 11,133
- 39. Key Takeaways ⢠Mix advocacy with ABM ⢠Create scalable incentive programs ⢠Empower all employees to create advocacy ⢠Donât create separate community gamification and advocacy systems ⢠Make community the central destination for employees and customers
- 40. Customer Advocacy at Gainsight
- 41. What is Advocacy? Definition: public support for or recommendation of a particular cause or policy.
- 42. What is Advocacy? Definition: public support for or recommendation of a particular cause or policy. OR: a ânon-monetary investmentâ in a company or brand, including someone's time, reputation, ideas, etc.
- 43. What is Advocacy? Types of Customer Advocacy Definition: public support for or recommendation of a particular cause or policy. OR: a ânon-monetary investmentâ in a company or brand, including someone's time, reputation, ideas, etc. Logo Approval Customer Content Sales References Referrals Speaking Engagements Customer Advisory Boards Product Reviews Social Sharing
- 44. Customer Advocacy at Gainsight 300+ Public Reviews of Gainsight 500+ Members in Online Community 500+ Advocates in Customer Success HQ
- 46. 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
- 47. 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
- 48. 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
- 49. 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
- 50. Improved Reference Process ⢠Difficult to scale efficiently ⢠Lack of standardization across sales team ⢠Risk of reference burnout ⢠Inability to accurately track and monitor the customers giving the reference ⢠Difficult to measure effectiveness and value ⢠Streamlined process ⢠Mandatory for the Sales to follow ⢠Created better experience for the reference including âthank youâ gift ⢠Monitor stage of reference in Gainsight ⢠Tie reference to opportunity in SFDC ⢠Obtain feedback from AE via Chatter How We ImprovedPrevious Challenges
- 51. Improved Reference Process â Contâd Monitor Progress w/ Playbook1
- 52. Improved Reference Process â Contâd Tie to Opportunity Monitor Progress w/ Playbook1 2
- 53. Improved Reference Process â Contâd Tie to Opportunity Milestone is created from opportunity and tracked in Gainsight Monitor Progress w/ Playbook1 2 3
- 54. Showcasing Our Customers â Pulse Conference
- 55. Showcasing Our Customers â Website
- 56. Logo Use Case Study Video Testimonial Go Live Announcement Sales Reference Speaking Engagements AppExchange 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 of the way ⢠Visually show advocacy is evidence of a partnership â and not a favor they provide ⢠Revisit at Lifecycle Milestones
- 57. Measuring Outcomes and ROI of Advocacy Second Order Revenue Customer Referrals Customer References
- 58. Measuring Outcomes and ROI of Advocacy â Contâd ⢠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
- 59. 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
- 60. Questions?
Hinweis der Redaktion
- Nick: "Who's excited? Who's fired up? Who did I accidentally hit in the face with a t-shirt gun?"
- Nick: "Who's excited? Who's fired up? Who did I accidentally hit in the face with a t-shirt gun?"