1. Kate Cohen | Customer Marketing & Community
4 WAYS
TO EMBED CUSTOMER VOICE INTO YOUR ORGANIZATION
@KateCohen22
@CarbonBlack_Inc

2. LAUNCHED CUSTOMER MARKETING IN JAN. 16
1MARKETING “TO” 2 MARKETING “ABOUT”

3. MICROSITE
COMMUNITY
WEBINARS
CASE STUDIES
3RD PARTY REVIEWS

4. ADVOCATE BURNOUT

5. NOT OPTING IN

7. CASE
STUDIES
GARTNER
PEER INSIGHTS
SOCIAL
SHARES

8. LAUNCHED CUSTOMER MARKETING IN JAN. 16
1MARKETING ‘TO’ 2 MARKETING ‘ABOUT’
100+
BEGAN TO SCALE OUR # OF ADVOCATES…
400+

9. HOW CAN WE LEVERAGE ADVOCACY
TO BUILD OUR COMPANY STRATEGY?

10. 1PARTNERSHIPS
& INVESTMENTS
+ Discover other products customers are using
+ Determine where the organization should partner & integrate
+ Understand challenges & needs for enablement resources

11. 2PRODUCT MESSAGE
& COMPANY BRAND
+ Understand how your customers view your products
+ Determine the actual ROI of your solutions
+ Ensure the brand your company is building resonates

12. 3POWER THE COMMUNITY
+ Determine the organizations core objective(s)
+ Build a community to help meet that objective
+ Drive engagement through your advocates

13. 4PRODUCT DEVELOPMENT
+ Align with the product organization to build a “voice of customer” function
+ Provide product & dev with advocates to test new features/UX
+ Empower your advocates to have direct influence on product decisions

14. 3 KEY TAKEAWAYS
Think beyond the obvious use cases
strategically
Present a case for how customer involvement = success
Determine the big problems business units are trying to solve