2. 2
What You Will Learn During this Session
•How the changing buyer’s journey makes customer
advocacy more critical than ever
•Proof that customer experience and advocacy are
essential to business growth
•Secrets from successful advocacy teams
5. Customer Experience Is the New Demand Creation
1
2
3
4
5
Time
LevelofInteraction
1. Awareness
2. Consideration
3. Purchase
4. Ownership
5. Repurchase
If post-sale experience is
negative…
This
mountain
becomes
steeper.
5
9. 9
Customer Marketing Is a Priority for CMOs
“Social media is a skill every
marketer should have.”
“The customer experience begins
before they are a customer and
kicks into high gear once they
become one.”
“The investment in marketing
technology is requiring a new skill
set in marketing.”
Digital Marketing
Content Marketing
Marketing Technology
Customer Marketing
Social Media #1
#2
#3
#4
#5
Comments
Advocacy must play a
leading role in
marketing’s transformation
to strategic partner
17. 17
Customer Experience Is Key to Closing Deals
Source: SiriusDecisions 2013 persona study of C-level buyers
80 percent of a CXO’s final
decision is based
on their own or others’
experience with your company
18. Brand (Sum of Customer Experience) Helps Sales Productivity
52.1%
33.3%
42.5%
46.2%
39.2%
47.4%
34.8%
43.0%
28.2%
36.2%
51.6%
42.5%
46.2%
50.0%
46.1%
50.0%
48.4%
55.3%
0% 20% 40% 60% 80% 100%
CEO
CFO
CIO
CISO
CMO
COO
CSO
LOB
HR
Significant
Moderate
Low
None
89 percent of CXOs
say their perception of a
vendor’s brand moderately
to significantly influences
their short-list creation.
19. 19
More Advocates Mean More Growth
Companies with
a higher NetPromoter Score
(i.e., more advocates)
significantly outperform peers
in revenue growth
26. How Can You
Make a Case for
Strategic
Advocacy
Investment?
1. Track results in a clear and credible way:
Who, what, when and why, all linked to growth
2. Know your audience for reporting:
Communicate consistently and appropriately
3. Remember it’s not about you: Focus on
sharing customer success in ways they find
valuable
4. Make advocacy a resource: Focus on meeting
needs of sales and partners in ways that matter
5. Join the team: Connect with other functions to
coordinate advocacy activities and show value
6. Do more: Let technology help the team scale
and focus on high-value activities