How to get more of what you want: • High survey response rates • Identifying potential issues or problem accounts • Actionable data to update marketing and sales messages • Testimonials • Strong relationships with promoters to advocate for your brand

1. CEOs Discuss: Collecting Client Feedback
and Using it to Grow Your Business
Presented by:
Eric Gregg, CEO & Founder, Inavero
Leslie Vickrey, CEO & Founder, ClearEdge Marketing
September 11, 2014
Confidential Information. Copyright 2014.

2. The Format
• Q&A
 Between Eric & Leslie
 Between you and the speakers
- Get ready for poll questions throughout
• Ask your questions via:
 Sidebar on GoToWebinar
 Tweet a question using @clearedgemktg and @inavero
 It will show up on our Twitter profile, open for the public to view
• Follow ClearEdge at twitter.com/clearedgemktg
• Follow Inavero at twitter.com/inavero
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3. Leslie Vickrey
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• CEO and Founder of ClearEdge Marketing, an agency
specializing in outsourced marketing solutions for IT
services firms
 8+ years in business
 Serving clients across four continents
 Staff from coast-to-coast (30+)
 8-year TechServe Alliance marketing partner
• 18 years managing marketing operations or providing
consulting services for companies such as Spherion,
Harvey Nash, TechServe Alliance, Bartech, CRi, Aon
Hewitt RPO and Fieldglass
• Co-founder of ARA—a mentoring organization for
attracting, retaining and advancing women in tech
(www.aramentors.com)
CEO & Founder
@lvickrey
ClearEdge Marketing
www.clearedgemarketing.com

4. Eric Gregg
• CEO & Founder, Inavero, providing satisfaction
surveys to professional service firms via a proprietary
software that leverages Net Promoter®Score
methodology
• 15+ years experience providing marketing and
quantitative analysis to some of the nation’s top
professional service organizations
• Inavero works with more than 300 professional
service firms
 Analyze surveys from more than 500,000
professional service clients each year
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CEO & Founder
@EricAlanGregg
Inavero
www.inavero.com

5. Today’s Conversation
How to get more of what you want:
• High survey response rates
• Identifying potential issues or problem accounts
• Actionable data to update marketing and sales messages
• Testimonials
• Strong relationships with promoters to advocate for your brand
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6. Experience is the New Advertising
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7. 7
Why?

8. World Class Service Pays Off
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9. How often are you surveying your customers on their experience with you?
A.Monthly
B.Quarterly
C.Annually
D.Ad hoc
E.Never
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Poll 1

10. Best Practices: Launching Your Survey
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• Keep it simple
• Focus on response
rate

11. Do you segment your data to provide additional insight?
A.By division (or department, sales group, location, etc.)
B.By division AND manager
C.Minor segmentations
D.No
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Poll 2

12. Overcoming the Negative Review
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• Make a phone call
• Show empathy
• Correct the problem
• Make the recovery memorable
• Recover with the person, not just the company

13. Share your Story
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• Identify those who love you and help
them tell their story
• Just 3% of clients are asked to
provide testimonials, and only 7%
have been asked for a referral

14. Do you ask clients for permission to use their quotes during the surveying process?
A.Yes
B.No
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Poll 3

15. Make the Ask!
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16. 16
How Does Client Feedback Spark
Marketing and Fuel Growth?

17. What are the Building Blocks of your Marketing Strategy?
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18. How often do you revisit your marketing strategy?
A.At least every 3 months
B.Annually
C.Years ago -It’s collecting digital dust
D.I don’t have a documented marketing strategy
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Poll 4

19. Company Vision: To be the X of Y for XYZ.
Marketing Objectives
Launch targeted lead
generation campaigns
and support the sales
team across the sales
cycle
Develop a program to educate
channel Account
Executives and increase
sales opportunities
Establish Company as a
thought leader in the
X category
Put in place a multi-touch
campaign to keep the
Company in front of
clients
Marketing Strategies
Marketing Tactics
Digital/Online Public Relations Sales Tools Lead Generation Thought Leadership Events Advertising
Rank top X (AWARD)
Help channel sales team secure X
appointments with prospects leading
to XX new deals in 2014
Help sales generate X appointments
leading to X new deals in 2014
Help sales retain 100% of client base,
expand services within X existing
accounts
Marketing Metrics
Generate $XX million in sales
from new accounts
Identify and win opportunities
across the broader X [partner]
organization
Accelerate Company market
leadership position by X%
Retain existing client base and
expand services provided to each
client
Sample Marketing Plan: High-level Summary Page
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20. Go Beyond “We love Eric!”
For testimonials:
• Are there specific examples or metrics that
can be included?
• Can the client’s name and/or company name
be added?
For case studies:
• What was the challenge?
• How did you solve it (in a way that is unique
from your competitors)?
 Quantifiable
 Qualitative
• Client quote
• Small section about you
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21. What marketing medium do you use most to share client case studies and testimonials?
A.Our website
B.Social media
C.Videos (on our site and YouTube)
D.Advertising and outbound marketing campaigns
E.None of the above
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Poll 5

22. Go Beyond Your Website
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23. Put Your Client in the Spotlight
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• Blogs
• Thought leadership
studies
• Press Releases
• Social media spotlight
• Webinars
• Speaking opportunities
• Nominate to industry
events or awards

24. Do you provide opportunities for your clients to participate in your marketing efforts?
A.Yes, we feature client stories in different ways
B.No, we only feature clients talking about our services
C.No, we don’t feature our clients in marketing efforts
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Poll 6

25. Have a Plan
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Surveying
• Establish point person to own the
survey
• Follow-up with survey recipients
• Use results to differentiate your
company
Marketing the Results
• Analyze results and update your
marketing strategy accordingly
• Use compelling testimonials and
case studies across different
mediums
• Give your promoters more
exposure

26. Need Help? Contact Us Any Time!
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Leslie Vickrey, CEO & Founder
ClearEdge Marketing
Tel: 312.731.3149
E-mail: lvickrey@clearedgemarketing.com
Twitter: @lvickrey
@clearedgemktg
Eric Gregg
Inavero
Tel: 503.542.3332
E-mail: egregg@inavero.com
Twitter: @EricAlanGregg
@Inavero