Presentation for Advcocamp December 2017 and Growth Marketing Conference San Francisco

1. Sujan Patel
Co-founder of Web Profits
THE C FACTOR: A FRAMEWORK FOR
CUSTOMER-DRIVEN GROWTH

2. "Customers may forget
what you said but they'll
never forget how you made
them feel."

3. About Me
Co-founder of Web Profits, a growth marketing
agency. Over the last 14 years, I’ve led the
digital marketing strategy for Salesforce, Mint,
Cafepress and many other Fortune 500 caliber
companies.
> 5500+ customers
> 15000 customers

4. The 5 C’s Of The C Factor
Customer Experience: Optimize the first & second login or
interaction
Communication: Talk to your customers & get feedback
Content: Create content that solves your customer’s problems
Community: Create a community around your advocates &
power users
Customer Advocacy: Identify, engage and empower your
advocates

5. Optimize The Customer Experience

6. Optimize The Customer Experience
• Optimize the first 60 seconds of your customers experience with your
product (onboarding)
• What’s the first thing people see when they purchase/sign up?
• Thank your customers
• Swag your customers
• Demonstrate that you care
• Offer to help set things up for your customers (concierge onboarding)
• Let customers know where they can reach you if they need help or
have feedback

7. “It’s not about solving your
customer’s problems, it’s
about showing them that
you care”
@SujanPatel

8. Communication
That’s a fancy way of saying, talk to your customers

9. Talk To Your Customers
• Ask what your customers biggest problems are in their day and
in their role
• Check in with customers at sign up and every 90 days after
• Conduct NPS Surveys

10. Ask your customers what they want achieve using your
product/service

11. "Go beyond merely
communicating to 'connecting'
with people."
- Jerry Bruckner

12. Create Content

13. Create Content That Solves Your
Customers Problems or Weaknesses
Cross reference topics with high search volume keywords to dominate SEO
Outbound Sales Software Payroll Software Employee Management Software

14. Community

15. Invite Your Customers to Join A Private
Facebook, Influitive, Salesforce or Slack Group

16. Create Customer Advocates
• Ask your promoters (9-10s from NPS Surveys) to write
testimonials/reviews and apologize to all detractors
• After “success” using your product ask, “Do you know anyone
who’d benefit from using our product?”
• Invite advocates & power users to share their success stories &
promote the stories to your existing customers

17. Ask “How Did You Hear About Us” At
Sign Up

18. The C Factor Daily Routine
Monday: Review NPS surveys. Ask promoters for testimonials/reviews
Tuesday: Look through product analytics to identify power users
Wednesday: Interview power users (most active users of the week)
Thursday: Email churn customers for feedback
Friday: Email/message people who referred customers ("How’d you hear
about us” responses)

19. 3 Key Takeaways
• Create content that makes your
customers smarter
• Train your customer support, success
and sales team to share content at the
end of their conversations.
• Set aside time weekly to connect with
your advocates 1:1
USE AN IMAGE,
ICON(s), ANIMATED
GIF, VIDEO

20. Read more: sujanpatel.com
Let’s chat: sujitsu@gmail.com
Download slides: bit.ly/thecfactor