how to turn customer success & advocacy into retention & growth

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HOW TO TURN

CUSTOMER SUCCESS & ADVOCACY INTO

RETENTION & GROWTH

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TODAY’S SPEAKERS

Chris NewtonVP of Business Development

@csnew10

chris@influitive.com

Julia GuyadeenDirector of Product Management for

Customer Success

@juliaguyadeen

jguyadeen@gainsight.com

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HOUSEKEEPING

• Submit questions via chat panel

• Recording for those who couldn’t make it

• All attendees will receive slides

• Twitter hashtags #advocatemktg #customersuccess

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WHAT WE’LL COVER

• Why We’re Here

• The Ying & Yang of Customer Success & Advocacy

• Bridging the Gap

• Q&A

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WHY REFERENCES, REVIEWS, AND

REFERRALS ARE CRITICAL

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Trust

Issues

WE’VE GOT

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REFERENCES

References help you win;

Advocates get you on the shortlist

- Peter O’Neill

Forrester Research

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REVIEWS

vs.

88

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REFERRALS ARE THE BEST LEADS

Source: Implisit B2B Sales Benchmark Report

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REFERRALS ARE THE BEST LEADS

Source: Implisit B2B Sales Benchmark Report

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HOW CUSTOMER SUCCESS

PROVIDES THE FOUNDATION FOR

ADVOCACY

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CUSTOMER SUCCESS: DRIVING VALUE

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CUSTOMER SUCCESS: DRIVING VALUE

A Company-Wide Endeavor

• Sell to the right customers

• Build a customer experience

• Drive adoption

• Enable your customers

• Improve your product

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CUSTOMER SUCCESS: DRIVING GROWTH

Grow business value

• Make renewal a non-event

• Find upsell opportunities

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IDENTIFYING POTENTIAL ADVOCATES

NPS Promoters

Support Fans

Power Users Community Contributors

Event Attendees Project Champions

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WHY ADVOCACY REINFORCES

ONGOING SUCCESS

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ADVOCACY DEEPENS COMMITMENT

Promoting a solution or service

is a personal investment

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SELF-IDENTIFIED ADVOCATES

Higher Net Promoter Scores

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WHY SUCCESS MUST BE MARRIED

WITH ADVOCATE MARKETING

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SUCCESS IS INSUFFICIENT

Want this guy to advocate?

• you have to ask

• make it easy

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A LITTLE MOTIVATION HELPS TO START

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BEST ARE THINGS THEY CAN’T BUY

Part of the Team

Access

Recognition

2323

HOW TO BRIDGE THE GAP BETWEEN

CS & MARKETING

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THE SUCCESS/MARKETING DIVIDE

Customer Success

•Skills: 1-to-1 relationships

•Metrics: Satisfaction, retention

•Tools: CRM

Marketing

•Skills: 1-to-many communication

•Metrics: New leads

•Tools: Email marketing

VS.

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BRIDGE THE GAP: SHARED METRICS

Referenceable customers

Referrals

Reviews

Customer stories

Community participation

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BRIDGE THE GAP: TECHNOLOGY

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BRIDGE THE GAP: TECHNOLOGY

Potential

Advocates

Health Score

Contribution

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HOW ADVOCACY CAN INFORM A

CUSTOMER HEATLH SCORE

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ADVOCACY IN HEALTH SCORE

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QUESTIONS?

Chris NewtonVP of Business Development

@csnew10

chris@influitive.com

Julia GuyadeenDirector of Product Management for

Customer Success

@juliaguyadeen

jguyadeen@gainsight.com

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WANT TO LEARN MORE?

influitive.com/blog gainsight.com/ovum