pulsecheck2016 how we manage reviews, references, and advocacy
TRANSCRIPT
HOW WE MANAGE REVIEWS, REFERENCES, AND ADVOCACY
MARIA PERGOLINOSenior Vice President, Global MarketingApttus
NATHAN ST. MARTINEnterprise MarketingGainsight
Agenda
Background & Why Advocacy is Important
How Apttus Built a Leading Customer Advocacy Program
How Gainsight Manages & Measures Advocacy
Questions
Background
Who is Responsible for Customer Advocacy?
MARKETINGCUSTOMER SUCCESS
• Ensures customer is successful
with the product and happy
• Builds relationships
• Understands customer use
cases and customer health
• Understands where advocates
are needed in sales and
marketing
• Works with advocates on
marketing opportunities
• Runs marketing programs
Who is Responsible for Customer Advocacy?
MARKETINGCUSTOMER SUCCESS
• Ensures customer is successful
with the product and happy
• Builds relationships
• Understands customer use
cases and customer health
• Understands where advocates
are needed in sales and
marketing
• Works with advocates on
marketing opportunities
• Runs marketing programs
Create and Discover Advocates Mobilize and Enable Advocates
Customer Advocacy at Apttus
See why Apttus is the right Quote-to-Cash solutionfor growing global businesses.
X-AUTHORFOR EXCEL
REVENUEMANAGEMENT
CONTRACTMANAGEMENT
CONFIGURE-PRICE
QUOTEECOMMERCE
Solutions forCompanies of all sizes
Solutions forall industries
Build on theApttus Intelligent Cloud TM
Apttus Marketing
Marketing
Brand Demand Generation
Field & Events Advocacy Product
Marketing
Customer Success at ApttusACCELERATE
Customer Success at ApttusACCELERATE
3000 Attendees1K+ Customer
Attendees
Customer Success at ApttusCOMMUNITYACCELERATE
3000 Attendees1K+ Customer
Attendees
Customer Success at ApttusCOMMUNITYACCELERATE
3000 Attendees1K+ Customer
Attendees
4000 Members, Over 13K
challenges completed
Customer Success at ApttusCOMMUNITYACCELERATE
3000 Attendees1K+ Customer
Attendees
4000 Members, Over 13K
challenges completed
REFERENCE
Customer Success at ApttusCOMMUNITYACCELERATE
3000 Attendees1K+ Customer
Attendees
4000 Members, Over 13K
challenges completed
328 Advocacy Members
100+ Reference Requests Per Qtr
REFERENCE
Customer Success at ApttusCOMMUNITYACCELERATE
VIDEOS AND PAPERS
3000 Attendees1K+ Customer
Attendees
4000 Members, Over 13K
challenges completed
328 Advocacy Members
100+ Reference Requests Per Qtr
REFERENCE
Customer Success at ApttusCOMMUNITYACCELERATE
VIDEOS AND PAPERS
3000 Attendees1K+ Customer
Attendees
4000 Members, Over 13K
challenges completed
328 Advocacy Members
100+ Reference Requests Per Qtr
35 Videos33 Case Studies162 Customer
Stories
REFERENCE
Customer Success at ApttusCOMMUNITY
PRESS RELEASES
ACCELERATE
VIDEOS AND PAPERS
3000 Attendees1K+ Customer
Attendees
4000 Members, Over 13K
challenges completed
328 Advocacy Members
100+ Reference Requests Per Qtr
35 Videos33 Case Studies162 Customer
Stories
REFERENCE
Customer Success at ApttusCOMMUNITY
PRESS RELEASES
ACCELERATE
VIDEOS AND PAPERS
3000 Attendees1K+ Customer
Attendees
4000 Members, Over 13K
challenges completed
328 Advocacy Members
100+ Reference Requests Per Qtr
35 Videos33 Case Studies162 Customer
Stories
Monthly Win or Success Press
Release
REFERENCE
Customer Success at ApttusCOMMUNITY
PRESS RELEASES
ACCELERATE
ONLINE REVIEWSVIDEOS AND PAPERS
3000 Attendees1K+ Customer
Attendees
4000 Members, Over 13K
challenges completed
328 Advocacy Members
100+ Reference Requests Per Qtr
35 Videos33 Case Studies162 Customer
Stories
Monthly Win or Success Press
Release
REFERENCE
Customer Success at ApttusCOMMUNITY
PRESS RELEASES
ACCELERATE
ONLINE REVIEWSVIDEOS AND PAPERS
3000 Attendees1K+ Customer
Attendees
4000 Members, Over 13K
challenges completed
328 Advocacy Members
100+ Reference Requests Per Qtr
35 Videos33 Case Studies162 Customer
Stories
Monthly Win or Success Press
Release
435 Public Reviews of Apttus
REFERENCE
So How Did We Get There?
Customer Success ToolkitCUSTOMER CONNECT ADOPTION SURVEY
EXECUTIVE SPONSORSHIP
EARLY WARNING SYSTEM
ADOPTION DASHBOARDHEALTH SCORE
Path To Advocacy
2013
First Case Study
First Customer Video
First Supported Reference
First User Conference (goal of 150, over 400 attendees)
Launched Apttus Community
2014 2015
Path To Advocacy
2013
First Case Study
First Customer Video
First Supported Reference
First User Conference (goal of 150, over 400 attendees)
Launched Apttus Community
2014
User Conference Doubles in Size
Apttus Implements
Gainsight
Marketing Updates Community
Apttus CAB & EAB started
2015
Path To Advocacy
2013
First Case Study
First Customer Video
First Supported Reference
First User Conference (goal of 150, over 400 attendees)
Launched Apttus Community
2014
User Conference Doubles in Size
Apttus Implements
Gainsight
Marketing Updates Community
Apttus CAB & EAB started
2015
Strong CSM/Advocacy Alignment
Conference Mobile App
Marketing Implements Internal & External Influitive
Saleshood and Employee Certification
Recruiting
Call, call, call (and listen, listen, listen)
Leverage events and user conferences
Leverage founders and early employees
2014 20152013
Recruiting
Call, call, call (and listen, listen, listen)
Leverage events and user conferences
Leverage founders and early employees
2014
Create a rewards program
Leverage data in a customer
success platform
Get people in early (deal negotiation)
20152013
Recruiting
Call, call, call (and listen, listen, listen)
Leverage events and user conferences
Leverage founders and early employees
2014
Create a rewards program
Leverage data in a customer
success platform
Get people in early (deal negotiation)
2015
Utilize the blog & social
Updated sales teams and sales
team training
CustomerGamification
2013
Advocacy and ABM
Incentives
Enable Employees
Why Marketing & Community…
COLLABORATION
Join a discussion or see what other
members have to say.
IDEAS
Suggest an idea or see other ideas from our
community members.
RESOURCES
Find product documentation
and other resource materials.
UNIVERSITY
Enhance your knowledge and learn
more about Apttus products.
BeforeUpdated
The Problem withCommunity Gamification
Influitive
Influitive Advocates
Employee All Stars
Total Joined: 458Challenges Completed: 11,133
Key Takeaways
• Mix advocacy with ABM
• Create scalable incentive programs
• Empower all employees to create advocacy
• Don’t create separate community gamification and advocacy systems
• Make community the central destination for employees and customers
Customer Advocacy at Gainsight
What is Advocacy?
Definition: public support for or recommendation of a particular cause
or policy.
What is Advocacy?
Definition: public support for or recommendation of a particular cause
or policy. OR: a “non-monetary investment” in a company or brand,
including someone's time, reputation, ideas, etc.
What is Advocacy?
Types of Customer Advocacy
Definition: public support for or recommendation of a particular cause
or policy. OR: a “non-monetary investment” in a company or brand,
including someone's time, reputation, ideas, etc.
Logo Approval Customer Content
Sales References
Referrals Speaking Engagements
Customer Advisory Boards
Product Reviews
Social Sharing
Customer Advocacy at Gainsight
300+ Public Reviews of Gainsight
500+ Members
in Online Community
500+ Advocates in Customer Success HQ
Customer Advocacy Toolkit
Dashboards
Cockpit
Influitive
Chatter
Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over 1k attendees
Reference process implemented within Gainsight
Purchased Influitive
Customer base grows and advocates are developed
2013-14
Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over 1k attendees
Reference process implemented within Gainsight
Purchased Influitive
Customer base grows and advocates are developed
2K attendees at Pulse Conference
Customer testimonials at Pulse
Gamification feature added to Community
First customer case studies and videos on website
Dedicated customer marketer
2013-14
Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over 1k attendees
Reference process implemented within Gainsight
Purchased Influitive
Customer base grows and advocates are developed
2K attendees at Pulse Conference
Customer testimonials at Pulse
Gamification feature added to Community
First customer case studies and videos on website
Dedicated customer marketer
Improved reference process
CSM and marketing alignment
Showcasing customer stories at Pulse and on Website
Aligning advocacy to the customer lifecycle
Measuring the outcomes and ROI of Advocacy
2013-14
Path to Advocacy Success
2015 2016 and Beyond
Pulse Conference peaks over 1k attendees
Reference process implemented within Gainsight
Purchased Influitive
Customer base grows and advocates are developed
2K attendees at Pulse Conference
Customer testimonials at Pulse
Gamification feature added to Community
First customer case studies and videos on website
Dedicated customer marketer
Improve reference process
CSM and marketing alignment
Showcasing customer stories at Pulse and on Website
Aligning advocacy to the customer lifecycle
Measuring the outcomes and ROI of Advocacy
2013-14
Improved Reference Process
• Difficult to scale efficiently
• Lack of standardization across sales team
• Risk of reference burnout
• Inability to accurately track and monitor the customers giving the reference
• Difficult to measure effectiveness and value
• Streamlined process
• Mandatory for the Sales to follow
• Created better experience for the reference including ‘thank you’ gift
• Monitor stage of reference in Gainsight
• Tie reference to opportunity in SFDC
• Obtain feedback from AE via Chatter
How We ImprovedPrevious Challenges
Improved Reference Process – Cont’dMonitor Progress w/ Playbook1
Improved Reference Process – Cont’d
Tie to Opportunity
Monitor Progress w/ Playbook1
2
Improved Reference Process – Cont’d
Tie to Opportunity
Milestone is created from opportunity and tracked in Gainsight
Monitor Progress w/ Playbook1
2
3
Showcasing Our Customers – Pulse Conference
Showcasing Our Customers – Website
Logo Use
Case Study
Video Testimonial
Go Live Announcement
Sales Reference
SpeakingEngagements
AppExchange Review
Aligning Advocacy to Customer Lifecycle
Join the Customer
Community
Begin Implementation
Go Live
User Adoption
Continuous Improvement
Industry Thought Leader
• Align against lifecycle• Introduce softly• Build at each step of the way• Visually show advocacy is
evidence of a partnership – and not a favor they provide
• Revisit at Lifecycle Milestones
Measuring Outcomes and ROI of Advocacy
Second Order Revenue Customer Referrals
Customer References
Measuring Outcomes and ROI of Advocacy – Cont’d
• Second order revenue from repeat buyers
• Referrals from customers
• % of customers that are advocates
• Deals and dollar value influenced by reference calls
• Leads generated through customer content
• Leads from the CS team
• Process and system in place to tie advocates to sales opportunities
• Recording and tracking customer influences (i.e. references)
• Ability to track sponsors and advocates as they move between companies
• Customer facing portal to submit referrals
What You NeedMetrics to Measure
Key Takeaways
• Customer advocacy is a cross-functional initiative where customer
success and marketing teams should be aligned
• Have the right people and technology in place to be effective
• Create scalable processes to enable and measure advocacy
• Have a two-way partnership with advocates
• Monitor and track advocacy to improve on processes and measure ROI
Questions?
THANK YOU
®2016 Gainsight.