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Why Metrics Matter: Beyond the Case Study

2015 Summit on Customer Engagement

Swati Kamath

Global Customer Content Programs

Manager, HP Software

Lauren Locke-Paddon

Customer Success Manager

Why Metrics Matter:

Beyond the Case Study

The Problem with Case Studies

New Requirements, New Approach

Driving Change at HP

Customers matter more than ever –

money where your mouth is

Are Outliers Credible? Would you

expect your customers to believe this

story?

What about you?

What are the main challenges your

organization has face in creating compelling

customer content?

Isolated Case Studies Paint an

incomplete picture of customer

base

Beyond the Case Study – adding

statistics about the results your

customers see.

SalesPublic RelationsDemand GenerationProduct/Solution Marketing…All need credible proof

How do I use Metrics in Customer

Marketing?* Survey tools

*Broader base of proof – publicly blinded

How do I use Metrics in Customer

Marketing?* Contextualize operational metrics

* Imagine metrics as newsworthy hooks

Driving Change at HP

The Challenge

What we learned

Comparison of two launches

Making it Stick- Understanding Goals

Reverse Engineering

Measuring success and impact

What has changed

What’s next

Challenge

Product Marketing,

AR/PR Need quotes

for my product launch

Campaigns Need customer

proof points and metrics for

whitepaper

Sales Need Public

Sector references for

my deal

Field Marketing Need a speaker for my event,

webinar

Corporate Need Big Data

case studies with metrics

Presales Which FSI

customer is managing >50,000

instances

What we learned

What it’s NOT -

• Customer satisfaction survey

• Market research survey

• Trend Analysis survey

• SURVEY MONKEY!!!!!

What is it –

•Testimonial/Metrics/Case study generator

•Instant, public, online, 3rd

party validated, could be shared on Social Media

•Supports digital marketing and content marketing

•Collects feedback from untapped, passive customers

Before TechValidate After TechValidate

1Number of Products Launched

8

6 Assets Customer Assets 223 Assets

3 speakers References 22 volunteers

12-16 weeks Execution Time 8 weeks Preparation until the day of the

launchPreparedness

Ready for launch a week before the launch

Assets uploaded on launch portal and hp.com; testimonials

submitted to PR team

Launch & Campaign Readiness

Assets promoted on CIO.com, social media channels, blogs; content

used in lead nurture streams

Let’s compare – Two Launches

Making it Stick

Understanding stakeholder goals

Teams:Product MarketingCampaignsSalesAR/PR

Usage:BlogsLaunchAnalyst BriefingsIntegrated CampaignsInfographicsWhitepapersLead nurturingPress Release

Reverse Engineering

Goals Content

Measuring success and impact

1.23 Million Content Views

What has changedWe are better prepared

KEEP CALM

We have a MENU of

CUSTOMER CONTENT

ASSETS

Testimonials for press release

Not only case studies with metrics but also charts,

and stats

Named Proof Points

Reference Volunteers

Metric-oriented

proof points

User reviews

Net Promoter

Scores

Content for Web, Social

Media

Product Feedback

Customer profiles by industry/ use case

What’s next?

Customer Engagement

Influitive

Customer proof points &

Intelligence

TechValidate

User –generated

Product reviews

IT Central Station

Q & A

Workshop

Identify 3 types of customer stories that are

not readily accessible through traditional

means.

How could aggregate or statistical data help

fill demand for references in these areas?

What new approaches that use metrics

could you pitch to stakeholders at your

organization?

What cross-functional processes at your

company could benefit from a reverse-

engineered Goals Template?

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