Customer Marketer Group Therapy - Challenges of Launching an Advocacy Program (and how to be successful) - Shared screen with speaker view
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What software are you using to manage the programs? What do you ask advocates to do? What rewards do advocates get? How do you promote your program?
Great questions, Mike! We’ll make sure to answer that.
@aly, do you require one action every year? or just the first year?
How do you define 'action'? Do you use different level of participation/tiers?
Do you ask your advocates to revalidate each year that they want to be involved in the program?
What’s in it for the customer to join and stay active?
What is reference edge? A slap5 product?
Dana Alvarenga - SlapFive
A salesforce native app for request management
Do you provide your advocates a welcome gift? Or do you gift your advocates a gift something after giving testimonials or case studies?
Have you been able to share any stats regarding advocacy leading to renewals? I am working on a PPT and saw stats at some time ago but would love to share.
Kathy Meara (Sattin)
great conversation. Have to start a meeting now. Look forward to listening to the replay. Thanks all!
Apologies if this was discussed already (was in another meeting and joined just now) for the panel, how do you manage a community and/or champions at scale? Thank you!
To follow up with Kathleen’s question, how to each of you measure program, success (# of advocates, # of activities, $ revenue influenced)???
Collaborating with CS on NPS promoters outreach for customer advocacy programs is also a great resource
^^ agreed Barbara!
Also good to tag "Reference completed" on Oppty's, so you can report on how many lost opportunities did not have a reference.
How does the group flag reference involvement on the opportunity? Is this through flagging reference involvement only or do you track down to the account and contact level with role-based views so not everyone at the org has access to the reference contact information
How do you push back on the "more more more" beating drum of sales, product marketing, etc.?
@Barbara, I depending on the CRM, I would definitely have visibility among teams. Track down to the account and contact level would be the goal
What rewards do you offer advocates?
I use Thnks for all my customer gifting. I tailor the gifts to the scale of the activity and the person’s interests.
TIP: Try to tag or track which of your customers were part of the armed services, and send them a "Thanks" on Veteren's Day. It goes a long way with relationship building.
Love that James!
Fan of swag and stickers here, though! :D
I recently conducted some interviews for a new client where we asked "What would this program need to include to ensure that you'd receive enough value to participate?" which led to a great list of activities (customer-led), then the other question that led to great responses was "What has been your favorite experience participating in a customer program?" which lead to great ideas as well. The responses that stood out to me were "beta programs/ access to product team monthly/ Customer Advisory Board"
How do folks think about Community Marketing (where you may have folks with hands on keyboard with the product), and Customer Advocacy (where it's more influencers / leadership)? If so, how did you think about this as you launched the program? Is it co-existence / overlap, or did you find you had to create two different experiences or properties to engage with each? Thanks!
Do you run into any resistance in getting releases from your customers so you can use their video testimonials or success stories or logos on the website?
Certainly helpful, thank you!
Hope, my best advice for this is don't just offer Yes or No as responses; allow clients to choose whether you can share the story publicly, can it be shared internally at your company, can it be shared internally within your CLIENT's company, or not shared at all. This leads to way more options and can help expand into large enterprise accounts even if a testimonial can only be shared in their own company
So many great, questions! If anyone wants to connect on LinkedIn, find me here —> www.linkedin.com/in/alyklinemcgue/
Dana Alvarenga - SlapFive
Join the customerx slack group here - https://join.slack.com/t/customerxpro/shared_invite/zt-jx8giy35-EEWhY1F09Vkhqq4oGyf3zQ
Cristina, could you share again the podcasts you like to listen to?
Beating the Drum with Margot Leong is a great on
Same! Plus Slack https://www.linkedin.com/in/isabelruiz2301/
And of course Dana’s CustomerX slack group is such a great resource/community
Hope, to add to Kaily's answer: It's also good to outline with your contact what the typical approval process looks like within a company. Offer to help reach out to those in marketing at an org to get approvals. And ensure you have an electronic approval form for anything that is approved for public use. And internally make sure people understand these videos are a snapshot in time and should last any changes within the customer account.
I won’t plug my own micro podcast but for sure The 20 minute Marketing Podcast, beating the drum and The CX Leader podcast :
Super helpful session, thank you! @Dana can you please share the recording in the channel and or here. Thank you!
Love that Kyle, thanks
Thank you all!
Thanks so much
Thanks Dana and panel!!