Finding Fanatics
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Transcript of Finding Fanatics
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2012 Summit on Customer Engagement
FINDING FANATICS Caroline Thomas, Metia
Melissa Mertl, Juniper Networks
Robin Hamilton, inEvidence
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AGENDA About You
Finding Fanatics
Real-world Example
Interaction (it’s good for you)
Questions
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ABOUT YOU
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THE PROCESS
You wish the process was easier.
It is challenging to keep the pipeline filled
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PROGRAM SIZE
Can your program scale?
Most programs are either modest or huge.
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WHAT IT TAKES
The smaller the program, the bigger the coffee cup. You are a tenacious, funny, driven, and highly caffeinated bunch
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FINDING REFERENCES
Sales team recruiting is the greatest resource for keeping your pipeline filled
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SOCIAL MEDIA
It doesn’t have to be all or nothing.
Who has time for it?
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TOOLS OF THE TRADE
Does your choice of movies influence the way you work?
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WHAT IS CUSTOMER ADVOCACY ABOUT?
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• Effect Sales
• Influences the conversation
• Loyal customers produce multiple references
• Enable growth with prospects
• Perceived distinction
Drive Business
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Customer
Reference Program
Sales and Marketing
TEAM WORK!
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THE BUYING CYCLE
Needs arousal
Brand Awareness
Selection of alternatives
Evaluation of
alternatives
Purchase decision
Post-purchase behavior
• Logos/Quotes • Case studies • Social Media • Whitepapers
• Webinars • Product/service
focused content • Datasheets
• Price/Feature Comparisons • ROI Calculators
• Customer to prospect calls • Case studies • Datasheets • Demos • Whitepapers
• Stats and Trends
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THE SELLING CYCLE
Needs arousal
Brand Awareness
Selection of alternatives
Evaluation of
alternatives
Purchase decision
Post-purchase behavior
Recognize Needs
Formulate Solution
Close the Sale
Deliver and
Evaluate
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ENGAGEMENT CYCLE
Acquisition
Implementation
Operation
Upgrade
• Logos
• Quotes
• Press release
• Short case study
• Sales call
• Press release
• Analyst calls
• Video
• Event speaker
• Site visit
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Needs arousal
Brand Awareness
Selection of alternatives
Evaluation of
alternatives
Purchase decision
Post-purchase behavior
PUTTING IT TOGETHER Recognize
Needs
Formulate Solution
Close the Sale
Deliver and
Evaluate
Acquisition
Upgrade
Implemen-tation
Operation
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83.3% Love products/services
72.2% Self Promotion
16.7% Incentives
11.1% Program Requirements
Why do customers participate?
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REFERENCEABILITY BIORHYTHM
Win!
Early implementation Live! Fully implemented Business impacted
positive
negative
neutral
1 2
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Melissa Mertl Global Customer Reference Program Manager
LET’S GET REAL
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JUNIPER NETWORKS
• Surprises
• Common roadblocks
• Recruitment
• What worked well
• What you can learn from this
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LET’S GET SHARING
• How do you recruit customers?
• Internally and externally
• Average win to reference conversion %
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• Sales nominations/Incentive programs
• New Customer acquisitions
• Early Adopter and Beta programs
• Customer Campaigns and surveys
• Country/Regional KPI’s
• Executive Sponsorship Programs
INTERNAL PROGRAMS
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• Branded Programs
• Partner Programs
• User Groups
• Social Media monitoring
• Executive Programs
EXTERNAL PROGRAMS
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POP QUIZ How do you know if you have a winning pipeline?
– Quantity?
– Quality?
– Both?
– Neither?
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LET’S GET ROWDY Interactive Thing!
Write things down!
Actionable Stuff!
Group Activity!
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LET’S GET ROWDY
• Workshop time :o)
• Work in groups, appoint a spokesperson
• What’s your strategy for finding fanatics?
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THREE COMPANIES
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GLOBAL
• Big, complex organisation
• 2,000 salespeople
• Regional and country ref managers
• 90% sales direct
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SME
• Limited resources
• 100 salespeople
• Global program run from one country
• 90% sales direct
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GLOBAL CHANNEL
• Large Enterprise
• Channel-focused sales force
• No idea who most of its customers are
• 95% via channel, 5% direct
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TASK
• Agree on your five top ways of recruiting reference customers for this organisation
• Include an internal and external technique
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PRESENT YOUR IDEAS
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WHAT QUESTIONS DO YOU HAVE?
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KEEP IN TOUCH KEEP IN TOUCH