From 0 to 60: The Fastest Model for Customer Advocacy (Hannah Shain, Director of Marketing, Cloud...

The FastestFrom 0 - 60

Cloud Elements Case Study

Model for Customer Advocacy

by Hannah Shain, Director of Marketing

@hshain

Hi! I’m Hannah. Based in Denver, CO, I am the Director of Marketing at Cloud Elements and absolutely obsessed with my Bernese Mountain Dog, Denali.

Cloud Elements is an API Integration Platform, helping application developers quickly build integrations to entire categories of cloud services.

@hshain

Build a CaseGet it DoneExamples

123

the plan

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Building the Case1

Customer Advocacy at Your Organization

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Introduction

Customer Advocacy at itscore is about delightingand retaining customers

@hshain

“””

Because only one thing

counts in this life: Get them to sign on the line which is

dotted.Glengarry Glen

Ross

“@hshain

go full-circle?

Attract.

Does Your Sales Model

Close.$

Retain. @hshain

Attract.

It’s about flipping the funnel.

$ Advocate

go full-circle?

Does Your Sales Model

Retain. Close.

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$32,101Customer Acquisition Cost

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Average Net Churn RateNegative Churn rate denotes more add-on

543210-1-2-3-4-5

Q1 ‘15

Q2’15

Q3’15

Q4’15

Q1’15

Customer OnboardingAdd-On Sales

Delivering On-Time

Community

Reference-ability

0.6%

Get it Done2

Tactics for Launching an Advocacy Program

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Form Your TeamTeam lead

social

Customer success

developer

sales

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Identify AdvocatesEmployees, the people

spending 40 - 60 hours per week dedicated to your

brand.(these are your #1 FANS, leverage them).

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Program Goals

Current(per month)

30 days in 60 days in 90 days in 1 year in flight

# Engaged Advocates

10/15 ish 15 20 30 50

# Referral Leads

# References (individuals)

5 5 10 10 15

Social Activity 10 15 25 50 100

# Online Reviews / Testimonials

0 1 5 10 50

Other (i.e. studies) 1 2 5 10 15@hshain

pick your

platform

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interactive acts of

advocacy

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advocates competeagainst

eachother @hshain

stay engagedin the

community

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and reap thebenefit of their efforts

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Launch Plan1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

Peer demo

Soft Launch: Employees

1st Tier Launch

2nd Tier Launch

S M T WTh F S

JANUARY 2016

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Invite & Interaction StrategyLow Effort

High Impact

High Effort

Low Impact

● Advocate-to-Advocate Invite● Post-Reference/Case Study Incentive● Sales Playbook *● Cupcakes*

● Internal Competition “March Madness” *

● Beta Product Programs*● C-Level Round Tables

● Initial Email Campaigns○ NPS 8+○ Closed/Won Contacts○ Past Case Studies

● Automated Nurture● Social Engagement *● Email Signature Promotions

● Branding / Theme● Initial Setup “build-n-pray”

*examples@hshain

Lead by Example2

the good, the bad, the ugly

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Use Social

@hshain

@hshain

nominated

joined

activated

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@hshain

557New Advocates Nominated

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34New Advocates Joined

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15Active Daily (on average)

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Sales Playbook

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Customer Success Beta Lab @hshain

Delight Your Customers

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Let’s Wrap Up

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Program Actuals

Current(per month)

30 days in 60 days in 90 days in 1 year in flight

# Engaged Advocates

10/15 ish 15 20 30 50

# Referral Leads

# References (individuals)

5 5 10 10 15

Social Activity 10 15 25 50 100

# Online Reviews / Testimonials

0 1 5 10 50

Other (i.e. studies) 1 2 5 10 15

66 98 114

4 8 12

2

59 127 176

0 1 2

0 3 12

@hshain

Nov. Dec. Jan. Feb. Mar. Apr. May

“From 0 - 60”accomplishing a lot so far

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We’re not there yet

Our Advocacy Roadmap

Journey Mapping

StorytellingTribe of

Advocates

Evangelism

1whiteboardjourney mapping with leadership team

2case studies

3 analysts references

5 sales collateral

4 referencecalls

6 influitive online community“mt. eveREST”

9 dev relations

7open source contributors

8 hackathons

@hshain

www.linkedin.com/in/hannahshain

@[email protected]

thank you.

“From 0 to 60” admittedly is the size of our advocates community. But I believe, using a couple tips I’m here to give you today, you can go from 0 to 600. Or 6000 -- hence why the purpose of this presentation is to leave you with a really fast model to get your own advocacy program up and running”

Advocacy at it’s core is about turning your entire sales model into a full cycle. Attract, Close, Retain, Recycle. It’s about flipping the funnel. Trying to delight your customers on what they already bought (instead of persuade them into buying more of something they don’t need). Customers, with the right mix of community, support, dedication and listening, will in turn delight you! And retain your business.

So how’d we get here. If yoru sales team is anything like my sales team (or any sales team I’ve had the chance to work with quite closely), at the end of the day they really just care about attract and close. Attract and close. Attract and close.

One of my biggest ah-ha’s so far in my career is digging into the my favorite metric: CAC. The truth is: the cost to acquire a NEW customer is a hell of a lot more expensive than the cost to retain an existing one. One benefit of advocacy. Hidden beneath CAC, we keep our eyes on just how quickly our leads are being generated by inbound referral vs. prospecting (lead velocity) and how CPL is trending.

Bottom line for any fast growing business, if we can continue to triple our leads, lower our costs, and retain more customers, as a startup we’re just sweetening the pot for future customers, partners, and investors. --

OK - So that’s the business-case side of things. But I’m a much more tactical, let’s get ‘er done, type of gal. Let’s chat about this model for customer advocacy. I’ll get this out of the way early -- in addition to myself and the marketing team being the owners of our customer advocacy program (working very closely with our customer success team), we manage a good majority of our efforts using Influitive. They’re not paying me to say this -- but I’m a huge advocate of Influitive’s advocate software. These guys are the leaders in advocacy and designs a platform that is engaging, gamified, and simple. It just works. We use it and tons of other well known brands around the world use it. It just works.

Basic gist of Influitive: It’s an exclusive, online community for advocates to create profiles, complete acts of advocacy “challenges” -- such as follow us on twitter, share a link with their networks, contribute a blog post, volunteer for a reference call, participate in a beta program, and so on, compete against other advocates, and connect with their peers.

Now that that small plug is out of the way -- first things first: identify your advocates:

EMPLOYEES. Yes, the people willing to spend 40 to 80 hours per week working on your brand. THOSE ARE YOUR #1 FANS. Leverage them. We did a soft launch of our community to our employees 1 week in advance of going public, and the community went viral. Within a couple hours, I was neck and neck with one of our sales engineers for 1st place on the leaderboard (which is saying alot considering I tested out each and every challenge before we published it, so he’s right there with me).

By activating employees, you will knock out two birds with one stone. A. They’ll be completely training and enthusiacts about a new online community. B. They’ll be your top promoters to help share the news.

Next, partner up with your teams to identify your target community. The word “exclusive” and “customer community” are some what dirty words at our company. Mainly because over time we have realized that the best community is one that has lots of active humans in there. Start small, use a tiered approach, and repeatable methods to promote.

As for a promotion strategy, I suggest you take a 4-prong approach to tactically get people in there. Emails, automated drip campaigns, sales playbooks, March Madness (internal competitions),

[MARCH MADNESS SIDE NOTE] -- this is just too cool, i need to go on a slight tangent about one of our promotion tactics that just really really worked for us. … describe the competition, show bracket/branding. Focus on the metrics… within 1st week ___; 2nd week ___; ended with ____. Huge success for us. and , in may, we’re still reaping the benefits.

End with -- I love my job. And I think it’s for some pretty obvious reasons… At the end of the day, I’m the ultimate gamemaker with a purpose to delight and retain [happy] customers. I’ll leave you with some more perks and delighters you need to start doing today for your customers.

- Ask when they’re birthday is and send them a birthday cake when it’s time

- Respond to questions on social and invite them in

- Nominate advocates of the month (even if it’s arbitrary guidelines)

- Give them themed gift baskets when they do something really awesome (like win you new business)

- Offer sneak peeks to products and beta programs

our advocates

- What is customer advocacy?

- Business impact

- Identifying Advocates

- Activate your employees

- Promotion Strategies

- Delight your customers, examples

“”

Live as if you were to die tomorrow;

learn as if you were to live

foreverMahatma Gandhi

“”

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FROM 0 - 60

From 0 to 60: The Fastest Model for Customer AdvocacyAdvocacy at it’s core is about delighting your customers. With a couple cupcakes and funny videos, we saved our company thousands of dollars. I’ll also talk about getting started with a brand new community, sharing how we grew our number of advocates by 600% in the first 3 months.

Outbound Inbound

PushTalk

Sales Cycle

PullListenBuying Cycle

Numbers 35,000$ 95,000,312

35%Briefly explain the numbers you are showing.

Yearly Revenue

Registered Users

Conversion Rate

Peopleneed social

validation

Use a Lightbox to highlight your content over a good pic.Use the sub-title to describe your idea. Describe the metaphor behind the image.

ChartsOur Weekly Metrics /

Reports 28%

106%

Leads from Inbound

Marketing Sources average % of

goal attained per quarter

20% prospecting

52% events

$48average quarterly CPL

leads per quarter, since Q115

Q115 Q215 Q315 Q415 Q115

goalactual @hshain

From 0 to 60: The Fastest Model for Customer Advocacy (Hannah Shain, Director of Marketing, Cloud...

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