How to Turn Customer Success & Advocacy into Retention & Growth
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1 HOW TO TURN CUSTOMER SUCCESS & ADVOCACY INTO RETENTION & GROWTH
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Transcript of How to Turn Customer Success & Advocacy into Retention & Growth
1
HOW TO TURN
CUSTOMER SUCCESS & ADVOCACY INTO
RETENTION & GROWTH
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TODAY’S SPEAKERS
Chris NewtonVP of Business Development
@csnew10
Julia GuyadeenDirector of Product Management for
Customer Success
@juliaguyadeen
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HOUSEKEEPING
• Submit questions via chat panel
• Recording for those who couldn’t make it
• All attendees will receive slides
• Twitter hashtags #advocatemktg #customersuccess
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WHAT WE’LL COVER
• Why We’re Here
• The Ying & Yang of Customer Success & Advocacy
• Bridging the Gap
• Q&A
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REFERENCES
References help you win;
Advocates get you on the shortlist
- Peter O’Neill
Forrester Research
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REFERRALS ARE THE BEST LEADS
Source: Implisit B2B Sales Benchmark Report
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REFERRALS ARE THE BEST LEADS
Source: Implisit B2B Sales Benchmark Report
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HOW CUSTOMER SUCCESS
PROVIDES THE FOUNDATION FOR
ADVOCACY
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CUSTOMER SUCCESS: DRIVING VALUE
A Company-Wide Endeavor
• Sell to the right customers
• Build a customer experience
• Drive adoption
• Enable your customers
• Improve your product
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CUSTOMER SUCCESS: DRIVING GROWTH
Grow business value
• Make renewal a non-event
• Find upsell opportunities
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IDENTIFYING POTENTIAL ADVOCATES
NPS Promoters
Support Fans
Power Users Community Contributors
Event Attendees Project Champions
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ADVOCACY DEEPENS COMMITMENT
Promoting a solution or service
is a personal investment
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WHY SUCCESS MUST BE MARRIED
WITH ADVOCATE MARKETING
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SUCCESS IS INSUFFICIENT
Want this guy to advocate?
• you have to ask
• make it easy
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BEST ARE THINGS THEY CAN’T BUY
Part of the Team
Access
Recognition
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THE SUCCESS/MARKETING DIVIDE
Customer Success
•Skills: 1-to-1 relationships
•Metrics: Satisfaction, retention
•Tools: CRM
Marketing
•Skills: 1-to-many communication
•Metrics: New leads
•Tools: Email marketing
VS.
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BRIDGE THE GAP: SHARED METRICS
Referenceable customers
Referrals
Reviews
Customer stories
Community participation
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BRIDGE THE GAP: TECHNOLOGY
Potential
Advocates
Health Score
Contribution
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QUESTIONS?
Chris NewtonVP of Business Development
@csnew10
Julia GuyadeenDirector of Product Management for
Customer Success
@juliaguyadeen
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WANT TO LEARN MORE?
influitive.com/blog gainsight.com/ovum
