Mobilizing promoters.pptx
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Transcript of Mobilizing promoters.pptx
Mo·∙bi·∙lize Pro·∙mot·∙ers verb-‐object
Ge7ng your best promoters—and their stories— in front of your Prospects as much as you can
in order to
drama?cally increase brand awareness and growth.
The demand is huge
Gallup
“To acquire new customers … get exis@ng customers to engage their social networks on your behalf.
Most trusted sources in Adver;sing: “Recommenda@ons from people I know “–92%
The demand is huge.
Senior leaders …consider informa@on from peers … an important resource at every stage of buying.
80% of CXOs’ final decision is based on their own or others’ experience with your company.
75% of a CXO buyer’s research is done via personal interac@ons & viral communica@on networks.
Meanwhile,
tradi?onal Marke?ng is sort of…
Nearly 70% of business leaders find the sales and marke?ng materials they get from vendors “useless.”
Today’s Buyer
• Wants Expects to hear from your customers.
• Tradi?onal Marke?ng and Sales—not interested.
• VERY interested in hearing, in par?cular, from your promoters.
On their own …
ARE Your Promoters … Promo@ng? Teleco Fin. Srvc.
“Likely to recommend” 81% 68%
Actually did so 30% 33%
Gen’d new customers 12% 14%
Profitable customers 8% 11%
• Publica?ons • Social Media • Analysts • Mass adver?sing
• Analysts • Review sites • Web search • Experts • Vendor websites • Demo/ trial
• Research/ studies • ROI case studies • Vendor informa?on
• Friends/ colleagues • Peer Communi?es • Events
• Peer groups/ communi?es • Peer network • Perceived Experts • Sales
• References • Site visits • Sales
SiriusDecisions / 2015 Summit on Customer Engagement
Awareness Change Selec@on Discover Consider change| Consider Commit | Jus@fy Commit
The BUYER’S Journey Co
nten
t Interac@on
s (an example)
How firms TRY to reach buyers (Conceptually)
Awareness Change Selec@on
Content from/ Interac?ons with YOU
Content from/ Interac?ons with YOUR PROMOTERS
Conten
t Interac@on
s
• Publica?ons • Social Media • Analysts • Mass adver?sing
• Analysts • Review sites • Web search • Experts • Vendor websites • Demo/ trial
• Research/ studies • ROI case studies • Vendor informa?on
• Friends/ colleagues • Peer Communi?es • Events
• Peer groups/ communi?es • Peer network • Perceived Experts • Sales
• References • Site visits • Sales
Awareness Change Selec@on
Content from/ Interac?ons with YOU
Content from/ Interac?ons with YOUR PROMOTERS
Conten
t Interac@on
s How You SUCCESSFULLY Reach Buyers
Content from/ Interac?ons with YOU
Content from/ Interac?ons with YOUR CUSTOMERS
Note: 3rd party content and interac?ons used in marke?ng and sales tend to be about you and/or your customers.
Conten
t Interac@on
s BUYER’S JOURNEY: Salesforce.com
Interact w/ CEO Interact w/ Customers
Awareness Change Selec@on GAP
80% of buyers who engaged with SFDC customers at City Tour events
became customers themselves.
SALESFORCE.COM: Accelerate Growth
Content from/ Interac?ons with YOU
Content from/ Interac?ons with YOUR CUSTOMERS
Note: 3rd party content and interac?ons used in marke?ng and sales tend to be about you and/or your customers.
Conten
t Interac@on
s BUYER’S JOURNEY: Amazon
ALL customer reviews
Awareness Change Selec@on GAP
Select (Posi@ve) Reviews
Content from/ Interac?ons with YOU
Content from/ Interac?ons with YOUR CUSTOMERS
Note: 3rd party content and interac?ons used in marke?ng and sales tend to be about you and/or your customers.
Conten
t Interac@on
s CUSTOMER RETENTION: SAS Canada
Awareness Change Selec@on GAP
Marke@ng Campaign
PR Campaign
Sales Calls Live & Online Forums
eNewsleder
Key Account 1 on 1
SAS CANADA: Declining Reten@on Rates
• Live forums: 2,000 aiendees
• eNewselier: 5,000 subscribers • Reten?on rates: fully restored
MICROSOFT: Penetrate Developing Markets
Local Microsof customers provided:
• 20% of marke@ng communica@ons.
• 28% of ac@onable feedback on new releases.
• $100s of millions saved in service & support.
• Business model: from unviable to successful.
Rock Stars Noun
The promoters who:
• Are Passionate • Have Great Stories • Airact Buyers
Synonyms
MVPs, Customer Champions, Super Promoters
SALESFORCE.COM
Steve Molis: 40K + answers on SFDC’s Success
Community:
Mad Lamb: 7 presenta?ons at Dreamforce
Leyna Hoffer: has grown a local Salesforce meetup group to 1300 members.
SAS CANADA: Damond Ling
• Provides references frequently
• Speaks at SAS and other industry events/ conferences
• Collaborates with SAS R&D. Developed important code for SAS’ flagship data mining product.
• Launched the SAS Data Mining Customer Forum
Profile Your Rock Stars • Are perceived as peers to your buyers
• Like to affiliate, expand their networks
• Airac?ve (strategic) network
• Enjoy helping others • Ac?ve in your—and other relevant—communi?es, live and
online
• Eager to tell their—and your—story: gain social value from doing so
• Have authority, influence
• Are respected
• Professional demeanor • Communicate (speak, write, post, tweet regularly); get their
names out there
• Available and easy to access
(it’s not that hard)
Motivation For a Rock Star B
uild
MO
TIV
AT
ION
APPEALING ACTIVITY START HERE
PERSONAL Drivers >
SOCIAL Drivers > Affiliation
Social Capital Reputation, Status
Mastery Autonomy Purpose
About Bill Lee
There's really nothing I've seen like it in the country.”
Lisa Arthur, CMO, Teradata Applica;ons
The most insighGul business book I’ve read this year.
Dorie Clark, Forbes Online
When it comes to developing high-‐impact customer relaJonships, I found out very quickly that all roads on that issue
lead to Bill Lee." Jackie Breiter, Vice President, Customer Success and Flagship
Program, CA Technologies
CONTACT [email protected] www.c4ce.com +1 469 726 2651 @bill_lee