Mobilizing promoters.pptx

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MOBILIZE YOUR PROMOTERS Bill Lee, Founder Center for Customer Engagement

Transcript of Mobilizing promoters.pptx

MOBILIZE    YOUR  PROMOTERS  

Bill  Lee,  Founder  Center  for  Customer  Engagement  

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%  

1.  Find  Your  Prospects  

Map  the  “Buyer’s  Journey.”  

1.  Find  Your  Prospects  

• 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  

Fill  the  Gaps.    

1.  Find  Your  Prospects  

Amazing  things  will  happen.    

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.  

2.  Find  Your  “Rock  Stars.”  

Rock  Stars  Noun  

The  promoters  who:  

•   Are  Passionate    •   Have  Great  Stories  •   Airact  Buyers  

Synonyms  

MVPs,  Customer  Champions,  Super  Promoters  

Excep?onally  powerful  

Just  takes  a  few  

2.  Find  Your  “Rock  Stars.”  

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  

Not  Hard  to  Find  

2.  Find  Your  “Rock  Stars.”  

Common  Traits  

Love  to:  •  Affiliate  

•  Help  •  Tell  their  stories  •  Get  Recognized  •  Learn  

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)  

RANTS  

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

in  a  nutshell…  EXPAND  THE  CUSTOMER  

EXPERIENCE  

Buyer   User  

Customer  Experience    1.0  

Prospect   User   Advocate  

Prospect   User   Advocate  

Customer  Experience    2.0  

aka  Customer  Engagement  

Thank  You!  

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  

Clients  include  

"The  value  was  unbelievable.  If  we'd  had  this  knowledge  when  we  first  started,  we'd  be  in  a  beier  place  today.”  

Vicki  Cooney,  VP  Market  Development,  AmerisourceBergen