Why Metrics Matter: Getting Outside the Case Study Box
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Transcript of Why Metrics Matter: Getting Outside the Case Study Box
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Why Metrics Matter: Beyond the Case Study
2015 Summit on Customer Engagement
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Swati Kamath
Global Customer Content Programs
Manager, HP Software
Lauren Locke-Paddon
Customer Success Manager
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Why Metrics Matter:
Beyond the Case Study
The Problem with Case Studies
New Requirements, New Approach
Driving Change at HP
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Customers matter more than ever –
money where your mouth is
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Are Outliers Credible? Would you
expect your customers to believe this
story?
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What about you?
What are the main challenges your
organization has face in creating compelling
customer content?
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Isolated Case Studies Paint an
incomplete picture of customer
base
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Beyond the Case Study – adding
statistics about the results your
customers see.
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SalesPublic RelationsDemand GenerationProduct/Solution Marketing…All need credible proof
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How do I use Metrics in Customer
Marketing?* Survey tools
*Broader base of proof – publicly blinded
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How do I use Metrics in Customer
Marketing?* Contextualize operational metrics
* Imagine metrics as newsworthy hooks
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Driving Change at HP
The Challenge
What we learned
Comparison of two launches
Making it Stick- Understanding Goals
Reverse Engineering
Measuring success and impact
What has changed
What’s next
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Challenge
Product Marketing,
AR/PR Need quotes
for my product launch
Campaigns Need customer
proof points and metrics for
whitepaper
Sales Need Public
Sector references for
my deal
Field Marketing Need a speaker for my event,
webinar
Corporate Need Big Data
case studies with metrics
Presales Which FSI
customer is managing >50,000
instances
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What we learned
What it’s NOT -
• Customer satisfaction survey
• Market research survey
• Trend Analysis survey
• SURVEY MONKEY!!!!!
What is it –
•Testimonial/Metrics/Case study generator
•Instant, public, online, 3rd
party validated, could be shared on Social Media
•Supports digital marketing and content marketing
•Collects feedback from untapped, passive customers
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Before TechValidate After TechValidate
1Number of Products Launched
8
6 Assets Customer Assets 223 Assets
3 speakers References 22 volunteers
12-16 weeks Execution Time 8 weeks Preparation until the day of the
launchPreparedness
Ready for launch a week before the launch
Assets uploaded on launch portal and hp.com; testimonials
submitted to PR team
Launch & Campaign Readiness
Assets promoted on CIO.com, social media channels, blogs; content
used in lead nurture streams
Let’s compare – Two Launches
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Making it Stick
Understanding stakeholder goals
Teams:Product MarketingCampaignsSalesAR/PR
Usage:BlogsLaunchAnalyst BriefingsIntegrated CampaignsInfographicsWhitepapersLead nurturingPress Release
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Reverse Engineering
Goals Content
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Measuring success and impact
1.23 Million Content Views
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What has changedWe are better prepared
KEEP CALM
We have a MENU of
CUSTOMER CONTENT
ASSETS
Testimonials for press release
Not only case studies with metrics but also charts,
and stats
Named Proof Points
Reference Volunteers
Metric-oriented
proof points
User reviews
Net Promoter
Scores
Content for Web, Social
Media
Product Feedback
Customer profiles by industry/ use case
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What’s next?
Customer Engagement
Influitive
Customer proof points &
Intelligence
TechValidate
User –generated
Product reviews
IT Central Station
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Q & A
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Workshop
Identify 3 types of customer stories that are
not readily accessible through traditional
means.
How could aggregate or statistical data help
fill demand for references in these areas?
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What new approaches that use metrics
could you pitch to stakeholders at your
organization?
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What cross-functional processes at your
company could benefit from a reverse-
engineered Goals Template?
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