Just Getting Started Workshop David Sroka Alyse Chiariello Point - PowerPoint PPT Presentation

Just Getting Started Workshop David Sroka Alyse Chiariello Point of Reference NICE | inContact

The Customer Advocate Universe a.k.a., Customer Marketing Customer Advocate Customer Reference Program Program Advocate Marketing Reference Customer Customer Customer Help Desk Content Events Communities Customer Executive Customer Advisory Briefing Awards Boards Center

Maturity Model • How we’ll use it today • How to use it in the future

Program Vision • Strategic or Transactional • Stakeholder Services • Related Programs • Outcomes

Your Program Vision is your north star

Program Vision Pitfalls • Formulating vision in a vacuum • Not formalizing your vision • Not sharing with leadership ⚫ ⚫ ⚫

Staff Composition, Organization & Perspective • Scope + Goals = Program Staffing  • Competing / Complementary responsibilities • Seniority / Skills • Time Management  Ideally

Success Factors • Executive Support • Relationships • Company Culture • Politics • Baggage

Program Manager Attributes • Relationship-centric • Likes salespeople • Fearless about asking • Persistent • Manages upward • Passionate about advocates • Face of the program • Bandwidth / Time • Tech savvy • Service mentality • Time management https://www.point-of-reference.com/cap-manager/

Staffing Pitfalls • Gaps: experience, skills, personality profile • Over promising relative to bandwidth • Juggling incompatible roles ⚫ ⚫ ⚫

Managing Upward a.k.a. Executive Support • How to build the relationship • Align program to company growth goals – What’s important/what’s not • Don’t trust execs to set goals – Or to reach out/think of your program

Managing Upward Pitfalls • Assuming leadership will get what you do • Under communicating • Not securing a executive sponsor • Not conveying value in CxO terms (alignment) ⚫ ⚫ ⚫ ⚫

Field Relationships (internal) • Advisory board – Who? – Member responsibilities – Benefits to the program • A matter of trust • User Adoption

User Adoption • Awareness • Education • Data quality • Incentive / FOMO

Field Relationship Pitfalls • Being unknown • Not soliciting regular feedback/direction (adboard) • Not following through on commitments • “If you build it they will come…” ⚫ ⚫ ⚫ ⚫

Customer Reference Relationships • #1 - Build your database • Customer “WIIFM” • To reward or not to reward? • Recruiting strategy

Reference Activities • Case Study • RFP • Customer Quote • ROI Study • Guest Blog • Site Visit • Logo Use • Social Media • Media Interview • Speaking Opportunity • Name Drop • Video Reference Interview • Press Release • Video Testimonial • Reference Call • Webinar • “Snapshots” (slides) • Reference “Forums”

Customer Relationship Pitfalls • Being unknown • Not building direct relationships • Not showing gratitude ⚫ ⚫ ⚫

Horizontal Integration • Identify reference consumers • Synergy – Opportunistic or Planned • Priority: respect customer time – One contact, many deliverables

Related Functions You Need Needs You You Need Needs You    PR User Group(s)   Analyst Relations User Communities   Investor Relations Customer Briefing Center  RFP/Proposal Team Awards Program  Events Team     Referral Program   Content Development   Product Marketing   Customer Advisory   Executive Team Boards   Customer Success

Customer Success Partnership C USTOMER M ARKETING • Speakers • Videos • Case Studies • Webinars • Social Media S ALES C USTOMER • Reference Calls S UCCESS • Site Visits • Health Insight • Presentations • Account Access • RFPs

Horizontal Integration Pitfalls • Not synchronizing with stakeholder peers • Not promoting program value ⚫ ⚫

Program Promotion • Make a plan • Carrot and stick – Policies and rules – Fun and games • Communicating success

Program Promotion Pitfalls • No promotion after launch • Assuming the program sells itself • Not sharing wins for the program ⚫ ⚫ ⚫

Program Metrics • Outcome vs. Activity metrics • Know your audience • Executives: What matters? • Leadership and bias

Program Metric Pitfalls • Assuming data isn’t important to execs • Not connecting achievements to CxO goals • Sharing irrelevant metrics to each audience • Confusing activity with outcome ⚫ ⚫ ⚫ ⚫

Content Strategy • Alignment with growth goals • Alignment with Sales’ needs – By sales stage • User conference “gold”

Content Strategy Pitfalls • Content doesn’t support company goals • Content isn’t what stakeholders need (feedback) • Content isn’t resonating with prospects ⚫ ⚫ ⚫

Information Systems • Managing Data & Content • Leveraging CRM • Automating processes

Data Wrangling • Building the Database – Internal sources • Nominations • Customer Success app – Customers Reference DB • Communities (e.g., Influitive) • Sat/NPS/TechValidate surveys • Email campaigns • User Conferences

Related Technologies Marketing Customer Automation Gift Success Fulfillment Platforms Customer Review Lead Customer Sites Referrals Reference Management Communities CMS/ Sales Enablement Survey Tools

Referral Marketing Customer Reference Management Software/Service Solutions Content / Sales Enablement Survey Tools Customer Success/Experience Gift Fulfillment Communities Marketing Automation Customer Reviews

Information Systems Pitfalls • Not automating enough • Not thinking about the full ecosystem (martech stack) • Underestimating the importance of data ⚫ ⚫ ⚫

Outside Expertise • 3 rd Party perspective • Domain research • Best practices • Services & Tools

Community Resources • LinkedIn Groups – Customer Reference Knowledge Sharing Network (1,432 members) – Customer Reference Professionals (1,000) – Summit on Customer Engagement (962) – Advocate Marketing Group (956) – Success-Story Marketing (939) – Customer Insight and Advocacy (752) – Customer Reference Program .org (487) – Customer Advocacy & Reference Professionals (1,030) – Worldwide Customer Marketing Networking Group (467) – CAMP Boston (188) • Offline User Groups: Bay Area, CAMP Boston • Events: Summit on Customer Engagement • Vendor blogs

Outside Expertise Pitfalls • Too much time spent reinventing the wheel • Not building a network of peers • Only calling on your network when you need something ⚫ ⚫ ⚫

Wrap Up • Build Your Plan (maturity model) • Build your network • Follow Up questions? alyse.chiariello@niceincontact.com david@point-of-reference.com • Post-Workshop Resources www.point-of-reference.com/jgs2020