We’re living and working in an increasingly social world - one that sales, marketing and customer success professionals are grappling to adjust to.
Your customers are connected within the social sphere, and this interconnectedness can drive them further from your company if you’re not careful.
Your sales team wants to know how to keep leads hot, your marketing team wants to spread the word about your product, and customer success wants to maximize retention.
Throughout the customer lifecycle, from acquisition to advocacy, the question ...
Note: The following post comes courtesy of Russell Rothstein (@RussRothsteinIT), Founder and CEO of IT Central Station.
This is not your father’s enterprise tech market. Many people with roles in marketing and sales don’t see that the game is changing.
But it is changing fast – peer opinions are replacing vendor marketing, industry experts, and the other traditional sources of influence.
Buyers want to leverage crowdsourcing
The number one factor of influence in the buying process today is recommendations from peers.
Buyers want to tap into ...
Forrester: Customer references are being replaced by customer advocacy
Customer reference programs have been a hallmark of the B2B sales enablement process for years.
As new sales opportunities reach the end of the pipeline, customer references are the final tool used to close the deal. But is that strategic, or simply a reflex?
Extending references has become a bad habit, much like smoking and biting your nails. Marketers and salespeople rely on
Are customer reference programs a dying breed?
Times are changing, and Forrester’s latest ...
Customer advocates could be your best bet for customer success
As a customer success professional, you're focused on making sure that customers are as satisfied as possible.
When the sales and marketing teams are out clinking their drinks, celebrating the latest win, that's your time to zero in on the customers who aren't so happy. Right?
Customer success has always been focused on reducing churn, identifying up-sell and increasing adoption. But many don’t realize that mobilizing customer advocates is a way to ...
Note: The following post comes courtesy of Bo Bandy, Marketing Communications Manager at ReadyTalk.
When you’re a privately-funded, bootstrapped company, it can be tough to stand out in the market. This is especially true when you’re competing against well-heeled, high-visibility brands on one end and startups with big cash influxes from venture capital funds on the other end.
That’s the situation for ReadyTalk. And that’s why we value customer-driven marketing, namely advocacy, so much.
Since our founding in 2001, we’ve signed on nearly 10,000 ...
How To Get An Awesome Customer Reference Program and Make It So Much More: Ceridian's Story
Sales references are very much like Sour Patch Kids. You know they are going to be sweet because references are close to the last checkpoint in the sales process.
One of our favourite commercials:
But you have to go through the sour part, which in this case is correctly matching a customer to a prospect for the reference chat. Not only are there specific criteria to be matched, ...
As a B2B marketer, it’s easy to feel like you’re alone in the wilderness. You face tons of challenges at every turn, and many of them can feel quite daunting.
If you’re lucky, you’ve got an internal compass to help guide you down the right trail – but that only works if you know how to read all the signs.
We feel your pain. As a marketer, you have a lot on your plate these days. And unlike your more technical colleagues, you ...
Understanding your customers is critical to any successful advocate marketing program, but not all customers or advocates are alike. They can be motivated by very different things.
As a marketer, it's easy to get caught up in what you want from your customers, such as case studies, referrals, testimonials or social media interaction. In order to get the best results from your advocates, however, you first need to learn what they want from you.
Lucky for you, the Influitive Labs team is almost ...
Note: The following post comes courtesy of Steve Bernstein, founder of Waypoint Group.
If you’re reading this blog you probably know that improvement comes from action, not just listening. After years of consulting with many big name B2B SaaS and tech companies, Waypoint Group has often found that the right intention is there, but the execution is lacking somewhere along the customer journey.
It’s not for lack of trying, but getting everyone to participate can be difficult when they already have competing priorities. ...
I’m very much into new gadgets, apps, products – whatever. I’ll try things out and if I like them, I will be a fierce supporter until either I get bored or something better comes along.
One of these technical masterpieces is an app called Buffer. Buffer lets me effectively and efficiently post to my different social media channels from my iPhone. It’s really a cool product but what I like about the company is that they regularly send me information on how ...