The sun is shining and June customer programs were beaming with new campaigns, valuable discussions and over 16,000 new program members. With it came significant growth in reviews, references and nearly $17 million in generated ROI.
Read on to dig into June’s data and customer examples.
Recruitment and Engagement
Last month, our customers welcomed over 16,000 users to their programs, with more than 65,000 engaged in the previous 30 days, generating nearly $17 million in ROI through more than 465,000 acts of advocacy. Despite a small dip in acts of advocacy compared to May, we saw continued growth in new membership, and engagement, which remains impressive as the vast majority of Influitive customers operate invite-only and exclusive programs. ROI experienced the largest month-over-month growth at 22%.
“We created and launched our first Cvent Celebrity Newsletter to reach our less-engaged advocates,” said Moinak Ray, Manager of Customer Marketing at Cvent. “We’ve begun recruiting for our hub using a targeted ad on our certification tracker,” added Shelby Major, Advocate Marketing Manager at Cisco Cert. “With single sign on (SSO) up and running, we’ve added a Pendo guide into our product that invites customers to join our CommUnity with a single click,” said Lauren Turner, Sr. Customer Marketing Manager at UserTesting.
Challenges and Acts of Advocacy
Our customers’ users have earned over 8.7 million points and redeemed nearly 11,000 rewards, and to help make this happen, they completed over 497,000 challenges! We saw growth amongst all three categories, with reward redemptions experiencing a 27% growth from May. With warmer weather, perhaps members were ready to spend on summer-themed rewards?
Users completed over 35,000 social shares (generating over 102,000 clicks) and responded to over 37,000 survey and feedback challenges. Other notable acts of advocacy include making nearly 1,000 referrals, writing over 2,100 reviews–on sites like G2, TrustRadius and Gartner Peer Insights–and acting as a reference more than 390 times. We saw a 68% increase in reviews and 18% growth in references while referrals remained relatively steady.
“We ran a campaign around our Cybersecurity content. It broke members into two teams (like capture the flag) and each team covered a different technology track,” said Major. Cvent ran two special campaigns in June. “Our monthly-themed campaign ‘Candy Connection’ focused on engagement and reviews, while ‘Prefer to Refer’ helped educate and elicit new customer referrals,” added Ray. “Our education team recently rolled out a UserTesting certification program, which includes a paid course. As an incentive to join our Champions (reference) program, we offered a waiver for the certification course fee for the first 55 customers who join the program,” said Turner.
Discussion and Community
We saw over 2,100 topics posted, more than 48,000 replies logged, and over 12,000 users were engaged in our customers’ discussion forums last month.
June was UserTesting’s 2nd anniversary of their CommUnity program, so they marked the occasion with a virtual party with their CEO and CTO. “We used a push notification challenge and calendar invitations to promote attendance, along with offering a ‘secret surprise’ for those who attended live,” said Turner. All attendees received custom CommUnity socks designed specifically for the occasion and overall attendance was more than 2X our usual rate.”
A Look Back at the Halfway Mark
July officially marks the second half of 2021, so let’s look back and see just how much Influitive customers have achieved in 6 months.
Recruitment and Engagement
Program managers welcomed nearly 80,000 new members and generated $74 million in ROI. Members earned 44M points and redeemed over 55,000 rewards.
Challenge and Acts of Advocacy
Members completed 2.3M challenges, 183,000 being survey and feedback in nature alongside 228,000 social shares (which garnered over 540,000 clicks). Program managers received 2.4M acts of advocacy, including over 4,600 referrals, nearly 8,500 reviews and more than 2,800 online reviews.
Discussions and Community
Members posted over 11,000 topics and replied 355,000 times.
We hope you enjoyed this brief look at our key customer insights and trends. We’ll continue bringing these trends to you throughout the year to help you benchmark your customer marketing and advocacy programs.