advocamp: shanann klaver

High-Impact EventsHow Advocates Fuel Growth

Customer Marketing Managershanann@optimizely.com

Shanann Klaver

Twitter: @ShanannK

AgendaGrowing at Optimizely

High-Impact Events

Recap & Questions

Growing at Optimizely

““

Sheryl Sandberg

If you are offered a seat on a rocketship, don’t ask what seat! Just get on.

10,000

AdobeGWOVWO

SiteSpect

Monetate

MaxymiserQubit

2,000

0

4,000

6,000

8,000

Q1 201

1

Q4 201

1

Q3 201

2

Q2 201

3

Q1 201

4

Q2 201

5

Q4 201

4

Optimizely

Source: BuiltWith

Num

ber o

f site

s

Customer Growth

Need

Know

Like

Trust

Try

Buy

Complete

Repeat

Refer

Sales

Customer

SuccessMarketi

ng

89% of companies surveyed by Gartner believe that

customer experience will be their primary basis for competition in 2016

Source: Gartner, Inc., Gartner Predicts a Customer Experience Battlefield, February

2015

Customer Experience Touch Points

Before Purchase During Purchase After Purchase

Advertising Website Community

Social Media Sales team Support team

Networking Conference Workshops

High-Impact Events

Product Workshops

Executive Networking

Annual Conference

Product Workshops

Executive Networking

Annual Conferences

Audience

• Customers

• Sophisticated users

• Product champions

Objectives

• Product adoption

• Feedback

• Upsell opportunities

““

Awesome Optimizely Customer

The exercise where we split up and customized landing pages for different audiences wasn’t just useful, but a great way to break the ice with other attendees.

Drive content generation at customer events.

Product Workshops

Executive Networking

Annual Conferences

Audience

• Customers & Prospects

• Decision makers

Objectives

• Relationship building

• Peer connections

• Closing deals

““

Executive Prospect

You guys really created a great vibe with your event and your drive for doing things right clearly spills into the innovation in your product.

Product Workshops

Executive Networking

Annual Conferences

Audience

• Customers & Prospects

• VIP

Objectives

• Spotlighting

• Relationship building

• Closing deals

Private Kick-off Party

Expedited check-in

Custom Backpacks

Front-row session seating

Culinary experience lunch

VIP Experience

““

Opticon VIP Attendee

That VIP lunch at Opticon will live on in my memory as the best trade show lunch EVER!

Recap Align with your larger business

objectives

Connect your advocates with

prospects

Make it an experience

Questions?Thank you!

Customer Marketing Managershanann@optimizely.com

Shanann Klaver

Twitter: @ShanannK