the last mile from success to advocacy: turning successful customers into raving fans
DESCRIPTION
The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans The Customer Success movement has changed the way marketers think about acquiring, nurturing, and promoting customers. There’s no longer any glory in building your logo wall unless there’s an evangelist and referral engine behind each one. In this presentation, Gainsight’s Anthony Kennada and Influitive’s Jim Williams share new perspectives on how Customer Success drive revenue growth by building and mobilizing advocates. In this webinar you will discover how to: - Identify and sell to the right prospects - Nurture new customers for quicker time-to-advocacy - Build intrinsic relationships that inspire advocates for life The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.TRANSCRIPT
2014 Gainsight, Inc. All rights reserved.
The Last Mile from Success to Advocacy
July
2014
2014 Gainsight, Inc. All rights reserved.
Today’s Panelists
Anthony KennadaVP of Marketing
@akennada
Jim WilliamsVP of Marketing@jimcwilliams
2014 Gainsight, Inc. All rights reserved.
We have entered the “age of the customer”
Source: Forrester
1900 1960 1990 2010
Age of Manufacturing
Mass manufacturing makes industrial powerhouses successful
Age of Distribution
Global connections and transportation systems make distribution key
Age of Information
Connected PCs and supply chains mean those that control information flow dominate
Age of the Customer
Empowered buyers demand a new level of customer obsession
Beyond
• Ford• Boeing• GE• RCA
• Wal-Mart• Toyota• P&G• UPS
• Oracle• Microsoft• IBM• SAP
• Yammer• Salesforce.com• Box• Marketo
2014 Gainsight, Inc. All rights reserved.
Who trust us less
Emails
Friends & peers
Ads, ads & more ads
2014 Gainsight, Inc. All rights reserved.
Meanwhile the market…
2014 Gainsight, Inc. All rights reserved.
Meanwhile the market…
2014 Gainsight, Inc. All rights reserved.
How do we win both?
2014 Gainsight, Inc. All rights reserved.
75% of the buying process is complete
before a B2B prospect contacts a company
60% of tech B2B customers search for peer testimonials on products
84% of B2B decision makers start their buying process with a referral from a trusted peer.
2014 Gainsight, Inc. All rights reserved.
BUILD ADVOCACY
2014 Gainsight, Inc. All rights reserved.
Ensure Adoption
2014 Gainsight, Inc. All rights reserved.
Validate Value
2014 Gainsight, Inc. All rights reserved.
Success Snapshots
2014 Gainsight, Inc. All rights reserved.
Grow LTV
2014 Gainsight, Inc. All rights reserved.
White-space Analysis
2014 Gainsight, Inc. All rights reserved.
So, who are your advocates?
Customers and
prospects
Employees and alumni
Partners
Developers
2014 Gainsight, Inc. All rights reserved.
MOBILIZE ADVOCATES
2014 Gainsight, Inc. All rights reserved.
UNDERSTAND THEM
2014 Gainsight, Inc. All rights reserved.
25% Oracles
8% Starlets
53% Super-connectors
14% Gurus
2014 Gainsight, Inc. All rights reserved.
ENTERTAIN THEM
2014 Gainsight, Inc. All rights reserved.
2014 Gainsight, Inc. All rights reserved.
2014 Gainsight, Inc. All rights reserved.
2014 Gainsight, Inc. All rights reserved.
RECOGNIZE THEM
Advocate motivation
Status Access Power Stuff
2014 Gainsight, Inc. All rights reserved.
MOBILIZE THEM
2014 Gainsight, Inc. All rights reserved.
THE FUTURE
2014 Gainsight, Inc. All rights reserved.
The rewards are high. Get started
Source: Deloitte
2014 Gainsight, Inc. All rights reserved.
NEXT WEBINAR:http://bitly.com/CSMComms
2014 Gainsight, Inc. All rights reserved.
Thanks For
Joining!