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The Last Mile from Success to Advocacy
July
2014
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Today’s Panelists
Anthony KennadaVP of Marketing
@akennada
Jim WilliamsVP of Marketing@jimcwilliams
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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
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Who trust us less
Emails
Friends & peers
Ads, ads & more ads
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Meanwhile the market…
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Meanwhile the market…
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How do we win both?
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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.
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BUILD ADVOCACY
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Ensure Adoption
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Validate Value
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Success Snapshots
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Grow LTV
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White-space Analysis
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So, who are your advocates?
Customers and
prospects
Employees and alumni
Partners
Developers
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MOBILIZE ADVOCATES
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UNDERSTAND THEM
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25% Oracles
8% Starlets
53% Super-connectors
14% Gurus
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ENTERTAIN THEM
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RECOGNIZE THEM
Advocate motivation
Status Access Power Stuff
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MOBILIZE THEM
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THE FUTURE
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The rewards are high. Get started
Source: Deloitte
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NEXT WEBINAR:http://bitly.com/CSMComms
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Thanks For
Joining!
