the advocacy imperative: the revenue-driving secret weapon
TRANSCRIPT
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Tracy Eiler
CMO, InsideView
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The Advocacy ImperativeThe Revenue-Driving Secret Weapon
Tracy Eiler, CMO
San Francisco, July 26, 2016
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Mom, girlfriend, daughter, sister, gardener…
#advocacyadv
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Storyteller, demand generator, promotor
#advocacyadv
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What I believe
• Marketing exists to make sales easier
• Your brand is the promise to the customer
• The glass is half full. Always.
#advocacyadv
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The traditional funnel is gone
The buyer is in charge
Sales & marketing are not aligned
We need to catch up to B2C
What Drives the Advocacy Imperative?
Customers are simply easier (if they are happy)
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The Traditional Funnel is Gone
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The New Funnel
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The New Funnel
Customers
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The Buyer is in Charge
Source: Forrester, Death of a B2B
Salesman
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Marketing is Behind
• Messy, incomplete
customer data
• No direct customer
interaction
• Don’t put customer
data to work
Source: Forrester Make Your B2B Marketing Thrive in the Age of the Customer
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We Are Not Aligned→ Conflict
Long-term
Segments
Top of lead funnel
Campaign metrics
Net new accounts
This quarter
Accounts, titles, people
Start of sales cycle
Quota attainment
Grow accounts (customers!)
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Catching Up to B2C
Source: Forrester, The Evolved CMO in 2016
Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey
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Customer win rates are 2x of net
new accounts
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ADVOCACY(the secret weapon to drive revenue)
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Embrace account-based everything
Making Advocacy a Core Strategy
Technology solutions allow scale
Align sales & marketing
Get CX responsibility
Create a customer data strategy
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Align Sales & Marketing in Every Process
Source: Forrester, Build an Adaptive, Efficient
Process to Elevate Leads to Revenue
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Account-Based “Everything”
Maximizes Revenue
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CMOs Expand Responsibilities to CX
Source: Forrester, The Evolved CMO in
2016
Q415 Forrester/Heidrick & Struggles Global Evolved CMO
Survey
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CMOs Value Experience in CX
Source: Forrester, The Evolved CMO in 2016
Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey
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You Must Have a Customer Data Strategy
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Advocate
technology
platforms
allow you
to scale
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Embrace account-based everything
Making Advocacy a Core Strategy
Technology solutions allow scale
Align sales & marketing
Get CX responsibility
Create a customer data strategy
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Customer Loyalty Drives Revenue
• Increase cross-sell by 22%
• Drive up-sell revenue from 13-51%
• Increase order size from 2-5X
Source: Constellation Research
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Read my book — available October 3rd!
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