The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans

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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.

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 Kennada
VP of Marketing
@akennada
Jim Williams
VP 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
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.
Engagement Analytics

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

Can you do me a favor?

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.
QUESTIONS
SALES@GAINSIGHT.COM
NEXT WEBINAR:
http://bitly.com/CSMComms

2014 Gainsight, Inc. All rights reserved.
Thanks For
Joining!

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W.H.Bender Quote 61 -Influential restaurant and food service industry network...

W.H.Bender Quote 61 -Influential restaurant and food service industry network...

W.H.Bender Quote 61 -Influential restaurant and food service industry network...

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A.I. and The Social Media Shift - Mohit Rajhans

A.I. and The Social Media Shift - Mohit Rajhans

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Scaling your content production and workflow with AI Learn how to work smarter rather than harder to produce high-quality content at scale with the resources you already have. Make your team faster and more productive by incorporating AI-related tools and methodologies into your workflow. In this master class, you will learn about some of the dominant AI tools for research, content development and copywriting and how to use them to expand your capabilities with little to no investment other than time. The presentation will dispel some myths and provide the key steps to get you up and running with AI incorporated into your marketing workflow, whether for yourself or your clients. Key Takeaways: You will learn about the predominant AI tools, their strengths and weaknesses, where and how to use them in your marketing efforts, related best practices, missteps to avoid, and where and how to add automation to scale your ongoing marketing activities.

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Generative AI Content Creation - Andrew Jenkins

Generative AI Content Creation - Andrew Jenkins

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion. Takeaways: Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements. Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities. Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you. This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.

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Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

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The 100x Factor Growth with AI - Susan Diaz

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Instant Digital Issuance: An Overview With Critical First Touch Best Practices

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W.H.Bender Quote 61 -Influential restaurant and food service industry network...

W.H.Bender Quote 61 -Influential restaurant and food service industry network...

W.H.Bender Quote 61 -Influential restaurant and food service industry network...

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A.I. and The Social Media Shift - Mohit Rajhans

A.I. and The Social Media Shift - Mohit Rajhans

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Generative AI Content Creation - Andrew Jenkins

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Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans

1. 2014 Gainsight, Inc. All rights reserved. The Last Mile from Success to Advocacy July 2014

2. 2014 Gainsight, Inc. All rights reserved. Today’s Panelists Anthony Kennada VP of Marketing @akennada Jim Williams VP of Marketing @jimcwilliams

3. 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

4. 2014 Gainsight, Inc. All rights reserved. Who trust us less Friends & peers  Ads, ads & more ads 

5. 2014 Gainsight, Inc. All rights reserved. Meanwhile the market…

6. 2014 Gainsight, Inc. All rights reserved. Meanwhile the market…

7. 2014 Gainsight, Inc. All rights reserved. How do we win both?

8. 2014 Gainsight, Inc. All rights reserved.

9. 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.

10. 2014 Gainsight, Inc. All rights reserved. BUILD ADVOCACY

11. 2014 Gainsight, Inc. All rights reserved. Ensure Adoption

12. 2014 Gainsight, Inc. All rights reserved. Engagement Analytics

13. 2014 Gainsight, Inc. All rights reserved. Validate Value

14. 2014 Gainsight, Inc. All rights reserved. Success Snapshots

15. 2014 Gainsight, Inc. All rights reserved. Grow LTV

16. 2014 Gainsight, Inc. All rights reserved. White-space Analysis

17. 2014 Gainsight, Inc. All rights reserved. So, who are your advocates? Customers and prospects Employees and alumni Partners Developers

18. 2014 Gainsight, Inc. All rights reserved. MOBILIZE ADVOCATES

19. 2014 Gainsight, Inc. All rights reserved. UNDERSTAND THEM

20. 2014 Gainsight, Inc. All rights reserved. 25% Oracles 8% Starlets 53% Super- connectors 14% Gurus

21. 2014 Gainsight, Inc. All rights reserved. ENTERTAIN THEM

22. 2014 Gainsight, Inc. All rights reserved.

23. 2014 Gainsight, Inc. All rights reserved.

24. 2014 Gainsight, Inc. All rights reserved.

25. 2014 Gainsight, Inc. All rights reserved. RECOGNIZE THEM

26. Advocate motivation Status Access Power Stuff

27. 2014 Gainsight, Inc. All rights reserved. MOBILIZE THEM

28. Can you do me a favor?

29.

30. 2014 Gainsight, Inc. All rights reserved. THE FUTURE

31. 2014 Gainsight, Inc. All rights reserved. The rewards are high. Get started Source: Deloitte

32. 2014 Gainsight, Inc. All rights reserved. QUESTIONS SALES@GAINSIGHT.COM NEXT WEBINAR: http://bitly.com/CSMComms

33. 2014 Gainsight, Inc. All rights reserved. Thanks For Joining!