CEOs Discuss: Collecting Client Feedback

and Using it to Grow Your Business

Presented by:

Eric Gregg, CEO & Founder, Inavero

Leslie Vickrey, CEO & Founder, ClearEdge Marketing

September 11, 2014

Confidential Information. Copyright 2014.

The Format

• Q&A

Between Eric & Leslie

Between you and the speakers

- Get ready for poll questions throughout

• Ask your questions via:

Sidebar on GoToWebinar

Tweet a question using @clearedgemktg and @inavero

It will show up on our Twitter profile, open for the public to view

• Follow ClearEdge at twitter.com/clearedgemktg

• Follow Inavero at twitter.com/inavero

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Leslie Vickrey

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• CEO and Founder of ClearEdge Marketing, an agency

specializing in outsourced marketing solutions for IT

services firms

8+ years in business

Serving clients across four continents

Staff from coast-to-coast (30+)

8-year TechServe Alliance marketing partner

• 18 years managing marketing operations or providing

consulting services for companies such as Spherion,

Harvey Nash, TechServe Alliance, Bartech, CRi, Aon

Hewitt RPO and Fieldglass

• Co-founder of ARA—a mentoring organization for

attracting, retaining and advancing women in tech

(www.aramentors.com)

CEO & Founder

@lvickrey

ClearEdge Marketing

www.clearedgemarketing.com

Eric Gregg

• CEO & Founder, Inavero, providing satisfaction

surveys to professional service firms via a proprietary

software that leverages Net Promoter®Score

methodology

• 15+ years experience providing marketing and

quantitative analysis to some of the nation’s top

professional service organizations

• Inavero works with more than 300 professional

service firms

Analyze surveys from more than 500,000

professional service clients each year

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CEO & Founder

@EricAlanGregg

Inavero

www.inavero.com

Today’s Conversation

How to get more of what you want:

• High survey response rates

• Identifying potential issues or problem accounts

• Actionable data to update marketing and sales messages

• Testimonials

• Strong relationships with promoters to advocate for your brand

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Experience is the New Advertising

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Why?

World Class Service Pays Off

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How often are you surveying

your customers on their

experience with you?A.Monthly

B.Quarterly

C.Annually

D.Ad hoc

E.Never

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Poll 1

Best Practices: Launching Your Survey

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• Keep it simple

• Focus on response

rate

Do you segment your data to

provide additional insight?A. By division (or department, sales group, location,

etc.)

B. By division AND manager

C. Minor segmentations

D. No

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Poll 2

Overcoming the Negative Review

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• Make a phone call

• Show empathy

• Correct the problem

• Make the recovery memorable

• Recover with the person, not just the company

Share your Story

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• Identify those who love you and help

them tell their story

• Just 3% of clients are asked to

provide testimonials, and only 7%

have been asked for a referral

Do you ask clients for

permission to use their quotes

during the surveying process?

A.Yes

B.No

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Poll 3

Make the Ask!

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How Does Client Feedback Spark

Marketing and Fuel Growth?

What are the Building Blocks of your Marketing Strategy?

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How often do you revisit your

marketing strategy?A. At least every 3 months

B. Annually

C. Years ago - It’s collecting digital dust

D. I don’t have a documented marketing strategy

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Poll 4

Company Vision: To be the X of Y for XYZ.

Marketing Objectives

Launch targeted lead

generation campaigns

and support the sales

team across the sales

cycle

Develop a program to educate

channel Account

Executives and increase

sales opportunities

Establish Company as a

thought leader in the

X category

Put in place a multi-touch

campaign to keep the

Company in front of

clients

Marketing Strategies

Marketing Tactics

Digital/Online Public Relations Sales Tools Lead Generation Thought Leadership Events Advertising

Rank top X (AWARD)

Help channel sales team secure X

appointments with prospects leading

to XX new deals in 2014

Help sales generate X appointments

leading to X new deals in 2014

Help sales retain 100% of client base,

expand services within X existing

accounts

Marketing Metrics

Generate $XX million in sales

from new accounts

Identify and win opportunities

across the broader X [partner]

organization

Accelerate Company market

leadership position by X%

Retain existing client base and

expand services provided to each

client

Sample Marketing Plan: High-level Summary Page

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Go Beyond “We love Eric!”

For testimonials:

• Are there specific examples or metrics that

can be included?

• Can the client’s name and/or company name

be added?

For case studies:

• What was the challenge?

• How did you solve it (in a way that is unique

from your competitors)?

Quantifiable

Qualitative

• Client quote

• Small section about you

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What marketing medium do you

use most to share client case

studies and testimonials?A. Our website

B. Social media

C. Videos (on our site and YouTube)

D. Advertising and outbound marketing campaigns

E. None of the above

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Poll 5

Go Beyond Your Website

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Put Your Client in the Spotlight

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• Blogs

• Thought leadership

studies

• Press Releases

• Social media spotlight

• Webinars

• Speaking opportunities

• Nominate to industry

events or awards

Do you provide opportunities for

your clients to participate in your

marketing efforts?A. Yes, we feature client stories in different ways

B. No, we only feature clients talking about our

services

C. No, we don’t feature our clients in marketing efforts

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Poll 6

Have a Plan

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Surveying

• Establish point person to own the

survey

• Follow-up with survey recipients

• Use results to differentiate your

company

Marketing the Results

• Analyze results and update your

marketing strategy accordingly

• Use compelling testimonials and

case studies across different

mediums

• Give your promoters more

exposure

Need Help? Contact Us Any Time!

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Leslie Vickrey, CEO & Founder

ClearEdge MarketingTel: 312.731.3149

E-mail: lvickrey@clearedgemarketing.com

Twitter: @lvickrey

@clearedgemktg

Eric Gregg

InaveroTel: 503.542.3332

E-mail: egregg@inavero.com

Twitter: @EricAlanGregg

@Inavero