Client Advocacy Story
B2B Customer Engagement Leadership Series
Presented By:
Mitch Rose | July 28, 2015
Payment Cycle Management: Accelerate Invoice-to-Cash
A flexible, automated invoice-to-cash solutionthat meets diverse customer requirements and speeds cash application
DSOCustomerSatisfaction
Cost
“Billtrust has accelerated our invoice-to-cash cycle. Their technology has improved our ability to secure customer payments faster, giving us an additional $2M in cash flow each month, and reduced our DSO by 3 days.”
-Tim Drake, Vice President Credit & Collections, ThyssenKrupp Elevator
Why an advocacy program at Billtrust?
• How to leverage our client base?• +1,200 Clients – 55% average NPS score• 99% revenue retention
• Referrals close 20% faster than average deal but not enough of them• How do we get more referrals that are more predictable?
PROBLEM: Asking for referrals or waiting for them to happen is difficult and hard to predict.
GOAL: Increase referrals by 50%
What is the role of advocacy across Billtrust organization?
Marketing/ Sales
Leads References Testimonials
Client Services
Product
Project ManagementHappy & Engaged Customers
Insights & Feedback
Incentive to Speed Projects
What’s in a Name?
Levels:OPENING ACT: Welcome to the [Billtrust] JungleHEADLINER: The A TeamMAINSTAGE: You’re The Best AroundROCKSTAR: Hey Now, You’re a Billing Rockstar
Themed Rewards:
What should the team look like
• Resources• Executive Sponsor• Project Leader• Execution* (New Hire)• Design• Cross functional
Know Your Audience
• Large Wholesale Distributor• Reports to CFO• 7+ Direct Reports• Numbers driven• Responds to short messages• No marketing jargon/fluff• Loves Blacklist and Game of Thrones
Jason Dir. Of Credit & Collections
Launch: Billtrust CONNECT
• Soft launch 2 weeks ahead of Billtrust CONNECT
• Hard launch at event including:• Promo on badges• Welcome bag• Integrated into sessions• Back Stage Pass Booth• Public leaderboard with prizes
• Additional Promotion for Back Stage Pass• Company website• Within products• Newsletters
• 301 users/173 engaged (used past 30 days)• 35 Referrals - 15 Qualified• 1 Opportunity scheduled to close Q3• 40+ References• 100+ Testimonials• 20 Clients agreed to participate in webinars• Data collected used in research and content production• Product feedback
How's it going?
1. Keeping users engaged – keeping things fresh2. Growing # of users3. Participation across organization
Three Key Challenges to Support an Advocacy Program