pulsecheck2016 how we manage reviews, references, and advocacy

HOW WE MANAGE REVIEWS, REFERENCES, AND ADVOCACY

MARIA PERGOLINOSenior Vice President, Global MarketingApttus

NATHAN ST. MARTINEnterprise MarketingGainsight

Agenda

Background & Why Advocacy is Important

How Apttus Built a Leading Customer Advocacy Program

How Gainsight Manages & Measures Advocacy

Questions

Background

Who is Responsible for Customer Advocacy?

MARKETINGCUSTOMER SUCCESS

• Ensures customer is successful

with the product and happy

• Builds relationships

• Understands customer use

cases and customer health

• Understands where advocates

are needed in sales and

marketing

• Works with advocates on

marketing opportunities

• Runs marketing programs

Who is Responsible for Customer Advocacy?

MARKETINGCUSTOMER SUCCESS

• Ensures customer is successful

with the product and happy

• Builds relationships

• Understands customer use

cases and customer health

• Understands where advocates

are needed in sales and

marketing

• Works with advocates on

marketing opportunities

• Runs marketing programs

Create and Discover Advocates Mobilize and Enable Advocates

Customer Advocacy at Apttus

See why Apttus is the right Quote-to-Cash solutionfor growing global businesses.

X-AUTHORFOR EXCEL

REVENUEMANAGEMENT

CONTRACTMANAGEMENT

CONFIGURE-PRICE

QUOTEECOMMERCE

Solutions forCompanies of all sizes

Solutions forall industries

Build on theApttus Intelligent Cloud TM

Apttus Marketing

Marketing

Brand Demand Generation

Field & Events Advocacy Product

Marketing

Customer Success at ApttusACCELERATE

Customer Success at ApttusACCELERATE

3000 Attendees1K+ Customer

Attendees

Customer Success at ApttusCOMMUNITYACCELERATE


Attendees



Attendees

4000 Members, Over 13K

challenges completed



Attendees



REFERENCE



Attendees



328 Advocacy Members

100+ Reference Requests Per Qtr

REFERENCE


VIDEOS AND PAPERS


Attendees





REFERENCE


VIDEOS AND PAPERS


Attendees





35 Videos33 Case Studies162 Customer

Stories

REFERENCE

Customer Success at ApttusCOMMUNITY

PRESS RELEASES

ACCELERATE

VIDEOS AND PAPERS


Attendees






Stories

REFERENCE


PRESS RELEASES

ACCELERATE

VIDEOS AND PAPERS


Attendees






Stories

Monthly Win or Success Press

Release

REFERENCE


PRESS RELEASES

ACCELERATE

ONLINE REVIEWSVIDEOS AND PAPERS


Attendees






Stories


Release

REFERENCE


PRESS RELEASES

ACCELERATE

ONLINE REVIEWSVIDEOS AND PAPERS


Attendees






Stories


Release

435 Public Reviews of Apttus

REFERENCE

So How Did We Get There?

Customer Success ToolkitCUSTOMER CONNECT ADOPTION SURVEY

EXECUTIVE SPONSORSHIP

EARLY WARNING SYSTEM

ADOPTION DASHBOARDHEALTH SCORE

Path To Advocacy

2013

First Case Study

First Customer Video

First Supported Reference

First User Conference (goal of 150, over 400 attendees)

Launched Apttus Community

2014 2015

Path To Advocacy

2013

First Case Study





2014

User Conference Doubles in Size

Apttus Implements

Gainsight

Marketing Updates Community

Apttus CAB & EAB started

2015

Path To Advocacy

2013

First Case Study





2014

User Conference Doubles in Size

Apttus Implements

Gainsight

Marketing Updates Community

Apttus CAB & EAB started

2015

Strong CSM/Advocacy Alignment

Conference Mobile App

Marketing Implements Internal & External Influitive

Saleshood and Employee Certification

Recruiting

Call, call, call (and listen, listen, listen)

Leverage events and user conferences

Leverage founders and early employees

2014 20152013

Recruiting




2014

Create a rewards program

Leverage data in a customer

success platform

Get people in early (deal negotiation)

20152013

Recruiting




2014

Create a rewards program

Leverage data in a customer

success platform

Get people in early (deal negotiation)

2015

Utilize the blog & social

Updated sales teams and sales

team training

CustomerGamification

2013

Advocacy and ABM

Incentives

Enable Employees

Why Marketing & Community…

COLLABORATION

Join a discussion or see what other

members have to say.

IDEAS

Suggest an idea or see other ideas from our

community members.

RESOURCES

Find product documentation

and other resource materials.

UNIVERSITY

Enhance your knowledge and learn

more about Apttus products.

BeforeUpdated

The Problem withCommunity Gamification

Influitive

Influitive Advocates

Employee All Stars

Total Joined: 458Challenges Completed: 11,133

Key Takeaways

• Mix advocacy with ABM

• Create scalable incentive programs

• Empower all employees to create advocacy

• Don’t create separate community gamification and advocacy systems

• Make community the central destination for employees and customers

Customer Advocacy at Gainsight

What is Advocacy?

Definition: public support for or recommendation of a particular cause

or policy.

What is Advocacy?


or policy. OR: a “non-monetary investment” in a company or brand,

including someone's time, reputation, ideas, etc.

What is Advocacy?

Types of Customer Advocacy


or policy. OR: a “non-monetary investment” in a company or brand,

including someone's time, reputation, ideas, etc.

Logo Approval Customer Content

Sales References

Referrals Speaking Engagements

Customer Advisory Boards

Product Reviews

Social Sharing

Customer Advocacy at Gainsight

300+ Public Reviews of Gainsight

500+ Members

in Online Community

500+ Advocates in Customer Success HQ

Customer Advocacy Toolkit

Dashboards

Cockpit

Influitive

Chatter

Path to Advocacy Success

2015 2016 and Beyond

Pulse Conference peaks over 1k attendees

Reference process implemented within Gainsight

Purchased Influitive

Customer base grows and advocates are developed

2013-14







2K attendees at Pulse Conference

Customer testimonials at Pulse

Gamification feature added to Community

First customer case studies and videos on website

Dedicated customer marketer

2013-14












Improved reference process

CSM and marketing alignment

Showcasing customer stories at Pulse and on Website

Aligning advocacy to the customer lifecycle

Measuring the outcomes and ROI of Advocacy

2013-14












Improve reference process

CSM and marketing alignment

Showcasing customer stories at Pulse and on Website

Aligning advocacy to the customer lifecycle

Measuring the outcomes and ROI of Advocacy

2013-14

Improved Reference Process

• Difficult to scale efficiently

• Lack of standardization across sales team

• Risk of reference burnout

• Inability to accurately track and monitor the customers giving the reference

• Difficult to measure effectiveness and value

• Streamlined process

• Mandatory for the Sales to follow

• Created better experience for the reference including ‘thank you’ gift

• Monitor stage of reference in Gainsight

• Tie reference to opportunity in SFDC

• Obtain feedback from AE via Chatter

How We ImprovedPrevious Challenges

Improved Reference Process – Cont’dMonitor Progress w/ Playbook1

Improved Reference Process – Cont’d

Tie to Opportunity

Monitor Progress w/ Playbook1

2

Improved Reference Process – Cont’d

Tie to Opportunity

Milestone is created from opportunity and tracked in Gainsight

Monitor Progress w/ Playbook1

2

3

Showcasing Our Customers – Pulse Conference

Showcasing Our Customers – Website

Logo Use

Case Study

Video Testimonial

Go Live Announcement

Sales Reference

SpeakingEngagements

AppExchange Review

Aligning Advocacy to Customer Lifecycle

Join the Customer

Community

Begin Implementation

Go Live

User Adoption

Continuous Improvement

Industry Thought Leader

• Align against lifecycle• Introduce softly• Build at each step of the way• Visually show advocacy is

evidence of a partnership – and not a favor they provide

• Revisit at Lifecycle Milestones

Measuring Outcomes and ROI of Advocacy

Second Order Revenue Customer Referrals

Customer References

Measuring Outcomes and ROI of Advocacy – Cont’d

• Second order revenue from repeat buyers

• Referrals from customers

• % of customers that are advocates

• Deals and dollar value influenced by reference calls

• Leads generated through customer content

• Leads from the CS team

• Process and system in place to tie advocates to sales opportunities

• Recording and tracking customer influences (i.e. references)

• Ability to track sponsors and advocates as they move between companies

• Customer facing portal to submit referrals

What You NeedMetrics to Measure

Key Takeaways

• Customer advocacy is a cross-functional initiative where customer

success and marketing teams should be aligned

• Have the right people and technology in place to be effective

• Create scalable processes to enable and measure advocacy

• Have a two-way partnership with advocates

• Monitor and track advocacy to improve on processes and measure ROI

Questions?

THANK YOU

®2016 Gainsight.

pulsecheck2016 how we manage reviews, references, and advocacy

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