Fast Facts

What

Senior management is looking for answers on how to engage and unleash customer advocates. It’s time to step up to that challenge. It’s time to lead. At the 2017 Summit, you’ll learn how top practitioners in the world are doing so.

The Summit on Customer Engagement is the longest-running, most respected educational conference in the world on customer advocacy and engagement programs. We’re about learning. We’re vendor neutral.

What Summit Attendees Say

Who attends?

Customer advocacy and engagement professionals from the top firms in the world attend the Summit, including Salesforce, LinkedIn, Oracle, FireEye, IBM, Citrix, Amazon Web Services, Dropbox, Cognizant, Nuance, Rackspace, NetApp, Dell, Palo Alto Networks, Tableau, Microsoft, SAP, Veritas, MarkLogic, Kronos and many other great advocacy and engagement programs.

Why

An intimate gathering of your peers. We’re not trying to fill a ballroom with 1,000-plus people. We keep attendance around 200 or so to optimize your ability to meet, interact with and build relationships with your peers.

In-depth and actionable steps, not a surface skim. Our presenters go into depth, allow plenty of time for Q&A, and provide actionable next steps you can apply at your firm, rather than just a short overview of their story.

Spend quality time with speakers. You’ll have access to all speakers, including keynoters, for follow-up questions or conversations after the formal presentation.

Go deep into groundbreaking research. We’ll devote substantial time to new, groundbreaking research into Advanced Practices in Customer Advocacy and Engagement. Bill will provide a detailed overview of the research, and we’ll have selected advanced practices firms presenting breakout sessions.

Just getting started? If you’re just getting started in customer advocacy and engagement, we’ll have a special session for you. And of course, a chance to learn from a ballroom full of experienced professionals in the space who’ve been in your shoes. Two days with us is comparable to six months or more trying to figure things out on your own.

Who should attend?

Professionals who manage, run or depend on: customer reference or customer advocacy programs, customer communities, customer advisory boards, executive forums, and related customer engagement programs designed to attract new or retain existing customers and grow the business.

Speakers

Featured Keynotes

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Creating Customers for Life: The Future of Customer Engagement and Advocacy

Martin Haering, Chief Marketing Officer, Misys

Martin Haering, Chief Marketing Officer, Misys

Misys’ customer advocacy and engagement program is the most advanced and visionary in the world. That’s the result of our recent,
groundbreaking research into advanced practices in the field. That’s why we’re flying Martin in from the UK to keynote. Under his leadership, Misys program has moved far beyond a supporting role for marketing and sales, into a central role in creating the firm’s Total Customer Experience (TCE). Misys now recognises that Customer Success, and therefore Engagement & Advocacy, is now a top 10 strategic business initiative essential to differentiating itself against the competition, winning in the market place, and driving growth.

Martin will show you why. Among other things, you’ll learn:

  • Customer experience—and customer success—doesn’t start after the sale. It starts with the first contact or awareness a customer has of your firm, in the earliest stages of buying, and continues throughout the entire customer journey. Misys has not only understood this, but has also implemented a globally consistent measurement system – The Misys Customer Health Index, aligned to the customer journey and measuring the health of every client around the world according to a series of 30 Key Performance Indicators, aligned to the 10 phases of the customer lifecycle.
  • End-to-end customer experience is the root cause in driving any successful customer advocacy initiative. Referenceability is an outcome, not a standalone programme. The firm’s Misys Connect program engages customers early in their deployment phase, with an irresistible value proposition that, so far, no customer has turned down. Misys Connect both ensures customer success and subtly moves customers into enthusiastic advocacy themselves.
  • Conversely and complimentarily to that, customer advocates are critically important resources for helping create customer success throughout the journey, not just during the buying phase. As it turns out, customers want to hear from and affiliate with their peers at any time, not just when they’re shopping for solutions. This dramatically expands the ways in which customer advocates can dramatically impact customer success—as well as the firm’s bottom line.
  • As a result, the Misys global customer engagement program plays a central role in creating the firm’s TCE and the firms TCE plays a central role in transforming and growing the business. Customer success is no longer a nice to have, it’s a strategic imperative and differentiator.
  • The role of a Chief Marketing Officer (CMO) needs to morph more and more into that of a Chief Customer Officer (CCO), building and maintaining customer relationships and conversations at every step of the customer lifecycle.
Bill Lee
Bill Lee
Founder, Center for Customer Engagement

The Future of Customer Advocacy and Engagement (Is Now!)

The Future of Customer Advocacy and Engagement (Is Now!)

Bill Lee

Bill Lee
Founder, Center for Customer Engagement

In his opening keynote, Bill will address “What’s next?” in the increasingly innovative field of customer advocacy and engagement. He’ll share key findings from our groundbreaking research on Advanced Practices in Customer Advocacy and Engagement, which uncovered remarkable—and in some cases, breathtaking—advances in this field. We’ll be exploring these in depth thorough the Summit, starting with the keynoter who has emerged as the world’s most visionary leader in this field, Martin Haering, CMO of Misys.

Bill will show the major implications of these new advances—which are taking place now—and what they mean for the professionals running customer advocacy and engagement programs. Here’s a preview: Senior management increasingly gets the need for robust customer advocacy. Their questions have turned from, “Why do we need this?” to “How do we do this?” That is, they’re looking for answers. Those who are running these programs can no longer wait passively to be told what to do by senior management—they need you to tell them! In a phrase, it’s time for customer advocacy and engagement managers to Lead! Bill will show 3 key concepts to help you communicate the vision for your program in ways your C-suite will find compelling.

Nick Mehta
Chief Executive Officer, Gainsight

The Twin Imperatives of Customer Success and Customer Advocacy

The Twin Imperatives of Customer Success and Customer Advocacy

Nick Mehta

Nick Mehta, CEO, Gainsight

Nick leads the firm that has shot to the lead in the exploding field of customer success. Today’s burgeoning “XaaS” businesses rely heavily on customer retention in a challenging subscription economy model. It’s critical for them to make customers successful, capture their stories, and get those stories out to other customers and to the market. Nick will show us why customer success is a got-to-have element of today’s business model (survival depends on it), how firms are approaching this, and how customer success and customer advocacy initiatives can best relate to and support each other. A don’t miss presentation for staying at the leading edge of customer advocacy and engagement.

SPOTLIGHT PRESENTERS

How 400+ B2B Brands Use Their Customer Community to Build a Loyal Army of Advocates

Richard Millington, founder, FeverBee

Richard, one of the world’s top thought leaders on customer communities, will present important results from a massive research project his firm conducted with Facebook and other organizations in Silicon Valley. The goal: discover how 400+ B2B brands build loyal armies of advocates.

The secret for many is simple, they build and tap their community.  And it’s easier than it sounds. No-one works for free. But they will respond to a range of incentives, both tangible and intangible, that communities can naturally offer.

Richard will guide you through the community building efforts of top B2B firms to reveal how to identify, nurture, and manage robust advocacy programs. He’ll explain the powerful psychology behind the web’s top B2B communities, and the specific actions the top brands took on their way to success. By the end of this talk. you will know:

  • How community advocates help answer customer questions, provide valuable feedback, promote products, increase search traffic, and create valuable content.
  • What resources are required to get started. This covers time, money, and human resources in specific details.
  • How to get started (whether you do or don’t have an existing community). This covers the specific actions taken by top companies to increase engagement including the exact words and incentives used to motivate engagement.
  • What advocates are asked to do and how they are persuaded to do it. This will detail with plenty of examples the specific incentives used to engage top advocates.
  • How your efforts compares to the top brands. We’ll be sharing our benchmarks of how top brands compare according to very specific ranking factors.
  • How to navigate around the common pitfalls which have undermined many hopeful advocacy programs.

This talk will rely heavily on the proven examples from many of the most familiar B2B brands in the world.

“Customer Referencing” is Dead – Proactive Engagement drives Advocacy


Tony Banham, VP Marketing, Oracle

Anyone still running a reference program in the subscription world has lost the plot. Band aids, add-ons, and after thoughts are going to end in failure. What’s needed is an architecture of engagement that sponsors an environment leading to customer success, and a mechanism to harvest the results for mutual benefit. Join Tony Banham, who leads Oracle’s ambitious change management around Customer Advocacy and Engagement, for a peek into how Oracle is building a new architecture of engagement and disrupting the antiquated customer reference model.

Kim Ellis
Director, Customer Connect (Customer Advocacy Program), BMC Software

How To Win the Heart and Mind Of a CMO

How To Win the Heart and Mind Of a CMO

Kim Ellis

Director, Customer Connect (Customer Advocacy Program), BMC Software

When Kim had her first meeting with BMC’s new Chief Marketing Officer, it did not go well. He wasn’t entirely sure what a customer advocacy program was, and didn’t seem particularly interested in finding out. But far from despairing, Kim had faith that the incredible resource she and her team had built—it’s passionate customer advocates—could create value that would win the heart and mind of the new CMO.

And so she did, using an approach that can be applied to any CMO. And note, it does not include “educating” the CMO about the importance of advocacy, or talking about the number of advocates or quantity of customer stories you’ve compiled.

You’ll learn how Kim and her team:

  • Turned a lackluster, unenthusiastic group of customers into passionate advocates—the price of admission to gaining CMO support.
  • Engaged with the CMO’s agenda, avoiding the common mistake of trying to educate him about the importance of her advocacy program.
  • Positioned her advocates as a versatile resource that can meet a wide variety of CMO issues, beyond traditional advocacy.
  • Used that resource to address her CMO’s agenda.

Attendees who’s like to brainstorm how to do the same with their CMO are invited to do so during Q&A. To do so, please bring a clear, short summary of your CMO’s top agenda items.

Lisa Hanna
Group Manager, Customer Programs,
Adobe

Making Your Customer Advocacy Program Central to Corporate Strategy

Making Your Customer Advocacy Program Central to Corporate Strategy

Lisa Hanna

Lisa Hanna, Group Manager, Customer Programs, Adobe

One of the most accomplished customer programs executives in the field, Lisa will show how her advocacy program has become a main participant in the firm’s business strategy–which means more executive support and firm-wide visibility for her program. You’ll leave with pragmatic strategies for doing the same for the advocacy program at your firm.

Key takeaways include:

  • Position your program work flows to tie directly to corporate strategy. For example, Lisa works directly with senior management to identify and develop Adobe’s top tier or “marquee” customer advocates.
  • Develop personal relationships with top tier advocates that define your firm to your market .
  • In turn, negotiate for support from senior management to reduce non-strategic, time consuming demands from stakeholders.
Rhett Livengood
Director, Digital Business Enablement, Intel

How To Scale the Impact of a Small Advocacy Program 10x

How To Scale the Impact of a Small Advocacy Program 10x

Rhett Livengood, Director, Digital Business Enablement, Intel

Who better to show you this than an inaugural member of our Hall of Fame, who ran Intel’s global customer advocacy program with just six people, and who is now guiding Intel partner firms of all sizes to build highly effective advocacy programs rapidly? Rhett will show you how to get the most—in terms of business impact that will win the devotion of your C-suite—with minimal resources.

Steve Gershik
CEO and Co-founder, Koyne Marketing

Customer Advocacy Is the New Demand Generation

 

Customer Advocacy Is the New Demand Generation

A former marketing executive at Eloqua and at Sirius Decisions, Steve is a top expert in the strategies and quantitative methods used to build the entire field of demand generation. He’ll show how today’s customer advocacy is on the cusp of similar explosive growth, using similar techniques.

In this session, you’ll learn the key parallels between demand generation and customer advocacy, including:

– How the best programs strategically track the effectiveness of marketing investment

– How to use data to reach out to the right customer at the right time with the perfect message

– How to elevate customer advocacy to differentiate your company and build brand

– How to measure and report on the results of your program

Cesar Castro, Community Cloud Sr. Director of Adoption and Engagement, Salesforce

How a Customer Community Can Dramatically Leverage Your Customer Advocates (and Vice Versa)

How a Customer Community Can Dramatically Leverage Your Customer Advocates (and Vice Versa)

Community Cloud user, TBD


Cesar Castro, Community Cloud Sr. Director of Adoption and Engagement, Salesforce

There are few synergies more powerful than customer advocates and a vibrant customer community. A well structured customer community can dramatically scale your advocacy program. It can increase advocates’ engagement with your other customers and your market. It can provide an enormously attractive platform for attracting passionate customer advocates to share their stories and build their careers—while building your brand. Conversely, the passionate advocates a community attracts can significantly increase the value of your community to your larger customer base and market. Case in point: multi-million member Salesforce customer community.

But working through the complexities of selecting the right platform and the best practices to her the most out of a platform for you and your customers is no easy task. A Community Cloud user (TBD) and Cesar will show you how to do so. An essential presentation for those who are wondering how today’s community technologies can help them scale and fully leverage their customer advocacy program.

Cindy Valladares
Director Corporate Communications, Tripwire, Inc. and Helen Feber, Managing Partner, Referential

Increasing—and Proving—the Long-term Value of Customer Advocates

Increasing—and Proving—the Long-term Value of Customer Advocates

Cindy Valladares, Director Corporate Communications, Tripwire, Inc.


Helen Feber, Managing Partner, Referential

Cindy and Helen will show you how Tripwire has co-opted a measure dear to the heart of the C-suite—the long-term value of customers—and adopted it to the long-term value of customer advocates. In the process, they’ve found that engaged advocates are buying 3X the amount of average customers. Note this is before the additional, exponential value they create from advocating!

You’ll learn how to engage advocates to generate such results, and how to develop a program that provides lasting bottom-line impact to your company by:

  • Understanding the paradigm shift occurring today in the sales cycle, fomented by today’s empowered buyers—and how to capitalize on it.
  • Nurturing customers with genuine/authentic human-to-human interactions.
  • Moving from reactive to proactive behaviors in advocate engagement
  • Cindy and Helen will also get into details about how to calculate the long-term value of your advocates.
Victoria LaPlante
Customer Reference & Advocacy Program Manager, Hubspot

Building a Billion Dollar Customer Event

Building a Billion Dollar Customer Event

Victoria LaPlante

Victoria LaPlante, Customer Reference & Advocacy Program Manager, Hubspot

Hubspot’s highly respected annual customer event, Inbound, has grown exponentially from just 300 registrants when it first started to 19,000 this year—creating a powerful demand generation and growth engine, as well as passionate and engaged advocates. Inbound is thus a key component of the firm’s rapid growth, with revenue up more than 50% in 2016 to nearly $300M and well on its way to the rarified status of a billion dollar firm. Victoria will show how she and her colleagues have built Inbound into such a powerful growth engine.

Mary-Leslie Davis, Director of Field Marketing & Customer Engagement at Staples Business Advantage and Donna Danis, Vice President, Demand Spring, Inc.

Deepening Customer Engagement with Advocate Personas

Deepening Customer Engagement with Advocate Personas

Mary-Leslie Davis, Director of Field Marketing & Customer Engagement at Staples Business Advantage


Donna Danis, Vice President, Demand Spring, Inc.

Knowing your buyer personas is key to designing highly relevant, revenue-driving marketing programs. In fact, the key to turning prospects into long-term, loyal advocates is knowing exactly what they want and need at every stage of the customer lifecycle — from early awareness to vocal evangelist. That’s why demand generation and customer advocacy can no longer be viewed as two distinct marketing functions. Beyond referrals and references, modern advocacy programs help to drive market awareness, accelerate sales, and improve customer lifecycles.

In this session, hear how Staples Business Advantage, the B2B division of Staples, Inc., is using transforming company driven marketing into persona and advocate-driven marketing and using the Influitive advocate marketing platform to drive deeper engagement with their best customers.

Bev Barnett, Senior Marketing Manager, Centrify Corporation and Brian Vail, VP of Marketing, RO Innovation

Shh!! Unspoken Secrets For Gaining Astounding Executive Support

Shh!! Unspoken Secrets For Gaining Astounding Executive Support

Bev Barnett, Senior Marketing Manager, Centrify Corporation


Brian Vail, VP of Marketing, RO Innovation

Customer reference and advocacy programs often live or die by the executive hand. Believe it or not, there is a formula for helping sales and marketing executives not only understand the credibility and value of your program, but also get inspired to get you more resources and additional executive buy-in. And you can copy it. In this mini-workshop, you’ll work through a series of exercises to create a customized scorecard to use as a guide to gain Executive Buy-In success. Evaluations will be followed by peer group discussions and exploration with hands-on tools centered around best practices and improvement strategies.

Charlotte Lilly
Head of Customer Marketing, Percolate Inc.

Just Getting Started?

Just Getting Started?

Rhett Livengood, Director, Digital Business Enablement, Intel

Charlotte has built two impressive customer reference and advocacy programs, starting with her highly successful stint as head of customer programs at hyper-growth Box. One of the key factors is to organize your program to meet the imperatives of today’s empowered customer, and do so in a way that scales. If you’re starting–or need to retool–a customer advocacy program, we can think of no better expert on how to do so.

mary
Mary Brigden, Vice President of Sales for Verizon-Telogis and Craig LeGrande, Co-founder, Mainstay

Aligning Customer Advocacy & Engagement Teams to Drive Customer Success

Aligning Customer Advocacy & Engagement Teams to Drive Customer Success

Mary Brigden, Vice President of Sales for Verizon-Telogis


Craig LeGrande, Co-founder, Mainstay

Conventional wisdom says customer advocacy follows customer success. Not in today’s world. It’s become imperative for companies–especially those with a subscription model–to create successful customers, but customer success programs can’t do it alone. It turns out that customer advocacy and related engagement programs can fill an important gap that exists in most companies today. Key factors include: sales teams that partner with customers to build compelling business cases, customer success teams that work with customers to realize the full potential of the business case and marketing and advocacy teams that can capture best practices and benchmarks to feed back to sales and success teams. Mary and Craig will show you how customer engagement leaders are doing so with specific examples of how Mary’s firm, Telogis (a high growth cloud IOT company recently purchased by Verizon), has mastered this 360 degree approach to customer engagement. They’ll apply these principles in a collaborative working session with you and your peers to custom design programs that will propel your businesses future success.

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