Presentations

The Future of Customer Advocacy and Engagement (Is Now!)
by Bill Lee
Founder, Center for Customer Engagement

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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.

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.

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.

Breakout Sessions

Enterprise

Lean and Mean Track

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.

The Wonderful World of Partner Advocates
by Rhett Livengood
Director, Digital Business Enablement, Intel

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The Wonderful World of Partner Advocates

Rhett Livengood, Director, Digital Business Enablement, Intel

Want to quickly tap a ready made army of advocates to scale, with relatively little of the fuss and expense of building an advocate army from scratch? One of the most accomplished members of our community, and an original member of our Hall of Fame, will show you how. If you have partners whose advocates can tell great stories that include the value your firm provides, you don’t want to miss this breakout.

Sales Enablement: the Future of Marketing and Sales Alignment
by Victoria LaPlante
Customer Reference & Advocacy Program Manager, Hubspot

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Sales Enablement: the Future of Marketing and Sales Alignment

Victoria LaPlante

Victoria LaPlante, Customer Reference & Advocacy Program Manager, Hubspot

Victoria will show how Sales Enablement is the future of sales and marketing alignment, and that companies that have strong alignment in this area see 20% annual growth in revenue. A successful sales enablement venture will help your company scale and align better, but if executed without proper vision, it can add more confusion than clarity to your company. Join Victoria to learn what you should know before you start your team, what activities a sales enablement team should focus on, what skills and traits to hire for, and how to earn the trust and love of your sales team out of the gate.

Increasing—and Proving—the Long-term Value of Customer Advocates
by Cindy Valladares
Director Corporate Communications, Tripwire, Inc. and Helen Feber, Managing Partner, Referential

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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.

“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.

Deepening Customer Engagement with Advocate Personas
by 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

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.

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.

Building a Global Customer Advocacy and Engagement Program Fast
by Genevieve Guerette Mays
Director Customer Marketing, App Annie

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Building a Global Customer Advocacy and Engagement Program Fast

Genevieve Guerette Mays,
Director Customer Marketing, App Annie

Building a global advocacy & engagement program from scratch can certainly have a lot of impact at a high-growth start-up, but it also comes with this challenges. Genevieve will take her experience from building these programs at three different companies and walk through a detailed approach to get your engine up and running quickly so you can be off to the races. She will include examples of how to gain executive buy-in and stakeholder commitment, as well as building the operations and processes to automate and scale the program with your business. Creating a launch plan and being prepared to address change management will also be key takeaways during the session. Customer advocacy drivers- please start your engines!

DAY 2: March 8

Specialized Breakouts

Track A

Track B

How a Customer Community Can Dramatically Leverage Your Customer Advocates (and Vice Versa)
by Michelle Avery, Enterprise Applications Analyst, Navis, John Ransweiler, Sr. Director, Corporate PMO, Navis and Cesar Castro, Community Cloud Sr. Director of Adoption and Engagement, Salesforce

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Shh!! Unspoken Secrets For Gaining Astounding Executive Support
by Bev Barnett, Senior Marketing Manager, Centrify Corporation and Brian Vail, VP of Marketing, RO Innovation

1fb6f1fAligning Customer Advocacy & Engagement Teams to Drive Customer Success
by Mary Brigden, Vice President of Sales for Verizon-Telogis and Craig LeGrande, Co-founder, Mainstay

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1fb6f1fThe Difference Data Can Make: How to Create Compelling Personalized Content to Drive ROI
by Erin Stites, Consumer Market Research Manager, LinkedIn and Misia Tramp, VP Customer Experience Strategy and Insight, Metia

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

Michelle Avery, Enterprise Applications Analyst, Navis

John Ransweiler, Sr. Director, Corporate PMO,Navis

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 get the most out of a platform for you and your customers is no easy task. Cesar and a Community Cloud client 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.

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.

The Difference Data Can Make: How to Create Compelling Personalized Content to Drive ROI

Erin Stites,
Consumer Market Research Manager, LinkedIn


Misia Tramp,
VP Customer Experience Strategy and Insight, Metia

The plethora of available content is increasingly overwhelming customers, and creating compelling, relevant content experiences is more important than ever. Delivering contextually relevant content experiences is critical in driving emotional moments that lead to customer loyalty. As the leading online social network for real-world professional relationships, LinkedIn understands the importance of creating compelling experiences that create a fair exchange of value between the audience and the business.

Erin Stites, Consumer Market Research Manager at LinkedIn, will co-present with Misia Tramp, Metia VP of CX Strategy & Insights. Together, they will deliver valuable information and share how to build data-driven content strategies by injecting the voice of the customer in the development of content experiences.

Key takeaways include:

  • Innovative ways to design compelling content experiences with customer relevance in mind
  • How to transform customers into advocates that actively consume and share content regularly
  • Approaches to optimize content experiences to drive ROI

 

 

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.

Customer Stories – Meeting the OmniChannel Challenge
by Eileen M. D’Ippolito, Director, Customer Marketing at Citrix and Robin Hamilton, Managing Director, inEvidence

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Customer Stories – Meeting the OmniChannel Challenge

Eileen M. D’Ippolito, Director, Customer Marketing at Citrix


Robin Hamilton, Managing Director, inEvidence

Content consumption has changed. Today’s empowered buyers demand engaging stories and statistics, anywhere, any time, on any device (omnichannel). This deep-dive workshop will explore how to get more traction from your customer stories. We’ll review the very latest formats including snackable, visual and mobile, and which form-factors work best for which channels.

Participants will walk away with an understanding of industry best-practice, and together we’ll create a simple, actionable customer story strategy.  Customer stories are the most-used marketing deliverable yet many programs are still creating cookie-cutter case studies solely as 2-page PDFs and not gaining maximum value from them. Let’s change this!

Workshop flow:
1)    Discover industry best practice (and near future)
2)    Review popular comms channels and formats
4)    Workshop the matching of customer story formats to channels and platforms (fixed and mobile)

Interactivity:
Everyone will receive a guide, and desk comprising the latest customer story formats

We’ll split into groups and come up with some customer story format mixes most suited for the most popular channels

Together, we’ll creates a content strategy in a fun way, within the short time we have.

Takeaways:

  • An actionable, crowd-sourced basic content strategy, as well as an understanding of:
    • Best practice for customer story formats
    • Which formats are best suited to different channels

robinA Voice for Every Customer: Programmatically Widening the Scope of Your Customer Advocacy Program
by Maria Jiang, Head of Customer Programs, Zendesk and Lauren Locke-Paddon, Director of Customer Success, TechValidate

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A Voice for Every Customer: Programmatically Widening the Scope of Your Customer Advocacy Program

Maria Jiang, Head of Customer Programs, Zendesk


Lauren Locke-Paddon, Director of Customer Success, TechValidate

The truth is, customers who will speak up on your company’s behalf are a scarce resource at every organization. Analytics from the TechValidate database show that out of 244,981 data points, only 21% of promoters (those who rated their likelihood of recommending the company at a 9 or 10) agreed to be a reference. That means even your happiest customers are unlikely to evangelize working with your company, let alone the less engaged customers. This is especially challenging at rapid growth firms, where customer reference programs need to be rapidly scaled to meet growing sales demands.

In this session, Maria and Lauren will show:

  • Why traditional approaches to advocacy won’t get you the advocates you need
  • Why the organization needs to ditch short-term thinking and embrace a long term approach in order to cultivate robust advocacy. The entire organization—C-suite, marketing, sales, and product marketing—needs to orient toward making customers successful
  • Why you need to embrace unhappy customers

Just Getting Started?
by Irwin Hipsman
Director, Customer Advocacy, Crimson Hexagon

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Just Getting Started?

Irwin Hipsman
Director, Customer Advocacy, Crimson Hexagon

Irwin has built two successful customer advocacy programs. He took the lessons learned during 5 years at Brainshark and applied them to his just completed first year with Crimson Hexagon.

One of the key factors to balance are programs that have reach/scale with those that develop deeper relationships. Irwin will cover everything from where should advocacy live in the organization, building the team and being data driven in determining which programs to launch.

Irwin has been documenting Crimson Hexagon’s advocacy program in a series of blog posts and if you’re starting–or need to retool–a customer advocacy program, we can think of no better expert on how to do so.