2012 Summit on Customer Engagement

FINDING FANATICS Caroline Thomas, Metia

Melissa Mertl, Juniper Networks

Robin Hamilton, inEvidence

AGENDA About You

Finding Fanatics

Real-world Example

Interaction (it’s good for you)

Questions

ABOUT YOU

THE PROCESS

You wish the process was easier.

It is challenging to keep the pipeline filled

PROGRAM SIZE

Can your program scale?

Most programs are either modest or huge.

WHAT IT TAKES

The smaller the program, the bigger the coffee cup. You are a tenacious, funny, driven, and highly caffeinated bunch

FINDING REFERENCES

Sales team recruiting is the greatest resource for keeping your pipeline filled

SOCIAL MEDIA

It doesn’t have to be all or nothing.

Who has time for it?

TOOLS OF THE TRADE

Does your choice of movies influence the way you work?

WHAT IS CUSTOMER ADVOCACY ABOUT?

• Effect Sales

• Influences the conversation

• Loyal customers produce multiple references

• Enable growth with prospects

• Perceived distinction

Drive Business

Customer

Reference Program

Sales and Marketing

TEAM WORK!

THE BUYING CYCLE

Needs arousal

Brand Awareness

Selection of alternatives

Evaluation of

alternatives

Purchase decision

Post-purchase behavior

• Logos/Quotes • Case studies • Social Media • Whitepapers

• Webinars • Product/service

focused content • Datasheets

• Price/Feature Comparisons • ROI Calculators

• Customer to prospect calls • Case studies • Datasheets • Demos • Whitepapers

• Stats and Trends

THE SELLING CYCLE

Needs arousal

Brand Awareness

Selection of alternatives

Evaluation of

alternatives

Purchase decision

Post-purchase behavior

Recognize Needs

Formulate Solution

Close the Sale

Deliver and

Evaluate

ENGAGEMENT CYCLE

Acquisition

Implementation

Operation

Upgrade

• Logos

• Quotes

• Press release

• Short case study

• Sales call

• Press release

• Analyst calls

• Video

• Event speaker

• Site visit

Needs arousal

Brand Awareness

Selection of alternatives

Evaluation of

alternatives

Purchase decision

Post-purchase behavior

PUTTING IT TOGETHER Recognize

Needs

Formulate Solution

Close the Sale

Deliver and

Evaluate

Acquisition

Upgrade

Implemen-tation

Operation

83.3% Love products/services

72.2% Self Promotion

16.7% Incentives

11.1% Program Requirements

Why do customers participate?

REFERENCEABILITY BIORHYTHM

Win!

Early implementation Live! Fully implemented Business impacted

positive

negative

neutral

1 2

Melissa Mertl Global Customer Reference Program Manager

LET’S GET REAL

JUNIPER NETWORKS

• Surprises

• Common roadblocks

• Recruitment

• What worked well

• What you can learn from this

LET’S GET SHARING

• How do you recruit customers?

• Internally and externally

• Average win to reference conversion %

• Sales nominations/Incentive programs

• New Customer acquisitions

• Early Adopter and Beta programs

• Customer Campaigns and surveys

• Country/Regional KPI’s

• Executive Sponsorship Programs

INTERNAL PROGRAMS

• Branded Programs

• Partner Programs

• User Groups

• Social Media monitoring

• Executive Programs

EXTERNAL PROGRAMS

POP QUIZ How do you know if you have a winning pipeline?

– Quantity?

– Quality?

– Both?

– Neither?

LET’S GET ROWDY Interactive Thing!

Write things down!

Actionable Stuff!

Group Activity!

LET’S GET ROWDY

• Workshop time :o)

• Work in groups, appoint a spokesperson

• What’s your strategy for finding fanatics?

THREE COMPANIES

GLOBAL

• Big, complex organisation

• 2,000 salespeople

• Regional and country ref managers

• 90% sales direct

SME

• Limited resources

• 100 salespeople

• Global program run from one country

• 90% sales direct

GLOBAL CHANNEL

• Large Enterprise

• Channel-focused sales force

• No idea who most of its customers are

• 95% via channel, 5% direct

TASK

• Agree on your five top ways of recruiting reference customers for this organisation

• Include an internal and external technique

PRESENT YOUR IDEAS

WHAT QUESTIONS DO YOU HAVE?

KEEP IN TOUCH KEEP IN TOUCH