+
Why Metrics Matter: Beyond the Case Study
2015 Summit on Customer Engagement
Swati Kamath
Global Customer Content Programs
Manager, HP Software
Lauren Locke-Paddon
Customer Success Manager
Why Metrics Matter:
Beyond the Case Study
The Problem with Case Studies
New Requirements, New Approach
Driving Change at HP
Customers matter more than ever –
money where your mouth is
Are Outliers Credible? Would you
expect your customers to believe this
story?
What about you?
What are the main challenges your
organization has face in creating compelling
customer content?
Isolated Case Studies Paint an
incomplete picture of customer
base
Beyond the Case Study – adding
statistics about the results your
customers see.
SalesPublic RelationsDemand GenerationProduct/Solution Marketing…All need credible proof
How do I use Metrics in Customer
Marketing?* Survey tools
*Broader base of proof – publicly blinded
How do I use Metrics in Customer
Marketing?* Contextualize operational metrics
* Imagine metrics as newsworthy hooks
Driving Change at HP
The Challenge
What we learned
Comparison of two launches
Making it Stick- Understanding Goals
Reverse Engineering
Measuring success and impact
What has changed
What’s next
Challenge
Product Marketing,
AR/PR Need quotes
for my product launch
Campaigns Need customer
proof points and metrics for
whitepaper
Sales Need Public
Sector references for
my deal
Field Marketing Need a speaker for my event,
webinar
Corporate Need Big Data
case studies with metrics
Presales Which FSI
customer is managing >50,000
instances
What we learned
What it’s NOT -
• Customer satisfaction survey
• Market research survey
• Trend Analysis survey
• SURVEY MONKEY!!!!!
What is it –
•Testimonial/Metrics/Case study generator
•Instant, public, online, 3rd
party validated, could be shared on Social Media
•Supports digital marketing and content marketing
•Collects feedback from untapped, passive customers
Before TechValidate After TechValidate
1Number of Products Launched
8
6 Assets Customer Assets 223 Assets
3 speakers References 22 volunteers
12-16 weeks Execution Time 8 weeks Preparation until the day of the
launchPreparedness
Ready for launch a week before the launch
Assets uploaded on launch portal and hp.com; testimonials
submitted to PR team
Launch & Campaign Readiness
Assets promoted on CIO.com, social media channels, blogs; content
used in lead nurture streams
Let’s compare – Two Launches
Making it Stick
Understanding stakeholder goals
Teams:Product MarketingCampaignsSalesAR/PR
Usage:BlogsLaunchAnalyst BriefingsIntegrated CampaignsInfographicsWhitepapersLead nurturingPress Release
Reverse Engineering
Goals Content
Measuring success and impact
1.23 Million Content Views
What has changedWe are better prepared
KEEP CALM
We have a MENU of
CUSTOMER CONTENT
ASSETS
Testimonials for press release
Not only case studies with metrics but also charts,
and stats
Named Proof Points
Reference Volunteers
Metric-oriented
proof points
User reviews
Net Promoter
Scores
Content for Web, Social
Media
Product Feedback
Customer profiles by industry/ use case
What’s next?
Customer Engagement
Influitive
Customer proof points &
Intelligence
TechValidate
User –generated
Product reviews
IT Central Station
Q & A
Workshop
Identify 3 types of customer stories that are
not readily accessible through traditional
means.
How could aggregate or statistical data help
fill demand for references in these areas?
What new approaches that use metrics
could you pitch to stakeholders at your
organization?
What cross-functional processes at your
company could benefit from a reverse-
engineered Goals Template?
• sd