What’s a ReferenceBot?
Crowdvocate facilitates your up-to-date customer evidence database, and helps you capitalize on customer advocacy.
Once prospects hit your “resource” page the ReferenceBot will offer a customized search of social proof, and capture leads.
Make sure customer advocacy is best utilized in sales process via automation and asset measurements.
One of the classic questions I get is “how do I measure and show results from customer advocacy”?, some even add “and quick results” to the query 🚀. Although customer advocacy should be viewed as a growth strategy, it can be fine tuned to show results early on.Read more
“Why should my Customer Success (CS) team think marketing?” is a question I often hear from CS leaders. My short answer is that CS must evolve with the customer experience, and the experience is more digital and personal than ever before.Read more
The modern B2B marketing stack is overloaded with tools and metrics that promise to impact the funnel. However, the most impactful tactic is mostly neglected. Marketing teams many times focus on new prospects and typically neglect their own customers. As an outcome marketing activity, tools and budget are heavily focussed on bringing more leads. This race for MQLs (marketing qualified leads) ignores a huge revenue opportunity of customer generated leads, upsells, churn reduction and customer amplified branding. The impact of customer advocacy on buying decisions is dramatic, and at large, untapped. Gartner found that 65% of the buying decision in B2B is impacted by word-of-mouth such as the voice of the customer. This means that press releases, website content, webinars etc. – all these tactics combined impact only 35% of a prospect’s buying decision. Ironically classic lead generation tools such as content marketing, SEO, paid ads, and even sales development reps (SDR’s) have less impact on the buying decision than customer references, online reviews, testimonials, referrals and overall voice of the customer. “It can’t be” you say, well check this out – Hubspot researched the sources of information its buyers rely on when making the purchase decision and found that on average the salesperson impact is about 20% versus customer referral over 50%! Look at their chart. Now, let’s consider the current customer communication common practice. Although digitized, many customer marketing practices are somewhat outdated. A classic customer marketing calendar can look something like this: in May we’ll have a customer event in the Bay area, in June we send them our quarterly newsletter, and in July we’ll run a customer-story campaign. Feel the pattern? Each activity is standalone and disconnected from any ongoing relationship framework. These tactics are overused and becoming less effective in engaging customers. For me this is old school marketing. Examining these 2 issues – lack of customer marketing focus by many marketers, and non-relational / non-interactive marketing for customers, versus the overall impact of customer advocacy – makes one realize that customer marketing is broken. It’s time to adopt a ‘customer-first’ approach across marketing and product teams that align with customer success. If you’re a marketer – add customer advocacy to your marketing stack. If you’re a customer success leader or product manager – adopt a true ongoing bidirectional communication framework. That’s why we set out to create a customer relationship framework that keeps B2B customers interactively engaged with the brand in an ongoing digital relationship. We wanted to couple of customer relationship management with customer marketing. We envisioned a platform that fosters customer delight and value (beyond the buzzwords), and leverages the voice of your customers for growth. So we’ve built Crowdvocate – a SaaS platform combining customer community & social frameworks with advocacy & engagement automation and campaign targeting. We topped that with:
- Engagement motivators
- Action tracking and recognition
- Personalization and gamification
- Business triggers
- Fun customer feedback loops