Leveraging Customer Reviews in Marketing to Expose Your Brand, Create Demand and Maintain Loyalty
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This document discusses how leveraging customer reviews in marketing programs can help businesses. It notes that 99% of IT buyers use reviews in their decision making process but only 60% of IT marketers make reviews a priority. It also discusses how trust is built through innovation, benefits to society, ethical practices and transparency. The document provides examples of how positive customer reviews from sites like G2 Crowd can be used in marketing materials and recommends businesses identify customer advocates, share the customer voice on multiple channels, and use review data to target specific markets. It emphasizes that reviews can help at all stages of the buyer's journey from awareness to customer advocacy.
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Leveraging Customer Reviews in Marketing to Expose Your Brand, Create Demand and Maintain Loyalty
- 1. LEVERAGING CUSTOMER REVIEWS IN YOUR MARKETING PROGRAMS
- 3. IT Buyers use reviews in their decision Process 99%* *Spiceworks: Tech Marketers are from Mars, IT Pros are from Venus
- 4. IT Buyers that use reviews in decision Process 99%* IT Marketers that make reviews a priority 60%* *Spiceworks: Tech Marketers are from Mars, IT Pros are from Venus
- 5. *TRUST = Innovation + Benefits to Society + Ethical Practices * Trust Barometer Study by Edelman
- 6. *TRUST = Innovation + Benefits to Society + Ethical Practices Transparency + 3rd Party Validation ^ * Trust Barometer Study by Edelman
- 7. Customer Reviews & External Validation
- 9. Using Reviews in Marketing Programs 4.0 stars Based on 75 reviews WWW.G2CROWD.COM 78%of users would recommend Xactly Incent Enterprise to peers. 81%of users believe Xactly Incent Enterprise is headed in the right direction. G2 Crowd User Review - Brooke Wagner, Business Operations Manager at Zuora, Inc. I love that Xactly provides flexibility. This has allowed our company to evaluate comp on a frequent basis and make changes if necessary. I also like the fact that the UI makes it simple for someone without a technical background to build out comp and administer it. The reports give the kind of visibility that can help build trust among both sales and management. 4.1stars Based on 20 reviews WWW.G2CROWD.COM 81%of users would recommend Xactly Incent Express to peers. 93%of users believe Xactly Incent Express is headed in the right direction. G2 Crowd User Review - Darren Richardson, Manager at Accenture - Workday Financials I like the ability that I can replace Excel as the tool to calculate commissions. We had many worksheets that were replaced when we switched to Xactly Express. I had been beta testing this product for 3+ years o and on and waited until I believed the product was mature and robust enough to handle commission calculations accurately based on our many variations and specific parameters.
- 10. Sharing the Customer Voice Total Coverage Media Impressions Social Mentions
- 11. Using Review Data to Isolate Target Markets
- 12. The Buyer’s Journey Branding/Awareness Nurture Prospects Close Deals Customer Advocacy
- 13. Q & A
- 14. Remember To… EXPOSE YOUR BRAND CREATE DEMAND MAINTAIN CUSTOMER LOYALTY
Editor's Notes
- Tim Handorf of G2 Crowd Erik Charles of Xactly
- Outline Tim Handorf….Farm kid from Iowa that somehow got into tech and co-founded a company that helps buyers of software make the right decisions by learning from users of software….…which means we had no professional teams College sports may be one of the best examples of advocate marketing out there..Texas has an amazing tradition/history of success. (wording could be right here in Austin is one of the best examples of it) Story about how a few people told me about the teams, I was young and impressionable, and trying to figure out what team I would follow…but I wasn’t hooked until I went to the game. The energy and the passion the other fans had was contagious and I wanted to be a part of it. No better example of fans contributing the the success of their team then right here in Austin…with Frankly a program I am l little bit envious of Not a perfect analogy by any means, but I think there are few lessons we can from it: Have a great product (Texas has a great program and their fan base reflects it…They have many more fans than Iowa State) and you don’t have to be perfect to have a great fan base. Fans create more fans. It can be contagious and your fans will be as well. To be the most effective use out of your fans, you have to get them to where the game is being played…which leaves the question….Where is the game being played in B2B companies…. But how does this relate to software. Tell story of BigIdeas Conference ….could relate this to going to my first game where people are exposed to other fans…..could relate this to where the game used to be played?...it was a home game. Why wouldn’t we invite them…we were scared…what if we lost…what if someone said something negative about us… So where is the game being played today? Where are your prospects watching and choosing sides? Transition to Spiceworks….No longer are the days where you have to go to the game. show Spiceworks research There are lots of research out there that points to how the customer is control of the buying process..such as 85% of the decision is being made before contacting the vendor and a recent one that I just saw from Spiceworks (another company right here in Austin) has one of the more aggressive ones that I have seen todate. Why are so many buyers going to their peers and on-line reviews…bottom line is they don’t necessary trust you. <Change Slide> Trust Index at sum point in the story….maybe after bigideas story to verify that this hunch is supported by research. (Maybe I don’t use this…maby put the spiceworks stuff right on top of he game…on the next slide….where is the game being played today….not exact anlaoty but why we started is we started to notice a shift in where the software game was being played… ---------------------------- Top 5 reasons why not to do anything about it. Fear of Negative reviews Takes too much time, I don’t have any resources to do this with. I already ask my customers to do to much Cost I don’t have any customers
- What are some other factors that impact trust. The 2015 Trust Barometer Study by Edleman the supports this. Summarizing their findings: Trust = (Innovation + Benefits to society + Ethical Business Practices ) ^ Transparency + 3rd Party Validation So this research supports all of the things we have been talking about. It means that if you embraced transparency with your customers to innovate, create products that solve problems and treat your customers and employees well, adjust your messaging and do all the other things you have been learning about at this CX conference….they will trust you. But here is the best part … there is an exponential multiplier to the equation. That multiplier is this: Transparency + 3rd party validation. This means that the same transparency that helped you run your business better, has an exponential impact on another party as well….your prospects, because they have the ability to watch how you interact with your customers….and they trust you exponentially more because of it. Transparency builds trust and trust is the cornerstone of a solid business relationship.
- What are some other factors that impact trust. The 2015 Trust Barometer Study by Edleman the supports this. Summarizing their findings: Trust = (Innovation + Benefits to society + Ethical Business Practices ) ^ Transparency + 3rd Party Validation So this research supports all of the things we have been talking about. It means that if you embraced transparency with your customers to innovate, create products that solve problems and treat your customers and employees well, adjust your messaging and do all the other things you have been learning about at this CX conference….they will trust you. But here is the best part … there is an exponential multiplier to the equation. That multiplier is this: Transparency + 3rd party validation. This means that the same transparency that helped you run your business better, has an exponential impact on another party as well….your prospects, because they have the ability to watch how you interact with your customers….and they trust you exponentially more because of it. Transparency builds trust and trust is the cornerstone of a solid business relationship.
- Xactly – Building the Friends of Xactly (FOX) Identify an appropriate program platform: Influitive Know your customer voice and channels: Where do they spend time. Build a program that not only provides reviews but engages customers at all levels of the organization and across all channels of marketing Have a dedicated team for customer advocacy that brings feedback back to sales, product management, services, marketing, etc. so that feedback and engagement can be monitored, tailored and leveraged.
- Xactly – Building the Friends of Xactly (FOX) Identify an appropriate program platform: Influitive Know your customer voice and channels: Where do they spend time. Build a program that not only provides reviews but engages customers at all levels of the organization and across all channels of marketing Have a dedicated team for customer advocacy that brings feedback back to sales, product management, services, marketing, etc. so that feedback and engagement can be monitored, tailored and leveraged.
- Xactly – Building the Friends of Xactly (FOX) Identify an appropriate program platform: Influitive Know your customer voice and channels: Where do they spend time. Build a program that not only provides reviews but engages customers at all levels of the organization and across all channels of marketing Have a dedicated team for customer advocacy that brings feedback back to sales, product management, services, marketing, etc. so that feedback and engagement can be monitored, tailored and leveraged.
- The buyers journey with reviews Create branding and awareness by using testimonials in your marketing programs Nurture prospects by giving them the information they need to research your product and be transparent about customer feedback Close deals with data, testimonials, case studies, and comparison reports Create life-long customer advocates and remember that they need
- Tim Handorf of G2 Crowd Erik Charles of Xactly