Turn Your B2B Community & Product Users into Advocates in 4 Easy Steps

Posted by Gal Biran on Sep 5, 2018 2:35:24 PM

Many companies I meet share the same problem – the customer contact in the CRM doesn’t represent the actual product user(s). The account contacts are normally the primary buyers or decision-makers, but not the daily users or all the product users. These companies may have thousands of registered users in the support community or a designated social group, yet those aren’t related to a customer account. As an example - for a CRM vendor the primary contact may be an IT person, and the decision maker may be VP Sales, however, the users are sales team, sales ops, system administrators, etc.

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Tags: customer advocacy, advocacy automation, voice of the customer, customer marketing,, references, referral marketing, advocate marketing

When will Marketers Discover Customers?

Posted by Gal Biran on Jun 11, 2018 11:03:00 PM

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.

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