![]() ![]() It’s OK to acknowledge and be honest that not every customer will be in the top 10% of results. Savvy prospects in today’s world want a realistic picture of their expected value, grounded in reality and backed up with substantiated proof. Lauren: While the case study didn’t die, it requires help to see the whole picture- Just like video entered the scene in a big way (and is still very much being tweaked, new ways of using aggregate can help augment and lift up customer marketing and advocacy- Traditional approaches no longer stand on their own.- It’s not credible to only have a few case studies that don’t give a representative sampleIncomplete information creates uncertainty, and uncertainty with prospects causes sales cycles to stagnate.Lauren– ask the audience, facilitate Q&A.The problem arises when we don’t look beyond the status quo, and our competitors do.So it seems ridiculous to believe that a fad diet will sustainably make you drop 25 pounds, so why should we think out prospects are any more gullible?We generally don’t promise our customers that they’ll be rich and skinny over night with our products, but is it any less unrealistic to expect them to expect that they might have the results that your best customers have seen? Instant ROI sounds great, but is it believable? Lauren: Not here to tell you that the case study is dead.This creates not just higher renewal rates, but also higher growth rates from existing customers, which is more profitable than delivering a steady stream of brand new logos to meet revenue goals. Led by organizations with subscription or recurring revenue models, more companies have come to recognize that delivering value to current customers is the best investment for growth. Now organizations need to be able to put their money where their mouth is in terms of driving customer engagement to retain customers and using their wins to propel new buyers through the sales cycleIn increasingly competitive industries, with more buyers spending time with self-education, how do savvy customer marketing organizations stand out above the noise? As businesses move to subscription-based models and buyers are no longer locked into agreements, how are organizations able to EXCEED expectations, engage their customer base, and ensure long-term relationships (and high lifetime customer value) with their customers?Meg Heuer, Sirius decision writes about this in her article “Customer Centric Marketing” marketing. Lauren:Sales and marketing organizations have always relied on the voice of highly satisfied customers to propel prospective customers through the buyer’s journey.I’ve the pleasure of working with Swati over the last 4 years and have seen here architect new processes and skillfully navigate myriad stakeholders to get things done and expand the footprint of her role and organization. We’ve found that some of the most compelling and creative customer marketing was born out of necessity – buyers weren’t swayed by case studies any more and had a lot more time to do their own research. Lauren: AgendaWorking with 100s of b2b marketers and the expanding roles of customer marketing at organizations over the last couple of years.What cross-functional processes at your.How could aggregate or statistical data helpįill demand for references in these areas? Not readily accessible through traditional Identify 3 types of customer stories that are *Broader base of proof – publicly blinded Product/Solution Marketing…All need credible proof Organization has face in creating compelling Why Metrics Matter: Beyond the Case Study Why Metrics Matter: Getting Outside the Case Study Box
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