Today I am pleased to announce our FIRST RockStar Award recipient. Kim Plank, Customer Success Marketing Manager at Acumatica! Kim has been a SlapFive customer since 2018 and she encompasses a RockStar customer to the fullest. One key driver to her success as a...
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SlapFive Guide to Remote Interview Preparation
How to Prepare to be Interviewed Remotely Before the interview: Make sure you can open a session on Zoom or whichever video conferencing platform being used, and check that your speakers and mic work. Your web camera should be at eye level, not above or below. If it...
Guide to SlapFive’s Best Performing
Best Performing Prompt Questions These are the Prompt questions/statements that have performed best both in terms of customer response rates and quality of responses given: What insights are we trying to capture? Convince prospects why they need my company if they’re...
What is the role of Customer Marketing
What is the role of Customer Marketing? Done well, and done strategically, Customer Marketing is one of the most important functions in any company. Unfortunately, the Customer Marketing profession doesn’t get the recognition, rewards, and resources it deserves. There...
The Customer Led Growth Manifesto
How the Customer-Led Growth movement started It was November 2018, but I remember it like it was yesterday. That year I had conversations with three business collaborators – Steve Rankel, Howard Fields, and Bill Stone – who had all independently come to the same...
Building Effective Partnerships with Sales and Sales Enablement to Showcase Value
Demonstrating the value of your product or service is paramount. duh! But how can you effectively collaborate with sales and sales enablement to achieve this goal? Let’s dive into some strategies that have shown success, as well as those that have encountered...
Proactive Customer Stories
If a tree falls in the woods, but nobody is around to hear it, did it actually fall? If you create customer stories and case studies, but the content isn’t relevant to the right segment of buyers and customers, your sales team, and customer success, does it even...
Leveraging the Voice of your Customer with the Power of Remote Capture
Elevate Your Customer Voice with SlapFive Customer Content. SlapFive makes it drop-dead simple to Capture your customer stories in audio, video and text, in your customers’ own voice; Manage and organize all you customer content assets in a central place;...
Building an Influenced Customer Program: Driving Growth Through Advocacy
Building and nurturing a successful influenced customer program is an effective way to drive growth and establish strong relationships with your customers. By leveraging the power of advocacy, you can tap into the authentic voice of your customers to influence...
Customer-Led Growth: The Role of Customer Marketers
Jeff Ernst gave the concluding keynote at the Customer Advisory Board Conference on March 28, 2023. Jeff was asked to inspire expand the thinking of Customer Advisory Board managers by showing them how they can elevate their roles to drive Customer-Led Growth (Read...
Measure the Impact of Customer Voice at Each Stage of the Customer Lifecycle
What’s so great, and so challenging about unleashing your customer voice is that it can be used to earn trust and drive action at literally every stage of the customer lifecycle. Here are just a few examples of ideal ways to use customer voice at each stage, and how you can measure the impact it has.
How customer stories are used
How impact can be measured
STAGE: Unknown
Post customer stories on social properties:
– CTR on post links to website
Put customer content on online ads:
– CTR on landing page links to website
STAGE: Site Visitors
Post customer stories on homepage:
– Bounce rate
– Clicks to deeper pages
– Clicks to deeper pages
Customer Success section of site:
– Time spent on page
– Clicks to deeper pages
– Clicks to deeper pages
Supporting content on public site and microsites:
– Conversion rates on CTAs on those pages
Embed customer stories in marketing assets like eBooks:
– Time spent on asset
– Conversion rate on CTAs
– Conversion rate on CTAs
Feature customer content in blog posts:
– Blog post readership
– Conversion rate on blog CTAs
– Conversion rate on blog CTAs
STAGE: Target Accounts
Include customer voice in prospecting emails:
– Email open rate
– Email response rate
– Email response rate
Account Based Marketing campaigns:
– Campaign response rates
– Content engagement
– Content engagement
STAGE: Leads
Use customer voice in lead nurturing multi-touch campaign:
– CTR on customer voice content versus other content
Put customer stories into competitive replacement campaign:
– Response rate
– Sales Qualified Opportunities created
– Sales Qualified Opportunities created
Use customer-generated content for lead qualification and scoring:
– Number of storyboards and stories viewed
STAGE: Sales Opportunities
Use customer voice to overcome objections:
– Sales cycle time
– Sales win rate
– Sales win rate
Use customer stories to replace live customer reference calls:
– Reduction in customer reference requests
– Sales win rate
– Sales win rate
Sales win-wires to share successful sales strategies:
– Ramp time for new sales reps
Use customer voice to validate competitive differentiation:
– Sales cycle times
– Sales win rate
– Sales win rate
Use customer voice to create urgency to take action:
– Sales cycle time
– “Dark” deals reactivated
– “Dark” deals reactivated
STAGE: New Customers
Provide customer-generated onboarding tips and best practices:
– Time to first value
– Time to full implementation
– Time to full implementation
Use customer advice to accelerate user adoption:
– Feature usage rate
– Number and percent of active users
– Number and percent of active users
STAGE: Experienced Customers
Capture value stories to ensure renewal:
– Renewal rate and size
– Value stories captured
– Value stories captured
Use experiences of colleagues to drive account expansion:
– Size of Annual Contract Value
– Expansion revenue
– Customer Lifetime Value
– Expansion revenue
– Customer Lifetime Value
Put customer voice into cross-sell and upsell campaigns:
– Products owned per customer
– Share of wallet
– Share of wallet