The Last Mile from Success to Advocacy: Turning Successful Customers into Raving Fans The Customer Success movement has changed the way marketers think about acquiring, nurturing, and promoting customers. There’s no longer any glory in building your logo wall unless there’s an evangelist and referral engine behind each one. In this presentation, Gainsight’s Anthony Kennada and Influitive’s Jim Williams share new perspectives on how Customer Success drive revenue growth by building and mobilizing advocates. In this webinar you will discover how to: - Identify and sell to the right prospects - Nurture new customers for quicker time-to-advocacy - Build intrinsic relationships that inspire advocates for life The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.

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The Last Mile
from Success to
Advocacy
July
2014

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Today’s Panelists
Anthony Kennada
VP of Marketing
@akennada
Jim Williams
VP of Marketing
@jimcwilliams

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We have entered the “age of the customer”
Source: Forrester
1900 1960 1990 2010
Age of Manufacturing
Mass manufacturing
makes industrial
powerhouses
successful
Age of Distribution
Global connections
and transportation
systems make
distribution key
Age of Information
Connected PCs and
supply chains mean
those that control
information flow dominate
Age of the Customer
Empowered buyers
demand a new level
of customer obsession
Beyond
• Ford
• Boeing
• GE
• RCA
• Wal-Mart
• Toyota
• P&G
• UPS
• Oracle
• Microsoft
• IBM
• SAP
• Yammer
• Salesforce.com
• Box
• Marketo

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Who trust us less
Friends & peers

Ads, ads &
more ads 

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Meanwhile the market…

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Meanwhile the market…

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How do we win both?

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9. 75% of the buying
process is complete
before a B2B prospect
contacts a company
60% of tech B2B
customers search for peer
testimonials on products
84% of B2B decision makers
start their buying process with a
referral from a trusted peer.

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BUILD ADVOCACY

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Ensure Adoption

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Engagement Analytics

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Validate Value

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Success Snapshots

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Grow LTV

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White-space Analysis

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So, who are your advocates?
Customers
and prospects
Employees
and alumni
Partners
Developers

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MOBILIZE ADVOCATES

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UNDERSTAND THEM

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25% Oracles
8% Starlets
53% Super-
connectors
14% Gurus

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ENTERTAIN THEM

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RECOGNIZE THEM

26. Advocate motivation
Status Access Power Stuff

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MOBILIZE THEM

28. Can you do me a favor?

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THE FUTURE

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The rewards are high. Get started
Source: Deloitte

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QUESTIONS
SALES@GAINSIGHT.COM
NEXT WEBINAR:
http://bitly.com/CSMComms

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Thanks For
Joining!