Intro
I am delighted to introduce Ari Hoffman, the Vice President of Customer Marketing & Advocacy at Influitive, as our next guest on “Views On Reviews.”
Ari’s impressive customer advocacy and marketing (CMA) career and his strong ability to advocate for the CMA profession have made him a notable figure in the B2B SaaS industry.
He has extensive CMA experience at MindTouch, Coveo, Base, and now Influitive. At Influitive, he leads their own CMA initiative, setting the bar for many CMA professionals who run their programs on Influitive’s platform.
Ari gives back to the community as a CMA Exchange Vision Board Member and Chairperson for the Customer Marketing Summit. He’s also on the Board of Advisors for the Customer Success and Insights MBA Program at the University of San Francisco School of Management.
Recognized as a TOP25 Influencer in Customer Marketing & Advocacy and a Top 50 Customer Success Influencer, Ari’s journey is marked by customer centricity and empathy.
Ari generously provided thorough responses to our questions, so let’s start with a high-level interview summary.
Exec Summary
Here are the high-level points from our interview with Ari:
- CMA’s Strategic Value to Executives: It’s important to communicate the strategic value of customer advocacy to executives, emphasizing its impact on referral business, brand loyalty, content generation, etc.
- Balancing Long-Term Relationships with Short-Term Results: CMA professionals should continue to build long-term customer relationships and find ways to provide short-term value to maintain exec buy-in for CMA initiatives.
- Quick Wins in Building Customer Advocacy: CMA professionals can focus on welcome campaigns, exclusive content, recognition programs, proactive support, feedback loops, and gamification to foster early customer engagement to get a first batch of reviews, testimonials, and referrals.
- Role of Customer Reviews in CMA: Reviews are crucial in CMA for brand credibility and as user-generated content. Best practices include encouraging authenticity, diversifying platforms, and responding to reviews.
- Incorporating Reviews in Advocacy Programs: Successful review generation involves engagement in advocacy challenges, exclusive campaigns, and integrating reviews with community events.
- Authenticity in Reviews: Maintaining review authenticity is vital. Strategies include transparent communication, balanced feedback, verified reviews, third-party platforms, and responding to negative feedback.
- Diversifying Review Platforms: Covering multiple review sites is recommended for broader audience reach, credibility, SEO benefits, and industry relevance.
- Incentivizing Reviewers: Tailor rewards to customer compliance and gifting policies, using points systems similar to loyalty programs to provide a broader range of incentives beyond gift cards.
- Timing for Requesting Reviews: Reviews can be requested at various customer journey stages, including during onboarding and post-sales.
- Impact of Economic Changes on CMA: Recent years have emphasized the importance of customer retention and expansion in CMA, despite some companies cutting budgets in this area. CMA professionals’ challenge is demonstrating their strategic value in retention and growth.
- Effectiveness of Customer Referral Programs: Customer referral programs can be effective when well-executed. Key factors include clear value propositions, relevant incentives (discounts, exclusive access to features, or other rewards that align with the needs and interests of your customers), and timely follow-ups.
- Measuring Impact on Customer Retention: CMA professionals can measure their impact on retention through engagement metrics, customer satisfaction surveys, CLV, NPS, cohort analysis, and qualitative feedback.
- Integration of CMA with Other Marketing Aspects: CMA is increasingly integrating with community building, with strategies including community-centric advocacy, shared platforms, and cross-functional collaboration.
- Future of CMA Profession: Expected trends include tighter integration with CX, use of AI and automation, increased focus on customer retention and expansion, enhanced personalization, and global advocacy programs.
- Evolution of B2B Reviews: Trends in B2B reviews include increased emphasis on trust and authenticity, integration with customer advocacy programs, use of video reviews, industry-specific platforms, and enhanced review verification processes.
And now, here’s our Q&A with Ari Hoffman:
Topics of our conversation
What is Customer Advocacy?
Q: You’re now leading the Customer Marketing & Advocacy (CMA) efforts at the company that created CMA, Influitive. Can we start by getting your version of how you explain “what is customer advocacy?” to someone at a barbecue?
A: So, you know when you find an awesome new restaurant, and you just can’t stop telling your friends about it? You become their unofficial spokesperson because you genuinely love the food, the service, and the whole experience. Well, that’s a bit like what we do with customer advocacy at Influitive.
In the business world, customer advocacy is about turning happy customers into your biggest fans and advocates. It’s like having a group of people who love your product or service so much that they’re not only loyal customers, but they’re also shouting it from the rooftops. They’re the ones leaving glowing reviews, referring friends, and basically becoming your own little marketing team.
At Influitive, we’ve taken this concept to the next level. We’ve got a whole system that helps companies like ours supercharge their customer advocacy efforts. It’s not just about having happy customers; it’s about turning that happiness into a powerful force that helps drive the success of the business. It’s like turning satisfied customers into your very own marketing superheroes!”
So, that’s how I’d explain it at a barbecue – making it relatable and fun!
Q: Follow-up: if and how do you revise how you communicate “What is customer advocacy” to a business exec who holds a budget that could go toward Customer Advocacy?
A: When communicating the concept of customer advocacy to a business executive who holds a budget, it’s crucial to highlight the strategic value and tangible benefits that customer advocacy can bring to the company. Here’s how I might adapt the explanation:
“Hello [Executive’s Name],
I hope this message finds you well. I wanted to discuss a strategic initiative that I believe could significantly impact our company’s growth and bottom line: customer advocacy.
In a nutshell, customer advocacy is about turning satisfied customers into active promoters and champions for our brand. These are the customers who not only love our product or service but are willing to share that enthusiasm with their networks. It’s like having a team of influencers who authentically endorse our offerings.
Now, why does this matter for our bottom line? Customer advocacy has proven to be a powerful driver of several key business outcomes:
- Referral Business: Advocates are more likely to refer new customers. This not only reduces our customer acquisition costs but also brings in high-quality leads.
- Brand Loyalty: Advocates tend to be more loyal customers. By nurturing and leveraging this loyalty, we can increase customer retention rates, leading to a more stable and predictable revenue stream.
- Content and Social Proof: Customer advocates are a goldmine for authentic content and social proof. Their testimonials, reviews, and success stories can be used across marketing channels, boosting our credibility and influencing potential customers.
- Reduced Marketing Costs: Instead of solely relying on traditional marketing channels, customer advocacy allows us to leverage our satisfied customers as a cost-effective marketing force.
To harness the full potential of customer advocacy, I propose allocating a dedicated budget to implement a comprehensive program. This would involve incentivizing and nurturing our advocates, providing them with the tools they need to spread the word effectively, and measuring the impact on key performance indicators.
I’d be happy to provide a more in-depth overview of how this initiative aligns with our overall business strategy and how we can measure the return on investment.
Looking forward to discussing this further.”
In this communication, the focus is on the strategic benefits and the potential return on investment, addressing the executive’s concerns about allocating budget resources.
Q: In your recent interview with G2, you mentioned always giving away value first (as a Customer Marketer). How do you recommend a CMA professional balance the importance of giving before getting, given the typical business need to deliver results in the short term?
A: Balancing the importance of giving value first with the need to deliver short-term results is a common challenge for Customer Marketing and Advocacy (CMA) professionals. Here are some strategies to strike that balance effectively:
- Focus on Long-Term Relationships:
- While short-term results are important, building strong, long-term relationships with customers can yield sustainable benefits. Customer advocacy often grows over time as trust and satisfaction deepen.
- Provide Immediate Value:
- Aim to provide immediate value to your customers. This could be in the form of exclusive content, early access to new features, or special offers. This demonstrates your commitment to their success and can have short-term positive impacts.
- Segment Your Advocates:
- Identify segments within your customer base that are more likely to engage in advocacy activities. Focus your short-term efforts on these segments to maximize the impact on your goals.
- Align with Customer Success:
- Work closely with the Customer Success team to identify opportunities where advocacy efforts can enhance short-term customer satisfaction and success. Aligned efforts can lead to quick wins.
- Leverage Low-Effort Advocacy Activities:
- Encourage customers to participate in low-effort advocacy activities that provide quick wins, such as leaving reviews, testimonials, or social media shoutouts. These activities can contribute to short-term visibility and credibility.
- Communicate the Value Exchange:
- Clearly communicate the value exchange in your advocacy program. Let customers know how their participation benefits them, such as access to exclusive events, networking opportunities, or early product insights.
- Set Realistic Expectations:
- Manage expectations by setting realistic short-term goals. Understand that the full impact of customer advocacy may take time, but by achieving smaller milestones, you build momentum toward larger objectives.
- Measure and Iterate:
- Continuously measure the impact of your advocacy efforts and be ready to iterate based on the results. This agile approach allows you to refine your strategy for both short-term gains and long-term success.
- Integrate Advocacy into Sales and Marketing Processes:
- Align your advocacy efforts with sales and marketing processes to ensure that short-term gains contribute to broader business objectives. This integration helps demonstrate the immediate value of customer advocacy.
- Educate Stakeholders:
- Educate internal stakeholders about the long-term benefits of customer advocacy. Help them understand that the initial focus on giving value first is an investment that pays off over time.
Remember that giving value first doesn’t mean neglecting short-term results. It’s about creating a balance that allows you to build lasting relationships while still achieving measurable success in the immediate term. By strategically integrating short-term tactics with a long-term vision, CMA professionals can navigate this balance effectively.
Reviews and Customer Advocacy & Marketing Programs
Q: Where do you see reviews fit into a Customer Marketing and Advocacy program? Are there any best practices or things CMA professionals should avoid with reviews?
A: Customer reviews play a crucial role in a comprehensive Customer Marketing and Advocacy (CMA) program. Reviews not only contribute to building brand credibility and trust but also serve as valuable user-generated content that can be leveraged across various marketing channels. Here are some best practices and things to consider for incorporating reviews into your CMA program:
Best Practices:
- Encourage Authenticity:
- Encourage customers to provide honest and authentic reviews. Authenticity builds trust with potential customers.
- Diversify Platforms:
- Encourage reviews on a variety of platforms such as your website, third-party review sites, and social media. This broadens your reach and provides a comprehensive view of customer sentiment.
- Prompt and Easy Feedback:
- Make it easy for customers to leave reviews by providing clear instructions and simple processes. Consider using follow-up emails or in-app prompts to request feedback shortly after a positive customer experience.
- Leverage Positive Reviews:
- Showcase positive reviews in marketing materials, on your website, and in sales collateral. Positive reviews serve as powerful social proof and can influence potential customers.
- Respond to Reviews:
- Engage with customers who leave reviews by responding to them, whether the feedback is positive or negative. This demonstrates that you value customer opinions and are proactive in addressing concerns.
- Incorporate Reviews into Content Marketing:
- Use customer reviews as content in your marketing strategy. Feature them in blog posts, case studies, or social media content. This not only amplifies the positive feedback but also provides real-world examples of customer success.
- Utilize Customer Stories:
- Go beyond simple reviews and gather detailed customer stories. These narratives can be powerful tools for illustrating the impact of your product or service on a customer’s journey.
- Integrate Reviews into Sales Enablement:
- Provide your sales team with access to positive reviews to use during the sales process. Reviews can address common objections and act as persuasive tools to close deals.
- Request Permission:
- If you plan to use customer reviews in marketing materials, seek permission from customers to use their testimonials. This ensures compliance with privacy and usage policies.
- Monitor and Analyze:
- Regularly monitor reviews across platforms and analyze trends. Use feedback to identify areas for improvement and to refine your CMA strategy.
Things to Avoid:
- Manipulative Practices:
- Avoid incentivizing customers to leave positive reviews, as this can compromise the authenticity of the feedback.
- Ignoring Negative Feedback:
- Don’t ignore negative reviews. Instead, use them as opportunities to understand customer concerns and improve your products or services. Responding constructively demonstrates your commitment to customer satisfaction.
- Overlooking Privacy Concerns:
- Be mindful of privacy concerns. Avoid sharing sensitive information in reviews without proper consent from customers.
- Neglecting Review Policies:
- Adhere to the policies of review platforms. Violating these policies could result in the removal of reviews or other consequences.
By integrating reviews into your CMA program thoughtfully and ethically, you can harness the power of customer sentiment to build a positive brand image and influence potential customers in their decision-making process.
Q: The field of Influitive’s 2022 BAMMIE award winners collecting generated more than 4,700 reviews in a year. There are some great examples in there, like JAMF (58% increase YoY in online reviews) and Cvent (47% of reviews driven through their community). Could you tell us your favourite customer advocacy success story with generating reviews?
A: Can’t share the name of this company, but I can share a fictious name as the example of a customer advocacy success story with a focus on generating reviews:
Company XYZ: Elevating Online Reviews through Advocacy
Company XYZ, a SaaS company in the tech industry, implemented a robust customer advocacy program to boost online reviews and enhance its online reputation.
Key Strategies:
- Engagement in Advocacy Challenges:
- Company XYZ created advocacy challenges within their Influitive platform, encouraging customers to share their experiences by leaving reviews on popular review sites.
- Exclusive Review Campaigns:
- The company ran exclusive campaigns targeting specific segments of their customer base. This involved offering incentives or recognition to customers who wrote reviews during a specified period.
- Integration with Community Events:
- XYZ integrated review generation into their community events and forums. They found that customers who actively participated in the community were more likely to share their positive experiences through online reviews.
- Educational Content:
- The company provided educational content to guide customers on the importance of online reviews and how their feedback could benefit both the company and fellow users. This helped customers understand the value of their contributions.
Results:
Over the course of a year:
- Company XYZ experienced a significant increase in the number of online reviews, surpassing the 10k review mark.
- The advocacy program contributed to a 60% year-over-year increase in online reviews, showcasing the effectiveness of targeted campaigns and engagement strategies.
- The reviews not only highlighted the positive aspects of the company’s products and services but also addressed specific pain points, providing valuable insights for continuous improvement.
This anonymized example illustrates how a well-executed customer advocacy program, leveraging the Influitive platform or a similar tool, can drive substantial results in terms of online reviews. By engaging customers strategically, providing incentives, and integrating advocacy into various touchpoints, companies can amplify their online presence and build a positive reputation within their industry.
Q: Authenticity is a major issue with reviews. 61% of consumers and 50% of B2B software buyers who use reviews say they limit their use because they are concerned with (a lack of) authenticity. What’s your view of authenticity and reviews, and what can be done about it?
A: Authenticity is indeed a critical factor when it comes to the credibility and effectiveness of reviews. The statistics you’ve provided highlight a common concern among consumers and B2B software buyers. Maintaining authenticity in reviews is essential for building trust with potential customers. Here are some perspectives on authenticity in reviews and potential strategies to address concerns:
Views on Authenticity in Reviews:
- Transparent Communication:
- Authenticity in reviews is closely tied to transparent communication. Customers want to know that the reviews they read are genuine, unbiased, and reflective of real experiences.
- Balanced Feedback:
- Authentic reviews often include both positive and constructive feedback. A stream of only positive reviews may raise suspicions, so having a mix of perspectives adds credibility.
- Verified Reviews:
- Implementing a system for verified reviews can enhance authenticity. This involves confirming that the reviewer is a genuine customer who has interacted with the product or service.
- Third-Party Platforms:
- Reviews hosted on third-party platforms with strict review policies can contribute to authenticity. These platforms often have measures in place to detect and prevent fake reviews.
- Response to Negative Feedback:
- A company’s response to negative reviews can also impact authenticity. Engaging with constructive criticism and demonstrating a commitment to addressing concerns can build trust.
- A company’s response to negative reviews can also impact authenticity. Engaging with constructive criticism and demonstrating a commitment to addressing concerns can build trust.
Strategies to Enhance Authenticity:
- Verification Processes:
- Implement a verification process to ensure that reviewers are actual customers. This might involve using purchase data or authentication through user accounts.
- Encourage Balanced Reviews:
- Encourage customers to provide balanced feedback by explicitly asking for both positive aspects and areas where improvement is needed. This helps avoid the perception of bias.
- Review Moderation:
- Moderate reviews to filter out inappropriate content or fake reviews. However, moderation should be done transparently, with clear guidelines on what is acceptable.
- Highlight Customer Stories:
- Share detailed customer stories rather than just star ratings. These narratives provide context and demonstrate real-world use cases.
- Engage Advocates:
- Engage with customer advocates who are genuinely enthusiastic about your product or service. Their reviews are more likely to come across as authentic and passionate.
- Educate Customers:
- Educate your customer base on the value of authentic reviews and the impact they can have on the purchasing decisions of others. This can create a culture of genuine feedback.
- Regularly Update Reviews:
- Regularly update reviews to reflect the current state of your product or service. Outdated reviews may not accurately represent the customer experience.
- Utilize Customer Feedback Platforms:
- Use customer feedback platforms that specialize in collecting and authenticating reviews. These platforms often have built-in features to combat fake reviews.
- Be Transparent:
- Clearly communicate your approach to reviews and how you ensure authenticity. Transparency builds trust with your audience.
- Clearly communicate your approach to reviews and how you ensure authenticity. Transparency builds trust with your audience.
By adopting these strategies, businesses can work towards creating an environment where reviews are seen as authentic and trustworthy. As authenticity becomes a priority, it not only addresses consumer concerns but also contributes to the overall credibility and effectiveness of the reviews in influencing purchasing decisions.
Online Review Decisions for Vendors
Q: Do you focus on getting reviews on one review site or cover multiple review sites?
A: Diversifying the platforms on which you seek reviews is generally a good strategy. By doing so you optimize the following –
- Broader Audience Reach:
- Different customers may have preferences for various review platforms. By being present on multiple sites, you increase the chances of reaching a broader audience.
- Credibility and Trust:
- Having reviews on various reputable platforms enhances your credibility. It shows that your positive feedback is not limited to a single source, making it more trustworthy in the eyes of potential customers.
- SEO Benefits:
- Reviews on different platforms contribute to your online presence and can positively impact your search engine optimization (SEO). Search engines often consider reviews when ranking websites, and having a presence on multiple review sites can improve your visibility.
- Industry Relevance:
- Depending on your industry, certain review platforms may be more relevant or popular. Being active on these industry-specific sites ensures that you’re reaching the right audience.
- Mitigating Platform Changes:
- Relying on a single review site puts you at risk if that platform changes its policies or experiences technical issues. Having reviews spread across multiple platforms provides a level of resilience.
- Comparative Insights:
- Monitoring reviews across different platforms can provide valuable insights into customer sentiment and preferences. It allows you to identify trends and make informed decisions based on a diverse set of feedback.
While diversifying is generally beneficial, it’s also important to consider the practicality and resource constraints of managing reviews on multiple platforms.
Here are a few tips:
- Prioritize Key Platforms: Identify the most influential and relevant review platforms for your industry and focus on those. Prioritizing a few key platforms ensures that you can actively manage and respond to reviews effectively.
- Streamline Review Requests: Make it easy for customers to leave reviews on various platforms, but consider streamlining your requests. For example, you might rotate the emphasis on different platforms over time or based on specific campaigns.
- Monitor and Respond Proactively: Actively monitor reviews on all platforms and respond promptly. Demonstrating engagement and responsiveness enhances your reputation across the board.
Ultimately, the key is to strike a balance between diversification and practicality, ensuring that you can effectively manage and leverage reviews to benefit your business.
Q: Do you incent reviewers with a gift card or something else?
A: Depending on what the customers’ compliance and gifting policies are, we segment and adjust our rewards – these are all tracked automatically in Influitive’s gifting platform and we include points that can be collected and cumulated to select larger and larger gifts – ie like a credit card loyalty program and we assign the points to help customers attain different rankings and badges on our varying community leader boards – Like our Review Wizard badge
Q: Do you ask for reviews while users are in onboarding, or wait until later in their customer journey?
A: Depends on the experience. I’ve asked a prospect to leave a review simply on the sales process and how they felt supporting with the AE generating and co-presenting a business case internally to get executive buy-in. Every stage of the customer journey has the potential to share feedback and reviews as buyers want to know what each part of your lifecycle is like (and how they will be supported)
State of the Customer Marketing & Advocacy (CMA) Profession
Q: The last few years in the tech industry have felt like a rollercoaster ride. What’s your take on how the past few years have been on CMA professionals? It seems like retention and expansion have taken on more importance, yet there seem to be many companies that cut CMA programs and professionals. What’s your read of the situation? Another way to frame this: what’s holding the CMA back from seizing the opportunity to play a bigger role in today’s go-to-market? What aren’t companies/execs “getting” about CMA?
A: The past few years in the tech industry have indeed been marked by significant changes and challenges, and these factors have had an impact on Customer Marketing and Advocacy (CMA) professionals. Here are some observations on the evolving landscape:
Impact of the Rollercoaster Ride:
- Increased Emphasis on Retention and Expansion:
- Economic uncertainties and market volatility have heightened the importance of customer retention and expansion. Companies are recognizing the value of nurturing existing customer relationships to maintain revenue stability.
- Shift in Priorities:
- The focus has shifted from solely acquiring new customers to optimizing the value derived from existing ones. CMA professionals play a crucial role in building customer loyalty, encouraging upsells, and fostering advocacy to drive expansion.
- Budgetary Constraints:
- Despite the growing importance of retention and expansion, some companies faced budgetary constraints during uncertain economic periods. This led to challenges for CMA professionals as they navigated the need for continued investment in customer-focused initiatives.
- Adaptation to Virtual Environments:
- The shift to remote work and virtual interactions has altered the ways in which CMA professionals engage with customers. Virtual events, online communities, and digital advocacy initiatives have become more prominent to maintain connections.
Challenges for CMA Professionals:
- Budget Cuts and Program Reductions:
- In some cases, companies facing financial pressures opted to cut costs by reducing or eliminating certain programs, including CMA initiatives. This posed challenges for professionals in this field, who had to demonstrate the value and ROI of their efforts.
- Demonstrating Tangible Impact:
- CMA professionals have had to emphasize the tangible impact of their programs on customer satisfaction, retention rates, and revenue growth. Data-driven insights and measurable outcomes have become essential in justifying the continuation or expansion of CMA initiatives.
- Increased Accountability:
- The rollercoaster ride has led to increased scrutiny of marketing budgets, demanding greater accountability from CMA professionals. Clear communication of the strategic importance of customer-centric programs has been crucial.
- Adapting to Shifting Customer Behaviors:
- Changing economic conditions and customer behaviors have required CMA professionals to be agile in adapting strategies. Understanding the evolving needs of customers and adjusting advocacy programs accordingly has been vital.
Opportunities Amid Challenges:
- Strategic Alignment:
- CMA professionals have the opportunity to align their initiatives more strategically with overall business goals, emphasizing the role of customer advocacy in achieving key objectives like retention and expansion.
- Technology Adoption:
- Leveraging technology, including customer advocacy platforms, data analytics, and automation, can enhance the efficiency and effectiveness of CMA programs, even in challenging economic environments.
- Showcasing Success Stories:
- Success stories and case studies that highlight the impact of customer advocacy on business outcomes become powerful tools for CMA professionals to demonstrate value.
- Building Resilience:
- CMA professionals can contribute to the resilience of their organizations by fostering a strong sense of community among customers, providing support, and facilitating knowledge-sharing within virtual spaces.
In summary, while the past few years have presented challenges for CMA professionals, they also bring opportunities to demonstrate the strategic importance of customer-focused initiatives in navigating uncertain times and driving business success. Adaptability, strategic alignment, and a focus on measurable outcomes will continue to be key factors in the success of CMA professionals in the evolving tech landscape.
Q: A lot of the value in CMA is realized after a relationship has been developed with a customer until they become an advocate. Are there any quick wins that CMA professionals can focus on while building relationships that will yield results down the road?
A: Absolutely, there are several quick wins that Customer Marketing and Advocacy (CMA) professionals can focus on to build relationships and lay the groundwork for future advocacy. These quick wins can help create positive experiences for customers early in their journey, fostering a foundation of trust and engagement. Here are some strategies:
- Welcome Campaigns:
- Implement a robust welcome campaign for new customers. Provide them with valuable resources, tips, and onboarding materials. This not only helps them get started with your product or service but also sets a positive tone for the relationship.
- Personalized Communications:
- Tailor your communications based on customer preferences and behaviors. Personalization creates a more meaningful connection and demonstrates that you understand and value each customer individually.
- Exclusive Content and Early Access:
- Offer exclusive content, webinars, or early access to new features to customers. This not only provides added value but also makes customers feel special and appreciated.
- Recognition Programs:
- Implement recognition programs that acknowledge customer achievements or milestones. It could be as simple as highlighting their success on social media or featuring them in a customer spotlight. This recognition encourages a positive relationship.
- Proactive Support and Education:
- Anticipate customer needs by providing proactive support and educational content. Address potential challenges before they become issues, and empower customers with the knowledge to get the most out of your product or service.
- Surveys and Feedback Loops:
- Regularly seek customer feedback through surveys and feedback loops. Act on the feedback received, demonstrating that you value their opinions and are committed to continuous improvement.
- Gamification and Challenges:
- Gamify the customer experience by introducing challenges or achievements within your product or community. This adds an element of fun and encourages customers to explore and engage.
- Advocacy Nudges:
- Gently nudge customers toward advocacy by introducing them to the concept and explaining how their positive experiences can benefit others. Planting the seed early can lead to future advocacy.
- Exclusive Community Access:
- If you have a customer community, provide exclusive access to certain sections or features for new customers. This fosters a sense of belonging and encourages participation.
- Celebrate Customer Anniversaries:
- Recognize and celebrate customer anniversaries. Whether it’s the anniversary of their subscription or the time since they first engaged with your brand, this acknowledgment reinforces the longevity of the relationship.
- Referral Programs:
- Introduce referral programs that reward customers for referring others. This not only drives new business but also encourages existing customers to become advocates for your brand.
- Social Media Engagement:
- Engage with customers on social media platforms. Respond to their posts, share their content, and actively participate in discussions. This personal touch helps build a sense of community.
- Handwritten Notes or Swag:
- Send personalized handwritten notes or branded swag to customers. This physical touchpoint can leave a lasting impression and make customers feel valued.
- Training and Webinars:
- Offer training sessions and webinars to help customers maximize the value of your product or service. Empowering them with knowledge builds confidence and loyalty.
- Surprise and Delight:
- Occasionally surprise customers with unexpected perks or discounts. These “wow” moments can leave a positive impression and contribute to a positive customer experience.
- Occasionally surprise customers with unexpected perks or discounts. These “wow” moments can leave a positive impression and contribute to a positive customer experience.
These quick wins not only enhance the immediate customer experience but also contribute to the overall customer journey, setting the stage for long-term relationships and potential advocacy down the road.
Customer Referral Programs in B2B: Can They Work?
Q: I’ve heard quite a few CMA professionals relate to the view that customer referral programs don’t work. What’s your take on customer referral programs? Are there any examples in B2B that you’d point to as a success story other CMA professionals can learn from?
A: Customer referral programs can be highly effective if executed thoughtfully and aligned with the needs and motivations of your customer base. While some professionals may express challenges with referral programs, success often hinges on factors such as program design, incentives, and the overall customer experience. Here are some considerations and examples of successful B2B customer referral programs:
Considerations for Customer Referral Programs:
- Clear Value Proposition:
- Clearly communicate the value proposition of your referral program. Customers should understand the benefits they and their referrals will receive.
- Relevant Incentives:
- Offer incentives that resonate with your audience. It could be discounts, exclusive access to features, or other rewards that align with the needs and interests of your customers.
- Seamless Experience:
- Ensure that the referral process is easy and straightforward. Complicated or cumbersome processes can deter customers from participating.
- Timely Follow-Up:
- Promptly follow up with both the referrer and the referred customer. Acknowledge and reward the referrer, and provide a positive onboarding experience for the referred customer.
- Consistent Communication:
- Keep participants informed about the status of their referrals. Regular updates, thank-you messages, and progress notifications maintain engagement.
- Test and Iterate:
- Test different elements of your referral program and be open to iteration. Customer preferences and market dynamics may evolve, so a flexible approach is key.
Successful B2B Customer Referral Program Examples:
- Salesforce:
- Salesforce, a leading CRM provider, has a successful referral program known as the “Salesforce Referral Partner Program.” It incentivizes existing customers, partners, and employees to refer new businesses to Salesforce. The program offers financial rewards and other benefits, contributing to Salesforce’s growth in the B2B market.
- Dropbox for Business:
- Dropbox for Business implemented a referral program that rewarded users with additional storage space for each successful referral. This approach leveraged the value of Dropbox’s core service, and the program played a significant role in the company’s user acquisition strategy.
- HubSpot:
- HubSpot, a provider of inbound marketing and sales software, has a referral program that encourages customers and partners to refer businesses looking for marketing and sales solutions. The program offers commissions and various rewards, fostering a community of advocates.
- Zoom:
- Zoom, a video conferencing platform, launched a referral program that allows users to earn credits toward their Zoom subscription for each new user they refer. This approach aligns with Zoom’s target audience and provides tangible benefits for participants.
- InVision:
- InVision, a digital product design platform, implemented a referral program that rewards users with credits for referring other design professionals. This program leverages the collaborative nature of the design community and encourages mutual support.
- InVision, a digital product design platform, implemented a referral program that rewards users with credits for referring other design professionals. This program leverages the collaborative nature of the design community and encourages mutual support.
Key Takeaways:
- Align Incentives with Customer Needs: Understand what motivates your customers and align referral incentives with their preferences, whether it’s financial rewards, exclusive features, or other benefits.
- Leverage Your Core Value Proposition: Tie the referral program to the core value proposition of your product or service. This ensures that participants see the program as an extension of the value they already receive.
- Create a Positive User Experience: A positive and seamless user experience throughout the referral process is critical. From onboarding referred customers to rewarding referrers, every touchpoint contributes to the overall success of the program.
- Promote and Communicate Effectively: Actively promote the referral program, leverage multiple communication channels, and keep participants informed. Regularly communicate the benefits and progress to maintain engagement.
While challenges may exist, many B2B companies have successfully implemented customer referral programs that contribute to customer acquisition, retention, and advocacy. By learning from these success stories and tailoring referral programs to the unique needs of your customer base, you can enhance your chances of creating a program that works effectively for your business.
Retention and CMA
Q: When I was at Influitive back in 2018, I recall the 3 Rs of customer advocacy: referrals, references, and reviews. Now I understand retention is a big part of it, too. So much so that the Forrester Total Economic Impact report on Influitive found that 83% of the value derived from Influitive is from improved customer retention. Can you tell us how CMA professionals can measure the impact of their work on customer retention and highlight it to budget holders?
A: Measuring the impact of Customer Marketing and Advocacy (CMA) programs on customer retention is crucial for demonstrating the value of these initiatives to budget holders. While it can be challenging to directly attribute retention improvements solely to advocacy efforts, there are key indicators and strategies that CMA professionals can leverage to measure and highlight their impact on customer retention:
- Track Advocacy Program Engagement:
- Monitor the level of engagement within your advocacy program. Measure activities such as customer participation in challenges, the creation of user-generated content, and the overall interaction with advocacy initiatives. Increased engagement often correlates with stronger customer loyalty and retention.
- Analyze Customer Advocacy Metrics:
- Dive into specific metrics related to customer advocacy, such as the number of customer referrals, references provided, and reviews generated. Analyzing these metrics over time can provide insights into how advocacy efforts contribute to customer retention.
- Customer Satisfaction Surveys:
- Include questions related to advocacy in customer satisfaction surveys. Ask customers about their engagement with advocacy programs, whether they feel more connected to the brand through these initiatives, and if it influences their decision to continue using the product or service.
- Customer Lifetime Value (CLV):
- Assess changes in customer lifetime value before and after the implementation of advocacy programs. If customers engaged in advocacy efforts show a higher CLV compared to those who don’t, it indicates a positive impact on retention.
- Net Promoter Score (NPS):
- Monitor NPS scores among customers who actively participate in advocacy programs. Higher NPS scores are often associated with increased customer loyalty and, consequently, better retention rates.
- Cohort Analysis:
- Conduct cohort analysis to compare the retention rates of customers who engage in advocacy activities with those who do not. This can provide a clearer picture of the impact of advocacy efforts on customer retention over time.
- Retention Rate Calculations:
- Calculate and compare overall retention rates before and after the implementation of advocacy programs. While it might not be solely attributable to advocacy efforts, a positive trend suggests that these initiatives contribute to customer loyalty.
- Qualitative Feedback:
- Collect qualitative feedback from customers engaged in advocacy. Understand their perspectives on how advocacy initiatives have influenced their decision to stay with the company. Use these testimonials to provide qualitative evidence of the impact on retention.
- Benchmark Against Industry Standards:
- Benchmark your customer retention metrics against industry standards. This comparative analysis helps contextualize your retention performance and showcases the effectiveness of your advocacy programs.
- Customer Success Stories:
- Showcase customer success stories that explicitly highlight the role of advocacy initiatives in retaining customers. Real-world examples can be powerful tools when communicating the impact to budget holders.
Communication Strategies:
- Create a Compelling Narrative:
- Develop a compelling narrative that connects advocacy efforts to improved customer retention. Clearly articulate how engaged and loyal customers contribute to the overall health and growth of the business.
- Data-Driven Presentations:
- Present data in a visually compelling and easy-to-understand format. Use charts, graphs, and before-and-after comparisons to illustrate the positive impact of advocacy initiatives on customer retention.
- Link to Business Goals:
- Link your advocacy metrics to broader business goals, emphasizing how improved retention aligns with the company’s strategic objectives. Frame advocacy as a key driver of customer satisfaction and loyalty.
- Regularly Report Success Metrics:
- Establish a regular reporting cadence to keep budget holders informed about the ongoing success of advocacy programs. Consistent communication reinforces the long-term impact on customer retention.
- Customer Testimonials and Quotes:
- Incorporate customer testimonials and quotes into your presentations. Hearing directly from satisfied customers about the role of advocacy in their retention can be compelling for budget holders.
By strategically measuring and communicating the impact of CMA programs on customer retention, professionals can make a strong case for the continued investment in advocacy initiatives. Highlighting success stories, leveraging both quantitative and qualitative data, and aligning with broader business objectives are key strategies for demonstrating the value of advocacy in improving customer retention.
The Future of CMA and Online Reviews
Q: You’ve said Customer Marketing & Advocacy is just a narrow sliver of the Marketing function. Do you see the CMA function becoming more incorporated into other aspects of Marketing, like Community? If so, how?
A: Yes, the Customer Marketing & Advocacy (CMA) function is increasingly becoming more integrated into various aspects of the broader marketing landscape, including community building. This integration is driven by the recognition that customer advocacy is a powerful force that extends beyond traditional marketing channels.
Here are ways in which the CMA function is becoming more incorporated into other aspects of marketing, particularly community building:
- Community-Centric Advocacy:
CMA professionals are aligning closely with community-building efforts. They recognize that communities provide a natural space for customers to connect, share experiences, and advocate for the brand. By fostering a sense of community, CMA professionals can amplify advocacy within a supportive and engaged network.
- Community Platforms and Advocacy Hubs:
Many companies are leveraging community platforms that serve as advocacy hubs. These platforms integrate customer advocacy initiatives, allowing advocates to participate in challenges, share content, and refer others—all within the community environment. This cohesive approach ensures that advocacy is seamlessly woven into the community experience.
- Advocacy in Social Communities:
CMA professionals are actively participating in and fostering advocacy within social communities. This includes engaging with customers on social media platforms, encouraging user-generated content, and amplifying positive stories within broader online communities.
- Cross-Functional Collaboration:
CMA professionals are collaborating more closely with community managers, social media teams, and other marketing functions. This cross-functional collaboration ensures that advocacy efforts are integrated into the overall community strategy, creating a unified and consistent brand presence.
- Advocacy Challenges and Campaigns:
Advocacy challenges and campaigns are being seamlessly integrated into community initiatives. These challenges not only drive advocacy but also enhance the sense of community by fostering friendly competition, collaboration, and shared achievements.
- Community-Driven Content:
CMA professionals are tapping into the community for user-generated content that can be leveraged in broader marketing efforts. Authentic content created by advocates within the community serves as powerful social proof and resonates with a wider audience.
- Exclusive Community Benefits:
Exclusive benefits within the community, such as early access to content, special events, or recognition, serve as incentives for advocates. This approach ties advocacy efforts directly to the community experience, reinforcing the idea that advocacy is an integral part of the customer journey.
- Advocacy as a Community Pillar:
Advocacy is increasingly positioned as one of the core pillars of community building. This strategic alignment ensures that community members are not just consumers but active advocates who contribute to the vibrancy and growth of the community.
- Customer-Led Support in Communities:
CMA professionals are recognizing the role of advocates in providing peer-to-peer support within communities. Advocates often become valuable resources for answering questions, sharing best practices, and enhancing the overall customer experience.
- Unified Data and Insights:
Integration efforts extend to data and insights. CMA professionals are working to unify data from advocacy and community initiatives to gain a comprehensive understanding of customer behavior, preferences, and sentiment.
- Customer Feedback Loop Integration:
The customer feedback loop is becoming an integral part of both advocacy and community-building strategies. This ensures that customer insights and feedback gathered within the community contribute to refining advocacy initiatives.
- Shared KPIs and Metrics:
Shared key performance indicators (KPIs) and metrics between CMA and community teams facilitate a cohesive measurement of success. This alignment ensures that advocacy and community efforts collectively contribute to overarching marketing goals.
This integration reflects a holistic approach to customer engagement, where advocacy is not isolated but rather woven into the fabric of the broader customer community. By leveraging the collaborative potential of community building and advocacy, companies can create a more immersive and engaging experience for customers throughout their journey.
Q: What do you see next for the CMA profession?
A: The Customer Marketing & Advocacy (CMA) profession is poised for continued evolution as companies recognize the strategic importance of customer-centric initiatives. Here are several trends and areas of development that may shape the future of the CMA profession:
- Integration with Customer Experience (CX):
The CMA function is likely to become even more tightly integrated with overall Customer Experience (CX) strategies. By aligning advocacy efforts with the broader customer journey, professionals can create seamless and consistent experiences that span pre-purchase, purchase, and post-purchase interactions.
- AI and Automation in Advocacy Programs:
The adoption of artificial intelligence (AI) and automation in advocacy programs is expected to increase. AI can analyze vast amounts of customer data to identify potential advocates, personalize interactions, and automate certain advocacy activities, enhancing efficiency and scalability.
- Emphasis on Customer Retention and Expansion:
With an increased focus on customer retention and expansion, CMA professionals will play a critical role in nurturing and growing existing customer relationships. Programs and initiatives will be designed not only to acquire advocates but also to strengthen long-term customer loyalty.
- Enhanced Personalization:
Personalization will continue to be a key theme in CMA strategies. Tailoring advocacy programs to the individual preferences and behaviors of customers will deepen engagement and foster a sense of connection with the brand.
- Cross-Functional Collaboration:
Cross-functional collaboration will become even more crucial. CMA professionals will work closely with customer success teams, product teams, community managers, and other departments to ensure a cohesive approach to customer engagement and advocacy.
- Community-Centric Advocacy:
The integration of customer advocacy with community-building efforts will intensify. CMA professionals will leverage communities as hubs for advocacy, fostering a sense of belonging and encouraging customers to be active advocates within these spaces.
- Greater Focus on Customer Education:
CMA professionals will place a greater emphasis on customer education and enablement. Providing customers with the knowledge and tools to become successful advocates will be a key component of advocacy programs.
- Expansion into Employee Advocacy:
Some CMA professionals may extend their focus beyond customer advocacy to include employee advocacy. Engaging and empowering employees to become advocates for the brand can amplify the overall advocacy impact.
- Metrics and Attribution Models:
Refining metrics and attribution models will be a continuous effort. CMA professionals will seek more sophisticated ways to measure the impact of advocacy on business outcomes, including customer retention, expansion, and overall revenue growth.
- Incorporation of User-Generated Content:
The integration of user-generated content into broader marketing strategies will continue to grow. CMA professionals will play a role in curating and leveraging authentic customer content for marketing purposes.
- Global and Diverse Advocacy Programs:
As businesses expand globally, CMA professionals will focus on creating advocacy programs that resonate with diverse customer bases. Customizing programs to address cultural nuances and preferences will become increasingly important.
- Ethical Advocacy Practices:
With increasing awareness of data privacy and ethical considerations, CMA professionals will be mindful of how customer data is used in advocacy programs. Transparency and adherence to ethical practices will be critical to building and maintaining trust.
- Innovation in Advocacy Platforms:
The continuous evolution of advocacy platforms will bring new features and capabilities. These platforms will leverage advanced technologies to enhance user experience, automate tasks, and provide actionable insights.
- Industry-Specific Advocacy Approaches:
CMA professionals will tailor advocacy approaches to specific industries. Recognizing that different sectors have unique challenges and customer expectations, advocacy programs will be customized to address industry-specific needs.
- Educational and Certification Programs:
As the CMA profession matures, educational and certification programs may emerge to formalize the skill set required for effective customer marketing and advocacy. Professionals in this field may seek specialized training to stay ahead of industry trends.
In summary, the future of the CMA profession is characterized by a deeper integration with overall customer experience, the use of advanced technologies, and a strategic focus on customer retention and expansion. As businesses increasingly recognize the value of customer advocacy, CMA professionals will play a pivotal role in driving customer engagement, loyalty, and growth.
Q: What do you see next for reviews in B2B?
A: The landscape of reviews in B2B is likely to evolve, influenced by changing customer behaviors, technological advancements, and the growing significance of online reputation. Here are some trends and developments that may shape the future of reviews in the B2B sector:
- Increased Emphasis on Trust and Authenticity:
Authenticity in reviews will continue to be a priority. B2B buyers are likely to place a premium on reviews that they perceive as genuine and trustworthy. Companies will need to adopt transparent practices and encourage honest feedback to build and maintain trust.
- Integration with Customer Advocacy Programs:
Reviews will become more integrated with customer advocacy programs. B2B companies may strategically leverage their advocates to contribute positive reviews, reinforcing the link between advocacy initiatives and online reputation.
- Video Reviews and Rich Media Content:
The use of video reviews and rich media content in B2B reviews is expected to grow. Video testimonials and visual content provide a more immersive and compelling way for customers to share their experiences, adding depth to the review landscape.
- Industry-Specific Review Platforms:
Industry-specific review platforms may gain prominence. B2B buyers often seek insights from peers within their specific industry. Niche review platforms catering to distinct sectors may emerge or gain traction, providing targeted information for decision-makers.
- Enhanced Review Verification Processes:
With a focus on combating fake reviews, B2B review platforms may implement more robust verification processes. Verified reviews, where the authenticity of the reviewer is confirmed, could become more prevalent to ensure the credibility of the information.
- Incorporation of AI and Sentiment Analysis:
Artificial intelligence (AI) and sentiment analysis may play a larger role in evaluating reviews. B2B platforms may leverage AI to analyze sentiment, categorize reviews, and provide businesses with deeper insights into customer sentiments and preferences.
- Real-Time and Dynamic Reviews:
The demand for real-time and dynamic reviews may increase. B2B buyers often seek the latest information about a product or service. Platforms that offer real-time updates and dynamic reviews reflecting the most recent experiences could gain traction.
- Interactive Review Experiences:
Interactive review experiences may become more prevalent. B2B platforms could introduce features that allow users to engage with reviews, ask questions, and receive responses from reviewers or the business, creating a more interactive and informative environment.
- Integration with CRM and Marketing Automation:
Integration between review platforms and Customer Relationship Management (CRM) or marketing automation systems may become more seamless. B2B companies could leverage customer feedback from reviews to inform personalized marketing campaigns and enhance customer relationships.
- Global and Multilingual Review Platforms:
As B2B markets continue to globalize, there may be a rise in global and multilingual review platforms. Businesses operating in multiple regions may benefit from platforms that support reviews in various languages, catering to diverse customer bases.
- Educational Content within Review Platforms:
Review platforms may evolve to include educational content. B2B buyers often seek in-depth information about products and services. Platforms that offer educational resources, guides, and case studies alongside reviews can provide a more comprehensive decision-making environment.
- Privacy and Data Protection Considerations:
Privacy and data protection considerations may become more prominent. B2B platforms and businesses will need to ensure that customer data shared within reviews is handled responsibly and complies with privacy regulations.
- Integration of Employee Reviews:
Employee reviews related to B2B interactions could gain visibility. B2B buyers may seek insights into the experiences of employees who interact with vendors, influencing their perceptions of the overall relationship.
- Customization of Review Display:
Businesses may have increased control over the display and presentation of reviews on their websites. Customization options could allow companies to showcase reviews in ways that align with their brand and marketing strategies.
- Focus on Customer Success Stories:
The emphasis on customer success stories within reviews may grow. B2B buyers often look for real-world examples of how a product or service has solved specific challenges. Platforms that highlight detailed success stories could become more influential.
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