Technique of the Week

What the Peer Review Sites don’t want you to know about Peer Review Sites (and what your review strategy should be)

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You (or your boss) think that if you can get a whole bunch of 5-star reviews on G2 and Capterra, the floodgates will open and new customers will pour in. So you cajole, coerce, or beg your customers to write reviews, but with so many sites out there, you’re still left wondering which sites to focus on, and how to get customers to write reviews on multiple sites. Since there’s nothing in it for the customer to write a review, the only way they’ll do it is if you pay them. Sound familiar?

It’s time to stop the insanity. Join us in this lively discussion and you’ll learn:

  • The top 5 inconvenient truths that product reviews site operators don’t want you to know.
  • How REAL buyers REALLY use (or don’t use) product reviews, based on my over 1,500 buyer interviews.
  • The three critically important things to include in your product review site strategy.

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Therapy Session for the One Person Customer Marketing Team

Thursday, September 19, 2:00 PM ET

As a Customer Marketer, you want your work to have huge impact, but you’re buried in endless requests. Your sales reps need 3 customer references for every big deal, your execs want case studies with hard ROI statements, your AR folks need to give Forrester 3 customers to interview for the next Wave, your social team wants more 5-star reviews. And don’t forget the daily emails asking, “Do we have a customer in a ___ role in the ___ industry that’s between ___ and ___ in revenue that has solved the ___ problem?”

How do you multiply your impact while keeping up with the endless requests, without doubling the size of your team? You have to work smarter, by:

  • Digging into the business needs behind the requests and finding new, innovative, and more effective ways of crushing those needs.
  • Finding ways to automate the repetitive and labor-intensive tasks that seem to take up all your time.

Join Rebecca Salem from Achieve3000, Jeff Gabel from Quick Base, Kim Plank from Acumatica in this group therapy session where they will share things they’ve done to work smarter, and give you plenty of time to ask questions, share your ideas, and commiserate.

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Let your customers teach your prospects how to buy with a Digital Buyer’s Guide

Wednesday, September 25 , 2:00 PM ET 

Your prospects are confused. They’ve never bought a solution like yours. So they don’t know how to evaluate and compare their options.

Confused buyers don’t buy anything. In fact, the #1 reason deals stall and buyers go dark is that they get so overwhelmed that they are paralyzed, and shift their attention to solving other problems.

Who are the best people to educate your buyers on how to navigate a complex buying process? How about the people who have bought from you in the last year or two? They figured it out. They navigated the process. They made a decision. Their insights on that process are SOLID GOLD to anyone considering buying from you.

SlapFive’s CEO Jeff Ernst will be joined by Steve Rankel, founder of Customer Fluency, for an invigorating conversation that will arm you with what you need to create your own Digital Buyer’s Guide, in your CUSTOMERS’ VOICE.

You will learn:

  • The critical components of a Digital Buyer’s Guide and why they are so effective.
  • How and when to ask customers the 3 most important questions to capture the insights you need to deliver in your Digital Buyer’s Guide.
  • How to use a Digital Buyer’s Guide to influence buyers BEFORE they make their vendor consideration list.
  • Examples of how Steve has created Digital Buyer’s Guides that turned around stalled deals, and generated over $500K of pipeline in under 90 days.

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Building a Customer Voice Program

Tuesday, October 8, 2:00 PM ET

What is a Customer Voice Program and where do I get started?  Customer Voice programs will help you gain better insight about your customers, build better products, deliver top notch customer service, and make your customers feel like rock stars.

Join Dana Alvarenga, Director of Customer Experience, at SlapFive share how she defined, designed, and implemented SlapFive’s very own Customer Voice Program the SlapFive RockStars.

What you will learn:

  • The three phased approach she took when defining and designing her program.
  • Details around the launch and ongoing maintenance of the program.
  • Gather ideas to lock in executive sponsorship within your organization to support such a valuable program.
  • How you too can become a SlapFive RockStar.

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How to get your customers to talk without bribery or torture tactics

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You’ve all experienced it…the agony of convincing customers to take part in your voice and advocacy programs. Your customers don’t want to do case studies or take reference calls because those feel like torture with little in it for them. Not to mention they’re often handcuffed by PR policies that prohibit vendor endorsements. Good News!! We’ve figured out the recipe for making customers clamor to share their voice, and we’re revealing it on this webinar.

What you’ll learn:

  • Ways to turn your customers into rock stars rather than bribing them with cash.
  • The 8 ingredients for the design of a program that has even more in it for the customer than for your company.
  • How to give customers so much control that it’s hard to say no.

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Scale your Account Based Marketing with account-specific content

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Admit it, you’re doing ABM, and you don’t know what all the hype’s about because you’ve been doing it since before it was a “thing”. But it’s still challenging to scale ABM because you need so much account-specific content. Well guess what? The most effective account-based content is the voice of your champions within that account.

What you’ll learn:

  • Why the target contacts in your target accounts care more about what their colleagues say than what your marketing messages and sales reps say.
  • How to tap into the experts in your company to demonstrate thought leadership in that account.
  • Ways to get your champions to share their voice with their peers and colleagues across their company.

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Turbocharge your demand generation with customer voice

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Demand generation campaigns require a continuous supply of fresh content. At the same time, your target buyers are bombarded with so much vendor-generated content that they’re building walls to keep your emails and phone calls from reaching them. But what does every buyer eat up? Content about the experiences of your customers, told in the customer’s voice.

What you’ll learn:

  • How there’s a huge mismatch between what buyers want and the content that marketing teams produce.
  • What types of content drive buyers to take the next step in their buying process.
  • Creative ways to use customer-generated content in different types of demand generation campaigns.

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Avoid “customer reference burnout” with recorded references

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Your buyers want to talk to customers who are in the same industry, similar company size and role, solving the same problems they’re dealing with. So no matter how much your customers love you, you never have enough references, and you cringe every time a buyer asks for one (or three) because you burn out the ones you have. Your And the worst part is your references are answering the same questions on every call. You can stop this madness by creating recorded references.

What you’ll learn:

  • The five most frequently asked questions your buyers ask on customer reference calls. (Yes, I know what they are because they are the same across every category.)
  • How to create recorded references that are available to your sales reps and reference teams 24×7
  • Ways you can get your customers to share more on the recorded references by giving them options to control distribution of the recorded references.

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