CustomerX Webinars

CustomerX Webinars

Group Therapy for Customer Marketers


Technique of the Week


Customer Marketer Group Therapy - Challenges of Launching an Advocacy Program (and how to be successful)

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Customer Marketer Group Therapy - How to measure and report on more than your typical metrics

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Group Therapy for Customer Marketers - Session #10: Customer Journey Mapping and all the challenges that come along with them (and how to create successful ones)

Tuesday, February 22 at 11am ET

‘Customer journey mapping continues to gain both traction and increased relevance as organizations around the globe orient toward a more customer-centric way of doing business. The research found 24.9% YoY growth with customer journey management versus 16.2% without.’ [Source:Adobe]

Join us for this Group Therapy session to hear how two CustomerX pros have successfully built and coached teams on customer journey mapping. We will discuss:

>>What’s driving this increased focus for customer journey mapping?
>>Best practices and tips for creating and executing a successful customer journey map? Challenges and how they overcame them.
>>How can Customer Marketers work with various departments to help align the customer journey map?

Our session leaders are:
Jade Ranjalahy – Director Customer Outcome & Experience @ShareGate by GSoft
Quinn Kendall – Commercial and SMB Account Executive @UserIQ

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Group Therapy for Customer Marketers - Session #9: How we can help drive cross-sell and upsell campaigns

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Your executives are looking for their Marketing teams to put more focus on customer expansion campaigns. This may include cross-selling more products to the same user base, or more of the same products to different user bases. The opportunity is huge because we as Customer Marketers know so much about current usage within our client sites, but the challenge is that we are used to running programs, not campaigns.

Join us for this Group Therapy session to hear how three CustomerX pros have bridged the gap to help drive expansion through cross-selling and upselling.

We will discuss:
What’s driving this increased focus on cross-selling and upselling, and how is Customer Marketing expected to help?
What types of expansion scenarios are Customer Marketers being asked to drive? How can Customer Marketers work with Demand Marketers to orchestrate cross-selling campaigns?

Session Leaders:
>> Amanda Peacock – Global Customer Marketing Lead at Tealium
>> Callie Rojewski – Customer Marketing & Brand Advocacy at Guru
>> Kimberlee Rossi – Senior Director of Customer Marketing at Diligent

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Group Therapy for Customer Marketers - Session #8: Stake out your role in virtual customer events

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Your customer conference has gone virtual. Now what? What are you doing to take advantage of this new digital reality and engage customers in new, fun, and creative ways? How are you using the virtual conference to accomplish your MBOs?

Join us for this Group Therapy session to talk about these challenges we all face with customer engagement in virtual events. We will have three seasoned CustomerX pros who are at different stages of virtual event planning and execution: Ciana has completed her virtual customer conference, Wendi is in the process of supporting her customer event, and Stephanie has supported several virtual events over the past 4-5 months.

Session Leaders:
>>Wendi Wolfgram: Senior Customer Advocacy Manager at A10
>>Stephanie Roodhouse: Head of Customer Advocacy at Whatfix
>>Ciana Abdollahian: Sr. Manager Customer Programs at Zerto

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Group Therapy for Customer Marketers - Session #7: When Customer Marketing & Customer Success work together, everyone wins

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Customer Marketing and Customer Success both play a critical role in making customers successful, and showcasing that success to win more customers. Which means that these two teams need to be joined at the hip.

Our leaders for this Group Therapy session are a pair of Customer Marketing and Customer Success counterparts from Upland Software. They will discuss topics like how to get both teams working towards the same goals, how to split customer engagement activities between the two teams, and how these two teams can work together so closely that 1+1=3.

Topics covered will include:

  1. Partner in the delivery of best practices consultation; development of business cases for the customer.
  2. Nominations of new Voices; identification of opportunities for education and thought leadership; etc

Session Leaders:

  • Lisa Hoesel – Voice of the Customer Program Manager at Upland Software
  • Sharon Parsons – Project Manager at Upland Software

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Group Therapy for Customer Marketers - Session #6: How we’re making lemonade out of lemons

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In this month’s Group Therapy, we’re making everyone who attends a session leader. Now that COVID-19 has thrown a big, fat wrench into our work and personal lives, let’s get together and talk about creative things we’re doing, or brainstorm things we’re thinking of doing, to show our customers extra love, and keep them engaged with our company and each other. We can even share things we’re doing to keep our sanity while we WFH.

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Group Therapy for Customer Marketers - Session #5: Working with our marketing teams to infuse customer stories into their programs

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We all want to capture stories that make our customers look good, and help them get their stories heard in the market. Which means we need our colleagues in marketing to use and amplify the customer voice. But sometimes marketing gets stuck in traditional marketing methods, or they have a set agenda for the year and they aren’t able to see tremendous value in areas outside of that agenda. Many rely purely on the company voice in their programs.

Join us for this Group Therapy session to talk about these challenges we all face infusing customer voice into our marketing teams and programs. We will have a couple of seasoned CustomerX pros share things they’ve done to break through these challenges and get their customer voice heard. You will have plenty of time to ask questions, share your ideas, and commiserate.

Our co-hosts for this session are:

  • Emma Foote – Head of Customer Advocacy at Clear Review
  • Andrew Sevillia – Director, Customer Marketing at Sage Intacct
  • Lisa Hoesel – Voice of the Customer Program Manager at Upland Software

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Group Therapy for Customer Marketers - Session #4: Navigating the endless requests for your customers’ voice

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Just about every group in your company wants access to your customers to deliver proof and earn trust, so you get an endless flow of requests for customers take sales reference calls, speak at events, do case studies, to name a few. Constantly trying to find the right customer at the right time puts strain on you and causes reference fatigue with your customers. No wonder you’re stretched so thin.

Join us for this group therapy session to talk about the challenges we all face in this area. We will have a couple of seasoned Customer Marketing pros share things they’ve done to juggle this never-ending demand and set the right expectations with these other teams. You will have plenty of time to ask questions, share your ideas, and commiserate.

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Group therapy for Customer Marketers #3: Dealing with the walls that get put up around your customers

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They have the best of intentions, but your Account Managers and CSMs always seem to have an excuse for why you can’t tap into your customers with great opportunities to showcase their knowledge and success. “That customer is coming up for renewal.” “We already hit up that customer once this quarter.” “They have an open support issue.” Or, “I don’t like to burden our customers with such annoying requests.”

Join us for this group therapy session to talk about the challenges we all face in this area. We will have a couple of seasoned Customer Marketing pros share things they’ve done to chip away at these barriers and gain cooperation from these groups, and give you plenty of time to ask questions, share your ideas, and commiserate.

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Group therapy for Customer Marketers #2: Challenges to connecting our work to strategic growth initiatives

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We all want our Customer Marketing efforts to drive revenue growth. But there isn’t always a clear path to connecting our work to the key strategic growth initiatives of our company. Political barriers, communication gaps, competing requests, and shifting priorities can get in the way.

Join us for this group therapy session to talk about the challenges we all face in this area. We’ll have a couple of seasoned Customer Marketing pros share things they’ve done to chip away at these barriers and ways they’ve connected their work to growth initiatives, and give you plenty of time to ask questions, share your ideas, and commiserate with your peers.

Our co-hosts for this session are:

Sarah Schreiner – Senior Strategy Analyst, Client Experience at ADP
Ari Hoffman – Director of Customer Advocacy at Coveo
Amanda Salem – former head of Customer Advocacy at Staples

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Group therapy for Customer Marketers #1: Doing more with less

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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.

Our co-hosts for this session are:

Rebecca Salem, Marketing Communications Manager at Achieve3000
Jeff Gabel, Customer Advocacy Manager at Quick Base
Kim Plank, Customer Success Marketing Manager at Acumatica

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SlapFive's Technique of the Week : Don’t let the Coronavirus keep you from hitting your customer voice goals

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The Coronavirus has caused our companies to cancel our customer conferences and ban travel to customer sites. But we still have to hit our customer voice deliverable goals. What do we do? We get creative.

Join us for this web session led by Jeff Ernst CEO at SlapFive to see how your peers are using creative ways to engage customers and capture their voice remotely.

We will show you:

  • When and how to prompt your customers to answer specific questions remotely, on audio or video, at their convenience.
  • Ways to conduct remote video interviews in such high quality that your audiences will think you sent the camera crew.
  • Creative options for having customers share experiences remotely, like they do at in-person customer events.

During this session, you will get to experience first-hand what your customers experience using these remote engagement and video capture methods.

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SlapFive's Technique of the Week : Member Activities

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With our exciting roll out of SlapFive 2.0 we want to share what the SlapFive team has learned with one of our hot new features; Activities.

We all have asks of our customers and keeping track of all those engagements is always a burden. With our new feature we have a time saving answer for you! Activities!! An Activity is a record of a Customer having performed a specific Activity Type. Then an Activity Type is a form of engagement that Customers can decide whether they want to participate in or not.

Dana Alvarenga, Director of Customer Experience at SlapFive will walk you through how she is using Activities to manage the SlapFive Customer Voice Program, SlapFive RockStars.

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Product Feedback Session: New features for managing members of your customer voice program

Thursday, November 7,  2:30pm ET

The SlapFive engineering team is hard at work designing a set of new features for inviting customers to your customer voice program, enabling others in your company to nominate customers, planning and tracking the activities that customers participate in, and scoring customer engagement. 

We’ll be showing you some wireframes and concept diagrams to get your feedback on how we can make these features the most useful to your needs.

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

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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.

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.

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Building a Customer Voice Program

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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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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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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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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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