As we prepare for Obsession, one of the largest customer marketing summits of the year, leaders from across the customer marketing and advocacy world have been joining the monthly CMA webinar series to learn and share best practices. This month, the series featured a highly informative session on Customer-Led Growth, led by industry experts Lisa Kaspari, Customer Advocacy Analyst at Docebo, and Nathalie Bar, Head of Customer Advocacy and Global Campaigns at Temenos. The webinar was packed with insightful strategies and actionable tips for leveraging customer advocacy to fuel business growth. Lisa and Nathalie shared best practices for driving customer-led growth within organizations, covering key aspects such as defining and sharing KPIs, aligning internal teams, and maximizing program value. Here’s a comprehensive recap of the key takeaways.

Crafting Revenue-Focused KPIs: Strategies for Defining and Measuring Success

The first segment of the webinar emphasized the importance of crafting revenue-focused KPIs. These KPIs are crucial for defining and measuring the success of customer advocacy programs. Nathalie highlighted the need for clear, strategic KPIs that align with overarching business goals. Strategies discussed included:

• Defining specific revenue targets: Setting clear, measurable financial goals.
• Tracking customer lifetime value (CLV): Measuring the total revenue generated by a customer over the entire relationship.
• Monitoring referral rates and influence on sales: Assessing how customer advocacy directly contributes to new customer acquisition and revenue.

Amplifying Impact: Best Practices for Sharing KPIs and Outcomes Across Your Organization

Sharing KPIs and outcomes across the organization is vital for maintaining transparency and ensuring that all teams are aligned with the customer advocacy goals. The webinar outlined best practices for amplifying the impact of these metrics:

• Regular updates and reports: Keeping all stakeholders informed with frequent updates.
• Tailoring metrics to different audiences: Customizing reports for different departments to highlight relevant KPIs.
• Celebrating successes: Recognizing and celebrating when key milestones are achieved to maintain motivation and engagement.

Building Cohesive Programs: Aligning Sales, Customer Success, and Management for Unified Goals

Aligning sales, customer success, and management teams around unified goals is essential for building cohesive customer advocacy programs. The speakers shared strategies to ensure all teams work towards common objectives:

• Integrated communication channels: Establishing regular interdepartmental meetings and communication platforms.
• Unified goals and incentives: Setting common goals and aligning incentives across teams to promote collaboration.
• Shared ownership of outcomes: Encouraging all teams to take responsibility for customer advocacy success.

Maximizing Program Value: Communicating Outcomes to Internal Teams and Enhancing Customer Engagement

Effectively communicating the outcomes of customer advocacy programs to internal teams is key to maximizing program value. The discussion highlighted ways to enhance customer engagement and drive revenue through advocacy:

• Creating compelling success stories: Sharing detailed case studies and testimonials to demonstrate the impact of customer advocacy.
• Repurposing content: Utilizing advocacy content in various formats across different channels to reach a broader audience.
• Engaging with customers: Actively seeking feedback and involvement from customers to continually improve advocacy initiatives.

Strategies to Drive Revenue Through Customer Advocacy, Engagement, and Loyalty

The webinar concluded with a focus on strategies to drive revenue through customer advocacy, engagement, and loyalty. Lisa shared actionable techniques to turn satisfied customers into powerful advocates who can significantly fuel growth:

• Identifying and nurturing potential advocates: Building strong relationships with satisfied customers and providing them with opportunities to advocate.
• Leveraging new references and ambassadors: Utilizing new customer references and ambassadors to expand reach and influence.
• Creating new assets: Developing new content and materials to support advocacy efforts and maintain engagement.

Top 3 Tactics for Gaining Influence and Driving Visibility Internally

Finally, the speakers summarized the three most effective tactics for gaining influence and driving visibility within an organization:

1. Regularly share successes and outcomes: Consistently communicating the achievements and impact of customer advocacy programs.
2. Customize metrics and KPIs for different audiences: Ensuring that each department understands the relevance and importance of the metrics.
3. Foster a culture of advocacy: Encouraging all employees to support and participate in customer advocacy initiatives.

By implementing these strategies and best practices, organizations can effectively drive customer-led growth and achieve long-term success. Lisa Kaspari and Nathalie Bar's insights provide a valuable roadmap for turning satisfied customers into powerful advocates and leveraging their influence to fuel business growth. To learn more from the experts, be sure to register for Obsession 2024.