Bill Lee and Don Peppers were far and away the best speakers at the 2015 Summit on Customer Engagement.
Victoria LaPlante
HubSpot User Groups (HUG) Program Manager
Finding Inspiration and Smart Peers at the Summit
When I attended the 2015 Summit, I was new to customer advocacy and engagement, I learned four important things. Professionally, I learned how smart and engaging the professionals who attend the Summit are. It's been really valuable for me to develop relationships with them.
Regarding my job at Hubspot, I learned:
- How powerful using and amplifying the voice of the customer can be throughout the sales cycle, and the entire customer journey.
- How successful customer advocacy and engagement must be a team sport because it touches all departments in our firm.
- That we have so many customer-facing departments, but lack a unified customer experience.
That last realization helped me to develop a successful initiative for our customer demand generation team. Knowing that they were customer facing, we saw an opportunity to support them in their goals to up sell and cross sell existing customers in the area of reporting and analytics—one of our important lines of business.
So we developed a list of some of our best customer advocates, and issued a challenge to them to contribute to a report on “10 Best Practices in Reporting and Analytics.” Since it was from customers, it created a lot of interest in our broader customer base. And of course the information in the report showed how valuable the solutions we were up selling and cross selling could be.
IMPACT: The customer demand gen team attributed 32 add-on sales to the report we generated.
Finding Inspiration and Smart Peers at the Summit
When I attended the 2015 Summit, I was new to customer advocacy and engagement, I learned four important things. Professionally, I learned how smart and engaging the professionals who attend the Summit are. It's been really valuable for me to develop relationships with them.
Regarding my job at Hubspot, I learned:
- How powerful using and amplifying the voice of the customer can be throughout the sales cycle, and the entire customer journey.
- How successful customer advocacy and engagement must be a team sport because it touches all departments in our firm.
- That we have so many customer-facing departments, but lack a unified customer experience.
That last realization helped me to develop a successful initiative for our customer demand generation team. Knowing that they were customer facing, we saw an opportunity to support them in their goals to up sell and cross sell existing customers in the area of reporting and analytics—one of our important lines of business.
So we developed a list of some of our best customer advocates, and issued a challenge to them to contribute to a report on “10 Best Practices in Reporting and Analytics.” Since it was from customers, it created a lot of interest in our broader customer base. And of course the information in the report showed how valuable the solutions we were up selling and cross selling could be.
IMPACT: The customer demand gen team attributed 32 add-on sales to the report we generated.
