Reference Point

I'm delighted to announce that Scott Olrich, names as one of the top 10 CMOs in the US, will be keynoting the 2012 Summit on Customer Engagement.

In his presentation, From Zero to Hero: How Customer Advocacy Ignited Growth at Responsys, Scott will explain how the company reignited itself and generated rapid growth with the help of its customers. 

Over the last four years, Responsys has grown at a compound rate of 42% per year (CAGR) based on a strategy of customer engagement and advocacy, attracting marquee customers like Southwest Airlines, UnitedHealthcare, LEGO, Deutsche Lufthansa, Lands' End, and Newegg. One key to the expansion was Responsys' customer communities -- you'll learn how Scott and his team built and engaged with them, and how they contributed to explosive business growth. He'll also show how Responsys attracts its marquee enterprise customers, how they engage with them in powerful co-marketing efforts, and integrates them its digital marketing and social media strategy. 

ABOUT SCOTT

Scott is responsible for Responsys’ go-to-market and sales strategies, and leads the strategic direction for all of the company’s marketing products and services. A revolutionary who views marketing as a competitive weapon, Scott has more than 15 years of experience in the Internet, ASP, and consulting environments as a strategist, marketer, and high-impact executive. In 2010 Scott was recognized by The CMO Institute as one of the top 10 CMOs in the country

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From this morning's Press Release.

The advent of marketing automation means fast paced marketing campaigns. Prospective buyers are now savvier and want to hear from customers, not vendors. Which means that customer advocacy, product marketing, and demand generation are joined at the hip. 

At the 2012 Summit on Customer Engagement, Andrew Sevillia, Sr. Customer Marketing Manager will show how NetSuite on-boards customer advocates, segments and reports on them, deployes them to meet demand generation needs from campaign owners, and ensures that customer advocates are satisfied and gain reciprocal benefits from the program. Attendees will leave this session understanding not only how to leverage customer advocates in such powerful ways, but also how to avoid burning them out--as well as avoid burning out themselves! 

Other featured presentations at the Summit include: 

- How Intel uses customer engagement to build its new online B2B sales channel. 

- How NetApp Is bringing customer references to the forefront of its marketing, branding and social media efforts 

- How National Instruments is using social media to fill its pipeline of customer advocates .

- How Salesforce.com is building an army of customer advocates to help manage and grow its social media programs on platforms such as Facebook, Twitter, LinkedIn, YouTube, Yelp and others.

... and more. 

The Summit on Customer Engagement will take place February 28-29, 2012 in San Mateo, CA

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Here's a 2011 Word of Mouth Marketing Assn "WOMMY" award winner (two categories). This is about as socially awkward a product and subject as you'll find. Kotex had been handling this in its advertisements with euphemisms--and the audience was tuning out. Now they're leading with its customers voices, and notice the results. Also notice how frank and even entertaining it is.

(If you can't see the video, click here.)

The Results:

> 460,000 website visitors
> 260,000 sample requests in just one month
2.25 million girls activated online
16,000 signed The U by Kotex Declaration of Real Talk

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From the Press Release; Dec. 6,2011; San Mateo, CA

Update on presentations at the 2012 Summit on Customer Engagement: 

Rhett Livengood, Director, WW B2B Customer Engagement, will show how Intel's B2B customer engagement team, working with sales, built a new B2B online revenue channel for Intel. 

Livengood will show how he and his team integrated three key customer advocacy programs--the Intel customer reference program, Customer Advisory Boards (CABs), and online marketing and community efforts--into an online sales process and capability. He'll cover critical related topics such as e-nurturing, integrating the new sales channel with Intel's Customer Relationship Management system, customer pipeline development and management, building online sales capability and how to integrate with corporate marketing programs and the existing B2B sales force. 

The Summit on Customer Engagement will take place February 28-29, 2012 in San Mateo, CA. For more information, please contact Bill Lee, bill@customerreferenceforum.com 

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Update: another a new presentation for the 2012 Summit on Customer Engagement:     

Linking Customer Success and High Frequency Lead Generation  

The advent of marketing automation has meant fast paced campaigns. Prospects are now savvier and want to hear from customers not vendors. Which means that customer advocacy, product marketing, and demand generation are joined at the hip. Andrew Sevillia, Sr. Customer Marketing Manager at NetSuite  show how the firm on-boards customers, segments and reports on them, meets demand generation needs from campaign owners, and ensures that customers are satisfied and gain reciprocal benefits from the program. You'll leave this session, with tips on how not to burnout your customers, and not get burned out yourself

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