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Marketing Leadership Podcast Series
Jointly presented by:
Customer Reference Programs are a necessity for any sales-driven, B2B organization. This podcast series is designed for both CMOs and marketing staff; CMOs will benefit from peer-to-peer knowledge sharing and insight, while program champions within marketing will gain valuable perspective to help them align with CMO objectives. This podcast series is designed to simplify both the early developmental stages of a customer reference program, as well as the long-term health of a program.
Check out this podcast series to get answers to some key questions:
- What do executives need (financial return, strategic objective support, operational efficiency, etc.) in order to prioritize the establishment of a CRP?
- Once a program has been launched, what is needed (performance metrics, communication, leadership, etc.) to ensure ongoing investment and support?
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Gina Sandon
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Listen to part one of this three-part interview with Gina Sandon, formerly CMO at Initiate Systems, now with IBM's Global Healthcare & Life Sciences Marketing, to hear how Gina and her team built a program at Initiate, how the customer reference function differs in a $100M company versus a $100B company, and how she sees the function changing in the future. |
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Gina Sandon
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Listen to part two of this interview to hear Gina's take on the all-important topic of measurement. Gina and her team's approach was to directly connect reference program efforts to sales. Gina also touches on a program's impact on brand in this podcast. |
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Gina Sandon
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Hear Gina describe how the "social media-sphere" can be leveraged to engage customer advocates. She also offers advice for both peers in marketing leadership and to non-executives in the organization who want to get a program started. |
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Scott Lutz
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Listen as Scott Lutz describes how SAP leverages customers as the cornerstone of SAP's marketing and demand generation strategy. Scott explains his philosophy around "If you want more customers, start with the ones you've got," and his tactics for winning by engaging current customers with prospects. |
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Scott Lutz
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Listen to the second part of the Scott Lutz interview to hear more about the value of C-level interaction as a marketing tool, and his take on social media. Scott wraps up with his best advice for other marketing professionals. |
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Keith Pigues
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Listen to this podcast to hear Keith Pigues describe how the customer reference program at Ply Gem fits into both his top marketing priorities, building brand awareness and leveraging customer success for lead generation purposes. |
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John Dragoon
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Listen to John Dragoon as he talks about his view on the value of a Culture of Referenceabilty, or engaging employees across the company to build a customer-focused organization. John also shares his perspective on the high return on investment he's seen using customer references in marketing activities, and the role of sales in driving the value of customer reference activity. |
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Grant Johnson
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Listen to this podcast to hear Grant Johnson talk about how his customer reference program fits into one of his top goals for the year, documenting and supporting customer success. Grant offers insight into his rewards program for customers who participate in the Pegasystems reference program, and his success metrics for the program. |
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Ellyn Raftery
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In this podcast, Ellyn talks about CA's focus on customer experience, and her view of customer references as intrinsic to larger brand initiatives. Hear how she measures success in terms of the number of customers who can tell the CA story accurately, who can bolster the brand through referrals, and who help with reputation management through social media communications. |
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Organizations that focus on building word of mouth into full-fledged evangelism grow faster, are more profitable and have big-picture ideas that somehow change the world. It's fun, exciting stuff.
Ben McConnell and Jackie Huba
Testify! How Remarkable Organizations are Creating Customer Evangelists
Conversation among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.
Seth Godin
“best-selling author, highly sought after lecturer, successful entrepreneur, respected pundit and high-profile blogger”
