Entries by David Sroka

Why Customers Choose to be Customer References

Why do customers choose to be a customer reference? This is a question that should be answered early in the life cycle of a customer reference program because it drives one of the most fundamental functions: attracting members. It’s never too late to assess your environment if this question wasn’t answered earlier, or if the dynamics […]

7 Tips for Launching a Customer Advocate Program

One of the biggest hurdles in launching a customer advocate program is changing behavior, particularly when that program includes using new technology and instituting different processes. After all, most sales and marketing people aren’t technology wonks or process geeks. Many of our customers have achieved awe-inspiring results by leveraging our best practices combined with their […]

How to Reward for Customer Advocate Program Success

The topic of rewarding customers for being references has always elicited a spirited debate. The same goes for spiffs for Sales and other teams that are part of the customer reference ecosystem. What’s the debate all about? In the case of rewarding customers for acting as references (e.g., reference calls, press, etc.), the main objection […]

Engaging Salespeople in Customer Advocate Programs

Sometimes salespeople act like Greta Garbo―they just want to be left alone to do their thing in peace. That isn’t okay if that includes ignoring or circumventing your customer reference management processes and tools. One of the many responsibilities of a customer reference program manager is promoting, persuading and rewarding reticent salespeople to embrace the […]

Produce Reference Customer Content That Stakeholders *Need*

If you’re in the customer advocate practitioner community you already know why developing and curating customer-centric content is a must-have component of your customer advocate program. When it comes to making decisions about technology, B2B buyers value peer opinions above all other vendor-produced content. Setting a quota of X case studies or videos in a […]