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Had enough of managing your customer advocate program by spreadsheets…yet?

ReferenceEdge

ReferenceEdge is a comprehensive customer advocacy platform. Yes, “reference” is in the name, but it’s designed to support the advocate intelligence and workflows of the entire enterprise.

Each component addresses a specific program pain point such as recruiting, data maintenance, requests, customer rewards, goals and metrics. For marketers, searching and requesting advocates for event speakers, reviews, social media, and testimonial videos is easy and fast. For sellers, ReferenceEdge is built to provide every form of social proof needed at each stage of the buyer’s journey, from customer content to pre-qualified advocate accounts and contacts. The value of a program is commonly measured by revenue influenced, and the ability to correlate advocate use to closed-won opportunities is baked into the system, and one of the KPIs included in our report package.

Why is a native Salesforce app superior?

If your company has invested in Salesforce CRM as the single source of truth, ReferenceEdge is the standard in the customer marketing community. A native application is installed in your Salesforce environment not merely integrated to it, like a plug-in. Native apps take full advantage of the Salesforce platform, provide UI consistency, real-time (not synced) data, workflows and much, much more. They also undergo extensive security reviews by Salesforce.com.

FEATURES AND BENEFITS

Maximize User Adoption

For anyone who champions new technology for a department or a company, this is where the rubber meets the road. We get it. It comes down to 1) executive support, 2) awareness, 3) education and 4) data quality.

Change Management

Technology is great, but don’t forget who’s using it. Anytime people are asked to change the way they’ve done things, forever, they need help getting from current state to future state. We’ve created the Change Management Playbook, an enabling framework for managing the people side of change. Playbook components are woven into our implementation methodology ensuring your program has the organization support required for success.

Product Features

  • The ReferenceEdge UI is the Salesforce UI, familiar from day one
  • Relevant advocate suggestions on the opportunity page
  • Help assistants on every ReferenceEdge page
  • Gamification in the form of reward points for users
  • Data update automation ensures accurate and complete search results

Identify References & Build Your Database

A solid base along with a steady flow of new customer advocates is the lifeblood of any program. ReferenceEdge has 4 automation features to support your recruiting needs:

  • Nominations – Any ReferenceEdge user can nominate a customer as an advocate
  • Reference Lead Finder – Automated follow up on recently closed/won opportunities to assess referenceability
  • Reference Prospector – Build a prospect list, and launch an internal campaign to gauge account referenceability
  • Profile Update Minder – Designed to automate the routine review/updating of reference profiles, new advocate candidates may be brought to your attention as part of the process

Additionally, you use your marketing automation tool, such as Marketo or Eloqua, to create recruiting campaigns and automate the creation of nominations or reference profiles in ReferenceEdge from responses.

Centralize Reference Knowledge

Keep track of who is considered an advocate, current status and for which advocate activities they are available, all within Salesforce CRM, your company’s single source of truth.

The basis of any customer marketing program or practice is knowing your advocate customers. ReferenceEdge lets you tag accounts and contacts as program members, activate or deactivate their status with a click, or business process automation leveraging customer success insights, and tag records with the metadata―such as industry, use cases, product, personna―that users depend on to find relevant and up-to-date advocate.

Search References using Filters & Keywords

Searching spreadsheets is so cumbersome, and limited. Give users a powerful, easy‐to‐use tool for finding the best references for their sales opportunity or marketing needs. We’ve expanded and fine‐tuned search to meet the unique needs of reference searches for accounts, contacts, and customer content, leveraging Salesforce CRM’s powerful search engine. Filter by industry, product, region, etc., and/or enter keywords. Tag contacts with advocate activities such as event speaking, reviews, press releases, reference calls, quotes, site visits, product betas―whatever is relevant to your stakeholders.

Automate Reference Requests

Accelerate, track and manage what is often a big drain on Sales productivity: managing customer reference requests. ReferenceEdge alone offers scalable peer-to-peer request routing and process management initiated from within Salesforce, or Slack, using our ReferenceBot app.

AutomateReferenceRequests

Close the Loop

Wouldn’t you love to have the time to follow up with the requester of an advocate activity to see how the call, speaking opportunity, etc., went? But that requires those rare commodities: bandwidth, and the right timing. No worries, ReferenceEdge seeks feedback following an advocate use so you know whether a) it didn’t/won’t happen, b) it’ll happen, but on a later date, c) it went well, or d) it didn’t go well. Imagine all the ways you can make use of these insights.

Reward Customers & ReferenceEdge Users

Reward points can be earned for completing activities. For customers those might include reference calls, webinars, and case studies.

For ReferenceEdge users, points can be earned for nominating advocate candidates, assisting with arranging a reference activity or periodically updating reference profile information for an account they own. Salesforce leaderboards keep all ReferenceEdge users aware of their accrued points relative to their peers, stoking a little healthy competition. Motivate and make reference-related activities fun and rewarding to accelerate and maintain adoption.

Accrued points may be redeemed however you decide: cash, prizes, event attendance or services.

Capture Win/Loss Insights

Data Collector is a flexible feature that can be used to gather valuable data related to opportunities both won and lost. But that’s not all. It can be used to capture post project or engagement insights. Configurable survey forms can be sent to users at the perfect time, as defined by you. Data is collected in a database for analysis, and it can also become searchable content within the reference search page.

Advocate Customer Data Maintenance

Customer reference profile information such as a customer’s activity preferences, use limits, and subject matter expertise has a shelf life. Whose responsibility is it to remember to update the profile as relationship changes occur? Often no one owns it, officially. It gets done sporadically and reactively. Not good enough given that reference search depends on reliable data. The Profile Update Minder automation feature identifies profiles that haven’t been updated in a period of time you define, and automates the review and update process, engaging those closest to the account relationship be it CSMs, account managers or sales.

Manage & Share Customer Content

Sometimes referred to as sales enablement, customer videos, reviews, case studies, press releases, and quotes are easily tagged, and searched and shared with buyers. Extensive meta tagging in ReferenceEdge makes sure content is easy-to-find, which is the only way to realize a return on your content investment. Content is shared via microsites (landing pages) that capture click activity and visitor ratings, providing valuable and timely insights to sellers, and to content development managers.

Gain Security Peace of Mind

Salesforce native applications such as ReferenceEdge are hosted by Salesforce.com, boasting a world-class security infrastructure. Breathe easy on the topic of GDPR, CCPA and other data protection regulations. Your IT and data security colleagues will be pleased and relieved to know:

  • ReferenceEdge, 100% Salesforce-native, is installed into your Salesforce environment
  • No data is hosted outside of Salesforce
  • No personally identifiable customer information leaves Salesforce
  • Your Salesforce admin team controls all system access
PHM

Monitor Program Health

Program Health Monitor’s purpose is to help you align program goals with company growth goals, and continuously improve program performance. Set discrete program goals, track progress and compare to prior periods. Included are 26 quick start templates covering the most common program motions such as nominations, reference recruiting, requests, and reference searches. Set update notifications at whatever frequency you like so you always have a pulse on the program and adapt to changing conditions.

Mobilize Your Program

Give your road warriors access to essential reference information in a familiar interface. Because ReferenceEdge is a native Salesforce app, reference search, requests, content sharing and other essential features, are accessible from within the Salesforce mobile app. Ensuring access to reference functionality at the right time yields higher usage, and therefore stronger program results.

Manage Data Imports & Exports

ReferenceEdge DM (data manager) is part of ReferenceEdge and designed for importing and exporting larger sets of data to and from ReferenceEdge objects. Imagine you just returned from your user conference and recruited 150 new customer references. DM makes quick work of converting that data to new nomination records, or searchable reference profiles. Best of all: RefEdge DM is a tool for ReferenceEdge administrators. No Salesforce administrator, or administrator permissions required.

Integrate with Related Technologies

ReferenceEdge lives on the Salesforce platform: part of the Salesforce ecosystem by design. Connectivity to key sales, customer success, and complementary customer marketing solutions is essential to the strategic value of the customer reference program. Native Salesforce applications are easily integrated, and SaaS applications outside Salesforce leverage the robust Salesforce API. ReferenceEdge offers integrations to ​SlackInfluitiveGainsight, and TechValidate by SurveyMonkey.