BMA Likes Advocate Marketing; You Might Too

BMA Likes Advocate Marketing; You Might Too

ReadyTalk Summit Club customer advocacy

On Friday, ReadyTalk was recognized at the 2014 Gold Key Awards by the Colorado Business Marketing Association. Our customer advocacy program, Summit Club, received a Silver Award in the Demand Generation category.

You may be wondering, “What does customer advocacy have to do with demand generation?” I’ll get to that, but first a little bit about our advocacy program…

The success of our customers is our primary focus at ReadyTalk. We are very thoughtful about all things customer—product design, customer support, account management, training, onboarding and more. As a result, we have really happy customers. In fact, our NPS score, a measurement of likeliness to recommend, is above average and higher than our competitors.  

In late 2013, we decided that we wanted to expand our relationship with our champion customers (those who were giving us NPS scores of 8+) by building a formal advocacy program. We looked at several platforms that would help facilitate conversations and help us better engage with customers and decided that our advocacy program would be powered by Influitive. Learn more and get a demo of Influitive here: http://vip.infl.tv/refer/xg-2ug. (Note: Influitive is also a ReadyTalk customer).

Summit Club (our advocacy community) allows us to reward customers for what they are already doing – using and talking about ReadyTalk. As member, they enjoy:

  • Early access to new features
  • Opportunities to provide feedback and suggest new features
  • Interaction with different ReadyTalk departments
  • Rewards for sharing your experience and expertise

The program is simple. Tackle “challenges” in the program, earn points, and redeem points for cool stuff. It’s an opportunity for them to share their success and for us to show our thanks.

We’ve already seen tremendous results from the program including a major increase in customer referrals, which is why we received a Silver Key from the BMA. Not only have we seen a rise in customer referrals, but these referrals close faster than our other deals. But that’s not all, we’ve also seen a boost in social media, case studies, reference calls, etc.

Want to learn more?  

Join us for a webinar with the American Marketing Association and Influitive: The 'Yelpification' Effect: How to Get Your Customers Talking About You With Advocate Marketing. Register now: https://cc.readytalk.com/r/45bup68gehiz&eom.

Is it Live or Is It Simulive?

Is it Love or Is it SimuliveFor those of you who may not be familiar with the company Memorex, the computer tape producer turned consumer media business became most famous in the 70s with its “shattering glass” advertisements and then its TV commercials featuring Ella Fitzgerald. In the commercials, Ella would sing a note that shattered glass while being recorded to a Memorex cassette. The tape was played back and the recording also broke the glass, asking viewers: “Is it live, or is it Memorex?”

When I first heard of the concept of Simulive, I was reminded of this campaign because it’s a good analogy for what happens during a Simulive event – is it live or is it Simulive? Simulive events rebroadcast your previously recorded webinar as if it were happening live; your participants can’t tell the difference. If you add a live operator introduction and then conduct a live Q&A session at the end, you reinforce the illusion.

But why would anyone do this? Well, if you’re already using ReadyTalk for webinars chances are you are already recording your event. Why not leverage that content more than once?

Our customers regularly use Simulive for these reasons:

• They want to deliver the same quality experience, every time, to different audiences in different time zones
• They are looking to demo their service or product and want to ensure a flawless experience every time
• They’ve spent a considerable amount of money on a well-known speaker and would like to leverage that content multiple times
• Some feature multiple speakers during an event and have difficulty coordinating everyone’s busy schedules in different time zones

In short, Simulive is a cost effective, efficient way to reuse and repurpose your webinar content without all the logistical hassle and enables you to get the best return on investment from your event. To top it off, the ReadyTalk events support team helps ensure a flawless event which will surely have your participants asking “was it live or Simulive?”

11 Fundamental Features to Look for in a Webinar Solution

Don't forget about the fundamentals when selecting a new webinar provider.

In a recent post on Content Marketing Institute’s blog, Hublished co-founder Nis Frome provided some great advice to help marketers select the right webinar provider to support their content marketing strategy. It’s easy to get distracted by the latest flashy bells and whistles, but Frome brings us back to earth by recommending that marketers evaluate a potential webinar provider based on these two fundamentals:

  • Will it help me seamlessly host webinars?
  • Does it play nice with my company’s overall digital infrastructure?

He also shared 5 helpful questions marketers should ask themselves to clarify their business requirements before selecting a provider:

Question 1: Who is my audience?

Does the webinar solution give you the features you need to effectively reach and engage your target audience?  Frome says, “No one is going to engage with your webinar content if they can’t easily attend — no matter how flashy your slides are or how much state-of-the-art, real-time functionality your solution provides.”

Key takeaway: Don’t create barriers to entry for the live event!  You invested a lot of time, energy, and money to get someone to register for your webinar.  You’re throwing it all away if you make it hard for them to attend.

Features to look for:

  • No downloads for participants
  • Support for participating on mobile devices

Question 2: When is my audience most likely to engage with my webinar content — on my schedule or theirs?

In a recent article, Salesfore.com Marketing Evangelist Mathew Sweezey shared that only 16% of marketers he surveyed expressed a preference to watch a webinar live. More and more people want the flexibility to view the recording when and where it’s convenient for them. 

Key takeaway: Don’t create roadblocks to viewing the webinar recording! You’ll miss out on reaching a large portion of your target audience.

Features to look for:

  • Industry-standard recording formats (MP4, Flash, etc.)
  • No downloads to view recordings
  • Ability to playback recordings on mobile devices

Question 3: Who will be presenting in my webinars?

Multiple presenters or non-traditional webinar formats like panel discussions or expert interviews are great techniques for keeping your audience engaged during your webinar.

Key takeaway: Don’t let your webinar platform limit your event format!

Features to look for:

  • No limit on the # of presenters
  • Easy transition of presenter control

Question 4: To what formats and platforms will I need viewer data exported?

More and more often, marketers are managing and reporting on campaigns from a marketing automation platform, CRM, or other marketing tool. Make sure your webinar data can be woven into this mix of behavioral data. Frome says: “Here’s a hint: If you find yourself running into the word “proprietary” too many times when exploring a webinar software product, my advice would be to look elsewhere. There’s no reason that, in a market with so many choices, you should get locked into a walled ecosystem.” 

Key takeaway: Don’t let your webinar data get siloed in a platform that can’t seamlessly integrate with tools like Salesforce, Eloqua, Marketo, HubSpot, Pardot, and ExactTarget.

Features to look for:

  • Open API
  • Integration with your key platform(s)

Question 5: How is my overall marketing infrastructure managed?

A priority for many marketers is to keep their audience on their own site vs. sending them to a third-party site. If this is important to you, make sure you find a webinar vendor who allows you to capture registrations on your own landing pages and embed webinar recordings directly into your website, blog, etc.

Key takeaway: Don’t get strong-armed into sending your audience to a third-party site!

Features to look for:

  • Option to use your own landing pages
  • Embeddable webinar recordings

 

Thanks to Nis for bringing us back to the basics! Are you happy with your current webinar provider or searching for someone new? What features would you add to this list?