The Critical Marketing Position That Almost No One Staffs

I’m sure we all know just how important customer testimonials are, but let me quickly enumerate exactly why:

1. Driving Buying Behavior
   When humans make critical decisions, we seek the advice of our peers – preferably those who have made or been faced with the same choices. This is true when buying everything from shampoo to CRM systems. This type of content – testimonials, case studies, quotes, links - are as important early on, when prospects are winnowing down choices, as it is when they’re in the final stages of buying from you, and need assurances that their decision is the right one.
   
   
2. Analyst Firm Evaluations
   Those who have experienced life on the “Quadrant” or “Wave” or what have you, know all too well that despite the seemingly terrific relationship you might have with an analyst, all of the major published research will be based in great part on feedback from customers. Even for small firms who lack the requisite revenue to be considered for full inclusion, the analyst’s ability to substantiate their opinion will directly affect the kind of write up you get.
   
   
3. Editors and Other Pundits
   As it is with analysts, for reporters and editors, customer names, details, and testimonials are the Coin of The Realm. The good ones (high circ., trusted) are constantly getting pitched by any number of firms In order to get attention, you need to give them “news they can use”, and that means credibility. You might get some early coverage on the basis of your novelty or claims, but that will quickly fade if you don’t produce live customers who are willing to back you up.

Okay, so there’s plenty of reason why these testimonials are critical to your marketing. So what happens when marketing needs a reference-able customer? Much of the time they go to... sales.

Which makes absolutely no sense at all.

Sales has no immediate, tangible gain from doing this. Their main goal – as it should be – is finding and closing the next customer. Moreover, most salespeople jealously guard their customer relationships – as well they should; referrals are still how he best ones keep their pipelines full. In 25 years of doing this, I have never seen the “ask sales” route work very well. Instead, I’ve found that the real answer is to dedicate someone in marketing with directly connecting with, and cultivating relationships with customers, and delivering that feedback across the company. I've hired single, dedicated headcounts to do this, and the results have been amazing.

Here’s what happens:

• Marketing gets the raw materials for the most effective content – testimonials, case studies and quotes.
• Marketing gets regular, credible feedback on the product as well as on their content, leading to more effective funnel creation.
• Product management and development get plugged into the feedback as well, leading to continuous product evaluation and improvement.
• Your annual customer list for the analysts gets groomed to reflect the factors you need to demonstrate, because you know exactly whom to submit and what they will say.
• Your PR team’s job is made considerably easier because they now have the ammunition they need to get you coverage.
• The entire company can share in, and be motivated by positive customer experiences.
• Sales gets left alone to do what we pay them to do – find the next customer.

I started doing this a long time ago, when it was even less common than it is now, and I can that it was probably the highest ROI I ever made in terms of marketing spend. Even for small firms, where this responsibility might be one of several an individual has, the fact remains that dedicating this function to someone in marketing pays off handsomely.

One caveat – whoever has this role has to be sharp as a razor, as persistent as a mosquito and as disarming as a teddy bear.

Don’t wait for sales, don’t wait for customers to come to you, make it part of your effective marketing practice.

Comments

[Bruce LaFetra]

I've lived this life. In one instance taking over from Sales and building it into a real customer reference program. The "One Caveat" is absolutely true. Proof point: we once got a glowing reference call from a customer whose own system was actually down at the time. Customers got recognition, but no bribes.

[Ken]

Love it.

It took me a couple of years and several knots on my head to finally understand that there was NO WAY sales was ever going to provide this.

FUN!