Welcome to the Deeto Hub

 The stellar upside of a glowing reference network isn’t news for most of us.

Imagine it: Your warmed up lead chatting with your happiest customer, hearing from a powerfully credible source that has once been in their shoes. Not only is your reference singing your praises – they’re doing it while being armed with external credibility and real-world experience with your product or service.

It's authentic and organic interactions like these that work wonders in easing your prospects’ fears of taking a wrong turn. And it ends in higher win-rates and shorter sales cycles as a result.

Yes, the upside of a reference network is obvious – but building a successful one is  where most of us get stuck.  

Because one big obstacle always lingers in the minds of those who set out to create a network of their own:

What’s in it for them? Why would our clients spend their free time helping my team get more sales?

It’s a great question – so we set out to find the answer!

Our team searched high and low, immersing ourselves in deep research on B2B stakeholders, sales executives, and individuals involved in reference networks for products and services they love. 

And our findings were surprising (in the best possible way):
The biggest obstacle to building a thriving network isn’t about your client’s willingness to take part – It’s a lack of a simple, systematic way to do so. 

Because it turns out, there’s a lot in it for them. 4 main motivations to be exact: 

• Contribution. Your clients want to spread the word about a product or service that makes their lives easier and better. It’s a way to show their appreciation and ensure you stick around.
• Self-image. In the client’s mind, being associated with a top-notch business increases their visibility and sets them up as industry leaders.
• Community. Being a part of a group with similar interests is a great networking opportunity for references. Plus, it gives them that feeling of belonging that we all crave.
• Monetary reward. When compensated for their time and insights, clients feel they are truly appreciated – and they’re all the more motivated to participate. 

In essence: Your references are more than willing to help. BUT, if the process feels complicated and energy-draining, they’ll drop the idea before you can even get your reference program off the ground.

And that’s why we created Deeto: An automated way to build a strong and sustained reference network.

Using AI, Deeto systematically invites your top contacts to join your network while making it easy for them to share their unique insights with prospects who want to hear from them. We treat every user as an individual instead of a company, so they feel personally invested in the process. 

On top of that, we’ve inbuilt the 4 motivating factors into our platform so your network know exactly what’s in it for them: 

1. They get to support a business they love while helping others in their decision-making process.
2. They receive points which can be redeemed as gift cards or donated to nonprofits of their choice.
3. Their expertise level is gamified with badges and rewards, elevating their exposure and status within the platform.
4. They can network with other references to influence the future of your product or service. 

Ready to build your own supportive community of brand superfans?
(And for the higher win ratio and lower sales costs that come with it?)

 We’ll make it easy.

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Introduction:

In today's technology-driven world, where innovation is relentless, and competition is fierce, the role of tech salespeople has become increasingly crucial. They are the connecting tissue between technology companies and potential customers, responsible for conveying the value and benefits of their products or services. However, as the landscape becomes more complex, so does the perception of credibility within this realm. This blog post delves into the shifting dynamics, highlighting how the credibility of tech salespeople is being challenged while the credibility of real customers remains solid.
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The Traditional Credibility of Tech Salespeople:

1. Traditionally, tech salespeople were seen as authoritative figures with extensive knowledge about their products and services. Their expertise and ability to address customer concerns and provide tailored solutions were highly appreciated.
   They were seen as trusted advisors, relied upon to guide customers in making informed purchasing decisions.
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The Changing Technological Landscape:

2. The rapid advancements in technology have given rise to a more informed customer base. Consumers now have access to a wealth of information through online research, customer reviews, case studies, testimonials, and user forums. They can assess products and services based on their unique requirements and preferences. This shift has challenged the traditional role of tech salespeople, as in many cases, customers enter sales interactions equipped with detailed knowledge.
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Credibility Challenges for Tech Salespeople:

3. With increased access to information, customers have become more discerning and skeptical of sales pitches. The perception of salespeople as purely profit-driven has led to a decline in their credibility. Some salespeople may oversell products or fail to deliver on promises, leading to customer dissatisfaction. In other cases, the lack of real day-to-day user experience leads to using ear say-based information instead of direct real-world experience. 

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The Rise of Customer Advocacy:

4. Real customers, on the other hand, have gained credibility as their voices have become more influential. Social media platforms and online review sites have provided a platform for individuals to share their experiences openly. Potential buyers are now more likely to trust the opinions of fellow customers with firsthand experience with a product or service. Genuine customer reviews have become a powerful tool for assessing credibility, shaping purchase decisions, and holding companies accountable.
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The Shift Towards Authenticity and Transparency:

5. To regain credibility, tech salespeople must adapt to the evolving landscape. Authenticity and transparency are critical factors in rebuilding relationships based on mutual trust.
   By providing accurate information, acknowledging limitations, and focusing on customer needs rather than just making a sale, salespeople can establish themselves as trusted advisors once again.
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Leveraging the Power of Customer Advocacy:

6. Tech salespeople can also harness the power of customer advocacy to enhance their credibility. By incorporating positive customer feedback, testimonials, and case studies into their sales cycle steps, they can demonstrate confidence and a show of trust in the same product and service they are looking to promote.
   Engaging with satisfied customers and encouraging them to share their experiences can help build credibility and foster long-term relationships.

Conclusion:

The credibility paradigm within the tech sales industry is shifting, with the credibility of salespeople being challenged while the credibility of real customers remains solid. To adapt to this changing landscape, tech salespeople must embrace authenticity, transparency, and customer-centric approaches. By acknowledging the informed and empowered customer base and leveraging the power of customer advocacy, salespeople can rebuild trust and establish themselves as credible sources of information and guidance in the ever-evolving world of technology sales.

Sure, you have customers who are happy to vouch for you. That doesn't mean their experience is relevant to everyone else's.

Like it or not, people are selfish with their time and money. Whenever you're selling to someone, their subconscious mind always asks, "What's in it for me?"

While it's tempting to use your top customers or ‘biggest successes’ as references across the board, doing so means you're leaving serious money on the table (as far as customer marketing and advocacy are concerned).

This is where Deeto’s Smart Matching technology comes in to transform how you manage prospect-reference calls. Using data and technology to strategically match your references with specific prospects dramatically increases engagement and conversion rates.

What is prospect-reference smart-matching?

A customer reference is anyone who's willing to share positive feedback or a story about their experience with your product, service, or company. They're usually in the form of case studies, reviews, testimonials, video interviews, or reference calls between them and your prospect.

Smart-matching is the process of using data from both your prospects and references to match them based on specific criteria (e.g., things they share in common).

This can include:

• Industry or vertical
• Company size
• Pain points
• Business goals
• Product use cases
• Demographics
• Firmographics

Maybe you've made it past step #1: building a customer advocacy program.

You've got tons of great feedback from your customers. You have real case studies. Word-of-mouth marketing has begun to work its magic.

Or so you think...

Normally, salespeople rely on their judgment of character and human instinct to pick the references they believe are most likely to resonate with a specific prospect. Or, they simply pull from a handful of typical success stories.

That's where prospect-reference matching wins big over traditional methods.

5 reasons to automate the customer reference matching process:

1. More relatable references = higher prospect engagement

90% of customers say it's "annoying" when companies or their sales reps send messages that aren't personally relevant to them.

A perfect example of an irrelevant message is a customer reference whose experience has nothing to do with theirs. It's a waste of time for both the prospect and the reference.

On the flip side, a reference who is (or was) in the same boat as your prospect is more likely to strike a chord with them.

This does more than simply keep them engaged. It lights the fire under them to take action.

2. Ads are personalized. Organic interactions should be, too.

Remember 15 years ago, when cable TV was the best way to get your entertainment fix? All the ads were generic, targeted at the masses.

Now, opening up Instagram or tuning in to Hulu w/ Ads is scary. You might see something you were talking about just 10 minutes prior.

But let's be real. We don’t care if our phones are listening to us. We all prefer the latter because they're more likely to show us something we'll actually be interested in.

Data from Marketing Charts underscores this trend perfectly: 66% of B2B buyers say they expect an equal or greater amount of personalization in their professional lives as they do in their personal ones.

Good news: You can do the same thing with organic interactions. 

A customer advocacy platform will show you which prospects are the best matches for a particular prospect based on context and past data.

From there, you can personalize your sales communications.

3. Prospects want to feel understood and seen.

When a prospect hears from someone who's in the same industry or has faced the same challenges, it creates an instant connection. And it adds an extra layer of credibility.

They feel like your company truly understands their world and can provide a solution that will work for them.

The flip side is also true: putting prospects in contact with references who have nothing to do with their situation can make them feel like your company doesn't really "get" them.

It wastes your time and theirs.

4. Your sales reps don't have time to play matchmaker.

As it is, the typical sales rep only spends 28% of their time on actual selling activities. According to research from Salesforce, almost three-quarters of their day is spent on clerical work, preparation and planning, and other back-office tasks.

The best way to improve sales efficiency is to make the process easier for your sales team. That includes automating the most time-consuming and error-prone ones first.

When it comes to finding the right customer references for each prospect, the challenge is twofold.

• Their experience has to line up with that of your prospect's. They have to use the product in a similar way. And the goals they achieve from doing so need to align.
• Context and timeliness also matter. The prospect needs to care about your reference's experience at that exact moment. Depending on the stage of the sales process or a decision-maker's role in the company, certain references will have more impact.

Smart prospect-reference matching eliminates the need for reps to to meticulously comb through your pool of references to find one that checks both of these boxes.

5. References enjoy being field experts.

A big reason customers are open to being references is that they want to be seen as thought leaders and experts in their respective field.

It's good for branding. It's good for business.

By automating the reference matching process, you're able to ensure every reference contribution moves the needle. And that's what they're looking for when they vouch for you.

Deeto's reference management system smart-matches prospects and customer references, so your customers' experiences are always timely and relevant. See how it works.