Welcome to the Deeto Hub
A resource and community space for modern marketers, sellers, and builders using customer voice to grow — together.
A resource and community space for modern marketers, sellers, and builders using customer voice to grow — together.
This hub is built for anyone who wants to do more with the voices of their customers. Whether you're scaling advocacy, building trust with proof, or rethinking how to go to market — you're in the right place.
How-to guides and playbooks for building with customer voice
Campaign-ready templates and swipe files
Benchmark reports and reference best practices
Event recordings, expert sessions, and community spotlights
Ask questions. Share ideas. Trade wins. This is your space.
You don’t have to figure this out alone. The Deeto community connects you with other leaders using customer voice to build better GTM motions, faster-growing brands, and smarter strategies. If you are interested in joining when it launches, sign up below.
Automate advocacy management workflows
Dynamically generate customer stories and social proof
Eliminate manual reference management
Track and report advocacy impact on revenue
Discover practical guides, templates, and tools to help your team close more deals, faster.
When a customer tells someone else about your product, the inbound lead you'll get is one of the easiest to qualify, fastest to close, and cheapest to acquire.
As many as 84% of B2B purchases start with a referral. And referral leads have a ~30% higher conversion rate compared to leads from other sources.
Most businesses get referrals from time to time. But, if you're just waiting for them to happen organically, you're leaving a valuable source of leads untapped.
Mastering your referral program is a lot easier than it looks. It's all about creating a system and process that encourages and rewards your satisfied customers for sharing their positive experiences with others, without making it a chore to participate.
Finding the right customers for advocacy is usually the #1 pain point when running an advocacy program. Most fall short because they're too focused on targeting top influencers, rather than a broader segment of their customer base.
Referring a new lead to your company should be as easy for them as sending a social media post. Use a customer advocacy platform to...
Show the value they will receive if their referrals convert. Instead of sending them a generic thank-you message, communicate the specific reward they'll get.
Incentives that work best:
The point is, your rewards system should be clear and simple. Designate a specific reward for each referral category so every customer knows that when they do X, they get $Y.
When a customer refers someone to your business, make sure to keep them updated on the progress of their referral. This (a) shows appreciation for their effort and (b) keeps them engaged and motivated to continue referring others.
During the sales process, send them updates on the status of their referral (e.g. lead contacted, demo scheduled). Once the deal closes, personally email or message them, thanking them for their referral.
The most powerful form of marketing is word-of-mouth. The reason is simple: it's authentic.
When you build your referral program, your goal is to maintain that authenticity while intentionally amplifying the volume and impact of your satisfied customers' voices.
A few best practices to keep in mind:
Building a strong referral program is critical, but not all your customers will be willing or able to refer others. And some are willing to do a lot more.
A well-rounded customer advocacy program is flexible, so each customer can contribute their feedback and actions in ways that suit their time, motivation, and comfort level.
It has to incorporate:
With Deeto, you can build your whole customer advocacy program on one platform and manage all your customer advocacy initiatives from a single dashboard.
Request a demo to see it in action.
Explore creative ways to get referrals and top customer reference program best practices for more leads.
In today’s competitive digital market, social proof is a powerful tool, especially for B2B tech companies seeking to build higher trust with their potential customers. The Deeto Social Proof widget can significantly enhance your website's credibility and conversion rates if used correctly. Here are three best practices to ensure you're getting the most out of this widget:
A robust foundation of social proof content is essential for leveraging the Deeto widget effectively. Without a well-curated library of testimonials, case studies, and reviews, the widget won't have the impactful content it needs to convince potential customers. Here are some tips to build a strong reference pool:
- Collect Diverse Testimonials: Reach out to a variety of customers for testimonials. Aim for diversity in company size, industry, and use case to ensure your social proof appeals to a broad audience.
- Highlight Specific Benefits: Encourage customers to highlight specific benefits and results they have experienced. Quantifiable results are particularly compelling.
- Update Regularly: Keep your content fresh by regularly updating it with new testimonials and success stories. This shows that your product is continuously delivering value.
For more detailed guidance on building a strong reference pool, refer to our blog post, "Building a Strong Reference Pool: 4 Best Practices for B2B Tech Companies Using Deeto"(link to blog post).
Most companies today still use dedicated testimonial pages to showcase customer testimonials - this is not an effective approach. Deeto’s social proof widget allows social proof and authenticity to lead the way throughout your website in a seamless way, without requiring the visitor to take any additional steps.
One of the keys to effective social proof is relevance. The content displayed by the Deeto widget should match the context of the page it’s on. Here's how to do it:
- Product Pages: On product pages, use testimonials and case studies that specifically mention the product. Highlight how it has solved problems or improved outcomes for other customers.
- Feature Pages: If a page focuses on a particular feature, choose social proof that discusses the benefits of that feature. This reinforces the feature’s value and relevance.
-Homepage: For your homepage, use a mix of high-level testimonials and success stories that speak to your company's overall value proposition.
By tailoring your social proof content to match the context of each page, you increase its relevance and impact, making it more likely to resonate with your visitors.
One of the major advantages of the Deeto widget is its flexibility and ease of use. Take full advantage of this by experimenting with different content and placements. Here’s how:
- Launch Multiple Variations: Create at least two versions of the widget with different testimonials and place them on different pages. This helps you understand which content resonates best with your audience.
- A/B Test: Use A/B testing to compare the performance of different widgets. Test variations in terms of the content, layout, and placement on your website.
- Analyze and Optimize: Gather data on conversion rates and engagement metrics for each variation. Use this data to refine your social proof strategy, focusing on the types of content and placements that perform best.
Regularly mixing up your social proof content and testing different approaches ensures that you are continuously optimizing for the best possible results.
By following these best practices, you'll be well on your way to maximizing the effectiveness of the Deeto Social Proof widget. Remember, the goal is to build trust and credibility with your audience, and relevant, well-placed social proof is one of the most powerful tools to achieve that.
Learn 3 expert tips for maximizing testimonials using Deeto widgets and social proof best practices.
As a B2B tech company, building a robust and reliable reference pool is crucial for validating your products and services. Deeto offers a powerful platform to streamline this process, ensuring that you can efficiently gather and manage customer references. Here are the four best ways to build your reference pool using Deeto:
1. Bulk Invites: Cast a Wide Net
When starting to build your reference pool, it's essential to invite a large number of potential references. Deeto's bulk invite feature allows you to do just that. Here’s why this method is effective:
- Efficiency: With bulk invites, you can reach out to a large audience quickly, maximizing your chances of getting a substantial number of responses.
- Selective Approval: You maintain control over which content gets approved and shared. This means there's no need to be overly selective when sending out initial invites. Focus on volume first, and then curate the best responses.
By leveraging bulk invites, you set the stage for a broad and diverse pool of references, which you can refine over time to highlight the most compelling testimonials.
In essence, our message is: Don’t be afraid to cast a wide net. If anything, you will be pleasantly surprised by the conversion rate.
We recommend starting with a wide list of all of your highly active customers - focus on the contact who have daily/weekly interactions with your product or service.
Please note: Bulk invites don’t equal “self-registration”. You will be able to share with us a list of customers that you would like to invite - and we will automatically send them a personalized invitation.
2. Personalized Email: Make It Personal, Short, and Rewarding
The initial invitation email is your first point of contact, so it needs to make a strong impression. Here are some tips for crafting an effective email:
- Personalization: Tailor the email to reflect your brand’s voice and values. A personalized touch makes the recipient feel valued and increases the likelihood of a positive response.
- Brevity: Keep the email concise and to the point. Busy professionals are more likely to engage with a short, clear message.
- Incentives: If you have a reward program, mention it upfront. Offering a small reward, such as $5-$10 for clicking the call-to-action (CTA), can significantly boost engagement rates.
Example Email Template:
Subject: We Value Your Experience – Join Our Reference Pool!
Hi [Recipient's Name],
We hope you’re enjoying [Your Product/Service]. We’re building a pool of trusted references and would love for you to be a part of it!
As a token of our appreciation, we’re offering a $10 reward just for clicking the link below and sharing your feedback.
[CTA Link]
Thank you for being a valued customer!
Best regards,
[Your Name]
[Your Position]
[Your Company]
3. Choose the Best Sender: Leverage Personal Connections
The success of your invitation campaign can hinge on who sends the email. Deeto allows invites to be sent from a personal company email, which you should strategically select:
- Personal Relationship: Choose a sender who has a close relationship with the recipient. This could be an account manager or a customer success representative who has directly interacted with the customer.
- Recognition and Trust: When the recipient recognizes the sender and feels a personal connection, they are more likely to feel obligated to respond positively.
By thoughtfully selecting the sender, you can increase the likelihood of your invites being opened and acted upon.
4. Utilize Deeto Self-Registration: Keep It Accessible and Informative
Once you have an active pool of references, it’s crucial to keep the momentum going. Deeto’s self-registration capability can help with this:
- Personalized Landing Page: Create a landing page that can be shared across various channels, such as customer correspondence, social media posts, and email communications. With Deeto you are able to customize and launch a self-registration landing pages that fits perfectly into your brand’s look and feel.
- Reward Breakdown: Ensure the landing page includes details about the rewards program to entice more customers to register and participate.
Example Landing Page Content:
Welcome to Our Reference Program!
We’re excited to invite you to join our reference pool. By sharing your experiences with [Your Product/Service], you can earn rewards and help others make informed decisions.
What’s in it for you?
- Earn $10 for your initial participation
- Additional rewards for ongoing involvement
Join us today and start earning while sharing your valuable insights.
[Register Now Button]
Thank you for being a valued part of our community!
[Your Company Logo and Contact Information]
By providing an easily accessible and informative landing page, you can continuously grow your reference pool and maintain an engaged community of advocates.
Conclusion
Building a strong reference pool is a strategic process that can significantly enhance your credibility and sales efforts. By using Deeto’s bulk invites, crafting personalized and rewarding emails, choosing the best sender, and utilizing the self-registration feature, you can efficiently gather and manage valuable customer references. Our team at Deeto is deeply committed to your success - These best practices combined with our tailored 1-on-1 guidance will provide a fertile ground for maximizing the effectiveness of your strategy.
Learn 4 customer reference program tips for B2B tech and improve client reference management with Deeto.
Referral programs have long been known as one of the most effective strategies for acquiring high-quality leads and expanding customer networks in B2B marketing:
With the advancement of technology, platforms like Deeto have revolutionized how businesses implement and manage their referral initiatives. However, launching a successful referral program requires more than just setting it up—it demands strategic planning and execution.
Here are six best practices for leveraging Deeto to maximize the effectiveness of your referral program:
1. Customization is Key
Customizing your referral program's landing page is crucial for making it appealing and intuitive for your customers. When utilizing Deeto, take advantage of its customization features to tailor the landing page to match your brand identity and resonate with your target audience. Ensure that the copy:
By making the process familiar and transparent, you encourage greater participation and engagement from your customers.
2. Experiment with Campaigns
In Deeto, the ability to launch unlimited campaigns provides a unique opportunity to cater to diverse customer segments. Different individuals may respond to varying triggers, so leverage A/B testing to experiment with different colors, copy variations, and incentives.
For instance, consider adjusting the initial incentive based on customer personas:
By tailoring campaigns to specific segments, you can optimize engagement and drive more referrals.
3. Strategic Program Placement
The frequency and visibility of your referral program play a pivotal role in its success. Integrate your program across multiple channels, ensuring it is prominently featured in:
Consistent exposure reinforces awareness and encourages participation. Consider including it as a footer in all outgoing communications to keep it top-of-mind for customers. The more your customers hear about the program, the more likely they are to participate, leading to increased submissions and conversions.
4. Value-driven Rewards
People are motivated by incentives, and a well-structured reward system can significantly boost engagement in your referral program.
When determining rewards, consider the value of a qualified lead and the effort required for referral. Aim to offer rewards that demonstrate appreciation for the referral while aligning with your budget and objectives.
For qualified leads, offering a percentage of the regular Cost Per Lead (CPL) as a reward is recommended, with the exact percentage varying based on deal size and company preferences.
Additionally, for won opportunities, industry standards suggest offering rewards ranging from 3% to 20%, depending on the specific circumstances.
Remember - leads are never free, and referrals should be no different; Especially considering that leads that come from a referral are ~30% more likely to convert than any other lead.
5. Timing is Everything
The timing of your referral requests can greatly impact their success.
Approach customers for referrals when they are at their peak satisfaction—perhaps following positive feedback or a successful interaction with your product or service.
By reaching out when customers are in a "giving" state (usually comes right after they have “received” something from you), you increase the likelihood of a favorable response.
Timing your requests strategically ensures that customers are more receptive and likely to advocate for your brand.
6. Keep Track & Grow
It is easy to fall into the trap of setting up your referral programs and letting them go with the hope of catching something.
Don’t do that.
Instead, use feedback and analytics to review the performance of your campaigns, and learn which ones are performing better and which ones aren’t.
Tweak them, and improve them constantly to maximize your resources and their potential.
In conclusion, launching a successful referral program using Deeto requires a strategic approach that emphasizes customization, experimentation, strategic placement, value-driven rewards, and impeccable timing. By implementing these best practices, businesses can harness the full potential of their referral programs to drive growth, expand their customer base, and foster strong relationships with advocates. With Deeto's powerful features and these proven strategies, you can elevate your referral program to new heights of success.
Need more information? Reach out through our chat and we’ll be happy to help!
Discover 6 referral program best practices to boost engagement, drive growth, and get more qualified leads.
From customer reviews to video testimonials, there are several ways to incorporate social proof into your website.
It's far and away your most valuable marketing asset. And if you aren't prioritizing it in 2024, you're behind.
Problem is, manually sourcing, curating, and uploading this content to every product, service, and feature page is time-consuming and tedious.
Deeto's dynamic social proof site widget empowers businesses to curate and showcase user-generated content directly on their websites, without the messy middle.
B2B buyers don't immediately trust companies or sales reps, but they do trust reviews, proven results, and recommendations from their peers.
Not to mention, feature- and situation-specific written and video testimonials help you reinforce your product's value and differentiation strategy.
When someone reads or watches an honest testimonial, they have the opportunity to see its most important benefits through someone else's eyes.
Apart from reinforcing your brand's credibility, activating your current customers keeps them engaged with your product. They'll be more likely to remain loyal, try new features, products, and services, and refer others to your business.
When you showcase their authentic, unbiased feedback on your website, it also motivates them to keep providing valuable insights and suggestions.
With Deeto, you can automate the process of collecting, curating, and displaying social proof across your web pages.
Here's an overview of the four-step process:
Within the Deeto platform, you can invite customers via email to leave feedback and submit reviews.
When a customer receives the invite, they'll be guided through the process of setting up their profile, setting their contribution preferences, and making their first submission.
Compared to your average customer advocacy program, which has users write reviews for anything and everything, Deeto's guided flow helps you target specific aspects of your product and members of your customer base. Ask questions like, "What feature have you found most helpful in X situation?" to get detailed, situational feedback you can use to guide others through the buyer journey.
Plus, it's all personalized to the customer. Some may want to leave a video testimonial. Others would rather leave a written review than show their face to the world. Both will have the opportunity to do so with Deeto.
Deeto takes your authentic quotes, feedback, and video testimonials and turns them into social proof assets for your website. In seconds, you'll have a library of reviews and testimonials, specific to features and situations, that you can add to your website.
As more customers participate and your content pool grows, you'll always have access to it through the platform.
The widget helps you source reviews, testimonials, and other UGC from within your Deeto content pool. From there, you can easily add that content to different landing pages (or change it) based on their context and target audience.
Every social proof widget is beautifully designed, featuring customer headshots and snippets of their feedback.
The best part is, Deeto easily integrates with your website. It matches your brand and displays seamlessly alongside your existing content, without anyone having to write a single line of code.
The result: Your site visitors see timely, relevant social proof that speaks directly to their needs, pain points, and use cases, helping to build trust and drive conversions.
Request a demo to see the social proof widget in action.
Deeto's dynamic social proof site widget empowers businesses to curate and showcase user-generated content directly
When was the last time you took a good, hard look at how your business operates?
Whether you've added new team members, expanded your product line, or shifted your target audience, a lot has probably changed (even from this time just a year ago).
Some changes are obvious, like a shift in employee culture or the launch of a new marketing campaign.
But the processes running them in the background? Broader shifts in buying behavior? Not so much...
That's why you take the concept of spring cleaning from home to your business.
The concept of spring cleaning is simple: out with the old, in with the new.
Specifically, that means refreshing your approaches to marketing, customer engagement, and internal processes to better align with current trends and achieve your business goals.
The process involves:
The good news is, auditing your business processes and strategies isn't as overwhelming as it sounds.
Let's dive in.
Newer businesses tend to invest in paid ads because they're easy to track, right next to the money, and deliver immediate results. While there's rarely a reason to axe them altogether, it's important to periodically reevaluate your mix of organic vs. paid marketing.
What are your CPL and CAC for each channel? Compare these costs to the return they generate, then clear out the strategies with a low yield and high cost.
With your leftover budget, invest in organic activities like social media, content marketing, and referral campaigns.
When it comes to organic marketing, your current customers play a critical role. Their advocacy helps you market to and close new customers. And their feedback guides your product roadmap.
But how much effort does nurturing and engaging with them require? A few signs you need to simplify the process:
Deeto cleans up this mess by creating an ecosystem of customer feedback and advocacy. Customers onboard themselves, indicate their availability and contribution preferences, and your team can auto-pilot customer-generated content and feedback.
As you change your marketing and brand messaging, add new content to your site, and make updates to your products, ICP, and value prop, it's important to double-check whether your site reflects your current goals and strategy.
There are two main areas you’ll want to focus on:
You probably don't need a massive overhaul, either. There are a few easy fixes you can make to up your conversions and improve your UX.
Take social proof, for instance. Websites with testimonials receive 45% more traffic, and adding customer logos to your homepage can boost its conversion rate by up to 400%.
Customers are simple. Whether they're making a purchase decision or are already a customer, they want three things: personalization, communication, and convenience.
You need to consider how your sales, marketing, and customer success operations contribute to or detract from that.
Just like you'd periodically go through your personal subscriptions, you should review your technology stack. Most companies use dozens of SaaS apps, which fragment and bloat their internal processes.
Nowadays, more companies offer one-stop-shop platforms for your marketing, sales, or customer success activities. Opting for all-in-one tools means your team can manage multiple tasks without having to jump from place to place, and you can access all your data from the same dashboard.
Deeto cleans the messy middle of customer activation. Use it to manage advocacy, user-generated content, referral marketing, and feedback in one place. Request a demo to see how it works.
When was the last time you took a good, hard look at how your business operates?
In Q1, you probably focused on acquiring new customers and setting the foundation for a successful year.
So, by April, you've got a pipeline full of new opportunities, and your outbound team is hustling to bring more in.
You’re also in a time crunch — you need to get the ball rolling before decision-makers take summer vacations and companies spend their budgets elsewhere.
In other words, Q2 is all about momentum.
To accelerate the already-spinning wheel, you have two things on the to-do list:
There's one group that can help you in both of those areas: your existing customers.
Buyers don't immediately trust salespeople. 92% of them trust referrals from people they know over your company's marketing content. 75% prefer not to interact with reps at all, which creates a huge barrier for new business.
Plus, everyone wants social proof. According to research from Gartner, three-quarters of today's B2B buyers look at at least three forms of advocacy before making a purchase decision.
By delivering the best possible experience, engaging customers through advocacy and product/feature testing, and turning their feedback into your strongest marketing asset, you're building a legion of brand champions who will bring you new customers for years. Since they also validate your product, new leads that fit your ICP become more likely to convert.
Maybe your 3 best reps are on vacay for 2 weeks. Maybe your highest-value prospect just paused their decision-making process. Maybe your latest campaign was a flop.
Things happen.
There are two ways having an advocacy program hedges you against slow business:
The stakes are higher when you have fewer deals in the pipeline. During those periods, a higher conversion rate and shorter sales cycle are particularly important.
There are three bases you have to cover:
Let's dive into strategies for each.
One of the best ways to reinforce customer loyalty is to engage them through advocacy. Here are a few program components you can consider:
A well-designed customer advocacy program has to be (a) flexible for each customer, (b) easy to participate in, and (c) value-adding for the participant. Some customers are happy to hop on reference calls, others are more into product testing, and a few will just want to leave a quick testimonial.
You need to make it simple for them to participate in your program by providing them with an easy way to submit feedback, reviews, referrals, and other content.
Activating your customers goes beyond advocacy. Your ability to retain them and future-proof your business also depends on how well you implement their feedback.
By proactively seeking this information, you'll identify and fill these gaps before they cause a retention issue. And your sales team can sell new customers on these features.
Here are a few ways to gather feedback:
Of all the ways to accelerate the sales cycle with your current customers, this is by far the best. And with Deeto's smart-matching feature, it's remarkably simple.
Deeto's smart-matching algorithm shows your sales reps which of your existing customers have similar use cases to the deals they're currently working on, plus all the content they've left in the system.
Reps can then select the most appropriate references and content to showcase, which results in more relevant social proof, reference calls, sales demos, and proof of concepts.
There are dozens of ways to personalize the customer experience. That's a topic that spans just about every facet of your business strategy.
In the context of your current customers, one of the best ways to expand your accounts is to market to them as soon as you implement feedback they've left about your product.
Let's say you're a CRM software vendor, and 100 customers have mentioned they want a plugin tool to help them automate their email marketing.
After determining there's a market for it and it makes sense to include it in your product suite, those 100 people should be the first to know. Your CS team can send them personalized messaging, letting them know you specifically listened to their feedback.
Some of those customers might buy it on the spot.
There are a few reasons companies struggle to accomplish this:
And all these things stem from a lack of technology to manage advocacy activities and resources. With Deeto, it's simple:
It's easier than making an Insta post. Request a demo to see how it works.
In Q1, you probably focused on acquiring new customers and setting the foundation for a successful year.
You probably measure customer activation in terms of how many people successfully complete the onboarding process or reach a certain level of engagement.
We aren't saying you shouldn't know your time to value or adoption rates. But truth is, that's a tiny step in the grand scheme of things.
Long term, you need customers who propel your business forward. People who...
In actuality, "activating" your customers is more about engaging them over time and solidifying a relationship. Jumping through hoops during onboarding is definitely the first step, but it's more about creating an experience that encourages long-term loyalty.
Let's dive into what it takes to accomplish that.
You can't even think about advocacy or expansion if you can't retain your customer base. And retention starts with onboarding.
The level of involvement you'll need in customer onboarding largely depends on the market you're selling into. Enterprise customers will, of course, need a lot more handholding than SMBs that deploy your solution only across a small team.
The basics:
86% of customers say they're more likely to stay loyal to a business that offers educational onboarding content. And before you engage customers in other facets of your business, like advocacy and testing, you have to get them excited about and continuously using your product.
Most companies get it wrong when it comes to choosing customers for customer activation programs. They pick a small group with whom they already have personal relationships or who show the highest CLV or engagement levels.
If you do this, you're leaving out tons of customers who would otherwise participate and grow their relationships with your brand.
Very few (if any) will participate in all of these activities. And some of your best participants won't be who you expect. That's why you need to invite everyone to join you and let each of them choose how they contribute.
If you're having trouble getting customers to participate at scale, 99% chance "you're making it too hard" is the reason.
If you want to turn customers into brand advocates, your program needs three things:
This sounds intimidating, but it's actually pretty easy to set up. With Deeto, customers onboard themselves and choose their contribution preferences. From there, they’re able to create a variety of content — quotes, reviews, testimonials, and even case studies — with the help of AI. And they can track their contributions’ impact and receive corresponding rewards, all in one place.
Sure, they'll be happy to write reviews, provide reference calls, and test new products. But you can't always ask for favors.
While advocacy and providing hands-on feedback are the best ways to create a highly engaged customer base, you also have to communicate with them in ways that add value to them.
You should also involve them in some of your marketing campaigns through user-generated content. When customers talk about or showcase their experience with your product, using it in your social media and web content will reinforce their relationship with your brand.
Practically every lead in your pipeline will want to see some form of social proof before signing the dotted line. Your customers can help you here in real time through reference calls, but your reps can also use content like case studies, reviews, and user-generated videos in their sales conversations. With smart matching, they’ll see
Your customers can help you here in real time through reference calls, but your reps can also use case studies, reviews, and user-generated videos in their sales conversations. With Deeto's smart matching feature, they’ll automatically see the most relevant content based on a lead's profile, interests, and stage in the buyer's journey.
You can run your whole customer activation program with Deeto. Request a demo to see how.
Learn how to build a client activation program that turns happy customers into powerful growth drivers.
Perhaps it goes without saying: the success of your customer activation program hinges on the types of customers who participate (and the quality of their feedback).
You want advocates who are:
But you also need their content to be authentic, relevant, and valuable for potential customers.
And that's where things get a little more challenging.
Since there's so much pressure around the questions of "Who would best represent our brand?" and "How can we get them to produce content?" most companies prioritize the recruitment of advocates over creating opportunities for them to contribute.
Sure, this approach nets you a handful of advocates. But it neglects the larger purpose of a customer activation program: to build trust and credibility in your brand through authentic voices.
Filtering out initial invites lowers your chances of building strong relationships with your customer base. And it's based on pre-made assumptions.
Instead of spending so much time in the beginning picking the "right" customers, open your advocacy program to everyone in your customer base.
This means providing all of them with the opportunity to contribute, in a streamlined process that doesn't require too much time and effort.
This way, they can create content (think: reviews, testimonials, and even case studies) unique to their own experiences. Then, you can decide which of that content is relevant to different sales and marketing initiatives.
With this approach, you're avoiding the time-consuming process of hand-picking advocates. You're also establishing a more authentic and diverse representation of your customer base. And you're encouraging more customers to spread positive word-of-mouth about your brand.
Plus, the feedback you'll get from casting a wider net of customers will give you insights into their pain points and preferences. This can help you improve your products and services and, in turn, attract/retain more customers.
"Don't jump the gun by filtering out customers in the beginning."
That's a bit vague. How can you tell which advocates and content are the "best" for your brand?
Let's dive in.
The only way you'll be able to gather the content you need is through a streamlined, automated system.
With a platform like Deeto, you can:
For your customers, the workflow is intuitive and fast. For you, the data is easy to access, and the content is optimized for your sales and marketing initiatives.
There are several different types of social proof. Some customers will be more comfortable with certain types of content over others. For example, some may prefer to write a review while others may want to participate in an interview.
Make sure you have options for customers to choose from, such as:
By tailoring your advocacy program to the individual customer, you're opening up the possibility for all types of social proof to emerge.
Now that you have a variety of content at your disposal, the question remains: What can you do with it?
Really, the use cases are endless.
You can also use customer feedback to inform future marketing and product development initiatives. Let's say you get quite a few comments about a feature customers wish you offered. You can use that feedback as a starting point for product development, then update your advocates and the rest of your customer base once you implement it.
Since it translates so well to web and social content, companies tend to see customer activation content as a marketing-only tool.
Really, there are several ways it drives B2B sales.
When you integrate Deeto with your CRM, you can use its smart-matching capabilities to connect specific content to individual prospects in your pipeline.
That way, you can personalize your outreach and give potential customers content that actually matters to their use case. And you can find the perfect customer reference for every prospect without having to do any manual digging.
Cherry-picking a few advocates for your program sounds like a good approach. It's only natural to think that the more "ideal" customers you feature, the better your brand will look.
In reality, that's not the most efficient or effective way to build brand trust and drive sales. By opening up your program to all of your customers and using customer activation software, you can create a more diverse representation of your customer base.
Request a demo with Deeto to see how your customers’ voices fit into your overall marketing and sales strategy.
Master customer activation by choosing the right advocates to boost engagement, trust, and conversions.
See how Deeto helps you turn customer voice into a GTM advantage.
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