615: The 3 Rs of Customer Advocacy w/ Davin Wilfrid

ABOUT THIS EPISODE

In this episode we talk to Davin Wilfrid, Sr. Manager of Content & Customer Advocacy at Quick Base.

LinkedIn: https://www.linkedin.com/in/davinwilfrid/

A relationship with the right referralpartner could be a game changer for anyb to be company. So what if youcould reverse engineer these relationships at a moment's notice,start a podcast invite potential referral partners to be guess on yourshow and grow your referral network faster than ever learn more atsweetfish media dtcom, you're listening to the Beta, be growth,show a podcast dedicated to helpin, be to be executives achieve explosiveGROAN, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show, welcome back to the Beautby Grot showwe are here today with Davon Wilfrid. He is the senior manager of content andcustomer advocacy at quick, Baye Davin How r you doing today, I'm doing greatjames thanks. I am stoked to chat with you today to haven we've been we'vebeen trying to make this happen for a...

...while now and I'm pumped that thatwe're finally having this conversation today, 'cause we're going to be talkingabout the three hours of customer Avocacy, which is something I've BeeI've been hearing a lot of people talking about you're, obviously Y. U E,living and breathing this every single day in in your role at quick base, butbefore we dive into what these three hours or as as funny as that was to say,tellsal about quick bases and and what you guys are doing up there yeah sureso quick base is a platform that allows essentially anyone to build their ownapplication to to solve whenever business problem they might be havingat the moment. So as what we call it. No Code Application DevelopmentPlatform we've been around since nineteen. Ninety nine, so we're one ofthe original kind of web APS and we'vegot about six thousand a counts:half the fortune, one hundred use quick base and some capacity Oa and it's abooming market. So so we're we're love in our position. I lot I love it, andso so, as we ere talking offline you'd...

...mentioned to me, this idea of o thethree urs of customer advocacy, the first of of those Rs Daven, is reviews,and so I'd love for you to spend a little bit of time talking aboutactually before we get into that. Give us a little bit of insight into justhow you think about customer Avocacy as a hole and then and then well dive intothe three hours yeah. So the way I look at customer advocacy is it's a way ofcentralizing your customers within your entire go to market program. So youknow product marketing always wants to talk to customers to get insightsdemanmark getting always once customers to participate in ebooks and whitepapers. The product team is always looking for Beta testers. There's allthese activities that are crucial to the entire go to market program andthey all involved customer. So customer advocacy programs are a way of takingall of those functions and formalizing them...

...into a central place. I usually saythis within marketing. Sometimes it's within customer success, occasionallyit's within sales, but is a way of driving all of those core activitiesfor which your customers are crucial to to moving fork. I fgot it so with that.With that context, now, let's talk about review, so the three hours arereviewsd referrals and references, so camping out on reviews for a bitelaborate on this one forus yeah, so reviews are all about using thecustomers' voice to help people understand your products and how itcould meet their needs. I think one of the the really provocative thingsthat's happening in marketing nowadays is that you know people are getting alot more sophisticated as consumers and they don't like being marketed to thenonly getting emails from people they haven't heard of they don't like beingadvided to wemenors. That mayor may not have anything to do with them, but ifthey hear one of their peers, who has a job Simiarto, there say hey. I use thistool and it really has helped me. It's...

...really saved a lot of time and save mycompany a lot of money. You know that kind of social proof lends a lot ofauthenticity to to incredibility to what you're actually trying to sell ispart of your go to market programs. The reviews are all about capitalizing onpeople's natural instinct to go and seek out information about a productbefore they buy it. You know, obviously, on the consumer side, there's placeslike Amazon yelp places like that that have centralized their business aroundreviews, product reviews and we're, seeing it morein the B B space. Sothere's great websites out there, like trust radios, Ang to crowd and iccentral station and Getab that are really focusing on providing platformsfor independent third party review. So a lot of what the customer advocacyrole is is identifying Youre engaged customers, the people who really havean opinion on you, one way or the other and and shepharding them on to thesereviewsites, so that they're giving...

...their sort of honest opinion out to theworld and that really helps people find you in a much more organic andauthentic way than just through traditional marketing channelsgotgotokay. So so that's reviews. Now, let's talk about referrals for a littlebit H, how do you think about referrals, Davin Yeah? So referrals is another.It's another thing that is kind of moving from the bticy world into thebeat of dworld. You know, rb andb has an awesome referral program. If you'rein Arabb customer they heavily insentavize you to pefer other newcustomers in theres. It's I something that's been around, I be to see landfor a long time and those same concepts are being applied to feed of b. So youknow we have as part of our marketing campaigns that we do in a monthly orquarterly basis. We Bak preferal programs into those and sometimes justfor the nature of our business. Sometimes we're asking people to referus to other internal people. N Their organization like if theyare anenterprise, we might say, Hey, you...

...can't be the only project manager atyour global Younowfort. Could you please introduce us to some of yourpeers other times we're asking them for referrals into you know what we wouldconsider in, like Nadu logos places that they mad be used to work or havefriends at work and have similar jobs to them in that way, because it's thecustomer actually making the referral the customer saying to their peer, Hey.I use this tool called quick base and my team has, you know, found itself alot more productive. We saved the company a ton of money. I think youshould really check it out that that gives us. You know just that hulk thatwe need to get in there and start having productive conversations withprospects a and are those are those just. How are you guys, organizingthose, obviously down win you guys having? I think you send six thousandaccounts. Is there a particular tool that you're using to to send out themessaging to to get those referrals yeah? So we use a influutive o customeravocacy platform, so we we run our...

...advogate marketing community inside ofinflutive. An anflutiv also has referral campaigns generator and that'sintegrated with Marqetto Gowith R crm, which is actually built on quick base,and so the referrals are captured essentially throughform. The form isintegrated with Marqetto, so we capture that data Dhar it goes into the CRMopens up due opportunities with all of their related referral and refereinformation in there d. So when our VDRs get the stuff right in front ofHem, they know who referred the prospects. You know where they were,what they do, all that kind of thin and and as far as the messaging going outkind of asking for those referrals is that happening through influt as wellyeah. So we do it through influta through our quick based Hero's program,Ais, our Customar advicacy program, but we also influtive allows you tointegrate referral programs into other places, basically anywhere, so we'rewe're piloting a couple of things now.

I think the most exciting one thatwe're going to be rolling out soon is actually in products. So we can targetfolks in products they can log into quick bass and they might get a pop upor a banner or something where we're still testing a couple. F differentthings that says: Hey. Would you mind making referral for us, and the reallycool thing is that you can incentivize people at it. You can say if AEPERALLECOMES, a customer, you win a hundred dollar Amozon Card or whatever that wechoose to refer people on it. It Ma makes perfect sense. I mean get get thefolks that are that are actively inside the product and and sending them themessages, while they're actually using it to insit those reverals. That makesthe make perfect sense. So this third one Dabin that we're going to betalking about is references talk to us about this one yeah, so references isnothing new for be to be companies, especially those that sell intoenterprise everyone's got their core of reference customers and a lot of larger organizations. You know:teams have formed around those reference customers to make surethey're happy and to make sure they're...

...not getting burned out with too manyreference calls. What's really exciting about the modern world of customeradvocacy. Is that we're able to expand that relationship first were able toscale it to more customers which, for a company like ours, is really importantbecause we sel everybody from fourtoe, one hundred all the way down to reallysmall mom and pop shops souing a really broad base of reference customers,that's scalable and manageable across you know hundreds of customers assopposed to just Y Kno. If ye dozen is really important and also being able totrack all of these activities that you know beyond just reference calls sopeople who leave us those reviews on trust ratus automatically get invitedinto our Qould Base Heroe's program, because we've identified them somebodywho's willing to publicly. At least you know, talk about what they've done withour products and all those kinds of things. So getting this really broadand much more sophisticated way of engaging your reference customers. Agrowing your pool of refrede customers...

...is is one of the the core activities ofan advicacy program. I love it. I love it down, and this has been reallyinsightful for me. If there's somebody listening to this, they want to stayconnected with you or they want to learn more about quick base. What's thebest way for them to go Byk doing there yeah. So you know quick base is justquick base. Dotcom. I encourage everybody to check it out. We have alot of marketing customers e UUs to help manage their marketing programs,I'm on linen it's Davin Wylfrid and on twitter at D, Wilfrey and yeah. I loveconnected with other marketers Itot to to continue the conversation, think youso much stab and appreciate it. Alright, thank you, Jave. If you're a be to be marketer, we wantto feature you on sites like Hoffington, post, social media, Examir and chiefMarke. Every week we send down a question related to be to be marking.We use the responses to those questions to duel the content. We write forreally popular websites oen over Tho,...

...sweetfish, mediand, tcom, axlastquestions and sign up today. Thank you so much for listening until next time.

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