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 referral partner could be a game changer for any BEDB company. So what if you could reverse engineer these relationships at a moment's notice, start a podcast, invite potential referral partners to be guests on your show and grow your referral network faster than ever? Learn more. At Sweet Fish Mediacom you're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the baby growth show. We are here today with Davin Wilfrid. He is the senior manager of content and customer advocacy at Quick Bass Daven. How you doing today? I'm doing great, James thinks I am stoked to chat with you today, DAB, and we've been. We've been trying to make this happen...

...for a while now and I'm pumped that that we're finally having this conversation today, because we're going to be talking about the three hours of customer advocacy, which is something I've been I've been hearing a lot of people talking about. Your obviously living and breathing this every single day in your role at quick base. But before we dive into what these three ares are, as funny as that to say, tell us a little bit about quick base and what you guys are doing up there. Yeah, sure, so, quick base is a platform that allows essentially anyone to build their own application to solve whatever business problem they might be having at the moment. So it's what we call a no code application development platform. We've been around since one thousand nine hundred and ninety nine. So we're one of the original kind of Web APPs and we've got about six thousand accounts. Half the fortune one hundred use quick based and some capacity love that and it's a booming market. So so we're loving our position. I love it. I love it. And so so, as...

...we're talking offline, you had mentioned to me this idea of, you know, the three hours of customer advocacy. The first of those ours, Davin, is reviews, and so I'd love for you to spend a little bit of time talking about actually, before we get into that, give us a little bit of insight into just how you think about customer advocacy as a whole and then and then we'll dive into the three hours. Yeah, so the way I look at customer advocacy is it's a way of centralizing your customers within your entire go to market program so, you know, product marketing always wants to talk to customers to get insights. Demand Marketing always wants customers to participate in ebooks and white papers. The product team is always looking for Beta testers. There's all these acts ttivities that are crucial to the entire go to market program and they all involve customers. So customer advocacy programs are a way of taking all of those functions and formalizing them into a central place. Usually say...

...it's within marketing, sometimes it's within customer success, occasionally it's within sales, but it's a way of driving all of those core activities for which your customers are crucial to moving you forward. Okay, got it. So with that, with that context, now let's talk about reviews. So the three hours are reviews, referrals and references. So camping out on reviews for a bit. Elaborate on this one for us. Yeah, so reviews are all about using the customers voice to help people understand your products and how it could meet their needs. I think one of the really provocative things that's happening in marketing nowadays is that, you know, people are getting a lot more sophisticated as consumers and they don't like being marketed to. They don't like getting emails from people they haven't heard of, they don't like being invited to webinars that may or may not have anything to do with them. But if they hear one of their peers who has a job similar to their say hey, I use this tool and it really has helped me. It's really saved a lot of...

...time and, saying, my company, a lot of money. You know, that kind of social proof lends a lot of authenticity to to and credibility to what you're actually trying to sell as part of your go to market programs. So reviews are all about capitalizing on people's natural instinct to go and seek out information about a product before they buy it. You know, obviously on the consumer side there's places like Amazon, Yelp, places like that that have centralized their business around reviews. Product reviews and we're seeing it more in the Bob Space. So there's great websites out there like trust radius and GTWO crowd and it central station and get APP that are really focusing on providing platforms for independent third party reviews. So a lot of what the customer advocacy role is is identifying your engaged customers, the people who really have an opinion on you one way to the other, and and shepherding them onto these review sites so that they're giving their sort of honest opinion out to the world and that really...

...helps people find you in a much more organic and authentic way than just through traditional marketing channels. Got It. Got It, okay. So so that's reviews. Now let's talk about referrals for a little bit. How do you think about referrals down? Yeah, so referrals is another it's another thing that is kind of moving from the BBC World into the Bet Tob world. You know airbnb as an awesome referral program. If you're an AIRBNB customer, they heavily incentivize you to refer other new customers in there. So it's it's something that's been around and be to see land for a long time and those same concepts are being applied to be to be so, you know, we have as part of our marketing campaigns that we do on a monthly or quarterly basis, we bake referral programs into those. And sometimes, just for the nature of our business, sometimes we're asking people to refer US to other internal people in their organization, like if they're in an enterprise, we might say,...

Hey, you can't be the only project manager at your global you know fortune on putting. Could you please introduce us to some of your peers? Other times we're asking them for referrals into, you know, what we would consider like net new logos, places that they maybe used to work or have friends at work and have similar jobs to them. In that way, because it's the customer 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 a lot more productive. We saved the company a ton of money. I think you should really check it out. That that gives us, you know, just that Hook that we need to get in there and start having productive conversations with prospects. Got It? And and are those are those just? How are you guys organizing those obviously den with you guys having, I think you said, six thousand accounts. Is there a particular tool that you're using to send out the messaging to get those referrals? Yeah, so we use influid. It because out customer advocacy platform. So we run...

...our advocate marketing community inside of influidive and in fluid, of also has a referral campaigns generator and that's integrated with Marquetto gotta, with our Crm, which is actually built on quick bass, and so the referrals are captured essentially through a form. The form is integrated with Marquetto so we capture that data there. It goes into the CRM, opens up new opportunities with all of the related referral and referee information in there. And so when our bdrs get the stuff right in front of them, they know who referred the prospect. You know where they were, what they do, all that kind of thing. And and as far as the messaging going out kind of asking for those referrals, is that happening through influid as well? Yeah, so we do it through and fluid through our Quick Base Heroes Program Okay, is our customer advocacy program but we also influtive, allows you to integrate referral programs into other places, basically anywhere. So we're piloting a couple things now. I think the...

...most exciting one that we're going to be rolling out soon is actually in product. Okay, so we can target folks in product. They can log into quick bass and they might get a pop up or a banner or something where we're still testing a couple of different things that says, Hey, would you mind making referral for us, and the really cool thing is that you can incentivize people at it. You can say that referral that comes a customer, you in a hundred dollar Amazon Card or whatever that we choose to refer. People love it and makes perfect sense. I mean get get the folks that are that are actively inside the product and sending them messages while they're actually using it to inside those referrals. That makes that makes perfect sense. So this third one, damn, that we're going to be talking about is references. Talk to us about this one. Yeah, so references is nothing new for be to be companies, especially those that sellone to enterprise. 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 sure they're happy and to make sure...

...they're not getting burned out with too many reference calls. What's really exciting about the modern world of customer advocacy is that we're able to expand that relationship. First, we're able to scale it to more customers, which for a company like ours is really important, because we selled everybody from fortune one hundred all the way down to really small mom and pop shops. So I having a really broad base of reference customers that scalable and manageable across, you know, hundreds of customers is supposed to just, you know, a few dozen. It's really important, and also being able to track all of these activities that, you know, beyond just reference calls. So people who leave us those reviews on trust rate is automatically get invited into our Quick Base Heroes Program because we've identified them somebody WHO's willing to publicly at least, you know, talk about what they've done with our products and all those kinds of things. So getting this really broad and much more sophisticated way of engaging your reference customers and growing your pool of reference customers is one of the the core activities of an...

...advocacy program. I love it. I love it, Davin. This has been really insightful for me. If there's somebody listening to this they want to stay connected with you or they want to learn more about quick bass, what's the best way for them to go about doing that? Yeah, so you know, Quick Bass is just quick bascom and encourage everybody to check it out. We have a lot of marketing customers. He gives us to help manage their marketing programs. I'm on Linkedin, it's Da Vin w Il fr ID and on twitter at Dean Wilfrid and yeah, I'd love connecting with other marketers with up to continue the conversation. Awesome. Thank you so much to have and appreciate it all right. Thank you, James. If you're a BEDB marketer, we want to feature you on sites like Huffington Post, social media examiner and chief marketer. Every week we send out a question related to be to be marketing. We use the responses to those questions to fuel the content we write for really popular websites. To head over to sweet fish MEDIACOM backslash...

...questions and sign up today. Thank you so much for listening, until next time,.

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