Episode 46: Upsell with Customer Evidence
Welcome to the next episode of The CMA Soulmate Newsletter where 1010 marketers get better at building Customer Marketing programs and strengthening relationships with customers in less than 5 minutes.
The CMA Soulmate newsletter in sponsored by:
Influitive helps world-class brands like ADP, Cisco, and IBM engage with their customers to drive business value across multiple dimensions. Customer referrals, references, and reviews are now recognized as the most effective way to drive business growth, and Influitive enables this at scale. Visit influitive.com to learn more.
Hi everyone! By the time you read this I will be on my way to Lake Tahoe for our annual vacation (I’ve been too scared to fly anywhere with a toddler for 4 years now so Tahoe it is!)
Before I start, I wanted to tell you to be on the Linkedin lookout 👀👀 for a special announcement. Mary Green and I are launching something on August 23rd! Should be awesome.
So right before I got canned at Sendoso, I was implementing UserEvidence. (No, this is not a sponsored post 😂) I was sooooo excited to use the platform in my upsell campaigns. Today, I thought I would share what I was going to do with them!
Now you should have dedicated people trying to upsell additional products to customers. I love me a good upsell campaign because of how easily you can measure it. Plus, an average of 70-95% of revenue derives from upsells and renewals, so it’s critical to leverage the right content to support upselling tactics.
The play aims to empower account teams with impactful content derived directly from customers via a survey. With anything I write this is meant to inspire you to make it your own. Let’s dig in…
Tactics:
• Gather and organize customer evidence from NPS, data in Tableau or go ahead and send a survey that asks your current customers (who uses your enhanced feature) questions about how successful they are with it.
(I explain below how to do this with no budget) 😎👌
• Create graphs and visuals: Develop graphs or visuals that depict various features or capabilities of the product/service that are most important to customers. Visual representations of product/service features, usage statistics, or customer preferences, demonstrating the popularity and relevance of certain capabilities.
For instance, by creating graphs depicting various features that are most important to their customers, account reps are able to showcase and upsell customers on the various features. For example, say a customer initially invested in your platform for its high availability and seamless integration and might not have had knowledge about its other capabilities. Upon viewing a graph (and understanding that a large number of users utilize your platform for other use cases) they may now be interested in additional products.
• Align evidence with re-purchase journey stages: Map the customer evidence to different stages. Ensure the content is tailored to each stage’s needs and challenges.
• Provide training and resources: Conduct training sessions for account reps to educate them on how to effectively use customer evidence in their upselling and cross-selling efforts. Provide them with easy access to the content through a centralized repository or sales enablement platform. This is critical. Do you know fast a sales rep could lose a deal by having no idea what the hell he is talking about? If the customer/prospect pushes them a little further and starts asking questions on the data, they buckle- “ummmm I’ll have to get back to you on that one.” 😂
• Develop personalized content: Customize customer evidence for individual customers or target segments based on their specific pain points. ← ABCM- So fun!
• Follow-up and nurture: After upselling or cross-selling, continue nurturing the relationship with customers through personalized follow-ups, check-ins, and ongoing support to nurture the case study for more content.
Content:
• Stats from satisfied customers who see value derived from your product/service.
Think about the story you want the Account Managers to tell and what would motivate your customer to click your CTA in a nurture email. If I saw that an additional feature was making others just like me better at their jobs, that would make me take a demo. FOMO is real.
This could be a service as well. I used to sell Professional Services at Marketo. I was helping customers get their campaigns out 5X faster then if they tried to go at it alone.
• In-depth analysis of specific customer projects or implementations, showcasing the measurable benefits and ROI achieved. This is used for a more account based approach.
KPIs
• Upsell and cross-sell revenue: Measure the increase in revenue generated from upselling and cross-selling efforts.
• Conversion rate: Track the percentage of upselling and cross-selling attempts that result in successful conversions.
• Content engagement: Measure the usage and effectiveness of customer evidence content, such as views, downloads, etc. You can do this manually but it may be time consuming.
With UserEvidence, you can collect, review, and share customer evidence to strengthen your sales enablement strategies and equip your sales reps and account managers team with content super easily. (Tell em Leslie sent ya!) 😎
Manual Build
Free Survey- Tally
Export the data into a Gsheet
Import to Visme or Canva
Now go be awesome! See you guys in ✌️ weeks.
Love your CMA Soulmate,
Leslie
P.S.- By the way, have you guys seen this … 👀 ⏬
Look what my friends over at Laudable built! It’s called "Grade My Case Study!" Now in early access, let Laudable AI score your case study out of 100. See where you rank in your industry, gain insights to elevate your case study game, and even challenge a friend to beat your score. Submit your case study here: grademycasestudy.com
More Digital Resources
Catch up on previous newsletters here.
Check out my video course Measuring the ROI of Customer Marketing & Advocacy if you want to showcase the ROI of your programs. Enjoy your 20% off!
I took my metrics sheet out of the course as an extra offering. Customer Marketing & Advocacy Metrics Spreadsheet is available now if you aren’t ready to purchase my course.
A free resource to help you while you are interviewing or going through performance reviews and gunning for a promotion- CMA Career Framework.