Few B2B marketers debate the value of customer references. Yet most marketing leaders in B2B organizations manage them in an ad hoc fashion, limiting their usefulness. Establish a customer reference program that involves key stakeholders to amplify its visibility, viability and return on investment.
- What Is a Customer Reference Program?
- Customer Reference Program Definitions
- Maximizing Return
- What to Do Next
- Set Goals and Recruit References
- Collaborate With Relevant Business Functions
- Sell Customers on the Opportunity to Become a Reference
- Set Boundaries
- Write a Clear, Comprehensive Permission Form
- Use Customer Surveys to Fuel Your Reference Program
- Manage the Program
- Assign a Point Person
- Use Customer References to Train Sales Staff
- Use References in Sales Presentations
- Monitor the Customer Reference "Temperature" Continually
- Automate and Measure
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