You’ve launched your customer reference program, and created several reference cases – now how do you measure the results? Just like all your other initiatives, you need to be able to measure the return on your marketing investment. There are many different measures that you can use to gauge the impact of your customer reference program (CRP). Here are a few examples:
You did everything right when you launched your customer reference program – you ensured that you had buy-in from sales, you held a high-profile launch event and you developed a clear, comprehensive process to manage all related project flow.
Customer reference programs are one of the most powerful tools in the B2B marketing toolkit. Whether you call them success stories, testimonials, reference stories, or advocate marketing, these profiles of your customers and their experiences with your company and product are extremely influential.