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.
Once you’ve decided to move ahead with a reference marketing program, the first thing to do is determine your objectives. Of course, you want to increase sales, but there are a lot of other benefits you can derive from reference marketing.
When it comes to choosing the components of your marketing plan, return on investment is an important consideration. If you’re like most marketers, trying to do more, with less, you’re likely looking for options that will deliver the highest return on your marketing spend, while checking off a few other boxes for your organization as well. For many tech and healthcare companies, customer reference marketing represents one of the best and most cost-effective ways to create awareness and build credibility with prospects.
Why invest time and money in an ongoing reference marketing program? The hidden payoff of customer loyalty is a big reason.