Impact Academy Advocacy training starts June 10! The other day I did an informal poll on LinkedIn, Instagram, and even asked you to just reply to my email to tell me who owns Advocacy in your company. The result: a relatively even split between CS and Marketing (slight edge to Marketing on LinkedIn). But the comments and replies add much needed context. Again, this is informal but tracks with what I've seen in the wild: while one of those departments may "own" Advocacy, the reality is most companies simply don't have a formal Advocacy program. At best, Marketing will spin-up a campaign to try to get reviews (generally to off-set a swath of bad reviews) and enlist the help of CS, and this generally fails to deliver the desired results. Or CS does the same thing, hoping to give Marketing and Sales some help or generate some Social Proof to use to motivate action with existing customers, but again, it fails. It fails because it's a one-off "campaign" or "project" and not something that's strategic, operationalized, and orchestrated. Like most things done on a whim or some urgent mandate to "fix" an issue (like bad reviews) it's going to deliver subpar results, at best. And then, because it didn't work, well... we're certainly not going to invest in creating a real Advocacy program. We tried that already and failed. Right. Except you didn't. So the answer to who owns Advocacy is... no one, really. The answer to who SHOULD own Advocacy? I'll tell you on Monday. Have a great weekend! ~ Lincoln BTW: Our next 2-week training program at Impact Academy is all about Customer Advocacy - that is, to get your customers to spread the good word for you - and it starts on June 10, 2024, Learn about the program and sign-up here. ... |
I help SaaS companies Maximize LTV through Customer-centric Upselling
My new book, Maximizing Lifetime Value, will change how you think about revenue growth—forever. 📌 Go to the sales page now, so you can:✅ Watch my welcome video – See why this book is a game changer✅ Listen to the deep-dive podcast – Get the big ideas in minutes✅ Read the first part of the book – See for yourself✅ Buy the full book & get instant access Do this, and change your business forever. ~ Lincoln BTW: You’ll get the polished digital version when it’s officially published. This is the...
The "UI Sludge" tactics to Deflect, Distract, and Delay cancellations sparked interest during the Customer Save workshop—but applying them to higher-touch B2B Enterprise without in-app cancel flows left some scratching their heads. To clear this up, I created Applying Cancel Sludge in B2B Enterprise—a guide showing exactly how to make this work in your context. You’ll get this new guide along with: The full 2-hour workshop replay 45-min Q&A How to Save Customers eBook (20 pages) Example...
TL;DR - You missed the "Save Customers" workshop. Buy the workshop replay here. You'll get instant access. Stop churn in Q1! The two “Save Customers” workshops were packed with high-impact, no-nonsense tactics to stop churn in Q1. We spent two hours breaking down actionable strategies and another 45 minutes in Q&A to tackle real-world challenges. And you missed it. I showed how a single system-generated email can trigger cancellations—and exactly how to fix your cancel flow to stop churn. We...