Being in customer marketing, I am always looking for new and better ways to identify and empower our most active customers. Enter the Special leads Marketo Champion program that was launched in June of 2011. The purpose of the program was to reward and celebrate our biggest brand advocates. We’ve now “inducted” 50 customers into the program and it Special leads has been an enormous success. In the last year, we’ve seen a substantial increase in our social media engagement, community contribution, and overall reference activity by our Marketo Champions and customers hoping to reach
Champion status. Here are my steps in creating your own Special leads Champion-esque program: Step 1: Identify characteristics you want “Champions” to have We identified and ranked customers based on 5 characteristics, each having multiple activities that I scored and Special leads ranked against. Make sure that the characteristics you choose can have factual and unbiased metrics associated with them–this will be helpful when you start ranking Special leads your advocates’ participation.
For example – “they are really funny” isn’t easily quantifiable and Special leads will make it tougher for you to choose (and explain why you chose) your advocates. Here are the characteristics that we decided were the most important for our advocates to exhibit: Is a loyal reference for our organization Leads thought leadership conversations offline and online Has deep expertise in Special leads our product Responds in social media and our customer community regularly Voices innovative product ideas Step 2: