Authenticity Is The Future: Oracle CCO On The Evolving Role Of Customers In Enterprise

Authenticity is the Future: Oracle CCO on the evolving role of customers in enterprise

Jeb Dasteel is the Chief Customer Officer at Oracle and co-author, with Craig LeGrande and Amir Hartman, of Competing for Customers: Why Delivering Business Outcomes is Critical in the Customer First Revolution. We talked to Jeb about what it means to be customer-centric and how Oracle is embracing customer voice as a strategic advantage. Tell us about your role at Oracle. When I was named Chief Customer Officer at Oracle, I literally didn’t know anybody else that had that title. I came to Oracle in 1998, and in late 2004, I was asked to take on the task of driving…

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The Engagement Economy: How To Build The Relationship B2B Buyers Want

The Engagement Economy: How to build the relationship B2B buyers want

Recently, marketing automation vendor Marketo partnered with Illuminas to conduct research on The State of Engagement in 2017. They surveyed 1,192 marketers and 1,000 B2C and B2B buyers to find out how marketers build relationships with their buyers and where there is room for improvement. The study’s main conclusion — that “marketers think they are effective at customer engagement, but consumers think they could do better” — draws a clear parallel with TrustRadius’ own research into the The B2B Buying Disconnect, in which we specifically looked at the gaps and opportunities between business technology buyers and vendors. Drawing on findings from…

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New Guide: Everything You Need To Know To Launch A 5-star Review Program

New Guide: Everything you need to know to launch a 5-star review program

Marketing and selling B2B technology isn’t easy. Bill Macaitis, who has led marketing at Slack, Zendesk and Salesforce and is now a TrustRadius board advisor, coined a phrase that instantly resonated with our team: B2B is a tough beast. You’re not selling in one day, you’re selling over months. People have never done so much research, often times before they even reach out to you, and during that process they want to hear from real customers. To the extent you can provide that to them, you are going to build trust. And trust is key, especially for a SaaS company…

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Strategy Spotlight: How To Become Your Own Chief Listening Officer

Strategy Spotlight: How to become your own Chief Listening Officer

Bob London, founder and CEO of Chief Listening Officers, helps B2B companies develop marketing strategies by tuning in to their customers’ challenges and priorities. We sat down with Bob to discuss how vendors can capture the customer’s voice and put it to work in marketing and sales.   When did you realize the value in listening to customers? Over the past 20 years, I have worked with a lot of B2B technology companies as a marketing executive and outsourced CMO. When these companies would share their marketing and sales strategies with me, many of them were very confident that they…

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Executives Vs. End-Users: Who Do Your Buyers Want To Hear From?

Executives vs. End-Users: Who do your buyers want to hear from?

If you’re thinking about a review program, you probably know that your buyers would rather hear from your customers — the people actually using your product — than your marketing team or your sales reps. The next question to ask yourself is, which customers should you ask to share feedback? Many vendors believe that reviews from executives are the most important, and want to focus their outreach on that segment. The impulse behind this executive mindset is understandable. Some think that the more impressive a reviewer’s title, the more influence their review will have on purchasing decisions. Others believe that…

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Lifesize CMO On Customer Obsession & Building A Brand Buyers Love

Lifesize CMO on Customer Obsession & Building a Brand Buyers Love

Tiffany Nels is the CMO of Lifesize, a video conferencing solution that has evolved from hardware-focused company to a robust cloud-based platform. We recently talked to Tiffany about the importance of customers in building a powerful brand. What is the role of customers and customer voice at Lifesize? One of our core values at Lifesize is to “Lead with Customer Obsession,” to focus maniacally on our customers. When companies talk about customers from a cultural perspective, it’s usually about customer success and support. But that lens is too narrow — every single part of your business needs to exhibit customer…

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The Positive Impact Of Negative Feedback In Reviews

The Positive Impact of Negative Feedback in Reviews

With so much riding on their technology stack, B2B buyers need to have a good understanding of a product’s shortcomings before they purchase it. But buyers know that vendors usually aren’t forthcoming about their product’s limitations. To make sure they’re getting the full picture, buyers go straight to end-users instead, tapping into their personal network and consulting third-party reviews. According to our latest survey, 88% of buyers using TrustRadius were looking for negative feedback in addition to positive insights. While most vendors appreciate that critical feedback is essential for building a better product, knowing buyers read that negative feedback on…

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What Bill Macaitis Learned About Customer Voice At Slack, Zendesk & Salesforce

What Bill Macaitis Learned About Customer Voice at Slack, Zendesk & Salesforce

Bill Macaitis has led marketing at some of B2B technology’s most iconic and fastest growing companies, including Slack, Zendesk and Salesforce. He also recently became an advisor at TrustRadius. We sat down with Bill to discuss the new customer voice imperative and why he joined the TrustRadius team. How have you seen the role of customers and the customer voice evolve in the tech space? If you look back through history, the successful companies are always ones that have embraced a customer-centric approach. That being said, within the last 10 years we’ve seen this seminal moment where the voice of…

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