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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Coupa CMO On The Importance Of Customer Voice In A Peer-Bound World

Coupa CMO on the Importance of Customer Voice in a Peer-Bound World

Chandar Pattabhiram is the CMO of Coupa, a cloud-based spend management platform, and previously led marketing at Marketo and Badgeville. He will be on stage with our founder and CEO Vinay Bhagat, MapD CMO Grant Halloran and Gainsight CCO Allison Pickens at CMO Inflect on Sept. 21 for a session on Accelerating Growth With Your Customer’s Voice. We recently talked to Chandar about his unique perspective on leveraging customers and advocacy to drive marketing results.   As a marketing leader, how are you adapting to the change in B2B buying behavior? We used to live in a world where brands…

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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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TIBCO CMO Shares His Secret For Launching A Marketing Rocket Ship

TIBCO CMO Shares His Secret for Launching a Marketing Rocket Ship

Thomas Been, CMO of TIBCO, was recently named Marketing Executive of the Year by PR World Awards. We recently spoke to Thomas about the role customers play in his award-winning strategy.   Tell us about TIBCO and your role at the company. TIBCO provides businesses with connected intelligence. On one end, we allow businesses to connect their systems and get data they can use in their applications and processes. Then we enable them to use that data to augment their intelligence by putting insights into the hands of the right people, like business users or data scientists, and into the…

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How AlienVault Optimizes Their Marketing & Sales Funnel With TrustRadius

How AlienVault Optimizes Their Marketing & Sales Funnel With TrustRadius

Shanel Vandergriff, SVP of Marketing at AlienVault, shares how the security platform leverages the voice of their customer to boost conversion at every stage of buyer's journey. AlienVault originally invested in user reviews to scale the authentic peer insights that resonates with IT practitioners. Today, they use the full suite of TrustRadius products to leverage this content in their own channels and optimize their go-to-market activities.  Why did AlienVault initially choose to invest in TrustRadius? The buyer's journey has changed dramatically over the last decade. Forrester recently came out with a study that said 74% of B2B buyers do the majority of their research online, and they predict…

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Success Story: Gainsight + TrustRadius

Success Story: Gainsight + TrustRadius

Customer reviews are extremely valuable to Gainsight. Our sales reps use them in competitive deals as a social proof point. It saves us a lot of time and, most importantly, accelerates deal cycles. Lauren Olerich, Director of Demand & Customer Marketing, Gainsight Customer Gainsight is a customer success solution that helps businesses reduce churn, increase upsell, foster advocacy and boost efficiency. With more buyers going online to conduct independent product research, Gainsight's demand generation team realized they needed to harness the third-party proof their prospects were looking for. Challenge Prospects were bypassing traditional sales channels and engaging much later in the buying process Marketing needed to showcase…

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How Gainsight Uses TrustRadius To Accelerate Their Deal Cycles

How Gainsight Uses TrustRadius to Accelerate Their Deal Cycles

Lauren Olerich is the Director of Demand & Customer Marketing at Gainsight, a customer success SaaS platform for B2B enterprises. She talks about how they are using reviews to accelerate deal cycles and manage requests for references. She also gives us insights into their quarterly goals for reviews and ratings, plus how their sales reps used the reviews in competitive deal cycles as a social proof point. Why did Gainsight decide to invest in reviews? We’ve noticed a trend where more and more people are going online to do their own research on software products rather than filling out a “Contact Us” form. They are using sites like Yelp in…

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Success Story: Marketo + TrustRadius

Success Story: Marketo + TrustRadius

TrustRadius has allowed us to accumulate reviews at a faster pace by going beyond our traditional customer advocates, leverage the rich user insights to drive continuous improvement and accelerate deal cycles. Stephanie Roodhouse, Director of Customer Marketing, Marketo Customer Marketo is a marketing platform that serves a diverse range of SMB and enterprise clients. When there was a strategic push to get more user content and insights, Marketo's customer marketing team turned to TrustRadius to quickly scale and strategically leverage authentic third-party reviews. Challenge Customer marketing needed to get more users on the record as part of a company-wide initiative to embrace transparency Demand generation and field marketing teams did not…

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