Engaging influencers to create a customer-centric company
Mindjet, a software startup, had 750,000 customers around the world. Over time, they started diverging from being a customer-driven company to being technology driven. Many of their long-time customers were starting to feel alienated from the company.
Our objective was to develop an influence marketing program in which the relationship with customers was mutually beneficial to them and to Mindjet. Making customers feel valued and supported was key. In turn, they became vested and participated in a variety of ways: beta feedback, town hall meetings with engineering, focus groups with marketing and UI team, testimonial videos (screenshot on left) and sharing insights with sales and customer service.
We created the company’s first influence marketing program and converted over 1,300 of the most influential customers from all over the world into an army of passionate and loyal brand advocates, 88% bloggers.
The influence marketing team also started Mindjet’s foray on social media and created Facebook, Twitter and YouTube communities to develop new brand advocates. We used publisher sites such as Flickr and YouTube to connect with new users, share relevant tips and promote customer content.
The team reached out to brand advocates in advance of product announcements and asked their help to spread the word through their blogs and networks. Key influencers were also recruited as spokespersons for press interviews.
We worked across each department to bring the voice of the brand advocates into all aspects of product development, customer support, sales and marketing including customer-generated content and testimonials in sales tools, corporate blog, webinars, website, e-newsletter, email campaigns, case studies, videos, webinars and social networks.
These are the results of building a relationship with influencers and earning their trust. Their participation, passion and influence helped Mindjet achieve these results in just two years.
By pro-actively injecting the voice of the customer at every possible opportunity, it changed how the company operated, improved the brand image and created a customer-driven culture.
To find out how you can achieve fabulous results like these for your program, read about our services:
let's get started!
All it takes is an initial meeting so we can provide a custom-created proposal with a scope of work, timeline and budget. We keep the process simple, straightforward and fast. Contact us now: firstname.lastname@example.org
Our press coverage as a result of our PR work.
We repurposed content into a myriad of marketing pieces and amplified them on social media to generate web traffic and leads.
We captured customers' stories and turned them into human interest angles that reporters loved to cover.
Many customers used our product to organize their book writing process. We featured these customers in the spotlight at every opportunity in visual and interesting ways.
We recruited these evangelists to speak at conferences about how they used Mindjet software.
We invited customers to meet internally with different teams at Mindjet for product feedback.