Post on 21-Jan-2017
Growing in a Traditional Industry by Marketing with Your Customers
Ellie Mirman@ellieeille @toasttab
Restaurant technology platformThousands of customer locations across the US
250 employees, HQ in Boston
Get Them TalkingAsk• Classic CTA best practice• After a positive interaction• In the product• On the website
Give them a reason• Customer success• Incentive/reward
Get the Right Ones Involved
“Keystone Customers”
1. Get them on board
2. Make them successful
3. Make the ask
Touch and Feel the Product
• In-person sales conversation
• Visit a current customer and see it in action
• Online videos and gifs
• MOFU-focused SEO
The Obvious: Customer Referrals
The Less Obvious: Review Sites
Also Remember: Organic SearchDirect TrafficCase Study Influence
Customer Marketing Funnel
Leads
MQLs
Opportunities
Customers
Evangelists
Customer ReferralsReview
SitesBranded Sources
Reference Calls
Content Influence
Growing in a Traditional Industryby Marketing with Your Customers
1. Have your customers be your voice
2. Allow customers to touch & feel the product
3. Measure all contributors to the customer
marketing funnel