Track Sessions

Customer Engagement

Customer engagement enables organizations to fulfill the brand promise through thoughtfully designed strategy, purpose-driven execution and audience-centric communication. In this track, we will explain how to deliver aligned customer engagement that creates measurable success.

Messaging Nautilus: The Post-Sale Edition

Presenters: Alisa Groocock, Rachel Young

As organizations increase marketing investment in customer engagement, marketers must be prepared to create messaging and content that drive customer adoption, retention, loyalty, upsell, cross-sell and advocacy. The SiriusDecisions Messaging NautilusTM is a proven methodology for creating audience-centric messaging that resonates with prospective buyers. In this session we will introduce the Post-Sale Edition of the Messaging Nautilus to help marketers create messaging for existing customers throughout the entire customer lifecycle. This presentation will provide the following benefits:

For marketing:

  • Learn a best-in-class methodology for developing messaging that aligns with the phases of the customer lifecycle
  • Understand how to identify key customer roles and needs that matter most in the post-sale environment

For sales:

  • Improve customer engagement with a deeper understanding of customer motivation post-sale
  • Increase sales enablement for account teams responsible for strengthening customer relationships

Functional Design for Post-Sale Engagement: What’s In and Out?

Presenter: Lisa Nakano

B-to-b customer engagement leaders have a lot of priorities, so they need to understand best practices for designing a function that drives multiple post-sale areas, including adoption, loyalty and advocacy. With so many choices for where to start and how to evolve, engagement leaders save time and deliver better results when they use a flexible functional design model that reflects business priorities and resource realities. This presentation will provide the following benefits:

For marketing:

  • Learn how best-in-class organizations structure aligned post-sale customer engagement functions
  • Understand what are foundational vs. more innovative elements for customer engagement functions and which technologies are required for post-sale customer engagement delivery
  • See how the SiriusDecisions approach to prioritizing customer engagement components helps you design and deploy a program that’s right for your organization

Programs of the Year: Customer Engagement

Facilitator: Melissa Archambault

The one question that SiriusDecisions analysts get most often from our clients is: Can you show me an example of someone who’s doing “X” the best? Interactions with hundreds of companies and thousands of seatholders allow us not only to answer the question in the moment, but also to bring examples to our Summit attendees in a series of sessions we call Programs of the Year. This presentation will provide the following benefits:

For marketing:

  • See which customer engagement programs our analysts have chosen as best-in-class
  • Hear from the clients who developed these programs, who this year will present their own winning stories