Byrnes Communications

Business Challenge Stories

"WE NEED AN COHESIVE, COMPELLING CONTENT CAMPAIGN TO DRIVE PARTNER SALES!"

"WE NEED AN COHESIVE, COMPELLING CONTENT CAMPAIGN TO DRIVE PARTNER SALES!"

Challenge
Our client was a partner marketing manager at an enterprise technology company who managed the joint marketing programs with a key software vendor. The client needed to drive awareness and sales with both companies, but progress was stalled with the partner over where to focus their efforts.

Approach
After discussing the joint marketing goals with our client and her partner manager, our team delivered a suite of compelling, co-branded content designed to increase awareness and drive demand, including an infographic, an executive customer presentation deck (for sales), a case study, and a sales training module. The messaging focused on the joint value proposition and incorporated branded elements from both companies to create a look and feel that clearly identified the assets as part of a campaign, while complying with all brand requirements.

Results
Both companies were thrilled with the assets developed and attributed sales impact to the campaign.

Key Learning/Takeaway
Partner marketing can be challenging, but it is possible to create a campaign that meets the needs of both sides. Understanding the must-haves for each company as well as the "better-together" value proposition can go a long way to creating a successful campaign.

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Courtney Struthers
"WE NEED AN ADVOCACY PROGRAM UP AND RUNNING IN LESS THAN A MONTH!"

"WE NEED AN ADVOCACY PROGRAM UP AND RUNNING IN LESS THAN A MONTH!"

Challenge
Our client, a leader in enterprise cyber security, wanted to build, launch and manage a comprehensive customer advocacy program to broaden the company’s relationship with its customers. The client needed to get its hub up and running quickly for recruiting and as a rallying place for customers, with a launch date tied to their yearly customer conference.

Approach
Our team was brought in to help with this advocacy program as we had worked with the program owner previously at another company - on advocacy - and they knew we would be able to help them launch a high quality program in the required timeframe.  We worked with the client to develop the program strategy and roll out based on the client’s goals, and set up their Influitive hub (including settings, invitations, starter path challenges, architect match categories/groups, rewards, testing).

Results
The hub launched prior to the annual conference with full support from internal stakeholders. Initial numbers for advocates joined exceeded targets, and within six months the number of engaged advocates exceeded the goal by 155% with a challenge completion rate of 89%, with over 4,000 acts of advocacy completed. The Byrnes team was also able to transfer knowledge to some of the client's team who had not previously worked with advocacy or Influitive.

Key Learning/Takeaway
Launching an advocacy program in a limited timeframe is a challenge, but it can be done! Since the program directly communicates with end customers, it is critical to roll out the program in a clear, organized manner, both internally and externally.

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Courtney Struthers
"MULTIPLE CUSTOMER REFERENCE TRACKERS, MANUAL REPORTING - WHAT TO DO?"

"MULTIPLE CUSTOMER REFERENCE TRACKERS, MANUAL REPORTING - WHAT TO DO?"

Challenge
Our client, a business unit in a large global technology company, was new to their role in customer references and inherited multiple reporting and tracking tools from the employee previously in the role. Management wanted to see regular status reports of leads, and each manager wanted a slightly different report based on their needs. A significant amount of time was spent on data entry and creating reports manually, and reporting was a challenge due to disparate data. Only one person could make updates to the main tracker at a time, which caused confusion.

Approach

The Byrnes team recommended a secure, cloud-based tool called Quickbase. We developed a tracking and reporting application that automated much of the data entry, and developed an dashboard that pulled data and automatically created reports for each manager. The tool allowed multiple users to enter data at the same time.

Results
The on-demand tracking and reporting system was up and running with all data - over 100 customer profiles - in less than a week, replacing multiple spreadsheets and emails. Management was thrilled with the ability to see up-to-date, customized reports showing leads in the pipeline by region, industry, status, notes, and more, and accuracy was greatly increased by standardizing data fields.  The client was able to save eight (yes, eight!) billable hours per week with the new automated system, which more than paid for the cost of the tool.

Key Learning/Takeaway
Tracking and reporting are critical to successful customer reference programs. There are several secure, on-demand tools in the market today that can help your team reduce time spent on tracking and reporting, leaving more time to build the strategic areas of your program.

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Courtney Struthers
"WE HAVE 3 WEEKS TO SECURE SEVEN CUSTOMERS FOR AN ANALYST REPORT!"

"WE HAVE 3 WEEKS TO SECURE SEVEN CUSTOMERS FOR AN ANALYST REPORT!"

Challenge
Our client, a multinational information technology company, needed to secure seven customers to speak with a leading analyst firm within a timeline of less than three weeks in order to have a chance at a positive analyst report. The customers needed to meet specific criteria for product use across a range of industries and regions.

Approach
Having been a part of a cross functional reference team at the client, our team was able to pull together 38 leads from multiple sources inside the company. After writing a compelling email request, we reached out to the client's sales team for all leads within two days from receiving the request. Our team also created a tracking sheet with daily dashboard to send to management for status updates due to the tight timeline.

Results
Two weeks after receiving the request from the client, all seven customers had been secured with one week to spare. The analyst calls with customers went well and positioned the client for a positive report. Leads that were not a fit for this activity were flagged in the tracker as potentials for the next analyst request or for other reference opportunities.

Key Learning/Takeaway
Planning ahead is always best when it comes to reference requests, but it's not always possible. Keeping a pulse on sources of leads in your organization - sales reports, sales teams, win reports, sales calls - and cultivating good relationships with the sales teams is critical for fast turnaround requests.

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Courtney Struthers