G2 Buyer Behavior Behavior Report (Research – Report)
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Global Category: CMO
For Marketers: A Customer-Led Growth action plan (Course)
Taught by Eran Livneh Note: Need to register on the CLG Campus to take the course. This course covers Eran’s perspective on what is Customer-Led…
Advanced Customer Marketing (Workshops)
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Why does Customer Marketing struggle with Publicity Clauses?
By Irwin Hipsman If you are the first Customer Marketing person at your company, it is important to build a foundation for enhancing your current…
Create a field in Salesforce: This takes some thought as it is not a binary yes/no. Contracts change over time, companies use their own T's and C's, or the publicity clause edited. I recently did this at Nexthink and we finalized on 6 options.
Find the publicity clause: Literally, every contract needs to be looked at, the clause found and interpreted. Depending on how the contract was saved, you might be able to search for the words publicity, marketing or marks (trademarks). In Salesforce, the contract could be found with the opportunity or the account, in file cabinets, or with legal’s system of record. Even better, contracts may be in another language or changed during a renewal.
Use of Logo “Customer agrees that Service Provider may identify Customer as a customer and use Customer’s logo and trademark in Vendor’s promotional materials”. This is pretty standard and would include a website or customer list in a presentation.
Use of Logo+ “Service Provider may: (i) use the Customer’s name and/or logo within product literature, press release(s), social media, and other marketing materials; (ii) quote the Customer’s statements in one or more press releases or case studies”. This is where it starts to get sensitive, especially with press releases. In a contract negotiation, nobody is going to want to pick and choose where to use the name/logo and I would suggest not including press releases in a clause like this.
Also, the last thing you want to do is get your customer in trouble with their company. To avoid this, regardless of what the contract says, the vendors internal process should be quotes for a press release or participation in a case study require written permission.