This interview is with Melody Leatherbury, Customer Marketing Manager at Webex Events. Let’s see how she views reviews.
Melody is a customer-centric marketer with over 8 years of experience working on programs to deliver better customer experiences. She is currently a Customer Marketing Manager at Webex Events. Her prior work experience includes running a Voice of Customer program for a global HVACR manufacturer, designing and executing their customer surveys, focus groups, and customer interviews to influence business strategies and marketing campaigns. Melody also rebranded and managed an award-winning customer advocacy program at Cvent and received the “Most Engaged Advocate Community” awards from Influitive and Stevies in 2018. Melody was also a finalist for the Advocate Marketer of the Year award by Influitive in 2019. She also has experience creating and managing referral, reference, and product review programs. Prior to joining Webex Events, Melody worked as a consultant for AmeriGas, helping to launch and manage an automated text messaging program for various customer journeys.
Melody recently moved from the D.C. metro area to Jacksonville, North Carolina with her husband, daughter Kaia, and English bulldog Bao. She loves to cook, paint, try new foods, hang out at NC’s beautiful beaches, and visit Taiwan where her family is from.
We’re lucky to have Melody provide her views on reviews in B2B software.
1. How did you get into B2B SaaS?
2. What drew you to a career in Customer Marketing?
3. What was your first experience with reviews in business software?
4. What role have you seen the Customer Marketing department play in reviews?
5. What does Customer Marketing want from Customer Success when it comes to reviews?
6. What have you found works—and what doesn’t—in review generation (when asking for reviews)?
7. How do you see reviews fit into a broader customer marketing program?
8. What was your favourite review request campaign?
9. What advice do you have for B2B SaaS vendors who want to get more reviews?
10. What helps customers write reviews?
- Collecting reviews should be a success metric not only for Customer Marketing but also for Customer Success, Professional Services, and other customer-facing teams who need to play a supporting role in asking customers for reviews.
- Customer-facing teams are the best people to directly ask customers for reviews because their relationship makes it easier to gauge whether it’s the right time to ask for a review. They also have relationship capital that can increase the chances of getting a review.
- Reviews can be a positive byproduct of an effective and engaging customer marketing program. If you’re building or leading a customer marketing program, be sure to make reviews a part of it.
- Brainstorm ideas for when you should ask your users for reviews and who you target for reviews. There are many milestones that make for a good opportunity to trigger a review request, so think through those milestones for your users, and don’t limit yourself to just NPS scores.
- Take a multi-channel approach to review generation. Run a review booth at an in-person user conference and a digital scavenger hunt in a customer advocate portal and you might also generate 250 reviews in 3 days.
- Make the process of reviewing your software clear and straightforward for the review candidate, and be sure to include an incentive (if you’re a vendor generating reviews on a business software review site).
This article was originally published on B2Bsaasreviews.com