Customer Success upholds and revamps the value-driven from a product, says Folloze's Adi Aloni

Media 7 | February 14, 2022

We had an opportunity to explore the crossroad between marketing and customer success with Adi Aloni, VP of Customer Success at Folloze. Read and find out more about building a customer success team from the ground up.

In an ideal world, there’s no “handoff,” it’s a seamless transition between natural phases of the buying process.

MEDIA 7: As a customer success leader, what do you think is the key to developing long-term customer relationships?
ADI ALONI:
There are 2 main pillars to customer loyalty - value and experience.

Value - The main role of customer success is to constantly deliver and demonstrate value to the customer. While the product itself demonstrates value in different ways, it’s on Customer Success to reinforce it and repackage it in a way that is optimized for the audience.

Experience - According to Forrester, more than 60% of buyers now say providers that are knowledgeable and address their needs have the most positive impact on their buying decisions. This is why it’s so important to design a holistic experience that spans the entire lifecycle of the customer and is highly personalized and relevant. In an ideal world, there��s no “handoff,” it’s a seamless transition between natural phases of the buying process.


M7: Folloze’s mission is to “Turn every customer interaction into a meaningful engagement.” How is Folloze changing the way sellers interact with buyers?
AA:
We are changing the landscape by being hyper-focused on the buyer experience because we know that being buyer-centric drives big results. According to McKinsey and other analysts, B2B companies that move fast, and deliver personalized experiences across the entire buyer journey, not just top of the funnel, thrive and generate between 10-20% of top-line growth. 
That means that all go-to-market functions need to be aligned to the buyer experience and deliver value that makes the interaction meaningful.

For example, like most buyers today, I myself do most of my research online and prefer digital interactions over human interactions. But it’s a lot of work, and I have to browse through hours of content that is not necessarily relevant to me. Highly targeted and personalized communications from a seller, that takes me into a highly personalized digital experience, can shorten my process and possibly also get me engaged with that seller.

That’s exactly the problem that folloze is solving. Marketers who are using Folloze are leveraging their strengths in content, messaging, target-audience building, etc. Sellers are leveraging their strengths in relationships, and deep audience research. Together they can easily collaborate on an impactful campaign and get it to market quickly.

Read More: Affise’s founder Dimitri Zotov believes that Partner Marketing space will see huge growth in the next few years.


Marketing roles are getting more and more specialized and demanding.



M7: What are some of your go-to tools to gather data and communicate with customers?
AA:
Keeping our pulse on customers is, of course, a key area of focus and we're always adding and evolving the ways we do that. Product usage/adoption and engagement are a couple of main focus areas for us when it comes to data collection.

By monitoring customer activity using the product, we can use those insights to recommend additional use cases, optimization opportunities, and next best actions. We deliver those recommendations in a number of ways, including emails, in-app messages, and live CSM interactions.

We collect engagement data based on what is happening on our customers' Folloze Boards (the terminology for the digital destinations customers are creating with our platform). We use this information to help them optimize and further personalize their campaigns, and we do this mainly through live CSM interactions.


M7: How do you measure customer satisfaction?
AA:
We believe that our customer portfolio, and the number of true Folloze champions on that list, speak volumes. In addition to the monitoring and tracking tools mentioned above, gather qualitative feedback from customers and encourage open communication with us equally about successes and pain points. We value that feedback and we're eager to work hand in hand with our customers to ensure that they're getting the most out of the Folloze Buyer Experience Platform.

Also, we are proactive when it comes to providing helpful tools and content to empower customers to get the most out of our product. We are always increasing the amount of tutorial-type content we have available, and we will be adding more application-based recommendations and training content aligned to specific platform features in the near future.

Read More: We're giving companies a faster way to start Partner Marketing, says Sam O’Brien, CMO at Affise.


Change is hard, and people need a lot of guidance when going through it.



M7: If you had to describe a challenging customer experience that you’ve resolved, which would it be? How did you resolve it?
AA:
One of the things that I’ve dealt with a lot in my career, regardless of what hat I was wearing, is change management. Change is hard, and people need a lot of guidance when going through it. Specifically, in the MarTech space, the landscape is ever-changing and getting more and more complex. At the same time, marketing roles are getting more and more specialized and demanding.

While Folloze is making many aspects of the marketer’s life easier, we’re also representing the change in tools and processes. Our customers look to us for guidance, especially when it comes to marketing and sales relationships.
One customer, in particular, was very slow to complete onboarding and launch because of tensions between marketers and sellers.

They were targeting their most strategic customers using our platform and, understandably, the account teams required long approval processes to launch. Using value proof points from other customers and from campaigns that had already been launched for that specific customer, we were able to get more executive involvement and speed up the process to the satisfaction of both sides.


M7: You’ve built the Customer Success team at Folloze. What are three of the most important characteristics to you in teammates?
AA:
Building a great team continues to be one of the most satisfying things I get to do at Folloze. To join our team you have to be:

  1. A team player and a good person- People buy from people and work with people. I care deeply about creating a collaborative, supportive, and fun environment.
  2. Be customer-centric- We wouldn’t be here without our customers. By keeping that top of mind, it ensures we’re always doing the right things for the customer. By putting ourselves in their shoes, we can ensure that we’re always guided by empathy.
  3. Driven and excited- Our team members have a true passion for the product, for the team, and for our customers.

ABOUT FOLLOZE

Folloze builds the easiest and most powerful Buyer Experience Platform. With Folloze, any frontline marketer can quickly build and launch personalized experiences and campaigns across the entire B2B buyer journey.  Folloze has delivered over 300,000 campaigns and $11B in the pipeline for top B2B brands including Cisco, Autodesk, Qlik, Oracle, and Edwards Lifesciences.

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Folloze | September 12, 2022

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It is a step-by-step guide that will transform how professionals think about marketing and selling in the modern age, equipping them with the strategies and tools they need to eliminate guesswork and other outdated practices. “This book was born to meet the needs of a new generation of sales and marketing leaders who are ready to ditch the traditional strategies, tactics, and technologies that are no longer working,” said Conant. “The nature of our work at 6sense and the scope of cross-industry customers we serve gives us a profound view of the need for a how-to guide to revolutionize sales and marketing efforts and enable all businesses to proceed with confidence. We put these strategies to work at 6sense, enabling us to achieve 1,136% three-year revenue growth and rank #550 on the 2022 Inc. 5000.” In the two years since the book’s initial release, Conant has compiled more critical information to better equip sales and marketing leaders with the latest strategies and tactics to succeed in 2023 and beyond. As a result, in this version, readers can expect: Conant’s and 6sense’s collective knowledge and industry expertise on modern marketing strategy and the tactics to make them happen. An all-new chapter, “The Modern Sales Organization,” authored by Mark Ebert, 6sense’s Senior Vice President of Global Sales, dives deep into the latest and most effective selling principles from the Chief Revenue Officer perspective that put sales teams in a position to win. Foreword by Jason Zintak, CEO of 6sense – someone who started and grew his own career as a business development representative (BDR), outlines the credibility and timeliness of the book, provides solid rationale for change and calls to action to create better B2B buyer and go-to-market experiences. An FAQ chapter answers questions about how to put these modern sales and marketing approaches into practice — including a step-by-step guide to implementing an authentic, spam-free nurture program. Key sales and marketing topics spanning data, AI, technology stacks, customer experience, B2B buyer behavior, prospecting, personalization, pipelines, the role of BDRs, lighting up the Dark Funnel™, all things account-based marketing, and more. The mindset shift required to be a market expert, how it benefits your entire organization, and what you’ll need to leave behind to drive change. “This book challenges sales and marketing leaders to engage customers the right way, in the right place, at the right time to achieve predictable revenue growth. It lays out exactly how to enable sales and marketing teams to take pride in the customer experience and put prospects at the center of everything,” said Ebert. “It’s a prescriptive roadmap to uncover customer demand, prioritizing which accounts to work, engaging the entire customer buying team, and measuring real success and revenue growth.” “This book challenges sales and marketing leaders to engage customers the right way, in the right place, at the right time to achieve predictable revenue growth. It lays out exactly how to enable sales and marketing teams to take pride in the customer experience and put prospects at the center of everything,” said Ebert. “No Forms. No Spam. No Cold Calls.,” is available nationwide today at Amazon, Barnes & Noble and other retailers. All proceeds from book sales will go to GoodSense, the charitable arm of 6sense, whose mission is to support communities they operate in. For more information: Get excerpts, read reviews and purchase the book on Amazon or Barnes & Noble Visit the landing page, where you can read the first chapter for free Follow Latané on LinkedIn and 6sense on LinkedIn and Twitter Stay updated with announcements at the 6sense Newsroom About Latané Conant As CMO of 6sense, Latané is passionate about empowering marketing leaders with effective technology, predictive insights, and thought leadership so they can confidently lead their teams, company, and industry into the future. As a “recovering software saleswoman” she is keenly focused on leveraging data to ensure marketing programs result in deals, not just leads. Latané leads the Empowered CMO Network, an organization focused on empowering women CMOs to realize their full potential professionally and personally through leadership, inspiration, and craft. She is a member of Pavilion and serves in Advisory Board Member roles for both Mediafly and Atrium. Latané is creative, charismatic, and competitive. Her high energy, positive attitude, and sense of humor are contagious and it’s hard to find a customer, partner, audience, or employee who doesn’t want to work with her. Follow her insights, inspirations and updates on LinkedIn. About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI™ captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter.

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