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

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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GlobeNewswire | January 10, 2024

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Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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