Growing in a Traditional Market by Marketing with Your Customers - Ellie Mirman - Toast - Growth Camp June 2016

Growing in a Traditional Industry by Marketing with Your Customers

Ellie Mirman@ellieeille @toasttab

Restaurant technology platformThousands of customer locations across the US

250 employees, HQ in Boston

Challenges

Not a a computer Like to do business face-to-face

Not techies

Your customers are your #1 marketing channel

in a traditional industry

Part 1:Customers as Your Voice

Get Them TalkingAsk• Classic CTA best practice• After a positive interaction• In the product• On the website

Give them a reason• Customer success• Incentive/reward

Get the Right Ones Involved

“Keystone Customers”

1. Get them on board

2. Make them successful

3. Make the ask

Mirror Their Communication

• Operate by their values

• Integrate in-person communication

Share – and Scale – Their Stories

Go Macro, Too

Part 2: Embrace the Face-to-Face

>

Touch and Feel the Product

• In-person sales conversation

• Visit a current customer and see it in action

• Online videos and gifs

• MOFU-focused SEO

Part 3: Measure the Whole Picture

The Obvious: Customer Referrals

The Less Obvious: Review Sites

Also Remember: Organic SearchDirect TrafficCase Study Influence

Customer Marketing Funnel

Leads

MQLs

Opportunities

Customers

Evangelists

Customer ReferralsReview

SitesBranded Sources

Reference Calls

Content Influence

Growing in a Traditional Industryby Marketing with Your Customers

1. Have your customers be your voice

2. Allow customers to touch & feel the product

3. Measure all contributors to the customer

marketing funnel

Thank You

elliemirman.com | @ellieeilletoasttab.com | @toasttab