1. IAA Global Marketing Summit April 26, 2013 IAA Global Marketing Summit April 26, 2013 Bill Lee IS MARKETING DEAD? bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee

2. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee About Bill Lee Bill Lee, President, Customer Reference Forum Bill is the author of The Hidden Wealth of Customers,, published by Harvard Business Review Press. Bill provides consulting, educational and research services to many of the world's top firms. His industry-leading conferences on customer engagement—including Customer Reference Forum and the Summit on Customer Engagement—attract leading firms such as Microsoft, Apple, Wells Fargo, Salesforce.com, Dell, EMC, McKesson, SAP, Red Hat, Oracle, SAS Institute, AmerisourceBergen ($70 billion health services), AT&T, Alcatel-Lucent, IBM and many others. Bill has written for a number of publications, including The Wall Street Journal, the Harvard Business Review Blog Network, Management Review, Organizational Dynamics, Executive Excellence and others.

3. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee Stop Trying to Convince Buyers… … Build Peer Influence Pressure (Traditional Marketing Is Sort of An Unnatural Act.)

4. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee Find Your Rockstars Like to affiliate Attractive (strategic) network Enjoy helping others Active in your—and other relevant—communities, live and online Willing to tell your story: gain value from doing so Have authority, respect Professional demeanor Communicate (speak, write, post, tweet regularly); get their names out there Available and easy to access (it’s not that hard)

5. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee Getting Rockstars To Play For You Will they work hard for the money?

6. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee Social Capital Affiliation Reputation Status Learn and Grow Have a Say

7. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee

8. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee Even C-Suite Execs Need Love Patty Morrison, CIO, Cardinal Health The Rockstar of Your Dreams.

9. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee “I WANT a relationship with you.” Then the fun begins: Help me LEARN Build my REPUTATION Expand my AFFILIATIONS Give me a SAY. Here’s how it looks: First get P&S right.

10. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee If a Rockstar Plays in the Wilderness … … The Art of Customer Community Building Rule 1: Follow “The Rules.” Rule 2: Never Forget Rule 1.

11. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee

12. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee Best use of Facebook

13. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee Agenda Q&A

14. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee 5 Things Your Customers Are Better At Than You More credible to your prospects and buyers … More persuasive … More empathetic … More able to understand buyer needs … More interesting to buyers … … than we are! Customers are … And there’s a lot more of them!

15. bill@customerreferenceforum.com ©Copyright 2013 by Bill Lee Resources Go to www.customerreferenceforum.com/IAA.php/ www.customerreferenceforum.com/IAA.php/ for additional resources: Deck for this presontation Article: “Marketing is Dead” Article: “5 Things Customers Can Do Better Than You” Article: “Turn Your C-Level Customers Into Your Most Valuable Reference” Article: The Hidden Wealth Beyond Net Promoter Video: “What Does Your Product or Service Mean?”