Shannon Howard's Profile
Shannon Howard
Recent Messages
#general - September 12, 2025 at 01:47 PM
We just launched our program last year, so it's not that big.
Here is the press release we put out:
This was the landing page we created for submissions for this year's awards, which linked to announcement about past winners:
#general - September 09, 2025 at 01:40 PM
@Irwin Hipsman Who else is in the area?
#general - September 08, 2025 at 07:35 PM
@Kristine Kukich let's do an open call! 🙂
#general - September 04, 2025 at 12:17 PM
Welcome! You're absolutely in the right place.
#open-share - August 22, 2025 at 08:25 PM
New article up on post-sales campaigns (featuring the latest Mixology with @Kristine Kukich):
#general - August 15, 2025 at 05:54 PM
Love this idea! I'll see what I have written down.
#open-share - August 12, 2025 at 01:22 PM
Wrote an article repurposing and distributing customer content here:
#general - August 08, 2025 at 07:27 PM
<@U08S5TC6MC7> podcast reccs here!
#open-share - August 08, 2025 at 06:53 PM
Saving to listen later! I love hearing your thoughts and being able to share with my execs so they get a VP-level understanding of what customer marketing is and can do!
#open-share - August 08, 2025 at 06:51 PM
@Aparna Sharon Isa Dass Yes! It'll be recorded.
#open-share - August 07, 2025 at 04:42 PM
I'm hosting a live webinar/workshop next week. If you have friends in customer education who could use some help with this, please invite them to join!
#general - August 05, 2025 at 11:52 AM
@Leslie Barrett had a whole ebook on customer ABM. And @Marie Elliott has talked about it before!
#general - August 01, 2025 at 06:01 PM
💯
#open-share - August 01, 2025 at 06:01 PM
Can't wait to listen! Love unconventional career journeys.
#open-share - July 28, 2025 at 07:41 PM
Happy 1 year, Jacob! It's been a great year watching you grow!
Also, welcome back, Daniel! Missed you! ❤️
#general - July 18, 2025 at 05:46 PM
Love this idea! Thanks for organizing, @Natalie Gullatt!
#7-case-studies-stories - July 17, 2025 at 12:10 PM
Love this! Thanks for sharing the experiment and results!
#7-case-studies-stories - July 15, 2025 at 09:12 PM
We did something similar at our SKO.
It was really tied to renewed value props. As part of practicing those value props, we were given scenarios (new logo & expansion). We had to determine which value prop was tied to the scenario and introduce a customer proof point that helped to tell the story. Then we had to give a short 5-minute pitch to the whole room, as if we were talking to that customer.
Now, what wasn't helpful was that our team really did not have a lot of familiarity with our customer stories. So this event highlighted a need to train our rep on "back pocket stories." We're working with a "if you hear this, then reference this" framework. So looking at the top use cases or things that are going to come up, then equipping reps with the talking points. So if we're talking about ease of admin (you don't need a whole team of admins thanks to automation), tech stack consolidation (bringing multiple education programs into one platform to increase efficiency), etc., there's ONE customer story we can reference that's a great example of that.
I'll admit that we are still working on making sure reps have these down pat (we are also still working on having the value props down pat 😅 ).
#open-share - July 15, 2025 at 12:56 PM
@Rebecca Grossman yes! DM me your email and I’ll add you.
#general - July 14, 2025 at 07:02 PM
<@U095P3UL3QS> Love that idea!
#open-share - July 14, 2025 at 03:00 PM
Later this month, I'm hosting a webinar with Ramli John, author of Product-Led Onboarding and EUREKA: The Product Onboarding Playbook for High-Growth B2B Companies.
Ramli will walk through the EUREKA Model—a proven methodology that leverages Education-Led Growth to create critical "aha moments" that turn confused new users into confident power users. If you've worked on onboarding before, you know it's a cross-functional effort—not any one person or team!
Would love if you'd join us or share with someone on your team who could benefit from the conversation.
.
#open-share - July 11, 2025 at 04:13 PM
Bookmarking this! Some of our execs want to relaunch our customer cmmunity.
#general - July 10, 2025 at 08:08 PM
So sorry to hear this, Rebecca. Will keep an eye out. If I can tag you in anything or make a connection, let me know!
#general - July 09, 2025 at 02:10 PM
We do a physical award. In the application, we ask them who the award should be made out to (the education program owner, the team, or the name of their academy). When we confirm their win, we ask the best address to ship the award to.
We also offered the person who took the time to submit the application a small gift (under the limit for most companies). We set a budget and picked a few options in that range that people could choose from. You can see those here:
We used a simple Google Form to ask them which gift they'd prefer and the best personal mailing address (not stored).
#general - July 09, 2025 at 02:06 PM
Very simple program, but here's the page:
#open-share - June 26, 2025 at 09:35 PM
Go, people, go! Will be an amazing event.
#general - June 25, 2025 at 09:51 PM
Yes! You also mentioned a portfolio of programs overview. Would love to learn how you structure and present that to different audiences.
#general - June 25, 2025 at 07:31 PM
I'm sorry I lost this thread. For those who have Gong smart trackers set up for references to case studies and customer stories, what keywords did you use/how did you train the smart tracker? We are hoping to set this up not only to see how often case studies are referenced, but also look at the difference in deals where existing customers are mentioned vs. not.
#general - June 23, 2025 at 08:58 PM
Kevin has been enormously helpful, not just in the tactical execution, but the nuances of navigating the business and executive conversations. He provides help beyond the generics and program review, which is invaluable!
#general - June 20, 2025 at 07:29 PM
@Amy Do you have examples of what those looked like? Our tiles use the customer logo and part of the page formatting includes customer data. Just thinking through visually how we present the case study without identifying info.
#general - June 20, 2025 at 05:45 PM
For folks using anonymous case studies, do you have these on your website? If so, how are you showcasing them?
#general - June 18, 2025 at 03:39 PM
I may be jumping the gun here, because they're recording a bunch of episodes to release at once, but:
#general - June 18, 2025 at 01:37 PM
Obviously joining this community & the Friday calls would be awesome, too. 🙂
#general - June 18, 2025 at 01:37 PM
Champion has a new podcast and Captivate Collective has Talk Advocacy to Me. It's no longer running, but Beat the Drum was a great way to learn about CMA.
Captivate also does certifications that would be really foundational and also help your friend start building relationships in the field!
#general - June 04, 2025 at 08:29 PM
These are all fantastic ideas! And <@U081QESDKS7>, good on you for thinking about it and asking!
To what @Emily Coleman said, I think the first 30-60 days are about listening—not just to the business problems to solve, but to the people solving them. What are people's strengths? How do they want to grow? How do they like to recognized and appreciated? What makes people tick? That goes a long way to building trust and motivation.
Something I love to do for team calls is also what I call "high fives." Just intentional time and space for people to share something great that someone else has done—whether they went above and beyond, ran a killer campaign, got a great response to outbound, etc. It starts off with high energy and helps people feel recognized for their contributions. As part of this, I also encourage the team to take a moment to leave praise in Lattice (our performance management system) so it's on record for people during review periods. It's a small, intentional practice, but it makes a huge impact on morale.
#general - June 04, 2025 at 06:03 PM
@Julie Neumeister for the hundred cards, I was able to get those out in-person at a user conference.
For the most recent awards program, we asked for mailing addresses for where to ship the award if they won and used that for gifts/cards.
#general - May 30, 2025 at 04:21 PM
Wish I could join! I'll be at an appointment, but this will be a great topic with an awesome guest host! 🙂
#general - May 29, 2025 at 02:14 AM
For celebrating honorary mentions, I’ve done runners up or “top entries.”
To commemorate and honor everyone, is it possible to send them all thank you cards that celebrate their success and achievement and thank them for participating! I am definitely pretty extra, but I’ve handwritten over 100 cards just to make things special. it’s small and simple but goes a long way!
For sharing all the submissions, we followed up on our awards program to create case studies. Not sure if you’re planning something similar or what submissions look like. Maybe there’s a playbook? We talked about Mutiny’s customer playbooks on Friday’s call. Could be fun to say: “We learned so much from reading your submission. Would you mind if we share your use case as part of a collection of best practices?” That is very honoring, and has the double benefit of helping other customers!
#general - May 29, 2025 at 02:11 AM
+1 to CustomerXCon!
#general - May 28, 2025 at 07:17 PM
@Deena Zenyk, @Liz Richardson, and I were talking yesterday about VOC content. Would love if we can meld minds to come up with:
- Different types of VOC content you might create (reviews, case studies, testimonials, etc.)
- How you syndicate/distribute this content externally (social, ads, email nurtures, BDR outreach, etc.)
- How you distribute VOC content INTERNALLY so teams use it If you're interested in contributing, share what comes to mind for the above, and I'll pull it all together as part of a VOC content series to share. 🙂
#general - May 22, 2025 at 03:39 PM
Just remember the sunblock!
#announcements - May 22, 2025 at 03:32 PM
FRIENDS! Have you had some wins in H1 that you'd love to brag about with a group of people who GET IT???
Good news for you: Tomorrow, during the CMA Weekly call, it's an open floor to share your wins and highlights YTD. Join us at 11am PT/2pm ET!!!
#general - May 22, 2025 at 02:59 PM
Woah! Big changes. Can't wait to hear what's next!
#general - May 16, 2025 at 04:17 PM
You’re welcome!
#general - May 16, 2025 at 02:59 PM
I usually take this to mean 2 things:
- Do you know what you're looking for? If you're interviewing for a ton of different things, how do I know you actually want the job you're interviewing for vs. whatever offer you get?
- How quickly do I need to move? If I like our conversation, do I need to get my internal teams to move faster to extend an offer?
#general - May 16, 2025 at 02:57 PM
This is what's in our contracts. Customers have the option to redline:
1. Intellum Standard Publicity Clause – Accepted by majority of clients (estimated to be 75%):
Publicity. Neither Party may make any press releases, public announcements or similar public disclosure relating to this Agreement or its subject matter, including promotional or marketing material, without the consent of the other Party. Any such press release, public announcement or similar public disclosure will be coordinated with and approved by the other Party before release. Notwithstanding the foregoing, at any time after Client's launch of the Software Solutions, Intellum may begin referencing Client as a customer of Intellum in online and printed sales materials including usage of Client's logo. Intellum agrees to abide by Client's logo usage guidelines. Client has the right to revoke such reference and logo usage if Intellum conducts itself in a way that could cause brand damage to Client.
2. Intellum Standard Publicity Clause – Typical modification requested by clients as shown below (estimated to be 15%):
DELETION OF THE FOLLOWING STANDARD LANGUAGE:
“Notwithstanding the foregoing, at any time after Client's launch of the Software Solutions, Intellum may begin referencing Client as a customer of Intellum in online and printed sales materials including usage of Client's logo. Intellum agrees to abide by Client's logo usage guidelines. Client has the right to revoke such reference and logo usage if Intellum conducts itself in a way that could cause brand damage to Client.”
OR REPLACED WITH
"Any use of client name and logo requires express written approval by client"
3. Non Standard Publicity Clause - Client requests deletion of Intellum clause (estimated to be 5 %).
COMPLETE PROHIBITION BY CLIENT OF AN PRESS RELEASE AND PUBLICITY RIGHTS.
#open-share - May 09, 2025 at 02:03 AM
What Daniel neglected to mention is that, in addition to handing out the Golden Grots (are we not all OBSESSED with Grot), he also got 101 peer reviews at the conference!!!
#open-share - May 09, 2025 at 02:02 AM
Congrats! 🎊
#general - May 09, 2025 at 02:01 AM
We’re working on this now (not just logo rights, but all kinds of advocacy). A lot of this language is built into our contracts by default, and customers can redline out or make adjustments based on their company policy. We’re working now on these being SF fields that get updated when a new contract is signed (new logo or renewal), so it’s easier to search.
@Alexie Glover curious to hear what you’re doing!