Irwin Hipsman's Profile
Irwin Hipsman
Recent Messages
#open-share - November 12, 2024 at 02:36 PM
Check out today's Daily Stand Up. It's a 15-minute podcast by Lifetime Value Media which highlights what post-sales professionals are thinking about. So honored to talk about B2B SaaS companies squandering a golden opportunity by having bad customer contact data. Listen and act!
#open-share - November 07, 2024 at 01:08 AM
On Nov 14, I am on a live online panel with Litmus, an email service provider. The audience is lifecycle marketers and those who want to learn more about it. Topic is Transforming to a Lifecycle Mindset: Sustainable Growth Beyond Acquisition.
Joining me will be
• Senior Director Lifecycle Marketing, Constant Contact
• Senior Product Marketing Manager,
• Senior Director of Communications and Brand, Insider
We will cover
• Why lifecycle marketing matters
• How to start the shift
• Frameworks, roles, and responsibilities
• Overcoming common roadblocks
This will be a great session as you are planning for 2025.
#open-share - November 07, 2024 at 01:01 AM
On Nov 14, I am on a webinar by Litmus, an email service provider. The audience are lifecycle marketers and those who want to learn more about it. Topic is Transforming to a Lifecycle Mindset: Sustainable Growth Beyond Acquisition. Joining me will be
#open-share - November 07, 2024 at 01:01 AM
On Nov 14, I am on a webinar by Litmus, an email service provider. The audience are lifecycle marketers and those who want to learn more about it. Topic is Transforming to a Lifecycle Mindset: Sustainable Growth Beyond Acquisition. Joining me will be
#general - November 07, 2024 at 12:57 AM
Hi @Sarah Moody I did something like this a few companies ago. We looked at some activities we paid outsiders to do. For example speak on a webinar and using those as a benchmark come to an agreement internally on what is the value of different acts of advocacy. Once you get a few, the others are easy. So a full case study might be work 10k and a quote for the web page 2k. It can get more sophisticated over time. So a case study that gets 1,000 download after 6 months is worth more than one the only get 100.
I am surprised more organizations don't use this as a way to think of the value advocacy. Companies are so focused on attribution which is really hard and advocacy usually ends up on the short end of that stick.
#general - November 05, 2024 at 01:48 PM
@Jennifer Lyons The challenge is I can’t tell who has a private or semi-private profile so can’t do a screen shot. I will probably have someone I know change their status and see what changes. LI can be opaque at times.
BTW/ How are you doing?
#general - November 04, 2024 at 09:51 PM
Hi @Jennifer Lyons I am looking up LI profile URL’s and am wondering what I see if someone is private or semi-private. Would I still see their employer, location and number of connections.
I believe in premiere I would see.
#general - November 04, 2024 at 02:43 PM
Hi. Is anybody fluent in LinkedIn. Here is my ?
There are 3 states that someone has, public/semi-private/private. If I am looking someone up, can you tell if they are semi or private and if they are what can you still see (e.g. location, current employer)
I tried to figure it out by search, but all the answers are about one’s own status.
#general - October 31, 2024 at 02:36 PM
@Melissa Pezzin Totally agree with wendy. Need to incent across the org. Sales, support, CSM’s. We gave $250 for each 4-5 star review. Hate to say it, but like any system it can be gamed. If you want to chat 1-1 lmk.
#discussions - October 16, 2024 at 08:00 PM
@Molly McCreary @Perri Chaikof
I know the owners of Harvey House and have eaten there. Highly recommend.
#discussions - October 08, 2024 at 05:36 PM
@Natalie Gullatt Next week looks good and look forward to connecting.
#discussions - September 27, 2024 at 09:53 PM
@cecilia Wainio No specifics. There is balance of trying to think about every scenario Vs. keeping it simple. I lean towards the latter, piloting it with a subset and then making the changes. But, if it is one and done, I might reconsider the strategy.
At a company I was at, I wanted to buy a 5k piece of software and the SFDC said they could build it. They did and were great about it, but it cost more than the actual software. There were some compliance issues which forced the decision.
#welcome - August 13, 2024 at 12:30 AM
@Molly McCreary @Nicole Saunders
My daughter and granddaughter live in Madison. I will be back in September. Last time I visited we had a mini meet up at Madison sourdough. We will do it again around second week of September and will let you know!
#general - August 06, 2024 at 07:24 PM
Can you send me the link. A bunch of things have changed around tech.
#open-share - July 02, 2024 at 08:15 PM
In late July, I am going to offer a free live online 2-3 hour workshop on 'Transforming Your Customer Contact Database into an Advantage" to anybody who is in job search mode. If interested please DM me for more details and potential dates.
Customer marketers are under pressure to generate and demonstrate value. By becoming fluent in the customer contact database, you can have an impact across the organization. Topics covered will provide talking points as you are interviewing.
#lifecycle - May 29, 2024 at 07:25 PM
Hi- Just had an interesting conversation with a customer marketer who cleaned up a segment of their customer contact database. What jumped out at me was the % of customers that were no longer at their company. Has anybody done the same cleanup? If so, you may have a gut sense as to what % of customers did you have inaccurate information for (e.g. title, location, no longer at their company, still at company but no longer using your product).
#lifecycle - May 28, 2024 at 02:47 PM
Hello to all- I am working on a piece about marketing abdicating cross-sell to sales and is there a role for customer marketing. Would live to get some feedback and a reality check before I hit publish. It is going to be on the bold side. Anybody interested in taking a look.
#discussions - May 27, 2024 at 11:14 PM
@Madison G Hi. Are you thinking in app messages that can be highly targeted or product notifications that all can see. In general, when someone pays for your product and logs in to get work done, it is probably not the time to market to them. It is tempting. The one group that is an exception are those that purchase on a monthly basis.
#open-share - May 13, 2024 at 04:54 PM
Crisis Communications. Having a plan is an insurance policy for your job. As a follow-up to the recent announcement, this article looks at the benefits of having a healthy customer contact database when you have a crisis and need to communicate with customers.
#lifecycle - April 24, 2024 at 07:27 PM
Planhat just released one of the better studies I have seen in a while. Beyond Advocacy: Untapped Potential of Customer Marketing. What jumped out at me was how big of a challenge having accurate customer contact data is. If this is a challenge for you, lets talk.
#general - April 23, 2024 at 04:55 PM
@Evan Jacobs in past years that’s what I would organize. Oh well. You may want to reach out to Amy bills and have her reach out to the customer marketing team or the event team to ask them to pull it together.
#general - March 26, 2024 at 09:51 PM
@Eliana Schauffer the last one was a challenge to coordinate with everybody. Let’s talk and maybe look at doing something larger.
#general - March 26, 2024 at 09:49 PM
@Eliana Schauffer Hi. We talked last week and we can connect 1-1 if that helps. Next week is better and 9-11 am most days are good. I am in Boston.
#general - March 26, 2024 at 06:56 PM
First meeting of the Madison, WI Customer Marketing Association at our favorite bakery. Joining me was Nick Venturella and @Sue Reukauf who are actually in Madison unlike me.
#general - March 01, 2024 at 09:37 PM
I agree with Joel and hope to see u there!!
#open-share - February 13, 2024 at 01:31 PM
Last Friday was my last day at Forrester. About 50 people were let go as revenues did not support the size of the organization. Customer marketing’s activities will be moved to the digital customer success team. Is that a trend others are seeing?
I was very proud of the work I did in generating revenue, starting up a customer alumni program, and being a catalyst for other projects.
Looking forward to pivoting to Act 3 and more to come soon. Feel free to reach out if you would like to brainstorm any of your customer marketing ideas.
#announcements - February 06, 2024 at 04:54 PM
@ Its in concord, ma on a pond. We have a separate entrance but no full kitchen. It’s great for a long weekend and enjoy sharing and meeting our guests. My wife manages it and she is a super host. If I managed it…..
#lifecycle - February 06, 2024 at 02:20 PM
Does anybody have experience using InMail to communicate with former customers. Would love to chat 1-1 to show you what I am doing and help in choosing from some of the options InMail offers.
#announcements - January 12, 2024 at 02:15 PM
Forrester’s take on the Influitive acquisition by Principal Analyst, Amy Bills.
"Late December’s news that Jigsaw Interactive would acquire advocate marketing platform Influitive came as a shock, but not a surprise. Even Influitive’s most loyal supporters recognized its weak spots , but public communication from either company since the announcement has been lacking. Jigsaw owner ESW Capital must invest in the offering after the planned initial cost-cutting. Otherwise, competitors — which have already begun capitalizing on the disruption — will seize the moment. This increased focus will drive development across the market, but we don’t recommend changing solutions until the disruption subsides".
#lifecycle - January 02, 2024 at 02:34 PM
This the the year customer marketers may want to consider going for some big wins at your organization. I just received this report from the Boston Globe newspaper regarding my engagement with their product. For B2C an annual report makes sense. For B2B perhaps quarterly. This is an example of a cross organizational, high profile initiative to start working on. It may take a while to pull off and the naysayers will say we do not want customers know they are low utilizers. Then, either filter them out of the report or use it activate customers.
#announcements - January 01, 2024 at 09:42 PM
@Joel Primack what is your email address. I will send it along.
#announcements - December 28, 2023 at 02:32 PM
.
If your company is a Forrester client, the seat holder can share it with you. Here are the highlights.
Forrester’s Marketing Survey, 2023, 21% of B2B marketing decision-makers indicated that their organization’s CMO dashboard includes metrics for community involvement — up from 13% in . With greater attention comes greater opportunity and responsibility. Too often, community teams rely on measurements such as volume of members to prove how the community contributes to their business. But online community platforms have evolved substantially from siloed discussions and self-serve support resources to hubs for digital interaction, heightening the potential to show community impact in areas such retention, growth, and reputation. Advanced community managers point to the impact of their communities on:
• Account engagement
• Expansion opportunities. of surveyed demand and ABM decision-makers indicated that they use community access as a demand marketing tactic, placing the lure of community engagement above static assets such as white papers and price quotes.
• Loyalty that correlates with renewals
• Efficiency through scale
#random - November 07, 2023 at 11:59 AM
@Shannon Howard Hi. I am curious about your question and always have my ears tuned to Forrester stuff. Is there something you do not like about our TEI’s or TEI’s in general.
#lifecycle - September 12, 2023 at 12:51 AM
@Joel Primack To be fair, a product like theirs lends itself to one person being a user at a company and to sell individual licenses is not a sustainable model.
#lifecycle - September 12, 2023 at 12:17 AM
@Joel Primack Usergems does not have a seat license model. It’s more of an enterprise product.
#lifecycle - September 11, 2023 at 11:47 PM
@Kevin Lau let’s talk and I can chat with you about pricing. I have been on their backs to create a pricing
Model for customer contacts as opposed to prospects.
#lifecycle - September 11, 2023 at 10:14 PM
@Crystal Anderson I am a fan of user gems. But if advanced plus does the same for tracking customers who leave it, is easier to do an upsell than bring on a new vendor.
#lifecycle - September 11, 2023 at 10:12 PM
@Joel Primack one big difference is you can only get advanced plus with a, I think minimum of a 10 seat license. It is also part of the sales navigator family.
#lifecycle - September 11, 2023 at 08:24 PM
Is anybody using LI AdvancedPlus to keep track of when a customer leaves their organization and where they have gone. There is some info on LI’s marketing, but not enough to be helpful. My key question is, unlike a sales person who wants to keep an eye on their contacts I would need to keep an eye on contacts across many sales people. And if it is manual, it would be too painful.
#announcements - August 31, 2023 at 04:50 PM
@Mary Green (Owner CMAweekly) re: datarobot. Are you referring to their 30 day free trial??
#open-share - August 23, 2023 at 09:47 PM
Agee with @Lauren Stefano that empty boxes create all sorts of challenges. Think a few years down the road. Adding last updated dates may also help in the long run.
#announcements - August 10, 2023 at 10:37 PM
@Christina Patrick I was just on the Beating the Drum podcast. We talked all about what I call Demand Gen customer marketing. If you can listen would love to chat with you afterwards.
#announcements - July 18, 2023 at 12:14 PM
Hi @Kara Spinelli I am not a fan of discounts for advocacy participation when the client is a new customer. Inevitably someone at the client side will say no to a request and you can’t rescind the discount. The other option is to get corporate comms and any other stakeholders at the client side to sign off, but that slows the deal down and sales will not want to go there.
Renewal time is different. Profit margins are better, signing the renewal has less roadblocks, and if the client has a history of doing advocacy, with a good story and is easy to work with then a discount makes more sense.
Hope this helps!
#announcements - July 13, 2023 at 12:14 PM
@Ciana Abdollahian this is a tricky one. It is a cliche to say each company is different in product set, history, politics, customers…. In a simple world, CSM would own adoption retention, sales would do upsell and cross-sell. Where customer marketing fits in is to provide the data and oversee nurture campaigns. Super simplistic answer and happy to chat 1-1.
#announcements - July 12, 2023 at 03:02 AM
Agree with @Mary Green (Owner CMAweekly) fir usergems. Zoominfo would be in their ballpark. Maybe a new customer marketing category as they are both about the health of your contact database.
I just ran across a European community tool that’s interesting. Orbit. They use AI to match people into smaller communities
#announcements - June 30, 2023 at 05:57 PM
How many people non your team?
#announcements - June 30, 2023 at 05:54 PM
My take is early in the maturity of a CM program there is no CM budget other than headcount. As it evolves CM will get its own budget. As it evolves even more and has success the or percent of marketing budgeting will increase especially with brining In software. The thing is to find org with a similar maturity stage as yours to see what their percent is. Your boss is asking the right question. I could find out what FORR is, if that helps.
#announcements - June 30, 2023 at 04:26 PM
@Kevin Lau hey. I have not seen that data and it is a good question. It might be worth asking Amy bills. I think you have access to her. I think we could figure it out at our orgs by headcount.
#lifecycle - June 29, 2023 at 03:39 PM
There are a bunch of Forrester reports on lifecycle that have either just come out or have been recently updated. If someone is at a company that is is FORR customer they can ask the seatholder to share with them.
#random - June 02, 2023 at 11:04 AM
@Cara Peterson happy to chat 1-1 with you. I was deep into GPI for a few years.