Fresh Analyst Report by Aberdeen on Impact of Community on Business

Unknown
Unknown
edited April 2018 in Sales & Marketing

Hey peeps,

Here's the newest analyst report by Aberdeen. We are NOT authorized to distribute nor publicly quote this but feel free to use this in discussion with your prospects.

Who is Aberdeen and why does this matter? They are a boutique analyst firm. They help organizations with their software purchases, especially as it relates to their marketing and sales technology requirements. Their research is well respected and often quoted as unbiased 3rd party proof.

Some top stats that you can use. The premise is that having an online community contributes to these benefits.

Overall

  • 41% increase in average customer profit margin - means making more money per customer.

Support

  • 15% increase in customer retention YoY
  • 5.4x increase in customer satisfaction scores YoY
  • 32.9% decrease in support costs. Without a community, costs rise by 2.7%

Marketing and Sales

  • 33.1% increase in ROMI, without, worsening of 1.2%
  • 8.5% decrease in length of sales cycle. Without, lengthening of 1%
  • 3.75x increase in overall sales team attainment of quota

The Bottom Line
Online customer communities for both B2B and B2C have positive impacts on overall customer profitability because:

  • it's easier to quickly find answers to their questions,
  • have access to social peer to peer proof of support, and,
  • the community is a great tool for sales and marketing to help grow business with its content

Acronyms used:

  • YoY - Year over year
  • ROI - Return on investment
  • ROMI - Return on Marketing Investment

Comments

Categories