Resources for Customer Reference Professionals

Customer Reference Forum® is a community of customer reference professionals and customer reference managers from many of the leading corporations in the world.

Ever wonder how your reference collateral is perceived by the technology purchasers you want to target? From written case studies to customer testimonial podcasts and videos, reference collateral is a major expense. The research and best practices presented in this session will give you the hard numbers you need to plan and justify your collateral budgets. Kathryn and Lorie will show how Red Hat is applying best practices to better reach and target technology purchasers by applying findings from Eccolo Media’s research on how technology buyers consume reference collateral.

You’ll learn:

• What reference collateral type technology buyers find most influential, and why.
• When in the sales cycle they’re most likely to consume your reference content.
• How influencers differ from decision makers when consuming case studies, podcasts, and videos.
• The channels (web, direct response, social media, etc.) they’re most likely to get your collateral from.
• Why buyers in the enterprise consume more reference collateral than those in small businesses do.

. . . and more.