Assertion Not checkable as stated
Robertson: One day mining reviews matched 70% of a nine-month survey
“Customer survey was a nine month project in one day of mining data. We got to 70% of the same amount of information that was accurate just by going in and understanding from review sites how people were responding and interacting.”
Insight
Robertson: Prioritize customer onboarding and education before building advocacy programs
“A lot of businesses will come in and a customer marketer and say, we need advocacy. We need a community. We need X, Y, and Z. You need great onboarding. You need great content that educates your customers, and you need to think about campaigns in the same way …”
Assertion Not checkable as stated
Robertson: Customer research can boost NPS 10x and upsells by 26%
“If you look at the impact of customer research, you can see 10 X of an increase year over year. Sorry if that's not showing up appropriately there. That is a 10 X, not an I. An increase in customer satisfaction or NPS. A 20% increase in upsell and cross sell r…”
Insight
Robertson: Never send upsell or advanced emails to struggling onboarding users
“The most important thing for segmentation is to actually make sure that as you're sending out different communications, you know where your customer is and what their level of happiness is. If someone's in onboarding and activation, And they're doing well and …”
Assertion Not checkable as stated
Robertson: A Sprout Social re-engagement email recovered 62% of dropping-off users
“This one email saw 62% of users that were dropping off logging back into the app and becoming sticky again.”
Opinion
Robertson: Customer marketing lacks the established playbooks of demand generation
“And the reason is, is that there actually is no playbook. There's not a lot of information out there on what is customer marketing? How do you work on that? How do you create the right KPIs? What should your team look like? If you look at marketing in general,…”
Assertion Supported
Robertson: 65% of marketers fail to conduct ongoing customer research
“65% of marketers admit to not actually conducting customer research on an ongoing basis.”
Assertion Not checkable as stated
Robertson: Sprout Social found its highest funnel drop-off during early onboarding
“When we first started building this out at Sprout and went through a lot of our customer research and a lot of our insights, what we were actually able to find is the number one area that we saw the most drop off happening in the funnel was in the early stage …”
Assertion Not checkable as stated
Robertson: Prompting primary users to onboard colleagues boosted adoption by 25%
“This is an example of a communication that we rolled out where we said, help your customer or your user get started, And from there we saw a 25% new user adoption from early stages.”
Assertion Contradicted
Robertson: On average, customers only use 61% of a software product
“On average, 61% of your product is actually used across all of technology.”
Disclosure
Robertson: Bitly's QR code data index saw 60,000 downloads in one month
“We used a lot of our proprietary data to build the QR code index, and in less than a month, we saw over 60,000 downloads, and this just launched this summer.”
Assertion Contradicted
Robertson: Handwritten direct mail achieves a 300% higher open rate
“You get a 300% better open rate to a thank you note or to a handwritten note than you actually do to something that isn't handwritten when you send something in the mail.”
