The BlackLine team knew that their in-app data was a valuable tool to help identify and motivate potential customer advocates in their community. In the past, BlackLine’s marketing team had struggled to schedule and round up customers to do video testimonials while at the event — a familiar hassle for any customer marketer. This year, BlackLine decided to send a push notification offering cool swag in return for a quick video testimonial at a specific location. It worked so well that they had to turn some customers away.
BlackLine also looked at its app leaderboard, drawn from attendees’ in-app behavior, at the end of the conference to identify customers who were the most engaged and enthusiastic about the event and the product. The company followed up with those customers under the assumption that if they were so enthusiastic within the app, they would also be enthusiastic about participating in a case study, a speaking opportunity, or a customer reference call.
And at the end of the event, all of these interactions, surveys and in-app data provided a clear view of ROI for BlackLine.